Josh Levine and Seth Newman discuss the redesign of Action Envelope's successful ecommerce website by web agency Alexander Interactive. Presented at the 2009 Internet Retailer Web Design Conference and Expo.
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Description from Internet Retailer Conference:
"Springing into action with a new web site design"
- Seth Newman, COO, Action Envelope
- Josh Levine, Chief Creative and Experience Officer, Ai – Alexander Interactive
At Action Envelope, most customer interaction is through the web site. That makes the web site a crucial touch point with customers—and the reason that the company continually redesigns the site. Its latest version takes ActionEnvelope.com to new heights of interactivity, and includes advanced technologies that permit shoppers to create their own stationery and envelopes and see the results quickly and without leaving the page they're on. For instance, a Made-to-Order feature allows customers to create customized envelopes by size, color, stock and window. A drop-down tab lets existing customers sign in and complete a reorder without having to scroll through product pages. Seth Newman, COO of Action Envelope, and Josh Levine, chief creative and experience officer of Action Envelope's design partner Alexander Interactive, will discuss how Action Envelope knew it was ready for a redesign, how it prioritized its steps, how it weighed the pros and cons of interactive, advanced technology and the results Action Envelope has achieved.
Charting the Successful Redesign of an Independent Ecommerce Small Business — A True Story About an Agency and Client Partnership
1. a true story...
about an agency and client partnership and how together,
they executed a successful redesign.
the client guy the agency guy
Seth Newman Josh Levine
Chief Operation Officer Chief Creative & UX Officer
Action Envelope Alexander Interactive
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2. client profile
plain and printed envelopes in all sizes, styles, and colors
• Founded in 1971 • Top 500 Internet Retailer, since 2006
• Based on Long Island NY • Inc 5000 Fastest Growing company, since 2006
• 35 Employees • Internet Retailer Hot 100, 2009
• Over 250,000 Customers • iMerchant Awards - Silver, Office Supplies,
2005, 2008
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3. alexander interactive agency profile
ecommerce strategy, design & development
• Founded 2002, independent • 40 hands-on employees
• Manhattan office • Collaborative, client-focused approach
select clients
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4. History
Why Redesign?
And So We Begin...
today’s plan The Details
Results
Onward!
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5. history
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13. why redesign?
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14. why redesign?
june
Average Order Was Up 2006
132
119 launch
launch 3.0
2.0
106
93
jan 02 jan 03 jan 04 jan 05 jan 06
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15. why redesign?
june
Conversion Rate Was Up 2006
7
6
launch
5
3.0
launch
4
2.0
3
2
jan 02 jan 03 jan 04 jan 05 jan 06
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16. why redesign?
june
Revenue Was Up 2006
8.5
launch
3.0
7.1
5.7
4.3
launch
2.0
2.9
jan 02 jan 03 jan 04 jan 05 jan 06
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17. why redesign?
june
Customers Were Happy 2006
“ You have the best
website in the whole
wide world...”
— mary j.
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21. why redesign?
Look beyond the numbers.
Differentiate. Innovate. Lead.
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22. why redesign?
Look beyond the numbers.
Differentiate. Innovate. Lead.
Grow with business.
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23. why redesign?
Look beyond the numbers.
Differentiate. Innovate. Lead.
Grow with business.
Because they said so.
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24. why redesign?
“ If I'd asked my customers what they
wanted, they'd have said a faster horse.”
— henry ford
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29. why redesign?
It’s time.
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30. and so we begin...
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31. and so we begin
“ Okay, so here is the list of the 2940
features I want on the new site.
Check them out. ”
— seth
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32. and so we begin
“ Okay, so here is the list of the 2940
features I want on the new site.
Check them out. ”
— seth
“ Oh, and let’s launch in 5 months.”
— seth, again
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33. and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout
Flash Envelope Designer New Product Photography
Upload Status Bar Quick Order Status Blog Progressive Search
Order Samples Additional Reporting Customer Reviews
Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart
Made-to-Order Envelope Admin Workflow Printed Envelope
Express Shop RSS Order Status Ajax Browsing Specialty
Stores Mobile Commerce Printed Envelope Gallery
New Proof Approval Process Drag n’ Drop Proof Upload
Downloadable Templates Reorder Reminders Facility Tour
Process Demo Videos
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34. and so we begin
Define the goals.
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35. and so we begin
Define the goals.
Determine success metrics.
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36. and so we begin
Define the goals.
Determine success metrics.
Prioritize features.
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37. and so we begin
Define the goals.
Determine success metrics.
Prioritize features.
Finalize plan and scope.
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38. and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout
Flash Envelope Designer New Product Photos Facility Tour
Upload Status Bar RSS Order Status Blog Progressive Search
Order Samples Additional Reporting Customer Reviews
Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart
Made-to-Order Envelopes Printed Express Shop Ajax Browsing
Specialty Stores Mobile Commerce Printed Envelope Gallery
New Proof Approval Process Drag n’ Drop Proof Upload
Downloadable Templates Reorder Reminders Process Demo Videos
jan 2009 • internet retailer conference
39. and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout
Flash Envelope Designer New Product Photos Facility Tour
Upload Status Bar RSS Order Status Blog Progressive Search
Order Samples Additional Reporting Customer Reviews
Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart
Made-to-Order Envelopes Printed Express Shop Ajax Browsing
Specialty Stores Mobile Commerce Printed Envelope Gallery
New Proof Approval Process Drag n’ Drop Proof Upload
Downloadable Templates Reorder Reminders Process Demo Videos
jan 2009 • internet retailer conference
40. and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout
Flash Envelope Designer New Product Photos Facility Tour
Upload Status Bar RSS Order Status Blog Progressive Search
Order Samples Additional Reporting Customer Reviews
Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart
Made-to-Order Envelopes Printed Express Shop Ajax Browsing
Specialty Stores Mobile Commerce Printed Envelope Gallery
New Proof Approval Process Drag n’ Drop Proof Upload
Downloadable Templates Reorder Reminders Process Demo Videos
Email Order Reminders Customer Network Muffins Forum
Green/Recycled Paper Boutique Paper Upsell Features
Quick Look Previews SEO Landing Pages Envelope Bundles
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41. the details
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42. 01 Homepage - Give more, show less before
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43. 01 Homepage - Give more, show less after
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44. 02 Simplify the Navigation before
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45. 02 Simplify the Navigation after
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46. 03 Browsing paths / Homepage before
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47. 03 Browsing paths / Homepage after
orange
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48. 03 Browsing paths / Shop by color before
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49. 03 Browsing paths / Shop by color after
fpo
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52. 05 Product page before
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53. 05 Product page
05 Overhaul product page
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54. 05 Product page
“Guys, I think we nailed it...”
— seth
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55. 05 Product page
“Guys, I think we nailed it...”
— seth
And then the following morning...
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56. 05 Product page
“Guys, I think we nailed it...”
— seth
And then the following morning...
“Guys, it is looking too busy, I think we
need to rethink the entire page.”
— seth
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