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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




                                           jan 2009 • internet retailer conference
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




                                                          jan 2009 • internet retailer conference
alexander interactive                                        agency profile




ecommerce strategy, design & development

• Founded 2002, independent      • 40 hands-on employees
• Manhattan office               • Collaborative, client-focused approach


select clients




                                                     jan 2009 • internet retailer conference
History
               Why Redesign?
               And So We Begin...
today’s plan   The Details
               Results
               Onward!




                     jan 2009 • internet retailer conference
history



          jan 2009 • internet retailer conference
history



Launch 1.0
august 2000




00 01     02   03 04   05   06 07           08 09



                               jan 2009 • internet retailer conference
history



Launch 2.0
september 2001




00 01     02   03 04   05   06 07           08 09



                               jan 2009 • internet retailer conference
history



Action Meets Ai
may 2004




00 01      02   03 04   05   06 07           08 09



                                jan 2009 • internet retailer conference
history



Action Selects Ai
2 weeks later




00 01     02    03 04   05   06 07           08 09



                                jan 2009 • internet retailer conference
history



We Launch 3.0
october 2004




00 01     02   03 04   05   06 07           08 09



                               jan 2009 • internet retailer conference
history



Decide to Redesign
july 2006




00 01       02   03 04   05   06 07           08 09



                                 jan 2009 • internet retailer conference
history



Launch 4.0
january 2008




00 01     02   03 04   05   06 07           08 09



                               jan 2009 • internet retailer conference
why redesign?



                jan 2009 • internet retailer conference
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



                                      jan 2009 • internet retailer conference
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



                                      jan 2009 • internet retailer conference
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



                                       jan 2009 • internet retailer conference
why redesign?

                                                june
Customers Were Happy                          2006

“ You have the best
  website in the whole
  wide world...”
 — mary j.



                         jan 2009 • internet retailer conference
why redesign?



All good, right?




                   jan 2009 • internet retailer conference
why redesign?




                jan 2009 • internet retailer conference
why redesign?



Look beyond the numbers.




                    jan 2009 • internet retailer conference
why redesign?



Look beyond the numbers.
Differentiate. Innovate. Lead.




                      jan 2009 • internet retailer conference
why redesign?



Look beyond the numbers.
Differentiate. Innovate. Lead.
Grow with business.



                      jan 2009 • internet retailer conference
why redesign?



Look beyond the numbers.
Differentiate. Innovate. Lead.
Grow with business.
Because they said so.

                        jan 2009 • internet retailer conference
why redesign?



“ If I'd asked my customers what they
  wanted, they'd have said a faster horse.”
 — henry ford




                                jan 2009 • internet retailer conference
why redesign?



Scalability.




                jan 2009 • internet retailer conference
why redesign?



Scalability.
Modernize design.




                    jan 2009 • internet retailer conference
why redesign?



Scalability.
Modernize design.
Customer-centric experience.



                     jan 2009 • internet retailer conference
why redesign?



Scalability.
Modernize design.
Customer-centric experience.
Room to innovate.

                     jan 2009 • internet retailer conference
why redesign?



                It’s time.




                             jan 2009 • internet retailer conference
and so we begin...



                     jan 2009 • internet retailer conference
and so we begin



“ Okay, so here is the list of the 2940
  features I want on the new site.
  Check them out. ”
 — seth




                                   jan 2009 • internet retailer conference
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


                                   jan 2009 • internet retailer conference
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

                                             jan 2009 • internet retailer conference
and so we begin



Define the goals.




                    jan 2009 • internet retailer conference
and so we begin



Define the goals.
Determine success metrics.




                     jan 2009 • internet retailer conference
and so we begin



Define the goals.
Determine success metrics.
Prioritize features.



                     jan 2009 • internet retailer conference
and so we begin



Define the goals.
Determine success metrics.
Prioritize features.
Finalize plan and scope.

                      jan 2009 • internet retailer conference
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
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
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

                                                 jan 2009 • internet retailer conference
the details



              jan 2009 • internet retailer conference
01 Homepage - Give more, show less                           before




                                     jan 2009 • internet retailer conference
01 Homepage - Give more, show less                              after




                                     jan 2009 • internet retailer conference
02 Simplify the Navigation                           before




                             jan 2009 • internet retailer conference
02 Simplify the Navigation                              after




                             jan 2009 • internet retailer conference
03 Browsing paths / Homepage                           before




                               jan 2009 • internet retailer conference
03 Browsing paths / Homepage                              after




           orange




                               jan 2009 • internet retailer conference
03 Browsing paths / Shop by color                           before




                                    jan 2009 • internet retailer conference
03 Browsing paths / Shop by color                              after




                       fpo




                                    jan 2009 • internet retailer conference
03 Browsing paths / New




                      fpo




                            jan 2009 • internet retailer conference
04 Product photography




          zoom icon


                         jan 2009 • internet retailer conference
05 Product page                           before




                  jan 2009 • internet retailer conference
05 Product page




       05 Overhaul product page




                                  jan 2009 • internet retailer conference
05 Product page



“Guys, I think we nailed it...”
 — seth




                                  jan 2009 • internet retailer conference
05 Product page



“Guys, I think we nailed it...”
 — seth

And then the following morning...




                                    jan 2009 • internet retailer conference
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


                                    jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
05 Product page




                  jan 2009 • internet retailer conference
06 Make reordering simple




                            jan 2009 • internet retailer conference
07 Decrease checkout abandonment




                                   jan 2009 • internet retailer conference
07 Decrease checkout abandonment

                                                Path 1:
                                                Plain envelopes




                                                Path 2:
                                                Printed envelopes




                                   jan 2009 • internet retailer conference
08 Enable creation of custom envelopes




                                         jan 2009 • internet retailer conference
results



          jan 2009 • internet retailer conference
results



Revenue           + 60%
Conversion Rate    + 38%
Total Transactions + 55%



                    jan 2009 • internet retailer conference
results



Average Order – 20%




                      jan 2009 • internet retailer conference
results



Average Order – 20%

See slide #35: “Determine success metrics.”




                                              jan 2009 • internet retailer conference
onward!



          jan 2009 • internet retailer conference
onward!



Test like heck.
New products & brands.
Microsites.
Action 5.0 ...

                    jan 2009 • internet retailer conference
Thank you.

josh levine jl@alexanderinteractive.com
seth newman seth@actionenvelope.com



Download the presentation at: www.alexanderinteractive.com




                                                             jan 2009 • internet retailer conference

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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 jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 3. alexander interactive agency profile ecommerce strategy, design & development • Founded 2002, independent • 40 hands-on employees • Manhattan office • Collaborative, client-focused approach select clients jan 2009 • internet retailer conference
  • 4. History Why Redesign? And So We Begin... today’s plan The Details Results Onward! jan 2009 • internet retailer conference
  • 5. history jan 2009 • internet retailer conference
  • 6. history Launch 1.0 august 2000 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  • 7. history Launch 2.0 september 2001 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  • 8. history Action Meets Ai may 2004 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  • 9. history Action Selects Ai 2 weeks later 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  • 10. history We Launch 3.0 october 2004 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  • 11. history Decide to Redesign july 2006 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  • 12. history Launch 4.0 january 2008 00 01 02 03 04 05 06 07 08 09 jan 2009 • internet retailer conference
  • 13. why redesign? jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 17. why redesign? june Customers Were Happy 2006 “ You have the best website in the whole wide world...” — mary j. jan 2009 • internet retailer conference
  • 18. why redesign? All good, right? jan 2009 • internet retailer conference
  • 19. why redesign? jan 2009 • internet retailer conference
  • 20. why redesign? Look beyond the numbers. jan 2009 • internet retailer conference
  • 21. why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. jan 2009 • internet retailer conference
  • 22. why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. Grow with business. jan 2009 • internet retailer conference
  • 23. why redesign? Look beyond the numbers. Differentiate. Innovate. Lead. Grow with business. Because they said so. jan 2009 • internet retailer conference
  • 24. why redesign? “ If I'd asked my customers what they wanted, they'd have said a faster horse.” — henry ford jan 2009 • internet retailer conference
  • 25. why redesign? Scalability. jan 2009 • internet retailer conference
  • 26. why redesign? Scalability. Modernize design. jan 2009 • internet retailer conference
  • 27. why redesign? Scalability. Modernize design. Customer-centric experience. jan 2009 • internet retailer conference
  • 28. why redesign? Scalability. Modernize design. Customer-centric experience. Room to innovate. jan 2009 • internet retailer conference
  • 29. why redesign? It’s time. jan 2009 • internet retailer conference
  • 30. and so we begin... jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 34. and so we begin Define the goals. jan 2009 • internet retailer conference
  • 35. and so we begin Define the goals. Determine success metrics. jan 2009 • internet retailer conference
  • 36. and so we begin Define the goals. Determine success metrics. Prioritize features. jan 2009 • internet retailer conference
  • 37. and so we begin Define the goals. Determine success metrics. Prioritize features. Finalize plan and scope. jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 41. the details jan 2009 • internet retailer conference
  • 42. 01 Homepage - Give more, show less before jan 2009 • internet retailer conference
  • 43. 01 Homepage - Give more, show less after jan 2009 • internet retailer conference
  • 44. 02 Simplify the Navigation before jan 2009 • internet retailer conference
  • 45. 02 Simplify the Navigation after jan 2009 • internet retailer conference
  • 46. 03 Browsing paths / Homepage before jan 2009 • internet retailer conference
  • 47. 03 Browsing paths / Homepage after orange jan 2009 • internet retailer conference
  • 48. 03 Browsing paths / Shop by color before jan 2009 • internet retailer conference
  • 49. 03 Browsing paths / Shop by color after fpo jan 2009 • internet retailer conference
  • 50. 03 Browsing paths / New fpo jan 2009 • internet retailer conference
  • 51. 04 Product photography zoom icon jan 2009 • internet retailer conference
  • 52. 05 Product page before jan 2009 • internet retailer conference
  • 53. 05 Product page 05 Overhaul product page jan 2009 • internet retailer conference
  • 54. 05 Product page “Guys, I think we nailed it...” — seth jan 2009 • internet retailer conference
  • 55. 05 Product page “Guys, I think we nailed it...” — seth And then the following morning... jan 2009 • internet retailer conference
  • 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 jan 2009 • internet retailer conference
  • 57. 05 Product page jan 2009 • internet retailer conference
  • 58. 05 Product page jan 2009 • internet retailer conference
  • 59. 05 Product page jan 2009 • internet retailer conference
  • 60. 05 Product page jan 2009 • internet retailer conference
  • 61. 05 Product page jan 2009 • internet retailer conference
  • 62. 06 Make reordering simple jan 2009 • internet retailer conference
  • 63. 07 Decrease checkout abandonment jan 2009 • internet retailer conference
  • 64. 07 Decrease checkout abandonment Path 1: Plain envelopes Path 2: Printed envelopes jan 2009 • internet retailer conference
  • 65. 08 Enable creation of custom envelopes jan 2009 • internet retailer conference
  • 66. results jan 2009 • internet retailer conference
  • 67. results Revenue + 60% Conversion Rate + 38% Total Transactions + 55% jan 2009 • internet retailer conference
  • 68. results Average Order – 20% jan 2009 • internet retailer conference
  • 69. results Average Order – 20% See slide #35: “Determine success metrics.” jan 2009 • internet retailer conference
  • 70. onward! jan 2009 • internet retailer conference
  • 71. onward! Test like heck. New products & brands. Microsites. Action 5.0 ... jan 2009 • internet retailer conference
  • 72. Thank you. josh levine jl@alexanderinteractive.com seth newman seth@actionenvelope.com Download the presentation at: www.alexanderinteractive.com jan 2009 • internet retailer conference