Designing an engaging eCommerce experience can be challenging. Tackling this along with changing a culture is nearly impossible. Learn simple tactics to create an engaging website and changing company culture along the way.

1. ECOMMERCELESSONS LEARNED FROM LAUNCHING
CUT, COLOR, CLARITY &

2. HI.
I’m Craig – @smallfarmdesign

3. SO LET ME ASK
MARRIED,
ENGAGED, SOON TO BE

4. WERE YOU
100%
IN YOUR DECISION
…with the ring not
your significant
other

5. A STORY

6. MONTHS
ON AVERAGE A GROOM SPENDS
FINDING THE ENGAGEMENT RING3

7. HOURS3

8. CURRENT SITUATION

14. JEWELERY WEBSITES
WHAT ABOUT

19. JEWELERY STORES
WHAT ABOUT

20. THE WANT

21. GOAL

22. “REDESIGN STERLING’S
CURRENT EDUCATION
CENTER IN FY2014”

23. MY GOALS

24. BE DIFFERENT

25. BE DIFFERENT
BE VALUABLE*

26. BE DIFFERENT
BE VALUABLE*
BE APPROACHABLE

27. BE DIFFERENT
BE VALUABLE*
BE APPROACHABLE
BE HELPFUL*

29. HOW I DID IT
DEVELOP A ROADMAP
COMMUNICATE FORWARD
AVOID THE SWOOP & POOP
1
2
3

30. DEVELOP A ROADMAP1

31. AUDIENCE
WHO IS THE

32. WHO IS THE AUDIENCE
Jewelry Customers
Brides-to-be
Grooms-to-be
Brides’-to-be Friends
Gen Y
Those Older then Gen Y
Clueless Men
Gift Givers
Legal
Stores Employees
Internal groups
Buyers
Merchandisers
Marketing
Product Brands
C-level Executives
Project Team
Competitors

33. PRIMARY AUDIENCE
WHO IS THE

34. KNOWING
WHO ≠
KNOWING
WHAT

35. THE ROADMAP

36. “ The education center’s mission is to provide guidance
and help the customer make, or reinforce, their buying
decision. It should serve as the backbone to the Sterling
ecosystem, being a resource for both our customers online
and our associates in the stores. The education center
should be seen as the leading source for helping people
purchasing wedding jewelry, gifts for themselves or gifts
for others. The education center is the first step on the
journey of creating customers for life.”

37. COMMUNICATE FOWARD2

38. EVP MARKETING
CONSULTANT
VP ECOMMERCE VP MERCHANDISE VP CREATIVE
DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTOR DIRECTOR
ME

39. EVP MARKETING
CONSULTANT
VP ECOMMERCE
VP MERCHANDISE
DIRECTOR DIRECTOR
VP CREATIVE
DIRECTOR DIRECTOR
VP STORES
DIRECTOR DIRECTOR
ME

40. I GOT
UNDER THE BUS
THR WN
@smallfarmdesign

41. GAIN RESPECT
THE KEY TO SUCCESS

42. SPEAK THEIR LANGUAGE
OR THEY WON’T HEAR
YOU.

43. IDENTIFY YOUR AUDIENCE
WHY DO THEY CARE
GIVE ONLY THE ESSENTIALS

44. AVOID THE SWOOP & POOP3

45. When management or
stakeholders insert themselves
into a project, often near the
end and with limited project
knowledge, using their power
to criticize the work that has
been completed in an effort to
gain control.

46. SWOOP & POOP
HOW TO AVOID THE

47. LISTEN

48. LISTEN
SKETCH, TALK, SHOW

49. CALL BULLSH!T
RESPECTFULLY
Legal Disclaimer: The presenter of this material shall not be held responsible for any
unforeseen outcomes due to taking action on the advice given.

50. HALF-BAKED THOUGHT
DO NOT ARGUE WITH

51. CONCEDE
WHEN ALL FAILS

52. HOW I DID IT
DEVELOP A ROADMAP
COMMUNICATE FORWARD
AVOID THE SWOOP & POOP
1
2
3

53. WHERE WE ARE NOW
LET’S TALK ABOUT

59. OUTCOME

60. QUESTIONS
?