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Deploying Enterprise Miva Merchant, Bringing Your Large Scale Project To Life
 

Deploying Enterprise Miva Merchant, Bringing Your Large Scale Project To Life

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One of two presentations delivered at the 2011 Miva Conference in San Diego. This presentation uses a case example (www.idzone.com and others) to demonstrate the steps, tools, and methods we use to ...

One of two presentations delivered at the 2011 Miva Conference in San Diego. This presentation uses a case example (www.idzone.com and others) to demonstrate the steps, tools, and methods we use to bring an IR500 level ecommerce site to life.

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    Deploying Enterprise Miva Merchant, Bringing Your Large Scale Project To Life Deploying Enterprise Miva Merchant, Bringing Your Large Scale Project To Life Presentation Transcript

    •   session  oneDeploying  Enterprise  Miva  Merchant     Bringing  Your  Large  Scale  Project  To  Life Bryan  Landaburu  (@fuze)   President     Twi$er:  #mmconf11    |    @fuze  
    • Twi$er:  #mmconf11    |    @fuze  
    • Hi.  My  name  is  Bryan.   Twi$er:  #mmconf11    |    @fuze  
    • FUZE  Twi$er:  #mmconf11    |    @fuze  
    • ParLculars  •  A  digitally-­‐led  agency  est.  2003  •  We  develop  &  execute  campaigns   for  clients  naLonwide  that  include:   –  Web,  applicaLon,  system,  UI  design   –  Content  Management  Systems   –  Business  process  design   –  E-­‐mail  markeLng   –  Blog  strategy   –  Social  &  mixed  media  campaigns   –  E-­‐Commerce  development   –  Search  MarkeLng  (SEO/PPC)   –  Advanced  analyLcs   –  TradiLonal  creaLve  services   Twi$er:  #mmconf11    |    @fuze  
    • Clients   Twi$er:  #mmconf11    |    @fuze  
    • What  are  we  talking  about?   Twi$er:  #mmconf11    |    @fuze  
    • We  will  try  to  answer  these  quesLons…  •  What  should  a  redesign  cost?  •  Where  do  you  start?  •  What  will  customers  think?  •  What  will  happen  to  search  rankings?  •  How  will  you  cope  with  downLme?  •  What  happens  to  your  historic  data?  •  What  new  features  will  you  add?  •  What  is  possible  with  Miva?  •  What  tools  can  you  use  to  manage  projects  &  teams?  •  Where  should  you  gain  inspiraLon?   Twi$er:  #mmconf11    |    @fuze  
    • Why  did  you  decide  to  come  to  this   conference,  and…   …what  did  you  hope  to  get  out  of  it?   Twi$er:  #mmconf11    |    @fuze  
    • Business  is  simple,  right?   Get  ‘em  to   Get  ‘em   Make  ‘em   Sell  ‘em   Get  it  to  ‘em   Bring  ‘em  Find  ‘em   tell  their   Repeat   there   comfortable   something   fast   back   friends   Twi$er:  #mmconf11    |    @fuze  
    • New  Customer  ExpectaLons   The  way  we  search,  research,  the  devices  we  use,   and  the  future  generaLons.   Twi$er:  #mmconf11    |    @fuze  
    • What  people  expect  •  We  connect  on  new  devices;  smaller  and  different  screen  •  We  expect  relevant  and  consistent  experiences  •  We  expect  speedy  access  •  We  expect  clear  content  developed  for  us  •  We  expect  things  to  be  where  we  anLcipate  them  to  be  •  We  trust  the  opinions  of  others  like  us   –  More  than  we  trust  you  •  We  expect  honest  presentaLons  •  We  have  very  li$le  paLence   Twi$er:  #mmconf11    |    @fuze  
    • Customers  really  don’t  care  about…  •  Your  assumpLon  of  what  they  should  be  looking  for  •  Ornate  presentaLons  •  Music  and  spinning  objects  •  Messy  content  (a  picture  is  worth  a  thousand  words)  •  Last  update  2005  •  Irrelevant  stock  photos  •  Having  to  keep  up  with  you  on  their  own  •  Your  website  the  only  source  of  informaLon  •  Your  history  (unless  its  relevant  to  their  experience)  •  Your  corporate  structure   Twi$er:  #mmconf11    |    @fuze  
    • How  do  you  find  your  customers?   …or  your  thoughts  on  how  they  find  you?   Twi$er:  #mmconf11    |    @fuze  
    • How  do  you  find[and  keep]  customers?  •  TradiLonal  adverLsing   •  Reengagement  campaigns  •  Search  markeLng   •  RetargeLng  •  Co-­‐markeLng   •  Referral  programs  •  Social  media   •  Lifecycle  messaging  •  Word  of  mouth   •  Affiliate  programs  •  Loyalty  programs   •  Partnering   Twi$er:  #mmconf11    |    @fuze  
    • People  decide  if  they  like  what  they   see  online  in  less  than  1  second   Credibility  and  trustworthiness  is  determined  in  6-­‐8  seconds   Twi$er:  #mmconf11    |    @fuze  
    • In  those  6  seconds…   Do  I  trust   What  do  you   What  should   you?   do?   I  do  next?   Twi$er:  #mmconf11    |    @fuze  
    • Considering  a  Redesign?  Remember  that  redesign,  doesn’t  begin  with  design   Twi$er:  #mmconf11    |    @fuze  
    • A  real-­‐life  case  study…  IDZone.com  Version  1  website  2006-­‐2011  Miva  4.x     Twi$er:  #mmconf11    |    @fuze  
    • A  real-­‐life  case  study…  IDZone.com  • The  leading  online  retailer  for  idenLficaLon  and  security  products  worldwide  • Founded  2006  • Combined  35%  market  share  • Redesign  version  3  launched  2/2011  • Miva  Feature  Site  February  2011  • Full  client  control  • SaaS  integraLon  –  CMS,  Miva,  SearchSpring,  PowerReviews,  LivePerson,  etc.  etc.  • Extensive  custom  and  stock  module  integraLon  • Complex  pricing  engine  • Over  10,000  customers  • 2,500  unique  products   • (with  configuraLons,  over  10,000   combinaLons)  • Full  back  office  integraLon  –  automated  order  processing  &  fulfillment  • Approximate  Volume:  100  orders/day  • Sister  site  to  IDWholesaler.com   Twi$er:  #mmconf11    |    @fuze  
    • EvoluBon  circa  2011  www.idzone.com     Twi$er:  #mmconf11    |    @fuze  
    • The  challenge…   Twi$er:  #mmconf11    |    @fuze  
    • The  challenge  •  Migrate  from  MM4  to  MM5  PR7   •  Vastly  improve  page  load  Lmes  •  Ground-­‐up  platorm  rebuild   •  Add  integrated  feedback  •  Integrate  promoLons,  tesLmonials,   •  Add  bulk  data  management   campaign  landing  pages   •  PPC  to  ROI  AnalyLcs  •  CMS  framework   •  Integrate  order  processing  with  •  User  tesLng  &  input   legacy  ERP  systems  •  Vastly  improved  on-­‐site  search   •  Migrate  all  content  •  Maintain  or  improve  SEO     •  Port  over  all  custom  modules   (URL  rewrites,  no  dead  links)   •  Increase  orders  •  Add  product  compare,   •  Increase  page  views   configuraLon,  reviews   •  Increase  bo$om  line  revenue  •  Mobile  friendly   •  Ok,  but  also…   Twi$er:  #mmconf11    |    @fuze  
    • AddiLonal  challenges  •  DifferenLate  market  posiLon  vs  IDWholesaler.com  •  Make  site  maintenance  and  development  synchronized  with  IDW  •  Don t  lose  any  current  features  or  funcLons  •  Don t  lose  any  search  rankings  auer  launch  •  Migrate  and  don t  lose  any  data   –  Content,  categories,  products,  customers,  a$ributes,  pricing,  orders,   purchase  history,  saved  baskets,  etc.  etc.  etc.  •  No  downLme  during  ANY  business  hours  6am-­‐6pm  PST  •  QuanLfy  all  post-­‐  migraLon  metrics  •  TIMELINE:  12  weeks   Twi$er:  #mmconf11    |    @fuze  
    • Tall  order…  Where  do  we  begin?  Where  would  you  begin??   Twi$er:  #mmconf11    |    @fuze  
    • Fuze  Methodology  1.  The  Story   5.  Design  2.  Prototyping      More  than  page  layouts      Theorecal  scenarios  &  comps   6.  MulL-­‐phase  development  3.  Project  scope   CSS,  CMS,  Miva,  Custom,  Integraon,  SaaS,   Search,  environment  prep  (x3)   Budgeng,  features,  wish  list,  phase  plan,   stakeholder  definion,  user  profiling,   7.  TesLng   meline,  project  system  setup   Validaon,  tesng,  changes,  tesng,  4.  CompeLLve  /InnovaLon  Research   validaon,  tesng,  tesng…  5.  InformaLon  Architecture     8.  Launch  checklist   Team  responsibilies,  sitemap,  data      Validaon   definions,  funcon  list,  module  list,  custom   9.  Launch   module  specificaons,  user/data/process   flows,  milestone,  budget  gut-­‐check   10.  Recap  and  monitor   Twi$er:  #mmconf11    |    @fuze  
    • The  story  more  than  an  execuLve  summary   Twi$er:  #mmconf11    |    @fuze  
    • BudgeLng  &  Scope   Q)  how  much  is  a  website?   Twi$er:  #mmconf11    |    @fuze  
    • BudgeLng  &  Scope   Q)  how  much  is  a  website?   A)  how  much  is  a  3  bedroom  house?   Twi$er:  #mmconf11    |    @fuze  
    • BudgeLng  Factors  •  Business  planning   •  How  complicated  are  your  selling  •  MarkeLng  planning   rules?  •  Business  organizaLon/experience   •  How  custom  do  you  want  it?  •  Industry  experience/posiLon   •  How  many  products?  •  Product  mix  complexity   •  Timeline  •  Access  to  product  data/images   •  How  many  templates?  •  Preparedness  for  online  sales   •  How  much  integraLon?  •  How  many  people  on  the  team  •  Previous  project  experience   •  Bo$om  line,  we    •  How  will  orders  be  processed   interview  our     clients  the  same  way  •  How  will  inventory  be  managed   they  interview  us.     aphexafx Twi$er:  #mmconf11    |    @fuze  
    • ImitaLon,  the  sincerest   form  of  fla$ery   People  have  expectaLons  online,  just  because  you re  small,  doesn t  make  you  exempt  from  these  expectaLons.   Twi$er:  #mmconf11    |    @fuze  
    • Consumer  focused  research  •  When  we  embark  on  a  project  we   tend  to  short  list  a  group  of  sites   that  match  the  buying  habits  of   the  target  audience.  •  We  also  tend  to  present  and   review  what  is  innovaLve  in   eCommerce  at  the  Lme.  Using   sites  like  these  as  examples,  give   you  ideas  for  features  for  your  own   site.    •  Once  features  are  consistent  on   the  top  25  sites,  you  be$er  start   planning  to  have  them  on  yours.  •  These  sample  sites  were  some  of   the  100s  researched  for  feature   inspiraLon  on  IDZone.com   Twi$er:  #mmconf11    |    @fuze  
    • One  size  fits  all  is  illogical.  (the  term  should  be  reBred)  •  For  another  project  we  will  be   launching  in  the  coming  month  or   two,  we  reviewed  a  completely   different  set  of  sites,  based  on  a   completely  different  user   audience.  •  Affluent,  experienced  online   shopper,  not  seeking  value,   seeking  unique,  shop  in  bouLques,   have  a  plaLnum  card,  read   premium  magazines,  shop  in   premiere  department  stores  or   bouLques,  age  range  is  27-­‐65,   skew  female.  •  This  is  our  profile,  what  are  these   people  used  to  seeing?    •  What  do  your  customers  expect?   Twi$er:  #mmconf11    |    @fuze  
    • Finished  Product…  EyeglassGallery.com  •  Miva  feature  site  •  5  categories  for  over  2,000  sku’’s  •  Search  forward  navigaLon  •  FUZEblox  gear  system  (CMS,   Commerce,  Search)   Twi$er:  #mmconf11    |    @fuze  
    • Prototyping   TheoreLcal  possibiliLes  [tradiLonal,  social,  “web  2.0”,  all-­‐new]   Twi$er:  #mmconf11    |    @fuze  
    • Twi$er:  #mmconf11    |    @fuze  
    • The  Team  Distributed  team  working  simultaneous,  coast-­‐to-­‐coast   Twi$er:  #mmconf11    |    @fuze  
    • The  IDZone  Team   SEARCHSPRING   (2)   MODULE   DEVELOPERS   NETBLAZON  (1)   FUZE   (6)   HOSTASAURUS   IDZONE  TEAM   (1)   (5)   MIVA  PRO   SERVICES  (2)   Twi$er:  #mmconf11    |    @fuze  
    • Why  this  works…  •  We  engaged  about  $1m  in  annual  salaries  for  8  weeks  •  Limits  liability  and  overhead  •  Experts  when  we  need  them  •  Extends  our  capabiliLes  as  a  developer/agency  •  What’s  not  to  love??   Twi$er:  #mmconf11    |    @fuze  
    • PotenLal  Pitalls  •  Limited  control  –  you  have  to  trust  who  you  are  working  with  •  Timeline  and  task  management  •  Overlapping  elements  •  Calendar  management  •  SynchronizaLon  •  Someone  has  to  be  in  charge  and  responsible  for  the  project   overall  •  The  runaway  cab   Twi$er:  #mmconf11    |    @fuze  
    • Systems  if  your  team  is  greater  than  0,  you  need  systems     to  manage  a  large  projects   Twi$er:  #mmconf11    |    @fuze  
    • Adapt,  Buy,  Build,  Scrap   Decisions  in  the  scope  phase   Twi$er:  #mmconf11    |    @fuze  
    • FuncLonality  OpLons  •  Adapt   •  Build   –  Twist  your  business  process  to   –  Spec  and  build  your  own  modules/ match  what  is  available   funcLons   •  +  saves  money,  fast   •  +  you  get  exactly  what  you  want   •  -­‐  limited  flexibility   •  -­‐  potenLally  expensive,  could  add   Lmeline,  may  not  work  with  other  •  Buy   funcLons,  you  are  on  the  hook  for   –  Buy  and  install  modules   support,  no  upgrades   (mivacentral.com)  to  extend   •  Scrap   funcLons   –  You  may  determine  that  the  exact   •  +  minimal  investment,  supported,   fast   funcLonality  isnt  what  you  desired,   •  -­‐    built  for  someone  else,  not   doesn t  work,  or  simply  is  too   always  customizable,  not  always   complex   supported   •  Keep  a  next  phase  list   •  Know  when  to  fold   em   Twi$er:  #mmconf11    |    @fuze  
    • ArchitecLng  &  designing   the  3-­‐bedroom  house   an  informaLon  architecture  crash  course   [Life  of  Ryley  IA  documentaLon]**   [Life  of  Ryley  Home]     **NOTE:  this  will  not  be  downloadable   Twi$er:  #mmconf11    |    @fuze  
    • Take  a  walk  with  me.   a  tour  of  IDZone.com   Twi$er:  #mmconf11    |    @fuze  
    • Fuze  Gear  System  Our  methods  incorporate  three  integrated  systems  working  together  on  every  page  to  generate  content,  navigaLon,  and   Handles all store content, promotions,experience  for  the  user,  centrally  managed   company pages, blog, etc. Alsoby  the  company.   FUZEblox   maintains overall structural elements. CMS   SearchSpring   Intra-­‐site   Search   Generates dynamic navigation, left rail MivaSQL   Handles all product and cat facets, compare, configure, images, product displays, PPC campaign landings, etc. maintains all customer and order data, integrates with back-office systems for order processing & fulfillment. Twi$er:  #mmconf11    |    @fuze  
    • FUZEblox   Twi$er:  #mmconf11    |    @fuze  
    • Can  your  CMS  do  all  this?   Twi$er:  #mmconf11    |    @fuze  
    • Home  Features  •  LivePerson  •  Pervasive  login  and  cart  •  SuggesLve  search  •  Printer  selector  •  Fully  controlled  and  config  hero  panel   (machine  readable  and  mobile  animaLon   compaLble)  •  Integrated  supply  finder  •  Full  page  control/promo  control/ tesLmonial  rotaLons  •  Page  level  feedback  engine  •  RSS  feeds   Twi$er:  #mmconf11    |    @fuze  
    • Category  pages  •  5  disLnct  category  templates    •  Variable  and  user  controlled  facet   elements  •  CMS  /  Miva  /  SearchSpring   powered  (depends  on  user   selecLons)   Twi$er:  #mmconf11    |    @fuze  
    • Product  detail  features  •  Image  admin  &  jQuery  •  MAP  •  Reviews  •  Addthis  •  Print  •  Volume  pricing  •  Dynamic  logo  •  Dynamic  tab  content  •  Dynamic  document  management  •  Sortable  related  products  •  Dynamic  add  to  cart  •  Integrated  support  slider  •  Contextual  messaging   Twi$er:  #mmconf11    |    @fuze  
    • Custom  MAP  FuncBons  •  Ability  to  work  within  most   manufacturers  Minimum   AdverLsed  Price  rules  •  Picks  up  at  category  and  product   levels  •  Temp  accounts  auto-­‐cleanse  •  Three  MAP  configuraLons:     1)  Call  for  price   2)  Temp  account  creaLon   3)  Password  challenge   4)  Could  establish  other  rules  •  Custom  soluLon  by  Fuze  &   NetBlazon   Twi$er:  #mmconf11    |    @fuze  
    • Full  custom  account  screens  and  funcBons  •  Order  tracking  and  history  –  1  click   reorder  •  Saved  Baskets  –  1  click  restore  •  Address  book  management   Twi$er:  #mmconf11    |    @fuze  
    • Post  add  to  cart  •  Related  products  are  sorted  and   relevant  •  Add  to  cart  –  resort  relateds  •  Dynamic  price/a$ribute  display  •  Edit  in  basket  •  Save  baskets  (works  as  a  quote   system)  •  Shipping  esLmaLon   Twi$er:  #mmconf11    |    @fuze  
    • Module  developers  we  use   extending  funcLonality  the  miva   app  store   Twi$er:  #mmconf11    |    @fuze  
    • Modules  and  tools…  •  Sebenza   •  SearchSpring*  •  NetBlazon   •  FUZEblox  CMS*  •  Viking  Coders   •  MivaMerchant  5.5  PR7*  •  Emporium  Plus   •  New  framework  allows  •  Don t  rely  on  plug-­‐n-­‐play   infinite  customizaLon   NOTE:     Never  shape  your  business  around  modules,  find  modules  that  fit  your  business  process.   *core  to  every  page  funcon   Twi$er:  #mmconf11    |    @fuze  
    • The  good,  the  bad,  the  ugly.   Not  everything  will  go  perfectly…and  that s  ok.   Twi$er:  #mmconf11    |    @fuze  
    • Easier  than,  or  as  expected  •  We’ve  done  this  before…much  less   stress  this  go  round  •  Be$er  team  engagement  &  alignment  •  Content  migraLon  •  No  business  hours  offline  •  IntegraLon  with  back  office  •  Central  CMS  management  adopted  by   business  users  •  Mobile  funcLonality    •  Staging  and  live  environment  syncing  •  MigraLon  to  live  •  Backup  and  restoraLon   Nationaal Archief Twi$er:  #mmconf11    |    @fuze  
    • A  few  Lps…  •  Make  sure  you  have  experience  at  the  helm  •  Whatever  Lme  you  have  in  your  project  for  tesLng,  triple  it  •  Make  sure  you  coordinate  all  your  team  efforts   –  Kickoff,  ongoing,  launch  prep,  and  post  launch  •  Make  sure  you  run  more  than  one  instance  of  your  website  •  If  you  are  migraLng  your  site  and  have  good  ranking,  plan  to  keep  it  •  Set  and  honor  realisLc  expectaLons  •  Make  checklists  –  share  them  •  Smile,  laugh,  have  fun…   –  You  are  about  to  spend  more  Lme  with  your  project  team  than  anyone  else  in  your   life…don t  damage  your  relaLonships  because  in  the  end,  you  all  need  each  other.   Twi$er:  #mmconf11    |    @fuze  
    • 20-­‐ish  tools  in  [under]20  minutes   Services  we  use,  endorse,  like.  Business,  and  personal.   Twi$er:  #mmconf11    |    @fuze  
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    • Work/Life  Balance   The  days  of  our  lives   Twi$er:  #mmconf11    |    @fuze  
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    • Q&A  Twi$er:  #mmconf11    |    @fuze  
    • In  case  you  want  to  reach  out  and  say  what s  up…  Drop  me  your  business  card  if  you  want  these  slides.  Or  give  us  a  jingle…     twi$er    |    twi$er.com/fuze     my  blog    |    bryanlandaburu.com     Email    |    bryan@ifuze.com     phone    |    877-­‐879-­‐3893     Use  These   Twi$er:  #mmconf11    |    @fuze