Segment 1 of 3
Website Redisign Doesnt Begin w/Design
45min + 15min Q&A
Speaker: Bryan Landaburu, President, Fuze @fuze
In this session we overview the anatomy of a large scale eCommerce project. Considering redesigning your website? Worried about what it could cost? Worried about losing your search ranking after redesign? Concerned about downtime and lost sales during migration? Worried customers won’t like your new site? Not sure what things should look like? Tackling a redesign project does not begin with the design phase. With careful and considerate planning, relaunching your web business is not as risky or expensive as you think.
Visit http://ifuze.com/miva for a full overview
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Website Redesign Doesnt Begin w/Design | Miva Conference 2010
1. 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
4. twitter #mmconf | @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
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– E‐Commerce development
– Search Marketing (SEO/PPC)
– Advanced analytics
d a ced a a yt cs
– Traditional creative services
6. twitter #mmconf | @fuze
These sessions are for…
• People thinking about or running real online businesses
• People thinking about redesigning their business
• People who have outgrown DIY
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• 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
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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
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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…
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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
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Tall order…
Tall order…
Where do we begin? Where would you begin??
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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
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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
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Nuts and bolts
Nuts and bolts
Sometimes it helps to visualize a project
p p j
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Systems
if your team is greater than 0, you need a system
to manage a large project
[fuze project systems]
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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.
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Budgeting & Scope
Budgeting & Scope
Q) how much is a website?
A) how much is a 3 bedroom house?
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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
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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
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Adapt, Buy, Build, Scrap
Adapt, Buy, Build, Scrap
Decisions in the scope phase
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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
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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
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Take a walk with me.
Take a walk with me.
a tour of IDWholesaler.com
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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.
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Module developers we use
Module developers we use
extending functionality the miva “app” store
g y pp
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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
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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
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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
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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
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Good game…
Good game…
After the laurel and hearty handshake, get your ass back to work.
y g y
52. twitter #mmconf | @fuze
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
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– 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.
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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
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