Bye bye pagedesign epi_server
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Bye bye pagedesign epi_server

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Case: Hi-Fi Klubben. ...

Case: Hi-Fi Klubben.
An introduction to the content and development strategy behind Hi-Fi Klubben's new responsive commerce site, mainly focused on how we have worked with content as the primary driver in our design and development processes

The presentation was presented at EPiServer Update 2013 by my colleague Liv Madsen and me.

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Transcript

  • 1. Bye Bye, Page Design Prepare to COPE (Create Once, Publish Everywhere) Mette Schou Andersen @mettecharita Liv Madsen @livmadsen
  • 2. Unleash the power of Hi-Fi Klubben
  • 3. product range +editorial +continued dialogue © Creuna
  • 4. 7 out of 10 multi-device users © Creuna expect the same quality of content experience across all their digital devices source http://www.vibrantmedia.co.uk/
  • 5. Users expect content parity one web
  • 6. To cater for the cross platform consumer we’re bringing content back © Creuna Original image: http://www.flickr.com/photos/94261979@N00/4434288853
  • 7. ”content precedes design. design in the absence of content is not design, it's decoration.” - Jeffrey Zeldman
  • 8. Tone of voice & content design “How may I help you” vs. “What can I sell you?” © Creuna
  • 9. Key Drivers relevance +choice +exploration +empowerment © Creuna
  • 10. mapping page conversations Add value, keep customer in the loop © Creuna
  • 11. Constructed narrative to aid research High-level product presentation highlights Hi-fi klubben review User reviews Editorial on features demo Brand overview In-depth © Creuna Technical specs complementing products accessories
  • 12. product presentation highlights © Creuna Hi-fi klubben review
  • 13. chunk noun | piece, block, mass, portion, lump, slab, hunk, nugget, wad, dollop (informal), wodge (Brit. informal) Cut the melon into chunks. © Creuna Collins Thesaurus of the English Language – Complete and Unabridged 2nd Edition. 2002 © HarperCollins Publishers 1995, 2002 Image: http://www.flickr.com/photos/62116165@N00/4028464605
  • 14. Content not tied down to pages le ab us re Structured © Creuna Semantic Flexible
  • 15. Multiple content repositories Product db products + supporting content Customer club db user reviews EPiSERVER editorial content chunks Meta data ? © Creuna web channel ?
  • 16. digital hook +empowerment +continued dialogue © Creuna
  • 17. Base for continued dialogue explore dig deeper/decide purchase in store at home wherever sale registered to store © Creuna
  • 18. continued dialogue across channels © Creuna
  • 19. Bye bye, page design
  • 20. Design content, not pages
  • 21. don’t manage content like it’s 1999 © Creuna Original image: http://www.flickr.com/photos/28567825@N03/3496269460 Original catchphrase by the brilliant Karen McGrane
  • 22. WYSIWYG WYSIPAL What You See Is Probably a Lie © Creuna #WYSIPAL – yeah, we coined that. You’re welcome. – @livmadsen
  • 23. structure & metadata Tag it!
  • 24. Help editors focus on how it reads – not how it looks © Creuna
  • 25. … help editors be awesome at content I am editorrr © Creuna
  • 26. http://www.flickr.com/photos/andymangold/4335794366
  • 27. “Get your content ready to go anywhere because it’s going to go everywhere.” - Brad Frost
  • 28. Release the power of structured content device zen © Creuna
  • 29. Release the power of structured content channel zen © Creuna
  • 30. Next steps towards COPE expand content to personalized narratives +mail/dialog flows +unboxing experiences etc. © Creuna
  • 31. Start small, show value
  • 32. Start small, show value average basket size 88% +conversion on mobile devices 92% +average time spent on page 76% © Creuna As measured during 50 days before and a"er launch
  • 33. Talking ‘bout a revolution Original image: http://www.flickr.com/photos/hansthijs/4567959944
  • 34. Thanks :) Liv Madsen Senior Frontend Developer Mette Schou Andersen UX & Content Strategy Lead @livmadsen @mettecharita @creuna_dk