Download - eCommerce for SOLAR Company (fashion)
Case Study
eCommerce Implementation for SOLAR Company
SOLAR • 80 chain bou,ques,
– 13 franchise (among others, in Lubeck, Gent and Lviv)
– 7 outlets
• 120 members of external chain and 25 partners in the neighbouring countries
Goals
• Making direct online purchase possible Current collec+on and outlet
• A tool for offline clients Crea+ng shopping lists and the possibilty to learn about new collec+on before visi+ng the bou+que.
• SOLAR bou,ques are famous for regular deliveries of new products. E-‐store is supposed to make it possible to follow the new items in the collec+ons, but also to find and buy products, which are already not available in the bou+ques.
Online and Offline in the Fashion Industry
42%
13%
5%
4%
Zdecydowałem w sklepie, podczas zakupów
Oferta w sklepach
Znajomi / rodzina
Mam wiedzę z poprzednich zakupów tych produktów
The main sources of information: offline I made the decision in the store, while shopping
Items available in the bou+ques
Friends and family
I already knew about these products because of earlier shopping.
37%
26%
23%
Aukcje internetowe
Wyszukiwarki
Sklepy internetowe
The main sources of information: online
Internet auc+ons
Search engines
E-‐stores
The main source of informa,on: online offline
Purchase online offline 1,7%
2,4% 2,4%
The Internet influences 6,5% of the total sales.
93,5%
Crucial is the information
found offline and purchase offline.
n=881 kupujących
Base: n=37 searching online n=844 searching offline. Source: Mul+brand ROPO Survey, IMAS i Divante.
Realization
Gathering business demands
Designing interac,ons
according to the User-‐Cenetered
Design
Technical analysis and integra,on
Graphic design Implementa,on Tests and launching
Survey and op,miza,on
Methodology of work
User-Centered Design
Business Goal Business goal/User needs à Product. UCD process creates a product which the users need and whose using they are going to like.
• Who are the system’s users? • What do they need the system for? • What are their skills? • Are there any external limita+ons regarding the system or the users expected?
Focus Tests and User Tests
Focus Tests User Tests
Conducted at the beggining of the process of crea+ng a product. Different concepts are tested.
Conducted during the process of designing the product. Product prototypes are tested.
Small group of people. The par+cipants evaluate and comment on the concepts and projects which they are presented with.
Single user. The user performs test tasks using the very product.
Serve to quickly get the opinions and feelings of the users. Help to see what the users’ expecta+ons are, what they needs are. Serve as an evalua+on of an idea which is a basis for the product.
Serve to check whether a prototype or a product func+ons the right way and naming the problems a user encounters while performing tasks.
Brainstorms
Concepts
Choosing the best concept
Alterna+ve methods of realiza+on (prototypes)
Concept
Focus tests
In-‐depth interviews
Expert evalua+on
Review of the compe++on’s solu+ons
Compe++on analysis
Expert evalua+on
Analysis of user context
Observa+on of user behavior
Brainstorms are organized to genereate fresh ideas, which are later cri+cally evaluated by experts and users.
Review of solu+ons allows us to map some of the compe++on’s solu+ons that can be used in our project. It is a sort of learning from someone else’s experience.
Interface Design (paper prototyping, lo-‐fidelity, hi-‐fidelity)
• We ground our work on the previously gathered knowledge, brainstorms, created and tested concepts. • We design new interface prototypes. • In the subsequent itera+ons, we ask experts and users to evaluate them and then apply their sugges+ons as changes in the prototype. • Prototypes are created in paper form (paper prototyping), as well as interac+ve PowerPoint and HTML presenta+ons. • In the final phase of prototyping, graphic prototypes can be used.
Ready Product
Choosing the best solu,ons
Op,miza,on
Graphic design
Implementa,on
Heuris+c analysis
User tests
Expert evalua+on
Expert evalua+on
Heuris+c analysis
User tests
Heuris+c analysis
Expert evalua+on
User tests
Heuris+c analysis
User tests
Surveys
A/B tests
User tests
Sta+s+cal analysis
Eyetracking
Accessibility analysis
Exoert evalua+on
Further product development
User tests User tests are the basic and most important technique of tes+ng and improving the usability of the products.
Process: • Deciding on the test area and the target groups • Website analysis • Preparing test scenarios and consul+ng them with the client • Conduc+ng pilot study and, if needed, adjus+ng the scenarios • Recrui+ng users for the tests • Conduc+ng tests with the users
• Introducing the user to the test • Filling in the pre-‐ques+onnaires • Performing the pilot task • Performing test scenarios • Filling in the post-‐ques+onnaires • Formal mabers, paying the users their due money
• Op+onally: recording the tests (audio,video, screen) and edi+ng the recordings • Preparing the script from the session and discussing them in the group including: observer, moderator, client. • Preparing conclusions and project guidelines based on the test results
Heuris,c analysis • Heuris+c evalua+on allows one to detect usability problems. This method is based on expert analysis. The experts evaluate whether the tested interface matches usability rules. • One expert will never be able to find all the problems. That is why heuris+c analysis is done by two people. Next, their results are united in one report. • We use the well-‐known and acknowledged usability heuris+cs, enriching them with our own experience from the previously analyzed projects.
Usability heuris,cs by Nelsen and Molich: • The visibilty of the state of the system • Adjus+ng to the real world • Control and freedom of choice • Consistence and standards • Preven+ng errors • Recognizing, instead of reminding • Flexibility and effec+veness • Esthe+cs and economy • Help in recognizing and solving problems • Help and documenta+on
Accessibility analysis Accessibility analysis of a Website includes expert analysis (based on the W3C guidelines) and disabled user tests, which allows for the verifica+on of the actual accessibility of the Website. The expert analysis includes: • Mee+ng the W3C demands • Mee+ng the WAI demands • Mee+ngs the eEurope 2012 demands • Mee+gns the demands of the Polish legal system Prac+cal tests include mainly Website tests by the blind and amblyopic users and tes+ng the Website on mobile devices.
Interactive Prototypes
• Interac,ve prototypes present how the applica,on is going to work.
• Verifying the designer’s vision against the expecta,ons of the client and target users.
• Conceptual work on the prototypes makes the verifica,on of the ideas cheap and fast.
• In the subsequent phases of the project, the number of modifica,ons diminishes.
• There were 9 different versions of interac,ve prototypes prepared.
• The work on prototypes lasted 3 weeks.
Integration
Microsoft Dynamics NAV
Microsoft Dynamics NAV
• Microso_ Dynamics NAV – integrated business solu,on for medium-‐size businesses.
• Used by over 1450000 users from 80000 firms.
• Includes modules suppor,ng the management of: finances, budge+ng, produc+on, distribu+on, rela+ons with clients, service, e-‐business, advanced analysis (Business Intelligence) and control.
Integration
• Preparing the project of integra,on Prepared in coopera+on with the client’s IT department, it includes the detailed descrip+on of synchroniza+on mechanisms, security systems and data formats.
• Two-‐way data exchange The number of products in stock, product features, orders.
• Early start-‐up and tests Tes+ng the integra+on mechanism at an early stage of the implementa+on allowed us to map all the flaws and make sure they will not influnce the applica+on’s func+oning.
Graphics Graphic Designing
Graphic Designing
• Based on the visual iden,fica,on and according to the arrangement of the elements within the interac,ve prototypes:
• A single graphic line was prepared;
• Storyboards for the ini,al anima,ons were prepared.
• Anima,ons are synchronized with the changing colec,ons (color palefe, products).
• A_er the look&feel acceptance, graphic designs for the subsequent subpages were prepared.
• Graphic designing took 2 weeks.
Graphic Designing
• Graphic design does not compete with the photos of the products and the collec,on’s graphics. It serves as a frame for them.
• The crea,on of the graphic design was supervised by the SOLAR experts so as to guarantee consistency.
Implementation PrestaShop
PrestaShop • PrestaShop is the most popular
European open-‐source e-‐store plahorm. We offer our clients the PrestaShop sogware, extended with Divante’s original plug-‐ins.
• Over 100 000 e-‐stores use PrestaShop. • The most interes,ng features of
PrestaShop – SEO-‐friendly store architecture
– Integra+on with Polish payment systems and price comparison services
– The possibility of selling virtual products (files)
– Coupon system (discounts, free extras, free delivery)
– Client groups (defining the level of prices, discounts).
– The possibility of the mul+plica+on of a store.
– The possibility of crea+ng mul+-‐language stores. Specifica+on of PrestaShop and Divante’s plug-‐ins.
PrestaShop’s control panel
Modifications and Extensions
• For the needs of the project, we modified PrestaShop, adjus,ng the so_ware to the specific demands. Current collec+on and outlet.
• A tool for offline clients Crea+ng shopping lists and the possibilty to learn about new collec+on before visi+ng the bou+que.
• SOLAR bou,ques are famous for regular deliveries of new products. E-‐store is supposed to make it possible to follow the new items in the collec+ons, but also to find and buy products, which are already not available in the bou+ques.
Implementation Start-up and tests
Providing Quality
• Designing according to the User-‐Centered Design
• Internal quality control at each stage of the project – checklists and tests
• Systemic management of demands, changes and service no+fica+ons
• All the service no,fica,ons and project arrangements are made within the same repor,ng system.
• The client has online access to all the no,fica,ons.
• We use the Redmine so_ware.
Effects
The First Results of Cooperation
The Effects of Cooperation after Launching the Online Store
• Right ager launching the store, many orders were placed.
• Conversion rate: 2,21%. • High average order value.
• 68% purchases made during the first visit.
• Ager a month, as many as 15,9% purchases are fuelled by SEO.
Implementation
Information about Divante
The Quality of Service
• Sa,sfac,on from the coopera,on with our agency: 4.6 / 5 -‐ 2nd place in Poland The survey carried out on all Divante clients by Media&Marke+ng Poland in 2011.
• Sa,sfac,on from our customer service: 4.9 / 5 – 3rd place in Poland The survey carried out on all Divante clients by Media&Marke+ng Poland in 2011.
• 100% of our clients would recommend us to their friends. The survey carried out on all Divante clients by Divante Company in 2010.
• Almost 60% new ques,ons which we receive comes from the references from our previous customers.
• 10 /10 points in „punctuality and reliability” category. The survey carried out on all Divante clients by an independent unit in 2009.
The Quality of Work
New ideas helping to improve the func6oning of a company. -‐ Puls Biznesu magazine, 2009
Such examples show that our economy is really innova6ve and has a huge poten6al of the human capital. -‐ Sebas+an Christow, Ministry of Economy of the Republic of Poland
Divante is able to connect product innova6ons with the care for the best quality of its customer service. Thanks to that, Divante carries out projects for clients in Poland and all over the world. -‐ Michał Żyliński, Microsog
A great communica6on and openness to new solu6ons, these are certainly the strong sides of the team. -‐ Izabela Dauksza, Coordinator of Project Managers, Gazeta.pl
Technology
• Scalability – PromoRing enables ca. 5 mln PV per day, serving 3 mln UU per month
• Flexibility -‐ .NET, Django, PHP
• We are a partner of Apple and the Microsog Company
• We are integrated with many outside systems (improvement systems, warehouse systems, ERP, CRM)
Thank you for your attention
Contact divanteltd.com [email protected] twiber.com/divanteltd phone: +48 71 34 22 406