Daniel Rabinovich Web20 San Francisco

Daniel Rabinovich
Daniel RabinovichCTO at MercadoLibre.com
Don´t listen to yourself:  successfully redesigning the leading e-commerce platform  in Latin America ,[object Object],[object Object],[object Object],Add to Schedule
Agenda ,[object Object],[object Object],[object Object]
Who we are ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
We lead in every market we operate in ComScore MMX – Brazil Retail  ComScore MMX – Argentina Retail  ComScore MMX – Latin America Retail  ComScore MMX – Mexico Retail
Agenda ,[object Object],[object Object],[object Object]
First Rule of Usability: Don’t Listen to Users ,[object Object],[object Object],[object Object],Jakob Nielsen
How to get it right: watch instead of listen ,[object Object],[object Object],[object Object],Jakob Nielsen
How we got it wrong:  listened  to  our own needs ,[object Object],[object Object],[object Object],[object Object],[object Object]
By focusing on wrong principles  we developed a series of “design anti-patterns” ,[object Object],[object Object],[object Object],[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
AP #1: Charge for a good experience ,[object Object],[object Object],[object Object]
AP #1: Charge for a good experience (II) ,[object Object],[object Object],[object Object]
AP #2: If it brings eyeballs to site, it is good ,[object Object],[object Object],[object Object]
AP #3: If it brings revenue, then it is worth doing ,[object Object],[object Object],[object Object]
AP #4: All BU’s need exposure on the HomePage ,[object Object]
AP #5: Complexity is a sign of feature richness ,[object Object],[object Object],[object Object]
[object Object],[object Object]
Agenda ,[object Object],[object Object],[object Object],[object Object]
Get out of the Monkey Trap
Re-think the pricing model ,[object Object],Business Units Pricing Model Revenue streams
From “Featured Fees” to “Exposure Fees” ,[object Object],Old  Optional Feature Fees New “Listing Types” allow cleaner results
Never charge for delivering a good experience ,[object Object],Old version: paid pictures in listing pages Same Search Query with New Version (all pictures for free)
The real cost of advertising and communicating ,[object Object],Old Home Page New Home Page
Simplify, simplify Thoreau Slide  inspired from a Chris Nodder Presentation
[object Object],Simplicity first
[object Object],Nothing is “harmless” Previous Scroll Bottom (1024x768) Current Scroll Bottom (1024x768)
[object Object],Velocity First Oct 2009 Apr 2010
[object Object],Use the crowd to help new users Automatic “zoom in”: Demand data was  concentrated  in “Players” and not “Accessories” Top Nav Bar for “Players”: Specific facets
[object Object],Direct Operational Metrics
Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]
Wrapping up… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Don´t listen to yourself:  successfully redesigning the leading e-commerce platform  in Latin America ,[object Object],[object Object],[object Object]
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Daniel Rabinovich Web20 San Francisco

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