The document discusses lessons learned from relaunching a product from a UX perspective. It recommends conducting a content audit to evaluate all elements and prioritize what to keep, change, or remove. Wireframing and design iterations should follow. The relaunch process should involve users early through tests and feedback to ensure usability. A mobile-first approach is important to provide parity across devices. The relaunch requires company-wide involvement and should not be a side project but a dedicated, managed effort.

1. RELAUNCH CHALLENGES
AND LEARNINGS
FROM A PRODUCT AND UX PERSPECTIVE
Annamaria Boheim & Heike Funk | December 2013

2. WHY A RELAUNCH?

3. The Status Quo

4. HOW TO
GET STARTED

6. 1. Content Audit
List + evaluate
every single element
100+ elements for PDP
Decide:
● KEEP
● CHANGE
● KICK
Prioritize
all elements which should go
on the page

7. 2. Wireframing

8. 3. Design Iterations

9. HAVING A STYLEGUIDE
RULES.

12. BE BRAVE: CUT OFF!

13. Feature creep Less is more
useful and usable

14. MOBILE FIRST
IS NOT ONLY A BUZZ WORD.

15. * http://bradfrostweb.com/blog/mobile/content-parity/
Content Prioirity is key
Start designing mobile first
to avoid layout issues
Work towards Content parity *:
“let’s hide this on mobile” is not
the right way
Give users what they ask for -
independent of the device they are
using
Content is king

16. DON’T TRY TO
REINVENT THE WHEEL.

21. INVOLVE YOUR USERS EARLY.

22. Keep
community
informed
Test with
real users
Project
Acceptance

23. Usability Tests
on the existing
platform
Blog posts Newsletters User surveys
Sneak
Previews for
Top Seller
Alpha & Beta
with feedback
forms
Inhouse
Usability
Tests
External
Usability
Tests*
Usability tests
on the existing
platform
What we did in detail
*at Usability Fix YOU IS NOW ImmboilienScout 24

27. Das neue Schaufenster ist
viiiiiiiiel zu groooooß!
Hilfe! Die Produkte
da oben erschlagen
einen ja total!!!!!!!!
Da muss man ja viel
zu viel rumscrollen.

29. What we learned
early user involvement = community’s buy-in and support

30. Idea: Make it a regular thing

31. KILL YOUR DARLINGS.

32. new product
product on sale
free shipping
express
shipping

33. Favorit?
WTF?
Das wird geliefert.
Nur kurze Zeit
verfügbar?
Party?
Das nicht?
Luftpost?
Nur kurze Zeit
verfügbar?

35. MAKE IT A
COMPANY PROJECT.

36. Regular
Design
Reviews
Collect
requirements
and input
Get project
Ambassadors
Internal
Alpha
CS
Workshops
Relaunch
Roadshow
Internal user
tests &
feedback
Launch
Party :)
A relaunch is too big for a side project

37. PRODUCT MANAGER
≠
PROJECT MANAGER
!

38. SHIPPING THE PRODUCT
IS NOT THE END.

40. THANKS FOR LISTENING!

41. PS: We’re hiring...
http://www.jobs.dawanda.com