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RELAUNCH CHALLENGES
AND LEARNINGS
FROM A PRODUCT AND UX PERSPECTIVE
Annamaria Boheim & Heike Funk | December 2013
WHY A RELAUNCH?
The Status Quo
HOW TO
GET STARTED
1. Content Audit
List + evaluate
every single element
100+ elements for PDP
Decide:
● KEEP
● CHANGE
● KICK
Prioritize
all ...
2. Wireframing
3. Design Iterations
HAVING A STYLEGUIDE
RULES.
BE BRAVE: CUT OFF!
Feature creep Less is more
useful and usable
MOBILE FIRST
IS NOT ONLY A BUZZ WORD.
* http://bradfrostweb.com/blog/mobile/content-parity/
Content Prioirity is key
Start designing mobile first
to avoid layou...
DON’T TRY TO
REINVENT THE WHEEL.
INVOLVE YOUR USERS EARLY.
Keep
community
informed
Test with
real users
Project
Acceptance
Usability Tests
on the existing
platform
Blog posts Newsletters User surveys
Sneak
Previews for
Top Seller
Alpha & Beta
wi...
Das neue Schaufenster ist
viiiiiiiiel zu groooooß!
Hilfe! Die Produkte
da oben erschlagen
einen ja total!!!!!!!!
Da muss m...
What we learned
early user involvement = community’s buy-in and support
Idea: Make it a regular thing
KILL YOUR DARLINGS.
new product
product on sale
free shipping
express
shipping
Favorit?
WTF?
Das wird geliefert.
Nur kurze Zeit
verfügbar?
Party?
Das nicht?
Luftpost?
Nur kurze Zeit
verfügbar?
MAKE IT A
COMPANY PROJECT.
Regular
Design
Reviews
Collect
requirements
and input
Get project
Ambassadors
Internal
Alpha
CS
Workshops
Relaunch
Roadsho...
PRODUCT MANAGER
≠
PROJECT MANAGER
!
SHIPPING THE PRODUCT
IS NOT THE END.
THANKS FOR LISTENING!
PS: We’re hiring...
http://www.jobs.dawanda.com
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
Relaunch Challenges and Learnings from a Product and UX Perspective
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Relaunch Challenges and Learnings from a Product and UX Perspective

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What we learned from the DaWanda Responsive Relaunch.
Webmonday Berlin, Dec 2013

Annamaria Boheim & Heike Funk

Published in: Internet
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Relaunch Challenges and Learnings from a Product and UX Perspective

  1. 1. RELAUNCH CHALLENGES AND LEARNINGS FROM A PRODUCT AND UX PERSPECTIVE Annamaria Boheim & Heike Funk | December 2013
  2. 2. WHY A RELAUNCH?
  3. 3. The Status Quo
  4. 4. HOW TO GET STARTED
  5. 5. 1. Content Audit List + evaluate every single element 100+ elements for PDP Decide: ● KEEP ● CHANGE ● KICK Prioritize all elements which should go on the page
  6. 6. 2. Wireframing
  7. 7. 3. Design Iterations
  8. 8. HAVING A STYLEGUIDE RULES.
  9. 9. BE BRAVE: CUT OFF!
  10. 10. Feature creep Less is more useful and usable
  11. 11. MOBILE FIRST IS NOT ONLY A BUZZ WORD.
  12. 12. * http://bradfrostweb.com/blog/mobile/content-parity/ Content Prioirity is key Start designing mobile first to avoid layout issues Work towards Content parity *: “let’s hide this on mobile” is not the right way Give users what they ask for - independent of the device they are using Content is king
  13. 13. DON’T TRY TO REINVENT THE WHEEL.
  14. 14. INVOLVE YOUR USERS EARLY.
  15. 15. Keep community informed Test with real users Project Acceptance
  16. 16. Usability Tests on the existing platform Blog posts Newsletters User surveys Sneak Previews for Top Seller Alpha & Beta with feedback forms Inhouse Usability Tests External Usability Tests* Usability tests on the existing platform What we did in detail *at Usability Fix YOU IS NOW ImmboilienScout 24
  17. 17. Das neue Schaufenster ist viiiiiiiiel zu groooooß! Hilfe! Die Produkte da oben erschlagen einen ja total!!!!!!!! Da muss man ja viel zu viel rumscrollen.
  18. 18. What we learned early user involvement = community’s buy-in and support
  19. 19. Idea: Make it a regular thing
  20. 20. KILL YOUR DARLINGS.
  21. 21. new product product on sale free shipping express shipping
  22. 22. Favorit? WTF? Das wird geliefert. Nur kurze Zeit verfügbar? Party? Das nicht? Luftpost? Nur kurze Zeit verfügbar?
  23. 23. MAKE IT A COMPANY PROJECT.
  24. 24. Regular Design Reviews Collect requirements and input Get project Ambassadors Internal Alpha CS Workshops Relaunch Roadshow Internal user tests & feedback Launch Party :) A relaunch is too big for a side project
  25. 25. PRODUCT MANAGER ≠ PROJECT MANAGER !
  26. 26. SHIPPING THE PRODUCT IS NOT THE END.
  27. 27. THANKS FOR LISTENING!
  28. 28. PS: We’re hiring... http://www.jobs.dawanda.com

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