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Responsive Multichannel-E-Commerce: Vorgehen und Learnings aus der Praxis

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In diesem Vortrag geht es nicht um Media-Queries oder Grids, sondern um die zielbedingte Herangehensweise und die Herausforderungen in Responsive Design-Projekten im agilen Kontext.

Von der UX-Strategie und wie multidisziplinäre Teams am effektivsten zusammenarbeiten bis hin zu welche Testmethoden und Prozesse zum Erfolg führen, wird Roberto Rizzi anhand von Praxisbeispielen und von den Vorgehensweisen und Learnings berichten, die bei der Umsetzung des Responsive-Onlineshops für die größte Baumarktkette der Schweiz angewandt wurden.

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Responsive Multichannel-E-Commerce: Vorgehen und Learnings aus der Praxis

  1. 1. Responsive Multichannel-E-Commerce: Vorgehen und Learnings aus der Praxis Roberto Rizzi, nexum AG
  2. 2. 2 Roberto Rizzi roberto.rizzi@nexum.de nexum.AG
  3. 3. 3
  4. 4. 4 Geschäftsziele 1. Umsatz (für den eShop: in 4-5 Jahren ca. XX Mio. CHF) 2. Neukundengewinnung von 5-10% (gesamt) 3. Synergien in der Werbung (off- / online) 4. Kundenzufriedenheit steigern – Optimierung der Customer Experience 5. In 12 Wochen fertig für die IT zur Implementierung.
  5. 5. 5 Nutzerziele
  6. 6. 6 Projektvorgehen Schulterblick Analyse Abnahme Konzeption Design- Direction Technisches Setup Vorprojekt 3 Wochen
  7. 7. 7
  8. 8. 8
  9. 9. 9
  10. 10. 10
  11. 11. 11 Zielgruppenverteilung Der anspruchsvolle Hausbesitzer Soft-Do-It Der ungeschulte Freizeit-Handwerker Soft-Do-It / Hard-Do-It Der Handwerk- Experte Hard-Do-It 60% 30% 10%
  12. 12. 12 35% der befragten, würden eher mit einem Tablet oder Smartphone einkaufen, als mit einem PC!
  13. 13. 13
  14. 14. 14 Customer Journey
  15. 15. 15 Product Backlog
  16. 16. 16
  17. 17. • Orna • Amet • Vulpu • Golde • Kluhn • Pascs • Orna • Amet • Vulpu • Golde • Kluhn • Pascs 1. Orna 2. Amet 3. Vulpu 4. Golde 5. Kluhn 6. Pascs nexum 360°Digital CheckUp Unsere Leistungspakete © 2014 . All Rights Reserved. Confidential. Scrum Prozess 17 Deliverable Sprint 3 Wochen Daily Scrum Product Backlog 1. Orna 2. Amet 3. Vulpu Sprint Backlog
  18. 18. 18 Projektvorgehen Abnahme Abnahme Abnahme Abnahme Schulterblick Konzeption Konzeption S1 Konzeption S2 Design S2 Sprint 1 3 Wochen Analyse Design- Direction Design S1 Entwicklung Konzeption S2 Konzeption S3 Design S2 Design S3 Entwicklung Konzeption S3 Design S3 Support Sprint 3 Entwicklung Schulterblick Sprint 2 3 Wochen Sprint 3 3 Wochen Sprint 0 3 Wochen Schulterblick Schulterblick Technisches Setup Support Sprint 1 Support Sprint 2 Testing, QS Testing, QS Testing, QS
  19. 19. 19 Sprint-Inhalte Sprint 1 • Header und Footer • Produktübersichtsseite • Produktdetailseite Sprint 2 • Warenkorb • Preisauszeichnungen • Holzzuschnitt • Teaserformate Sprint 3 • Checkout • Mein Konto • Ratgeber • Suche • VST
  20. 20. 20 Team-Staffing im Projektvorgehen Konzept Lead Konzept Team Design Lead Schulterblick Analyse Abnahme Abnahme Schulterblick Konzeption Konzeption Konzeption Design- Direction Design Design Entwicklung Technisches Sprint 0 3 Wochen Setup Support Sprint Testing, QS Design Team Entw. Lead Entw. Team Sprint 1-3 je 3 Wochen Product Owner Testing Team
  21. 21. 21 Agile Tool
  22. 22. 22 DOD // Definition of Done
  23. 23. 23 Responsive Design ist bei falschem Projektvorgehen kommerziell unrentable.
  24. 24. 24
  25. 25. 25
  26. 26. 26
  27. 27. 27 Photoshop-Dateien & Wireframes sind nur Artefakte und kein deliverable
  28. 28. 28 HTML-Prototyp Final gestaltete HTML-Seiten/Module mit voller Frontend-Funktionalität ⃰ Verhalten auf unterschiedlichen Geräten erlebbar und anfassbar ⃰ Gemeinschaftswerk eines Teams von Konzeptern, Designern und Frontend-Entwicklern ⃰ Schnelle Entwicklung mit Fokus auf das visuelle Verhalten
  29. 29. 29 HTML-Prototyp ⃰ Einzige Möglichkeit eines echten Proof of Concept ⃰ Ideales Artefakt für Abstimmungen und Übergaben, weil eindeutig, präsentabel und konkret ⃰ Gute Arbeitsgrundlage für nachfolgende Entwickler-Teams ⃰ Effizienter als Feinspezifikationen über Axure, Designs und Dokumentationen ⃰ Basis für Usabilty Testing Labore
  30. 30. 30 Testing-Vorgehen Fachliche QS Gerätespezifische QS
  31. 31. 31 Testing & QS Regeln 1. In der fachlichen QS-Runde werden keine Tickets geschrieben! 2. Ein Ticket pro Bug. Nicht ein Ticket pro HTML-Seite 3. In der Gerätespezifischen Testing-Runde sind folgende Informationen immer zwingend anzugeben:  URL  System  Browser  Version auf dem getestet wurde 4. Wenn möglich, auf Userstory verweisen
  32. 32. 32 Vorteile Flexibilität ⃰ Änderungen ohne Change Request möglich ⃰ Abhängigkeiten von weiteren Dienstleistern flexibel planbar Qualität ⃰ Team fühlt sich verantwortlich ⃰ Die Qualität ist bis zum Ende in der Hand des Teams
  33. 33. 33 Vorteile Transparenz ⃰ Scrum ist aufgrund der strengen Zeitrahmen wie ein guter Projektplan ⃰ Sprint-Review Meetings mit Demo, sind wie Meilensteine ⃰ Der Kunde kann bei der Demo direkt mit dem Team sprechen Geschwindigkeit ⃰ Go-live Termin-Garantie ⃰ Scrum ist oft doppelt so schnell als ein Wasserfall
  34. 34. 34 Was wir gelernt haben 1. Ein Teamraum sorgt für erhöhte Kommunikation und ein besseres Team-Gefühl. 2. Soviel wie möglich im Sprint 0 klären und für vertrauen sorgen. 3. Stetige Zusammenarbeit mit dem Kunden. 4. Mut und Offenheit erarbeitetes wieder zu verwerfen. 5. Das Backlog ist ein Backlog... 6. Das ganze Team war traurig, als das Projekt abgeschlossen war.
  35. 35. 35 Vielen Dank für Ihre Aufmerksamkeit 

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