Frank Reimann Interone Rapid Prototyping and ecommerce projects

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    Frank Reimann Interone Rapid Prototyping and ecommerce projects - Presentation Transcript

    1. Rapid Prototyping and ecommerce projects frankreimann.de Creative Director © Interone Worldwide GmbH. An Agency of BBDO Worldwide.
    2. Usual workflow: Start Analyze Concept Development Design Technical Development Implementation Launch
    3. This waterfall workflow doesn´t work for huge projects with short timelines.
    4. Case example: Relaunch o2online.de
    5. The challenge: Relaunch of the site and the e-shop
    6. IMAGE The challenge: Reinvent the information architecture
    7. IMAGE The challenge: Reinvent the product communication, selection and configuration
    8. IMAGE The challenge: Reinvent the entire user experience
    9. Some facts… • Project duration: 4 months • Project team: 15 staff members • Rebuilding approx. 50 templates • Migration of approx. 250 content pages • Redesigning the shop flows (physical and non-physical products) • Creating the product campaigns • … • Size of the project folder: 37.2 GB (concept and design only)
    10. Iterative and incremental project development from out the concept designers view.
    11. Iterative project development Product Management Project Management (Client) Requirements Consulting Concept Designer / Information Architect Technical Department Design Department (Client)
    12. Iterative project development Product Management Project Management (Client) Requirements Actual effort Consulting Estimated effort Concept Designer / Information Architect Technical Department Design Department (Client)
    13. Iterative project development Product Management Project Management (Client) Requirements Actual effort Consulting Estimated effort Concept Designer / Information Architect Documentation Technical Demands Technical Department Design Department (Client)
    14. Iterative project development Product Management Project Management (Client) Requirements Actual effort Consulting Estimated effort Concept Designer / Information Architect Interface Wireframes Documentation Screen Layouts Technical Demands Technical Department Design Department (Client)
    15. Input
    16. Business requirements Product Management (Client) Requirements Concept Designer / Information Architect • Competitors / target groups • Use cases / user scenarios • Brand communication / product communication • Conversion rate / log files • Requirements SEO / SEM / SMO • Maintenance process • Lifecycle - user / lifecycle - product • …
    17. Technical demands • CMS restrictions? • Shop templates / shop process restrictions? • Database restrictions: picture sizes / text lengths / product flags / login and checkout process, ...? • Application service providers? Concept Designer / Information Architect Technical Demands Technical Department (Client)
    18. Analyse the demands Step 1 – define the scope of the flows Concept Designer / • CMS / shop applications / ASPs Information Architect • User flows: anonymous / identified / logged in Step 2 – define the needs of the UX • Types of contents • Types of interactions • Types of display of the contents and interactions • Develop a list of interface elements • Classification: “must haves” and “nice to haves” • Classification: CMS, shop applications, new, existing, ...
    19. Project effort estimation Project Management Estimated effort Concept Designer / Information Architect • Procedural methods (flow definition, wireframe development, rapid prototyping, ...) • Efforts (Concept, Design, PM, Technical Department, Content Developer, ...) • Delivery items (flows, content inventories, page migration lists, rapid prototypes, ...) • Exclusions (amount of the content, tutorials,...)
    20. List of recommendations Product Management (Client) Consulting Concept Designer / Information Architect • Optimisation UX • Optimisation flows / user scenarios • Optimisation SEO / SEM / SMO • Optimisation content lifecycle
    21. Rapid prototyping: axure.com • Use dynamic panels • Develop master for interface templates Concept Designer / • Use hyperlinks only for defined use cases Information Architect • Evaluate: shared project mode vs. subprojects Design Department
    22. Usability checks: silverbackapp.com • “Spontaneous, unobtrusive usability testing software for designers and developers.” Concept Designer / • “Capture screen activity” Information Architect • “Record the participant’s reactions on video” • Prototype Test Prototype Test … Design Department
    23. Output
    24. Homepage Before Relaunch After Relaunch
    25. Sub Index Page „Handys“ Before Relaunch After Relaunch
    26. Product List (1/3) Before Relaunch After Relaunch
    27. Product List (2/3) Before Relaunch After Relaunch
    28. Product List (3/3) Before Relaunch After Relaunch
    29. Thank you!
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