Writing a Better Magento eCommerce Brief

M A T T E R O F F O R M

WRITING A BET TER BRIEF MAT TER OF FORM ANANT 8TH FEB 2017

Our Brand Promise

E X C E P T I O N A L C R A F T S M A N S H I P


KEYNOTE 01 19TH JANUARY 2016MAT TER OF FORM

A M A N

Luxury Design & Development

PARKA LONDON

Content driven eCommerce, platformed on Magento 2.1 with international storefronts

51

Affordable Art Fair

Affordable Art Fair

6,000 galleries exhibit with the Affordable Arts Fair globally - their brief to us was to commercialise this opportunity online. Our output was a convergence of service design, digital product development and eCommerce. Requirements included a new organisational structure and processes, enterprise technology development, complex CRM integration, content creation and an effective go to market strategy.

Commerce

Discipline - Commerce

50

A F F O R D A B L E A R T F A I R

Global Marketplace enabling 3000 galleries to sell online Salesforce Integration and Portal Development

Magento & Wordpress

Wolford

61

Commerce

60

Educating Consumers By Weaving Personalised Content & Innovation Across The Entire Customer Experience

W O L F O R D

KEYNOTE 01 19TH JANUARY 2016MAT TER OF FORM

UX, Design & Full Stack Development Global Technical Architecture 32 Global Sites Internationalisation Content Production & Management 24/7 Maintenance & Support Ongoing iterative improvement

A M A N

Luxury Design & Development

Brand-Led CRO & CRM

R O S E W O O D

Simplifying a complex proposition & multifaceted booking flow

C H I V A S O M

UX, Design, Dev Management CRM Strategy

Analytics & Data

B E L M O N D

A N A G E N C Y I S A S U N I Q U E A S I T S P R I N C I P L E S & P R O C E S S

Exceptional Craftsmanship

Good Hearted Business

Inspired by Challenge

Humble yet Forthright

O U R V A L U E S

I N N O V A T I O N | B R A N D E X P E R I E N C E | C O M M E R C E

What do we do?


L U X U R Y B R A N D S I N F A S H I O N , H O S P I T A L I T Y & T H E A R T S T R U S T U S T O I M P R O V E C O N V E R S I O N W I T H O U T C O M P R O M I S I N G E Q U I T Y

M 2

Scale Faster

Faster, Cheaper Changes

Enhanced Business Agility and

Productivity

Better Design

Higher Conversion

Engaging Shopping Experiences

N E W M A G E N T O 2 C A P A B I L I T I E S



Video

1 0 R E A S O N S F O R M A G E N T O 2 . 1

Multiple currencies, languages and payment types

Easy third-party integrations

Magento 1 official support ends in 2018, no new feature developments will happen.

Improved programming patterns which results in a more clearer and manageable code by the use of best practise

Better UX features covering indexing, page-load and page rendering.

Ajax-driven features and responsive theme support

Improved mobile and responsive configuration and less CSS support which will reduce development time.

Customised security permissions and database separation capabilities which allows business up-scale

Versatile Content Management with intuitive visual-based editor.

Optimised OpCache which makes PHP software run faster and more efficiently.

Magento2 that can support the growth of popularity of your brand, and can address any requirements in terms of service availability and scalability, connectivity, geo-location and infrastructure that your website may need in time.



W O O D F R O M T R E E S

Your eCommerce is the front end for a unique brand, business and operational structure.


Yes. This old iceberg.

What you dont quite see.

W E R E A L L R E A L L Y ( R E A L L Y ) D I F F E R E N T T O O .


MARCOMS AGENCIES

Lightweight Campaign work

BRAND AGENCIES IT VENDORS

Editorial Design, Functionally Insensitive Brand Insensitive

Heavyweight transformation

programmes, high strategy overhead

MANAGEMENT CONSULTENCIES


1 0 B U I L D I N G B L O C K S


S U C C E S S M E T R I C S


10 Building Blocks for a Brief

Goals: Hard or Soft Metrics.

Traffic? Conversion?

Dwell? Engagement?

Product Mix?

Cohorts?

Internationalisation?


B R A N D V S . C O N V E R S I O N



A D I G I T A L S E A O F S A M E N E S S


If id asked my customers what they'd wanted id have built a faster horse


"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them."

Remember Remember.

P E O P L E H A T E C H A N G E


Test & learn. Conversion & usability. Brand-led differentiation & value creation.

P A R E T O P R I N C I P L E

80 / 20

MOF: Wolford eComms Video


A U D I E N C E



T H E M O R E Y O U H A V E T H E B E T T E R

Include a 6 month view + cohort analysis

Are you attracting the right people?

Who spends, who doesnt.

Who will buy your product in the future


A S I N G L E - M I N D E D O V E R A R C H I N G I N S I G H T T O W O R K F R O M


User Scenarios Business requirements. Technical requirements. Brand strategy

Scenario maps / User Journeys List of prioritised functionalities & features List of prioritised use cases

I want to hire the whole resort, but

which one has the greatest capacity?

U S E R S C E N A R I O S T O P R I O R I T I S E D F E A T U R E S

User Scenario Scenario Mapping & User Journeys Functionality & Feature Prioritisation

I N P U T S O U T P U T S

Inputs Analytics Requirements (i.e. functionality & feature prioritisation) User Flows

Fully Developed & Tested User flows Hi-Fidelity Wireframes Interface principles & patterns

Registration

RegistrationL.K.Bennett checkout

Guestcheckout

Member Login

Login options

Is user credentials

valid?

Start

NO Did user request password reset?

NO

YES

Continue

NO

NO

YES

YES

Password reset/external process

YES

Process ends

Process ends

User Flows Draft Wireframes, Prototyping & Testing Hi Fidelity Wireframes

Sketch 3

U S E R F L O W S T O W I R E F R A M E S

I N P U T S O U T P U T S

P R O J E C T M E T H O D O L O G Y



1. Productised core. Some agencies only work in this way.

2. Bespoke requirements.

Approximated level of creative flexibility and

digital/operational literacy.

3. AGILE sprints based on a resource mix.

A G I L E v s . Wa t e r f a l l



AGILE: Pros & Cons

Frequent opportunity to see work being delivered.

Faster Launch. Risk Mitigation

Client Ownership over result.

Allows for change

CONSPROS

Heavy reliance on client

Might not be able to produce all deliverables

within budget

Can require code refactoring (especially for

integration work)

A typical user story flows as follows: As a [user], i want [ function], so that [value]


A C C E S S I B L E T A S K B R E A K D O W N S A S W E M O V E T H R O U G H A G I L E S P R I N T S

D a i l y s t a n d u p s a n d s c r u m s

W e e k l y e m a i l r e p o r t

W e e k l y s t a t u s c a l l

B i - w e e k l y r o u n d t a b l e S p r i n t p l a n n i n g & r e v i e w

M o n t h l y p l a n n i n g & r e v i e w s e s s i o n s w i t h S e n i o r t e a m

P o s t - p r o j e c t w a s h u p

W A Y S O F W O R K I N G

A G I L E v s . Wa t e r f a l l


Full alignment over scope and budget

Less overhead on clients time.

Easier to manage integration as design

component plays complete

W A T E R F A L L

PROS CONS

Low level of flexibility over scope

Not in the interests of the agency to adapt approach

Higher level of risk

Unstable Back-end

What does that look like in terms of distribution?

CONTENT/BRAND

CUSTOM FEATURES

OOTB & INTEGRATION LAYER

20%

40%

40%

ANANT 27TH JANUARY 2017

C O N T E N T



Influencers & Initiatives.

Content Production Process

Campaigns.

Content

S A M P L E S F R O M A C R O S S T H E S P E C T R U M


For example

THE DRAFT CONTENT FRAMEWORK

CREATIVE APPROACH

THE KNOWN UNKNOWN STORIES OF WORLDLY SUPRISE & WONDER, TOLD FROM A PLACE OF COMFORT

PILLAR TITLE

SURPRISE & AWE NEWS FROM AMAN THE AMAN WAY

PURPOSETo better compete commercially through

the use the commonly used keywords that are typically off brand

To inform others of the latest Aman news, press releases and updates

To induct newcomers into what makes Aman so different. Its heritage, culture and

approach.

DESCRIPTION Stories of discovery and exploration from Aman and the world around itReal estate and spa treatments etc.

PR and press, reviews etc.

Communicating the ways in which Aman is grown not built; reflecting the surroundings

in which it inhabits.

PERSPECTIVE WRITTEN FROM 3RD PERSON 1ST PERSON 1ST PERSON

CONTRIBUTORSEXPERTS, JOURNALISTS,

BIOGRAPHERS, EDITORS, TRAVELLERS, PERSONALITIES, BUSINESSMAN etc.

AMAN PR, MARKETING TEAM, GMS etc AMAN THROUGH COPYWRITERS

USE OF COMMERCIAL

KEYWORDSSTRONG

LOW CAN USE TREATMENT, ACTIVITY, DESIGN & LOCATION-BASED

KEYWORDS, BUT NOT GENERIC TERMS LIKE LUXURY

LOW CAN USE TREATMENT, ACTIVITY, DESIGN & LOCATION-BASED

KEYWORDS, BUT NOT GENERIC TERMS LIKE LUXURY

KEY COMMERCIAL

FOCUS


Editorial calendars used to plan,

approve and syndicate activity


All agency incumbents (and goals if possible).

SEO/PPC/PR reporting.

List all tech platforms.

Partners & Platforms

Y O U R A G E N C Y & T E C H E C O S Y S T E M


Bios of key team members.

Specific relevant experience for the brief.

All agencies resource projects very differently.

Agency Team

K N O W Y O U R T E A M .

V A L U E



The Business Case for Change


(Reactive to Proactive)

(Thelma, PR & Marketing)

70% of my time is spent managing the agency & getting

content & products onto the site

F R O M M A N A G I N G E C O M M E R C E T O B U I L D I N G A B U S I N E S S

Thelma, PR & Marketing



833,903.46

T O T A L P R O J E C T R E T U R N O N I N V E S T M E N T

55,430 of Investment will generate



15.04

R E T U R N O N I N V E S T M E N T

Every 1 of Investment will generate


ROI

Increased Operating Revenue

Lower Operating Costs

1: 15

681 ,903.46

152 ,000


ROI

Increased Operating Revenue Brand awareness

dr ives traf f ic to s i te

Higher Sales Volume

Brand Awareness


Less Employee Time

Less Spend

Less t ime equals l ess cost & increased product ivi ty (e .g . brand awareness)

Less t ime + spend managing s i te = more t ime + spend bui lding brand

1: 15

681 ,903.46

152 ,000


ROI


Higher Sales Volume

Brand Awareness


Less Employee Time

Less Spend

Quicker Content & Catalogue Management

Rapid Campaign Dev. Deployment

Quicker, More Comprehensive Reporting & Insight

Abandon Basket Reports / On Site Search Analytics / Custom Reports

Upload, Remove & Edit Products & Content in Seconds, not Minutes

Insight + Strategy + Execution in Seconds: Elevating Best Sellers, Applying Flash Sales & Sending Emails

Brand awareness dr ives traf f ic to s i te



1: 15

681 ,903.46

152 ,000


ROI1: 15


681 ,903.46

Higher Sales Volume

Brand Awareness


152,000

Less Employee Time

Less Spend

Low Cost Internationalisation

Cheap Yet Stable Technology

Low Agency Fees

Scalable Order Fulfilment




Less staff costs




Multi-Site Replication for Circa 5,000 / Easy Currency & Language Selector / AutoTranslateCheaper ERP Integration / Stock Management & Inventory System Out-of-the-BoxFree OS, Database, Web Server / Defined Roadmap / Long-Term Investment / Cheap Upgrades Module Marketplace / Dont Pay for Platform Dev. No Agency Lock Up / Easy Knowledge Transfer

Easy to Find Magento Trained Staff / Less Time & Training Expenditure / Better Morale & Retention





ROI


Higher Sales Volume

Brand Awareness

More Traffic

Increased PR & Content Efforts

Social Sharing & Reviews

Loyalty Rewards / Google & Amazon Shopping / Default Best Practice SEO / DataCapture & Email

Less Time Managing Site = More Time on PR, Marketing & Content ProductionShare Product & Content Out-of-the-Box / Olapic Social Scraping / Feefo Reviews


Less Employee Time

Less Spend



Low Agency Fees





Less staff costs









1: 15

681 ,903.46

152 ,000


ROI


Higher Sales Volume Easy to Implement Promotions

Higher AOV/ ABV

Higher Conversion

Easy to Implement Gifting

Wish List / Content Weaved Into Commerce / Easier Product Recommendation & BundlingFaster Page Load & Checkout / UX Best Practice Checkout / A/B Testing / Abandon Basket Triggers

Flash Sales Out-of-the-Box / Drag & Drop MerchandisingGift Wrapping & Messaging / Different Billing & Shipping Out-of-the-Box

Brand Awareness

More Traffic

Increased PR & Content Efforts

Social Sharing & Reviews

Loyalty Rewards / Google & Amazon Shopping / Default Best Practice SEO / DataCapture & Email

Less Time Managing Site = More Time on PR, Marketing & Content ProductionShare Product & Content Out-of-the-Box / Olapic Social Scraping / Feefo Reviews


Less Employee Time

Less Spend



Low Agency Fees





Less staff costs









1: 15

681 ,903.46

152 ,000

Y E A R 1 R O I U P L I F T M O D E L

Previously 156,951. A 23% Increase

An increase of %, from 106.93

A rise of 181%, from 0.71% to at least 2%

230,195 More Consumers Aware of Brand

Multi-Site + ERP + OS + Database + Web Server + Staff Acq, Retention, Morale & Training

I N - S T O R E / W H O L E S A L E

Previously 119,157.67, a rise of 264.39%

Project Cost

55,430

Increased Revenue

681,903.46

Project Year 1 ROI

15:1

Lower Costs

152,000

START

36,413 More People on Site

5% Increase, based on better SEO & more staff time spent on PR, Marketing & Content

2,753 More Conversions

112.28 Average AOV

315,046.17 More Revenue

152,000 Cost Savings

217,101.92 More Retained, Loyalty & Gifting Revenue

149,755.38 More Abandon Cart Revenue



M O D E L L I N G O N R E Q U E S T

Data Sources & Assumptions

Average PR & Market ing Manager Salary 37.500* (Total Jobs) .

40% of users go to checkout , 43 .5% of v is i tors complete s ign up or log in part o f the checkout , 12 .2% complete i t ( formiss imo)

75 .6% of carts are abandoned (eConsul tancy) .

1 1 .61% of cart abandonment emai ls are c l icked (eConsul tancy) .

AOV of basket abandonment emai ls i s 14 .2% higher than typical purchases (eConsul tancy) .

29 .9% of c l icks lead to a purchase back on s i te (eConsul tancy) .

SEO & Brand Awareness Upl i f t Upl i f t o f 10%

Convers ion rate from 0.2% - 1%


http://www.totaljobs.com/salary-checker/average-marketing-manager-salaryhttp://www.formisimo.com/blog/shopping-cart-abandonment-rate/https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/https://econsultancy.com/blog/64167-basket-abandonment-emails-why-you-should-be-sending-them/

The Relationship Moving Forwards

K E Y C H A N G E S

A P R O B L E M - O R I E N T E D B R I E F


S t a t i s t i c s a r e u s e d m u c h l i k e a d r u n k u s e s a l a m p p o s t : F o r s u p p o r t , n o t i l l u m i n a t i o n

B R A N D - L E D C O N V E R S I O N R A T E O P T I M I S A T I O N

Site Updates & Improvements

I N C R E M E N T A L I M P R O V E M E N T S

Be Progressive

H Y P O T H E S I S H E A T - M A P P I N G , R E C O R D I N G & G O A L F U N N E L L I N G

Approx 29 per month

and understand the value of change

S P E E D - T E S T I N G & P R O G R A M M A T I C R O L L O U T

BR IDAL FEATURES

CONTROL BRIDAL FEATURES

Financial investment in activity

Delivery efficiency of activity

Soft measure that when combined

with others drives larger change

Business KPIs

Input Process Output Outcome

Return on investment ratio

ROI

GBP

Days to complete

Non-billable resource cost

Click-through-rate

Site traffic

Conversion rate

Revenue

Input Process Output Outcome

1:5

ROI

More Comprehensive

ROI models


S t a t i s t i c s a r e u s e d m u c h l i k e a d r u n k u s e s a l a m p p o s t : F o r s u p p o r t , n o t i l l u m i n a t i o n

B U T W H A T A B O U T B R A N D ?

T H E C O S T O F S U B J E C T I V E P R O C E S S E S & D E C I S I O N - M A K I N G

I n a c c u r a c y

L a c k O f D i r e c t i o n

I n d e c i s i o n & P a r a l y s i s

O r g a n i s a t i o n a l M i s a l i g n m e n t

P a r t n e r M i s a l i g n m e n t

O v e r l y C o m p l e x & P o l i t i c a l P r o c e s s e s & D e c i s i o n - M a k i n g

L a c k O f A c c o u n t a b i l i t y

C o m p r o m i s e d B r a n d E q u i t y & V a l u e

C o m p r o m i s e d C o m m e r c i a l P e r f o r m a n c e

S p e n d I n e f f i c a c y

C o m p r o m i s e d M o r a l e & S t a f f T u r n o v e r

C o m p r o m i s e d C u s t o m e r S a t i s f a c t i o n

Our Proprietary Approach & Framework

B R A N D S A N D B O X I N G

Brand

Not Easily Measured

Conversion

Easily Measured

H o w T o Q u a n t i f y B r a n d D e c i s i o n s ?

B R A N D - L E D C O N V E R S I O N R A T E O P T I M I S A T I O N


Conversion Patch

Tests Control against potentially higher converting tests

Brand Patch

Tests Brand Control Elements against Conversion Control to find value differential

S P L I T T E S T I N G I N 2 P A T C H E S

BC CC

Test 1 Test 2 Test 3Test 1 Test 2 Test 3

CTsV sCCV sMAIN LIVE SITE


Q U A N T I F I E D B R A N D V S C O N V E R S I O N G A P S

Brand Conversion

Test NoBrand

ControlConversion

ControlElement Tested

BCCT Result DifferentialMonthly

ValueLive?

BCCT1 1% 2% Module 1 1.1% 0.1% $100,000 ?

BCCT2 1% 2% Module 2 1.7% 0.7% $700,000 ?

BCCT3 1% 2% Module 3 1.5% 0.5% $500,000 ?

BCCT4 1% 2% Module 4 1.3% 0.3% $300,000 ?

M a t r i x S i m p l i f i e d F o r P r e s e n t a t i o n P u r p o s e s


Based on this data, I can hit my online revenue targets if you let me change the tone of our core checkout CTAs from brand to conversion-led, otherwise Ill be 25% below

I S S U E S O L V I N G

1 2 3

4 5 6

Issue raised Work scheduled Work plan approved

(cost & timings)

Work executed

(system auto-updates

stakeholders on progress)

Testing on QA Server

(client & agency)

Ticket closed

7

Time tracked &

reports supplied

M A I N T E N A N C E , P R O D U C T I O N O R S T R A T E G I C L E A D E R S H I P ? ?

Tier 1 Production / Execution For clients who wish to drive their own agenda, write task briefs and see them actioned.

This tier budgets limited time from the senior team, and no results playback, other than a three month review of working practices and contract value.

Process

Task/BriefProject

Management/Quote

Client Sign Off PM Action Solution Delivered

Pros Cons

Ad-hoc pricing Limited accountability

Reactionary

No proactive Strategic Leadership

Typical Activities

Skill set Activity

PM/AM Client liaison

External Agency liaison

UX Ad-hoc review of change/feature requests

Design Execution of UX recommendations

Integration of third party platforms

Development of comms. assets

Development Integration of third-party platforms

Drupal Review and essential maintenance

Tier 2 Strategic Oversight For clients who have an idea of what to do, and have a defined agenda to drive forward, but want decisions informed, ratified and validated through data and analysis. This tier includes senior team oversight on all briefs, monthly status updates, and quarterly improvement plans.

Process

Task/Brief

Project Team Briefing (UX,

Content, Strategy, Design)

PM Response/Quote and

Actions

Solution Delivered

Results and Recommendations prepared

Skill set ActivityPM/AM Client liaison

External Agency liaison

Strategy Quarterly Business Case and Production Roadmap developmentStrategic oversight over briefs and feature requests

UX Ad-hoc review of change/feature requestsInspectlet Review and recommendationsCrazyegg Review and resort specific recommendations.Optimizely reporting and split testing.Internal stakeholder interviews and feature prioritisation

Design Design DirectionExecution of UX recommendationsIntegration of third party platformsDevelopment of comms. assets

Development Integration of third-party platformsZendesk Support ticket monitoringDrupal Review and essential maintenance

Pros Cons

Strategic Oversight on all Briefs Limited accountability

Success Measurement and Analysis

Tier 3 Strategic Partnership For clients who want pro-active, ROI-driven creative and technical advancement. This tier includes on-going strategic input, and participation in management presentations as required. MOF will be accountable in driving growth through optimisation and evolution of the clients digital platform.

Process

Strategy Roadmap

(monthly and one year plan)

Task briefs written by

MOF

Task briefs signed off by

client

Solution Delivered

Monthly Results and ROI meeting

and document

Skill set ActivityPM/AM Client liaison

External Agency liaisonStrategy Monthly and Yearly Business Case development

Digital Brand Guardianship and strategic input and validation of external decisions

Innovation Strategy (through the MOF Change Framework)

Authorship of all task briefs Strategic oversight over briefs and feature requestsDefinition of success metrics and ROI reporting

UX Desk research to present best in class examples during monthly updates

Proactive planning for individual resorts and geographies.

Ad-hoc review of change/feature requestsInspectlet Review and recommendationsCrazyegg Review and resort specific recommendations.Optimizely reporting and split testing.Internal stakeholder interviews and feature prioritisation

Design Design DirectionExecution of UX recommendationsIntegration of third party platformsDevelopment of comms. assets

Development Integration of third-party platformsZendesk Support ticket monitoring Drupal Review and essential maintenance

Pros Cons

Strategic Leadership & Accountability High Recurring Costs

Bios of key team members. Specific relevant experience for the brief.

All agencies resource projects very differently.


Agency Team

ANANT 27TH JANUARY 2017

Anant Sharma CEO, Matter Of Form [email protected] https://www.linkedin.com/in/anantisms

mailto:[email protected]

Retail

Writing a Better Magento eCommerce Brief