This presentation was given during the March 2013 meeting for the User Experience Professionals Association, Cleveland Chapter.

1. Behind
Redesign
the
of

2. WHAT WILL WE COVER TONIGHT?
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3. So let’s start
with a story…

4. The
Panama
Canal

5. Canal Map

6. Stadium Image
Photo by Erik Daniel Drost - Creative Commons, Attribution 2.0 Generic

7. 4,467 Stadiums
Photo by Erik Daniel Drost - Creative Commons, Attribution 2.0 Generic

8. Canal Slide
Photo by unknown, public domain

9. Illustration by unknown, public domain

10. Photo by unknown, public domain

11. Photo by unknown, public domain

12. Photo by CDC, public domain

13. What on earth does
this have to do with
redesigning a
website?

14. Visio Screenshot

15. Photoshop
Screenshot

16. CARDSTORE’S “FOUNDATION”
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17. In 2010, American
Greetings Acquired
Cardstore.com

18. Cardstore, 2010

19. IN THE FIRST 6 MONTHS…
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20. AND WHAT DID WE LEARN?
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21. “MERLOT”
Phase 1: “Merlot ”
From Sideways, 2004, Fox Searchlight

22. THE REDESIGN BEGINS
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23. TIMING
Summer 2012 Launch

24. “PEAK” EXPLANATION
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25. Summer 2012 Launch
TIMING

26. 5 LESSONS FROM PHASE 1

27. Sprint short, sprint fast
Photo by Familymwr, Attribution 2.0 Generic

28. Don’t get hung up on tools
Photo by Photo © 2011 J. Ronald Lee, Attribution 2.0 Generic

29. Don’t get hung up on tools

30. Sexy frames
Sexy Frames!

31. Proceed with caution

32. Test early, test often
Photo albertogp123, Attribution 2.0 Generic

33. Summer 2012 Launch
TIMING

34. 4 LESSONS FROM PHASE 2

35. Co-location, Co-location…
Photo Almonroth, Attribution-ShareAlike 3.0 Unported

36. Starting in the middle is OK
Photo Creative Commons, Attribution 2.0 Generic

37. When people stop being polite
Photo jonisanowl, Attribution-ShareAlike 2.0 Generic

38. Click testing

39. Click Test +Survey

40. Summer 2012 Launch
TIMING

41. 3 LESSONS FROM PHASE 3

42. Divide to conquer
Photo William Clifford, Attribution 2.0 Generic

43. Working prototypes rule

45. Merlot Prototype

46. BUILD ON YOUR RESEARCH

47. Summer 2012 Launch
TIMING

48. One more thing…

49. KAMIKAZE
Phase 2: “Kamikaze ”
Photo from scienceofdrink.com

50. KAMIKAZE LESSONS
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51. Navigation: a mixed bag
Photo Evan-Amos, public domain

52. Experience ambassadors
Photo BrokenSphere, Attribution-ShareAlike 3.0 Unported

53. Taxonomy is easy hard easy
Illustration by Doogie Horner, www.doogiehorner.com/

54. New tools, new problems
Photo Larry D. Moore, Attribution-ShareAlike 3.0 Unported; Roomba is a Trademark of iRobot

55. Site launch:
October 3, 2012

57. HOME TODAY

58. OLD GALLERY

59. CURRENT GALLERY

60. OLD PRODUCT PAGE

61. NEW PRODUCT PAGE

62. RED BULL
Phase 3: “Red Bull ”
Photo by Arne Müseler / arne-museler.de, Creative Commons Attribution-Share Alike 3.0

63. CONTINUOUS IMPROVEMENT MODE
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64. Results?

65. YEAR OVER YEAR RESULTS
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66. UX FIRSTS ON PROJECT
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67. Thank You!