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

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