Daniel Rabinovich Web20 San Francisco

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Slides for my talk at Web 2.0 Expo in San Francisco. @drabinovich http://www.web2expo.com/webexsf2011/public/schedule/detail/16735

Tecnología Diseño

Don´t listen to yourself: successfully redesigning the leading e-commerce platform in Latin America ,[object Object],[object Object],[object Object],Add to Schedule

Agenda ,[object Object],[object Object],[object Object]

Who we are ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

We lead in every market we operate in ComScore MMX – Brazil Retail ComScore MMX – Argentina Retail ComScore MMX – Latin America Retail ComScore MMX – Mexico Retail

First Rule of Usability: Don’t Listen to Users ,[object Object],[object Object],[object Object],Jakob Nielsen

How to get it right: watch instead of listen ,[object Object],[object Object],[object Object],Jakob Nielsen

How we got it wrong: listened to our own needs ,[object Object],[object Object],[object Object],[object Object],[object Object]

By focusing on wrong principles we developed a series of “design anti-patterns” ,[object Object],[object Object],[object Object],[object Object],[object Object]

Agenda ,[object Object],[object Object],[object Object],[object Object]

AP #1: Charge for a good experience ,[object Object],[object Object],[object Object]

AP #1: Charge for a good experience (II) ,[object Object],[object Object],[object Object]

AP #2: If it brings eyeballs to site, it is good ,[object Object],[object Object],[object Object]

AP #3: If it brings revenue, then it is worth doing ,[object Object],[object Object],[object Object]

AP #4: All BU’s need exposure on the HomePage ,[object Object]

AP #5: Complexity is a sign of feature richness ,[object Object],[object Object],[object Object]

Re-think the pricing model ,[object Object],Business Units Pricing Model Revenue streams

From “Featured Fees” to “Exposure Fees” ,[object Object],Old Optional Feature Fees New “Listing Types” allow cleaner results

Never charge for delivering a good experience ,[object Object],Old version: paid pictures in listing pages Same Search Query with New Version (all pictures for free)

The real cost of advertising and communicating ,[object Object],Old Home Page New Home Page

Simplify, simplify Thoreau Slide inspired from a Chris Nodder Presentation

[object Object],Nothing is “harmless” Previous Scroll Bottom (1024x768) Current Scroll Bottom (1024x768)

[object Object],Velocity First Oct 2009 Apr 2010

[object Object],Use the crowd to help new users Automatic “zoom in”: Demand data was concentrated in “Players” and not “Accessories” Top Nav Bar for “Players”: Specific facets

[object Object],Direct Operational Metrics

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object]

Wrapping up… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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