Website Redesign Doesnt Begin w/Design | Miva Conference 2010

twitter #mmconf | @fuze

Miva Conference 2010 | session one

Redesign Doesn t Begin With Design
Redesign Doesn’t Begin With Design
a three segment track presented by

Bryan Landaburu (@fuze)
President
Fuze


Hi. My name is Bryan.
Hi. My name is Bryan.


FUZE


Particulars
• A digitally‐led agency est. 2003
• We develop & execute campaigns
for clients nationwide that include:
– Web, application, system, UI design
– Content Management Systems
– Business process design
p g
– E‐mail marketing
– Blog strategy
– Social & mixed media campaigns
p g
– E‐Commerce development
– Search Marketing (SEO/PPC)
– Advanced analytics
d a ced a a yt cs
– Traditional creative services


Clients


These sessions are for…
• People thinking about or running real online businesses
• People thinking about redesigning their business
• People who have outgrown DIY
p g
• People learning to deal with volume and scale
• People who find it difficult to stay focused
• People who have been through redesigns before and it didn t go well.
People who have been through redesigns before and it didn’t go well
• People looking for unique ways of marketing themselves and their businesses
• People who face day‐to‐day challenge of dealing with their online business


Getting started…
Getting started…


How many people saw this
post on the Miva Blog?


Audience poll…

• Q) how many of those website projects started with “design”?


Audience poll…

• Q) how many of those website projects started with “design”?

• A) none


Anyone familiar with
Internet Retailer?


A real‐life case study…
IDWholesaler.com
•The leading online retailer for identification
and security products worldwide
•Founded 2004
•Over 30% market share
I t t R t il T 500 (#388)
•Internet Retailer Top500 (#388)
•Miva Feature Site January 2010
•Redesign version 3 – launched 8/2009
•Full client control
•SaaS integration – CMS, Miva, SearchSpring,
PowerReviews, LivePerson, etc. etc.
•Extensive custom and stock module
integration
•Complex pricing engine
•Over 40 000 customers
Over 40,000 customers
•2,500 unique products
•Full back office integration – automated
order processing & fulfillment
•Approximate Volume: 200 orders/day
l $
•Annual revenue: $17.5M* *

*as reported to Internet Retailer 1/13/2010; revenue up 7.3% 2008 to 2009


Evolution circa 2004

Version 1 website 2004‐2007
Miva 4.x



Version 2 website 2007‐2009
Miva 4.x



www.idwholesaler.com


The challenge…
The challenge…


The challenge
• Migrate from MM4 to MM5 • Vastly improve page load times
• Ground‐up platform rebuild • Add integrated feedback
• Integrate promotions, testimonials,
Integrate promotions testimonials • Add bulk data management
Add bulk data management
campaign landing pages • PPC to ROI Analytics
• CMS framework • Integrate order processing with
• User testing & input
User testing & input legacy ERP systems
legacy ERP systems
• Vastly improved on‐site search • Migrate all content
• Maintain or improve SEO • Port over all custom modules
(URL rewrites, no dead links)
(URL it d d li k ) • Increase orders
• Add product compare, • Increase page views
configuration, reviews • Increase bottom line revenue
• Mobile friendly • Ok, but also…


Additional challenges
• Platform decision lasts a minimum of 2 years
• Don’t lose any current features or functions
• Don’t lose any search rankings after launch
D ’t l h ki ft l h
• Migrate and don’t lose any data
– Content, categories, products, customers, attributes, pricing, orders,
Content, categories, products, customers, attributes, pricing, orders,
purchase history, saved baskets, etc. etc. etc.
• No downtime during ANY business hours 6am‐6pm PST
• No more than 24hrs offline during migration
h h ffl d
• Quantify all post‐ migration metrics


Tall order…
Tall order…
Where do we begin? Where would you begin??
g y g


Fuze Methodology
1. The Story 5. Design
2. Project scope – More than page layouts
– Budgeting, features, wish list, phase
g g p 6. Multi‐phase development
p p
plan, stakeholder definition, user – CSS, CMS, Miva, Custom, Integration,
profiling, timeline, project system setup SaaS, Search, environment prep (x3+)
3. Competitive /Innovation Research 7. Testing
4. Information Architecture – validation, testing, changes, testing,
– team responsibilities, sitemap, data validation, testing, testing…
definitions, function list, module list, 8. Launch checklist
custom module specifications,
custom module specifications, – Validation
V lid ti
user/data/process flows, milestone,
budget gut‐check 9. Launch
10. Recap and monitor


Nuts and bolts
Nuts and bolts
Sometimes it helps to visualize a project
p p j


The story
The story
more than an executive summary
[link]


Systems
if your team is greater than 0, you need a system
to manage a large project
[fuze project systems]


Imitation, the sincerest
form of flattery
f f fl
People have expectations online, just because you’re
small, doesn’t make you exempt from these expectations.


Sample Sites

When we embark on a project we tend to
short list a group of sites that match the
buying habits of the target audience.

We also tend to present and review what is
We also tend to present and review what is
innovative in eCommerce at the time. Using
sites like these as examples, give you ideas
for features for your own site.

Once features are consistent on the top 25
Once features are consistent on the top 25
sites, you better start planning to have them
on yours.

These sample sites were some of the 100s
researched for feature inspiration on
researched for feature inspiration on
IDWholesaler.com


One size fits all is illogical.
(the term should be retired)

For another project we will be launching in
the coming month or two, we reviewed a
completely different set of sites, based on a
completely different user audience.

Affluent, experienced online shopper, not
seeking value, seeking unique, shop in
boutiques, have a platinum card, read
premium magazines, shop in premiere
department stores or boutiques, age range is
27‐65, skew female.

This is our profile, what are these people
used to seeing?

What do your customers expect?


Budgeting & Scope
Budgeting & Scope
Q) how much is a website?


Budgeting & Scope
Budgeting & Scope
Q) how much is a website?
A) how much is a 3 bedroom house?


Budgeting Factors
• Business planning • How complicated are your selling
• Marketing planning rules?
• Business organization/experience
Business organization/experience • How custom do you want it?
• Industry experience/position • How many products?
• Product mix complexity • Timeline
• Access to product data/images
A t d t d t /i • How many templates?
How many templates?
• Preparedness for online sales • How much integration?
• How many people on the team
• Previous project experience • Bottom line, we
• How will orders be processed interview our
clients the same way
• How will inventory be managed
How will inventory be managed they interview us.
th i t i
aphexafx


Fuze Gear System

Our methods incorporate three
FUZEblox
integrated systems working together
on every page to generate content, CMS
navigation, and experience for the
user, centrally managed by the
ll db h
company.

SearchSpring

MivaSQL


The Miva Landscape
• Bryan’s Opinion: • Your options when evaluating
features for your store:
“The current framework Miva
incorporates allows our non‐Miva – Out of box
Out of box
developers to work on Miva sites. – Modules
That said, with WOMBAT, Miva – Customized modules
Merchant is becoming more than
Merchant is becoming more than – Full custom
just a shopping cart, and more like a
commerce platform. It’s still not an • Most stores are a mash‐up of
enterprise business system that can
enterprise business system that can all these elements
all these elements
manage every operational and • Miva remains core, but we
logistical element of your business.
(
(but I love the evolution)”
)
integrate the stack


Adapt, Buy, Build, Scrap
Adapt, Buy, Build, Scrap
Decisions in the scope phase
p p


Functionality Options
• Adapt • Build
– Twist your business process to – Spec and build your own
match what is available modules/functions
• + saves money, fast • + you get exactly what you want
• ‐ limited flexibility • ‐ potentially expensive, could add
timeline, may not work with other
• Buy
functions, you are on the hook for
functions, you are on the hook for
– Buy and install modules support, no upgrades
(mivacentral.com) to extend
• Scrap
functions
– You may determine that the exact
y
• + minimal investment supported
+ minimal investment, supported,
fast functionality isnt what you desired,
• ‐ built for someone else, not
doesn’t work, or simply is too
always customizable, not always complex
supported d • K
Keep a next phase list
t h li t
• Know when to fold ‘em


Architecting & designing
the 3‐bedroom house
h b d h
an information architecture crash course
[ID Wholesaler IA documentation]**

**NOTE: this will not be downloadable


Take a walk with me.
Take a walk with me.
a tour of IDWholesaler.com


Fuze Gear System Handles all store content, promotions,
company pages blog, etc. Also
pages, blog etc
maintains overall structural elements.

FUZEblox
CMS

SearchSpring
S hS i
Intra‐site
Generates fly out navigation, left rail Search
facets, compare, configure,
PPC campaign landings, etc.

MivaSQL

Handles all product and cat
images, product displays,
maintains all customer and
order data, integrates with
data
back-office systems for order
processing & fulfillment.


FUZEblox home


Can your CMS do all this?


Home Features

LivePerson

Pervasive login and cart

Suggestive search

Printer selector

Fully controlled and config hero panel
Fully controlled and config hero panel
(machine readable and mobile animation
compatible)

Dynamic login <div> over hero

Full page control/promo control/testimonial
rotations

Page level feedback engine

RSS feeds


Category pages

5 distinct category templates

Varriable and user controlled facet elements

CMS / Miva / SearchSpring powered
(depends on user selections)


Product detail features

Image admin & jQuery
MAP
Reviews
Addthis
Print
Volume pricing
Dynamic logo
Dynamic tab content
Dynamic document management
Dynamic document management
Sortable related products
Dynamic add to cart


Custom MAP Functions

Ability to work within most manufacturers
Minimum Advertised Price rules

Picks up at category and product levels

Temp accounts auto‐cleanse

Three MAP configurations:

1) Call for price
2) Temp account creation
3) Password challenge
4) Could establish other rules

Custom solution by Fuze & NetBlazon


Full custom account screens
and functions
Order tracking and history – 1 click reorder

Saved Baskets – 1 click restore

Address book management


Post add to cart

Related products are sorted and relevant

Add to cart – resort relateds

Dynamic price/attribute display

Edit in basket

Save baskets (works as a quote system)
Save baskets (works as a quote system)

Shipping estimation


Checkout process begin

Streamlined templates (no extraneous items)

Guided checkout

Address book integrated with standard miva

Extra fields throughout

Customer reassurance
Customer reassurance

Coupon redemption

Pay on account

Tax exempt

Purchase order collection

Pure CSS


Module developers we use
Module developers we use
extending functionality the miva “app” store
g y pp


Modules and tools…
• Sebenza • Customization
• NetBlazon • SearchSpring*
• Viking Coders • FUZEblox CMS*
• Latu – WowWowWidgets! • MivaMerchant 5.5*

• Don’t rely on plug‐n‐play • New framework allows
infinite customization

NOTE:
Never shape your business around modules, find modules that fit your business process.
*core to every page function


The good, the bad, the ugly.
The good, the bad, the ugly.
Not everything will go perfectly…and that’s ok.
y g g p y


Easier than, or as expected
• Content migration
• Integration with back office
• Central CMS management adopted
Central CMS management adopted
by business users
• Mobile functionality
• Staging and live environment
Staging and live environment
syncing
• Migration to live
• Backup and restoration
B k d t ti
(thanks Hostasaurus)
– We have 4 distinct instances of the
website
Nationaal Archief


Areas for improvement
• Timeline management
• Formal sign offs
• Unexpected team changes
Unexpected team changes
• One‐step checkout
• Address2
• URL rewriting & SSL preparation
URL iti & SSL ti
based on FUZEgears
• Cling to bad initial decisions
– let’em go!
• Data integrity
– how many DBs does it take to make
a Miva?
Mi ?
Nationaal Archief


Good game…
Good game…
After the laurel and hearty handshake, get your ass back to work.
y g y


A few tips…
• Make sure you have experience at the helm
• Whatever time you have in your project for testing, triple it
• Make sure you coordinate all your team efforts
y y
– Kickoff, ongoing, launch prep, and post launch
• Make sure you run more than one instance of your website
• If you are migrating your site and have good ranking, plan to keep it
If you are migrating your site and have good ranking plan to keep it
• Don’t try to cram in too much – be realistic
• Don’t make like‐to‐have’s, need‐to‐have’s 80% of the way through the project
• Make checklists – share them
• Smile, laugh, have fun…
– You are about to spend more time with your project team than anyone else in your
life…don’t damage your relationships because in the end, you all need each other.


Q&A
ask away
y


Reach out and say what’s up

ifuze.com/miva ‐ slides

twitter.com/fuze ‐ twitter

bryanlandaburu.com ‐ my blog

bryan@ifuze.com ‐ email

877 879 3893
877‐879‐3893 ‐ phone

Use
this


Next session…

When out of the box isn t enough.
When out of the box isn’t enough
Extending the power of Miva using SaaS
g p g

Website Redesign Doesnt Begin w/Design | Miva Conference 2010

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Website Redesign Doesnt Begin w/Design | Miva Conference 2010