eCommerce for SOLAR Company (fashion)Presentation Transcript
Case StudyeCommerceImplementation forSOLAR Company
SOLAR• 80 chain bou,ques, – 13 franchise (among others, in Lubeck, Gent and Lviv) – 7 outlets • 120 members of external chain and 25 partners in the neighbouring countries
Goals• Making direct online purchase possible Current collec+on and outlet • A tool for oﬄine clients Crea+ng shopping lists and the possibilty to learn about new collec+on before visi+ng the bou+que. • SOLAR bou,ques are famous for regular deliveries of new products. E-‐store is supposed to make it possible to follow the new items in the collec+ons, but also to ﬁnd and buy products, which are already not available in the bou+ques.
Online and Offline in the Fashion Industry The main source of informa,on: online offline Purchase online 2,4% 2,4% offline Crucial is the 1,7% information found offline and purchase offline. The Internet influences 6,5% of the total sales. n=881 kupujących 93,5% The main sources of information: online The main sources of information: offline I made the decision in Internet auc+ons the store, while sklepie, Zdecydowałem w 42% Aukcje internetowe 37% shopping zakupów podczas Oferta w sklepach 13% Items available in the I already knew about Search engines Wyszukiwarki 26% bou+ques Znajomi / rodzina 5% these products because of earlier Mam wiedzę z amily Friends and f poprzednich E-‐stores Sklepy internetowe 23% zakupów tych produktów 4% shopping. Base: n=37 searching online n=844 searching oﬄine. Source: Mul+brand ROPO Survey, IMAS i Divante.
Realization Designing Gathering interac,ons Technical business according to the analysis and Tests and Survey and Graphic design Implementa,on launching op,miza,on demands User-‐Cenetered integra,on Design
Methodology of workUser-Centered Design
Business goal/User needs à Business Goal Product. UCD process creates a product which the users need and whose using they are going to like. Observa+on of user behavior Review of the compe++on’s Review of solu+ons allows us to map some of solu+ons Analysis of user context the compe++on’s solu+ons that can be used Compe++on analysis In-‐depth interviews in our project. It is a sort of learning from • Who are the system’s users? someone else’s experience. Brainstorms • What do they need the system Brainstorms are organized to for? genereate fresh ideas, which are • What are their skills? later cri+cally evaluated by Expert evalua+on • Are there any external experts and users. limita+ons regarding the system or the users expected? Focus Tests and User Tests Concepts Focus Tests User Tests Focus tests Expert evalua+on Conducted at the Conducted during the beggining of the process of process of designing the crea+ng a product. product. Product Interface Design (paper Diﬀerent concepts are prototypes are tested. prototyping, lo-‐ﬁdelity, hi-‐ﬁdelity) Choosing the tested. best concept Small group of people. Single user. • We ground our work on the previously gathered The par+cipants evaluate The user performs test knowledge, brainstorms, created and tested concepts. Concept and comment on the tasks using the very concepts and projects product. • We design new interface prototypes. which they are presented • In the subsequent itera+ons, we ask experts and Alterna+ve methods of with. users to evaluate them and then apply their realiza+on (prototypes) Serve to quickly get the Serve to check whether a sugges+ons as changes in the prototype. opinions and feelings of prototype or a product • Prototypes are created in paper form (paper the users. Help to see func+ons the right way what the users’ and naming the problems prototyping), as well as interac+ve PowerPoint expecta+ons are, what a user encounters while and HTML presenta+ons. they needs are. Serve as performing tasks. • In the ﬁnal phase of prototyping, graphic an evalua+on of an idea prototypes can be used. which is a basis for the product.
Heuris,c analysis • Heuris+c evalua+on allows one to detect usability problems. This method is based on expert analysis. The experts evaluate whether the tested interface matches usability rules. User tests Heuris+c analysis • One expert will never be able to ﬁnd all the problems. That is why heuris+c analysis is done by two people. Next, their results Expert evalua+on are united in one report. User tests • We use the well-‐known and acknowledged usability heuris+cs, User tests are the basic and most important technique of tes+ng and improving the Choosing the best enriching them with our own experience from the previously analyzed projects. usability of the products. solu,ons Usability heuris,cs by Nelsen and Molich: • The visibilty of the state of the system Process: User tests • Adjus+ng to the real world • Deciding on the test area and the target groups • Control and freedom of choice • Website analysis Heuris+c analysis Op,miza,on • Consistence and standards • Preven+ng errors • Preparing test scenarios and consul+ng them with the client • Conduc+ng pilot study and, if needed, adjus+ng the scenarios Expert evalua+on • Recognizing, instead of reminding • Recrui+ng users for the tests • Flexibility and eﬀec+veness • Conduc+ng tests with the users • Esthe+cs and economy • Introducing the user to the test • Help in recognizing and solving problems • Help and documenta+on • Filling in the pre-‐ques+onnaires • Performing the pilot task Graphic design • Performing test scenarios User tests Accessibility analysis • Filling in the post-‐ques+onnaires Accessibility analysis of a Website includes expert analysis (based on Heuris+c analysis • Formal mabers, paying the users their due money the W3C guidelines) and disabled user tests, which allows for the • Op+onally: recording the tests (audio,video, screen) and edi+ng the Expert veriﬁca+on of the actual accessibility of the Website. recordings evalua+on The expert analysis includes: • Preparing the script from the session and discussing them in the group including: observer, moderator, client. Implementa,on • Mee+ng the W3C demands • Mee+ng the WAI demands • Preparing conclusions and project guidelines based on the test results User tests • Mee+ngs the eEurope 2012 demands • Mee+gns the demands of the Polish legal system Heuris+c analysis Prac+cal tests include mainly Website tests by the blind and amblyopic users and tes+ng the Website on mobile devices. Eyetracking Exoert evalua+on Sta+s+cal analysis Accessibility analysis Further product development User tests A/B tests Surveys Ready Product
Interactive Prototypes • Interac,ve prototypes present how the applica,on is going to work. • Verifying the designer’s vision against the expecta,ons of the client and target users. • Conceptual work on the prototypes makes the veriﬁca,on of the ideas cheap and fast. • In the subsequent phases of the project, the number of modiﬁca,ons diminishes. • There were 9 diﬀerent versions of interac,ve prototypes prepared. • The work on prototypes lasted 3 weeks.
IntegrationMicrosoft Dynamics NAV
Microsoft Dynamics NAV• Microso_ Dynamics NAV – integrated business solu,on for medium-‐size businesses. • Used by over 1450000 users from 80000 ﬁrms. • Includes modules suppor,ng the management of: ﬁnances, budge+ng, produc+on, distribu+on, rela+ons with clients, service, e-‐business, advanced analysis (Business Intelligence) and control.
Integration• Preparing the project of integra,on Prepared in coopera+on with the client’s IT department, it includes the detailed descrip+on of synchroniza+on mechanisms, security systems and data formats. • Two-‐way data exchange The number of products in stock, product features, orders. • Early start-‐up and tests Tes+ng the integra+on mechanism at an early stage of the implementa+on allowed us to map all the ﬂaws and make sure they will not inﬂunce the applica+on’s func+oning.
Graphic Designing • Based on the visual iden,ﬁca,on and according to the arrangement of the elements within the interac,ve prototypes: • A single graphic line was prepared; • Storyboards for the ini,al anima,ons were prepared. • Anima,ons are synchronized with the changing colec,ons (color palefe, products). • A_er the look&feel acceptance, graphic designs for the subsequent subpages were prepared. • Graphic designing took 2 weeks.
Graphic Designing• Graphic design does not compete with the photos of the products and the collec,on’s graphics. It serves as a frame for them. • The crea,on of the graphic design was supervised by the SOLAR experts so as to guarantee consistency.
PrestaShop• PrestaShop is the most popular European open-‐source e-‐store plahorm. We oﬀer our clients the PrestaShop sogware, extended with Divante’s original plug-‐ins. • Over 100 000 e-‐stores use PrestaShop. • The most interes,ng features of PrestaShop’s control panel PrestaShop – SEO-‐friendly store architecture – Integra+on with Polish payment systems and price comparison services – The possibility of selling virtual products (ﬁles) – Coupon system (discounts, free extras, free delivery) – Client groups (deﬁning the level of prices, discounts). – The possibility of the mul+plica+on of a store. – The possibility of crea+ng mul+-‐language stores. Speciﬁca+on of PrestaShop and Divante’s plug-‐ins.
Modifications and Extensions• For the needs of the project, we modiﬁed PrestaShop, adjus,ng the so_ware to the speciﬁc demands. Current collec+on and outlet. • A tool for oﬄine clients Crea+ng shopping lists and the possibilty to learn about new collec+on before visi+ng the bou+que. • SOLAR bou,ques are famous for regular deliveries of new products. E-‐store is supposed to make it possible to follow the new items in the collec+ons, but also to ﬁnd and buy products, which are already not available in the bou+ques.
ImplementationStart-up and tests
Providing Quality• Designing according to the User-‐Centered Design • Internal quality control at each stage of the project – checklists and tests • Systemic management of demands, changes and service no+ﬁca+ons • All the service no,ﬁca,ons and project arrangements are made within the same repor,ng system. • The client has online access to all the no,ﬁca,ons. • We use the Redmine so_ware.
EffectsThe First Results ofCooperation
The Effects of Cooperation afterLaunching the Online Store• Right ager launching the store, many orders were placed. • Conversion rate: 2,21%. • High average order value. • 68% purchases made during the ﬁrst visit. • Ager a month, as many as 15,9% purchases are fuelled by SEO.
ImplementationInformation about Divante
The Quality of Service• Sa,sfac,on from the coopera,on with our agency: 4.6 / 5 -‐ 2nd place in Poland The survey carried out on all Divante clients by Media&Marke+ng Poland in 2011. • Sa,sfac,on from our customer service: 4.9 / 5 – 3rd place in Poland The survey carried out on all Divante clients by Media&Marke+ng Poland in 2011. • 100% of our clients would recommend us to their friends. The survey carried out on all Divante clients by Divante Company in 2010. • Almost 60% new ques,ons which we receive comes from the references from our previous customers. • 10 /10 points in „punctuality and reliability” category. The survey carried out on all Divante clients by an independent unit in 2009.
The Quality of Work New ideas helping to improve the func6oning of a company. -‐ Puls Biznesu magazine, 2009 Such examples show that our economy is really innova6ve and has a huge poten6al of the human capital. -‐ Sebas+an Christow, Ministry of Economy of the Republic of Poland Divante is able to connect product innova6ons with the care for the best quality of its customer service. Thanks to that, Divante carries out projects for clients in Poland and all over the world. -‐ Michał Żyliński, Microsog A great communica6on and openness to new solu6ons, these are certainly the strong sides of the team. -‐ Izabela Dauksza, Coordinator of Project Managers, Gazeta.pl
Technology• Scalability – PromoRing enables ca. 5 mln PV per day, serving 3 mln UU per month • Flexibility -‐ .NET, Django, PHP • We are a partner of Apple and the Microsog Company • We are integrated with many outside systems (improvement systems, warehouse systems, ERP, CRM)
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