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Seismic ChangeWhen should you blow up your legacy
system and start from scratch?
Andrew SandlerDirector of Product Design,
Groupon Merchant
Groupon Design Union
• 55 amazing people
• Product Designers, Visual Designers, User Researchers,Front-end Engineers
• Visit us: http://design.groupon.com/
The Oakland-San Francisco Bay Bridge
By Goodman, Zachary, creator -Public Domain,
By Goodman, Zachary, creator -Public Domain,
Photo: Gary Weber, AFP/Getty Images via SFGate.com
What were the choices?
What were the choices?
• Retrofit: West Span needed a seismic upgraded
What were the choices?
• Retrofit: West Span needed a seismic upgraded
• Replace: East Span needed to be entirely rebuilt
Creating and Capitalizing on your “Seismic Event”
How will I know to replace vs. retrofit?
For Groupon we had issues with:
For Groupon we had issues with:
1. Brand alignment
1. Brand alignment
2. User flow
For Groupon we had issues with:
1. Brand alignment
2. User flow
3. Infrastructure complexity / Developer success
For Groupon we had issues with:
A fragmented brand
Vision
Metrics/KPIs
Vision
Metrics/KPIs Scope
Vision
Timelines
Metrics/KPIs Scope
Vision
Imagination is the beginning of creation.You imagine what you desire, you willwhat you imagine and at last you createwhat you will.
George Bernard Shaw
Back to Methuselah (1921), Part I, Act I
Scope
Via Venturebeat
Timelines
Getting It Done
Getting It Done
1.Over-communication
1. Over-communication
1. Over-communication
More is Better
Expectation
Expectation
Reality
(To everybody that will listen)
Getting It Done
1.Over-communication 2.Risk mitigation
2. Risk Mitigation
2. Risk Mitigation
• Strong and open relationships
2. Risk Mitigation
• Strong and open relationships
• Share early
2. Risk Mitigation
• Strong and open relationships
• Share early
• Non-negotiable features
Getting It Done
1.Over-communication 2.Risk mitigation 3.Validation, QA, and on-boarding
Brutally Honest Feedback
By Louis-Philippe Crépin - Public Domain, Own Work
Groupon Merchant Marketing SiteCase Study
Slide contains sample data
Slide contains sample data
https://www.flickr.com/photos/twm_news/8441846768/in/photostream/
Timelines
Metrics/KPIs Scope
Vision
Redesign GrouponWorks into an intelligent, scalable and automated platform to:
Redesign GrouponWorks into an intelligent, scalable and automated platform to:
• Sell the right products to the right new and existing merchants
Redesign GrouponWorks into an intelligent, scalable and automated platform to:
• Sell the right products to the right new and existing merchants
• Improve acquisition, on boarding and retention of new and existing merchants
Redesign GrouponWorks into an intelligent, scalable and automated platform to:
• Sell the right products to the right new and existing merchants
• Improve acquisition, on boarding and retention of new and existing merchants
• Generate excitement through the new branding
Redesign GrouponWorks into an intelligent, scalable and automated platform to:
• Sell the right products to the right new and existing merchants
• Improve acquisition, on boarding and retention of new and existing merchants
• Generate excitement through the new branding
MVP: Maintain or improve lead generation rate
Sessions How many people?
Stickiness How much time?
Leads How many sign-ups?
Utility + “Cost” How long to deploy new stuff?
Experiments Tests!
Metrics/KPIs
Scope + Timelines
The outcome…
Hello, world.
Hello, world.
Hello, world.
Hello, world.
Hello, world.
ExperimentsUtilityLeadsStickinessSessions
Metrics Results
ExperimentsUtilityLeadsStickinessSessions
Metrics Results
ExperimentsUtilityLeadsStickinessSessions
Metrics Results
ExperimentsUtilityLeadsStickinessSessions
Metrics Results
ExperimentsUtilityLeadsStickinessSessions
Metrics Results
ExperimentsUtilityLeadsStickinessSessions
Metrics Results
Be Bold! Go make the earth shake.
• Make it better: For the user, For the brand, For the company
• Make it measurable: You understand the core needs. You know how to measure success
• Plan it well: You have an MDP, a roadmap, an on-boarding strategy
Thank you!
