SlideShare a Scribd company logo
Behind
Redesign
the
of
WHAT WILL WE COVER TONIGHT?
•
–
–
–
–
•
–
–
So let’s start
with a story…
The
Panama
Canal
Canal Map
Stadium Image
Photo by Erik Daniel Drost - Creative Commons, Attribution 2.0 Generic
4,467 Stadiums
Photo by Erik Daniel Drost - Creative Commons, Attribution 2.0 Generic
Canal Slide
Photo by unknown, public domain
Illustration by unknown, public domain
Photo by unknown, public domain
Photo by unknown, public domain
Photo by CDC, public domain
What on earth does
this have to do with
redesigning a
website?
Visio Screenshot
Photoshop
Screenshot
CARDSTORE’S “FOUNDATION”
•
•
•
In 2010, American
Greetings Acquired
Cardstore.com
Cardstore, 2010
IN THE FIRST 6 MONTHS…
•
•
•
•
•
AND WHAT DID WE LEARN?
•
–
–
–
–
•
•
“MERLOT”
Phase 1: “Merlot ”
From Sideways, 2004, Fox Searchlight
THE REDESIGN BEGINS
•
•
•
•
TIMING
Summer 2012 Launch
“PEAK” EXPLANATION
•
•
Summer 2012 Launch
TIMING
5 LESSONS FROM PHASE 1
Sprint short, sprint fast
Photo by Familymwr, Attribution 2.0 Generic
Don’t get hung up on tools
Photo by Photo © 2011 J. Ronald Lee, Attribution 2.0 Generic
Don’t get hung up on tools
Sexy frames
Sexy Frames!
Proceed with caution
Test early, test often
Photo albertogp123, Attribution 2.0 Generic
Summer 2012 Launch
TIMING
4 LESSONS FROM PHASE 2
Co-location, Co-location…
Photo Almonroth, Attribution-ShareAlike 3.0 Unported
Starting in the middle is OK
Photo Creative Commons, Attribution 2.0 Generic
When people stop being polite
Photo jonisanowl, Attribution-ShareAlike 2.0 Generic
Click testing
Click Test +Survey
Summer 2012 Launch
TIMING
3 LESSONS FROM PHASE 3
Divide to conquer
Photo William Clifford, Attribution 2.0 Generic
Working prototypes rule
Merlot Prototype
BUILD ON YOUR RESEARCH
Summer 2012 Launch
TIMING
One more thing…
KAMIKAZE
Phase 2: “Kamikaze ”
Photo from scienceofdrink.com
KAMIKAZE LESSONS
•
•
•
•
Navigation: a mixed bag
Photo Evan-Amos, public domain
Experience ambassadors
Photo BrokenSphere, Attribution-ShareAlike 3.0 Unported
Taxonomy is easy hard easy
Illustration by Doogie Horner, www.doogiehorner.com/
New tools, new problems
Photo Larry D. Moore, Attribution-ShareAlike 3.0 Unported; Roomba is a Trademark of iRobot
Site launch:
October 3, 2012
HOME TODAY
OLD GALLERY
CURRENT GALLERY
OLD PRODUCT PAGE
NEW PRODUCT PAGE
RED BULL
Phase 3: “Red Bull ”
Photo by Arne Müseler / arne-museler.de, Creative Commons Attribution-Share Alike 3.0
CONTINUOUS IMPROVEMENT MODE
•
•
•

Results?
YEAR OVER YEAR RESULTS
•
•
•
•
•
UX FIRSTS ON PROJECT
•
•
•
•
•
•
Thank You!

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Behind the Redesign