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Seismic Change in Enterprise UX: Blowing Up Your Legacy System to Start From Scratch

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You'll learn:

- When to rebuild a legacy system vs. work around your current system
- How to prepare and roadmap for a legacy rebuild project
- Step-by-step instructions for successfully rebuilding a legacy system

Published in: Design
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Seismic Change in Enterprise UX: Blowing Up Your Legacy System to Start From Scratch

  1. 1. Seismic Change When should you blow up your legacy system and start from scratch?
  2. 2. Andrew Sandler Director of Product Design, Groupon Merchant asandler@groupon.com andrew.sandler@gmail.com
  3. 3. Groupon Design Union • 55 amazing people • Product Designers, 
 Visual Designers, 
 User Researchers,
 Front-end Engineers • Visit us: http://design.groupon.com/
  4. 4. The Oakland-San Francisco Bay Bridge
  5. 5. Flickr/Jitze Couperus
  6. 6. By Goodman, Zachary, creator -Public Domain, By Goodman, Zachary, creator -Public Domain,
  7. 7. Photo: Gary Weber, AFP/Getty Images via SFGate.com
  8. 8. What were the choices?
  9. 9. What were the choices? • Retrofit: West Span needed a seismic upgraded
  10. 10. What were the choices? • Retrofit: West Span needed a seismic upgraded • Replace: East Span needed to be entirely rebuilt
  11. 11. Photo by Ron Hall via Flickr
  12. 12. Creating and Capitalizing on your “Seismic Event”
  13. 13. How will I know to replace vs. retrofit?
  14. 14. For Groupon we had issues with:
  15. 15. For Groupon we had issues with: 1. Brand alignment
  16. 16. 1. Brand alignment 2. User flow For Groupon we had issues with:
  17. 17. 1. Brand alignment 2. User flow 3. Infrastructure complexity / Developer success For Groupon we had issues with:
  18. 18. A fragmented brand
  19. 19. Wikimedia
  20. 20. Vision
  21. 21. Metrics/KPIs Vision
  22. 22. Metrics/KPIs Scope Vision
  23. 23. Timelines Metrics/KPIs Scope Vision
  24. 24. Back to Methuselah (1921), Part I, Act I
  25. 25. Imagination is the beginning of creation. You imagine what you desire, you will what you imagine and at last you create what you will. George Bernard Shaw Back to Methuselah (1921), Part I, Act I
  26. 26. Metrics/KPIs Example borrowed from Klipfolio
  27. 27. Scope Via Venturebeat
  28. 28. Timelines
  29. 29. Getting It Done
  30. 30. Getting It Done 1.Over-communication
  31. 31. 1. Over-communication
  32. 32. 1. Over-communication More is Better
  33. 33. Expectation
  34. 34. Expectation Reality
  35. 35. (To everybody that will listen)
  36. 36. Getting It Done 1.Over-communication 2.Risk mitigation
  37. 37. 2. Risk Mitigation
  38. 38. 2. Risk Mitigation • Strong and open relationships
  39. 39. 2. Risk Mitigation • Strong and open relationships • Share early
  40. 40. 2. Risk Mitigation • Strong and open relationships • Share early • Non-negotiable features
  41. 41. Getting It Done 1.Over-communication 2.Risk mitigation 3.Validation, QA, and on-boarding
  42. 42. Brutally Honest Feedback
  43. 43. By Louis-Philippe Crépin - Public Domain, Own Work
  44. 44. Groupon Merchant Marketing Site Case Study
  45. 45. Slide contains sample data
  46. 46. Slide contains sample data
  47. 47. https://www.flickr.com/photos/twm_news/8441846768/in/photostream/
  48. 48. Timelines Metrics/KPIs Scope Vision
  49. 49. Redesign GrouponWorks into an intelligent, scalable and automated platform to:
  50. 50. Redesign GrouponWorks into an intelligent, scalable and automated platform to: • Sell the right products to the right new and existing merchants
  51. 51. Redesign GrouponWorks into an intelligent, scalable and automated platform to: • Sell the right products to the right new and existing merchants • Improve acquisition, on boarding and retention of new and existing merchants
  52. 52. Redesign GrouponWorks into an intelligent, scalable and automated platform to: • Sell the right products to the right new and existing merchants • Improve acquisition, on boarding and retention of new and existing merchants • Generate excitement through the new branding
  53. 53. Redesign GrouponWorks into an intelligent, scalable and automated platform to: • Sell the right products to the right new and existing merchants • Improve acquisition, on boarding and retention of new and existing merchants • Generate excitement through the new branding MVP: Maintain or improve lead generation rate
  54. 54. Sessions How many people? Stickiness How much time? Leads How many sign-ups? Utility + “Cost” How long to deploy new stuff? Experiments Tests! Metrics/KPIs
  55. 55. Scope + Timelines
  56. 56. The outcome…
  57. 57. Hello, world.
  58. 58. Hello, world.
  59. 59. Hello, world.
  60. 60. Hello, world.
  61. 61. Hello, world.
  62. 62. ExperimentsUtilityLeadsStickinessSessions Metrics Results
  63. 63. ExperimentsUtilityLeadsStickinessSessions Metrics Results
  64. 64. ExperimentsUtilityLeadsStickinessSessions Metrics Results
  65. 65. ExperimentsUtilityLeadsStickinessSessions Metrics Results
  66. 66. ExperimentsUtilityLeadsStickinessSessions Metrics Results
  67. 67. ExperimentsUtilityLeadsStickinessSessions Metrics Results
  68. 68. Be Bold! Go make the earth shake. • Make it better: For the user, For the brand, For the company • Make it measurable: You understand the core needs. You know how to measure success • Plan it well: You have an MDP, a roadmap, an on-boarding strategy
  69. 69. Thank you!
  70. 70. Thank you! Have questions? Andrew Sandler asandler@groupon.com andrew.sandler@gmail.com

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