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Josh Levine and Seth Newman discuss the redesign of Action Envelope's successful ecommerce website by web agency Alexander Interactive. Presented at the 2009 Internet Retailer Web Design Conference and Expo. ---- Description from Internet Retailer Conference: "Springing into action with a new web site design" - Seth Newman, COO, Action Envelope - Josh Levine, Chief Creative and Experience Officer, Ai – Alexander Interactive At Action Envelope, most customer interaction is through the web site. That makes the web site a crucial touch point with customers—and the reason that the company continually redesigns the site. Its latest version takes ActionEnvelope.com to new heights of interactivity, and includes advanced technologies that permit shoppers to create their own stationery and envelopes and see the results quickly and without leaving the page they're on. For instance, a Made-to-Order feature allows customers to create customized envelopes by size, color, stock and window. A drop-down tab lets existing customers sign in and complete a reorder without having to scroll through product pages. Seth Newman, COO of Action Envelope, and Josh Levine, chief creative and experience officer of Action Envelope's design partner Alexander Interactive, will discuss how Action Envelope knew it was ready for a redesign, how it prioritized its steps, how it weighed the pros and cons of interactive, advanced technology and the results Action Envelope has achieved.
Citation preview
jan 2009 • internet retailer conference
a true story...about an agency and client partnership and how together, they executed a successful redesign.
Chief Creative & UX Officer Alexander Interactive
Chief Operation Officer Action Envelope
the client guy the agency guy
Josh Levine Seth Newman
jan 2009 • internet retailer conference
• Founded in 1971
• Based on Long Island NY• 35 Employees
• Over 250,000 Customers
• Top 500 Internet Retailer, since 2006
• Inc 5000 Fastest Growing company, since 2006• Internet Retailer Hot 100, 2009
• iMerchant Awards - Silver, Office Supplies, 2005, 2008
plain and printed envelopes in all sizes, styles, and colors
client profile
jan 2009 • internet retailer conference
• Founded 2002, independent
• Manhattan office
alexander interactive
select clients
• 40 hands-on employees
• Collaborative, client-focused approach
ecommerce strategy, design & development
agency profile
jan 2009 • internet retailer conference
History
Why Redesign?
And So We Begin...
The Details
Results
Onward!
today’s plan
jan 2009 • internet retailer conference
history
jan 2009 • internet retailer conference
Launch 1.0august 2000
history
00 01 02 03 04 05 06 07 08 09
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Launch 2.0september 2001
history
00 01 02 03 04 05 06 07 08 09
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Action Meets Aimay 2004
history
00 01 02 03 04 05 06 07 08 09
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Action Selects Ai2 weeks later
history
00 01 02 03 04 05 06 07 08 09
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We Launch 3.0october 2004
history
00 01 02 03 04 05 06 07 08 09
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Decide to Redesignjuly 2006
history
00 01 02 03 04 05 06 07 08 09
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Launch 4.0january 2008
history
00 01 02 03 04 05 06 07 08 09
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why redesign?
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93
106
119
132
jan 02 jan 03 jan 04 jan 05 jan 06
why redesign?
launch 2.0
Average Order Was Up
launch 3.0
2006june
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2
3
4
5
6
7
jan 02 jan 03 jan 04 jan 05 jan 06
why redesign?
launch 2.0
Conversion Rate Was Up
launch 3.0
2006june
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2.9
4.3
5.7
7.1
8.5
jan 02 jan 03 jan 04 jan 05 jan 06
why redesign?
launch 2.0
Revenue Was Up launch
3.0
2006june
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why redesign?
Customers Were Happy 2006june
You have the best website in the whole wide world...”— mary j.
“
jan 2009 • internet retailer conference
why redesign?
All good, right?
jan 2009 • internet retailer conference
why redesign?
jan 2009 • internet retailer conference
why redesign?
Look beyond the numbers.
jan 2009 • internet retailer conference
why redesign?
Look beyond the numbers.Differentiate. Innovate. Lead.
jan 2009 • internet retailer conference
why redesign?
Look beyond the numbers.Differentiate. Innovate. Lead.Grow with business.
jan 2009 • internet retailer conference
why redesign?
Look beyond the numbers.Differentiate. Innovate. Lead.Grow with business.Because they said so.
jan 2009 • internet retailer conference
why redesign?
If I'd asked my customers what they wanted, they'd have said a faster horse.”
“
— henry ford
jan 2009 • internet retailer conference
why redesign?
Scalability.
jan 2009 • internet retailer conference
why redesign?
Scalability.Modernize design.
jan 2009 • internet retailer conference
why redesign?
Scalability.Modernize design.Customer-centric experience.
jan 2009 • internet retailer conference
why redesign?
Scalability.Modernize design.Customer-centric experience.Room to innovate.
jan 2009 • internet retailer conference
why redesign?
It’s time.
jan 2009 • internet retailer conference
and so we begin...
jan 2009 • internet retailer conference
and so we begin
Okay, so here is the list of the 2940 features I want on the new site. Check them out. ”
“
— seth
jan 2009 • internet retailer conference
and so we begin
Okay, so here is the list of the 2940 features I want on the new site. Check them out. ”
“
— seth
Oh, and let’s launch in 5 months.”“— seth, again
jan 2009 • internet retailer conference
and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product PhotographyUpload Status Bar Quick Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved CartMade-to-Order Envelope Admin Workflow Printed Envelope Express Shop RSS Order Status Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Facility Tour Process Demo Videos
jan 2009 • internet retailer conference
Define the goals.
and so we begin
jan 2009 • internet retailer conference
Define the goals.Determine success metrics.
and so we begin
jan 2009 • internet retailer conference
Define the goals.Determine success metrics.Prioritize features.
and so we begin
jan 2009 • internet retailer conference
Define the goals.Determine success metrics.Prioritize features. Finalize plan and scope.
and so we begin
jan 2009 • internet retailer conference
and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility TourUpload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos
jan 2009 • internet retailer conference
and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility TourUpload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo Videos
jan 2009 • internet retailer conference
and so we begin
Microsites Brand Stores Ajax Cart One Step Checkout Flash Envelope Designer New Product Photos Facility TourUpload Status Bar RSS Order Status Blog Progressive Search Order Samples Additional Reporting Customer Reviews Shop By “Use” Browsing Email Cart Quick Reorder Saved Cart Made-to-Order Envelopes Printed Express Shop Ajax Browsing Specialty Stores Mobile Commerce Printed Envelope Gallery New Proof Approval Process Drag n’ Drop Proof Upload Downloadable Templates Reorder Reminders Process Demo VideosEmail Order Reminders Customer Network Muffins Forum Green/Recycled Paper Boutique Paper Upsell Features Quick Look Previews SEO Landing Pages Envelope Bundles
jan 2009 • internet retailer conference
the details
jan 2009 • internet retailer conference
01 Homepage - Give more, show less before
jan 2009 • internet retailer conference
01 Homepage - Give more, show less after
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02 Simplify the Navigation before
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02 Simplify the Navigation after
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03 Browsing paths / Homepage before
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03 Browsing paths / Homepage
orange
after
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03 Browsing paths / Shop by color before
jan 2009 • internet retailer conference
fpo
03 Browsing paths / Shop by color after
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fpo
03 Browsing paths / New
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04 Product photography
zoom icon
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05 Product page before
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05 Overhaul product page
05 Product page
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05 Product page
“Guys, I think we nailed it...”— seth
jan 2009 • internet retailer conference
05 Product page
“Guys, I think we nailed it...”— seth
And then the following morning...
jan 2009 • internet retailer conference
05 Product page
“Guys, I think we nailed it...”— seth
“Guys, it is looking too busy, I think we need to rethink the entire page.”
— seth
And then the following morning...
jan 2009 • internet retailer conference
05 Product page
jan 2009 • internet retailer conference
05 Product page
jan 2009 • internet retailer conference
05 Product page
jan 2009 • internet retailer conference
05 Product page
jan 2009 • internet retailer conference
05 Product page
jan 2009 • internet retailer conference
06 Make reordering simple
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07 Decrease checkout abandonment
jan 2009 • internet retailer conference
07 Decrease checkout abandonment
Path 1: Plain envelopes
Path 2: Printed envelopes
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08 Enable creation of custom envelopes
jan 2009 • internet retailer conference
results
jan 2009 • internet retailer conference
results
Revenue + 60%Conversion Rate + 38%Total Transactions + 55%
Average Order - down 20%
jan 2009 • internet retailer conference
results
Average Order – 20%
jan 2009 • internet retailer conference
results
Average Order – 20%
See slide #35: “Determine success metrics.”
jan 2009 • internet retailer conference
onward!
jan 2009 • internet retailer conference
onward!
Test like heck.New products & brands.Microsites.Action 5.0 ...
jan 2009 • internet retailer conference
Thank you.
Download the presentation at: www.alexanderinteractive.com
seth newman [email protected]
josh levine [email protected]
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