converge se 2011 building a strong foundation
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Bro$ght %o yo$ by
Bui!di"g a stro#g
AARON QUINN@aaronquinn
BOB GALMARINI@bgalmar
ConvergeSE 2011Columbia, SC
June 24th, 2011
© 2011 {e} house studio, LLC All rights reserved.
BOB GALMARINI
Art Director@bgalmar
© 2011 {e} house studio, LLC All rights reserved.
BOB GALMARINI
© 2011 {e} house studio, LLC All rights reserved.
AARON QUINN
Creative Director@aaronquinn
© 2011 {e} house studio, LLC All rights reserved.
AARON QUINN
© 2011 {e} house studio, LLC All rights reserved.
@ehousestudio
© 2011 {e} house studio, LLC All rights reserved.
WHY WE ARE HERE
GreyBoxi!g
© 2011 {e} house studio, LLC All rights reserved.
1 2 3 4 5
GREY BOXES ARE MORE THAN A DESIGN TOOL
© 2011 {e} house studio, LLC All rights reserved.
WORKSHOP VS PRESENTATION
© 2011 {e} house studio, LLC All rights reserved.
© 2010 BI-LO, LLC. All Rights Reserved
THE SITUATION© 2011 {e} house studio, LLC All rights reserved.
THE SITUATION© 2011 {e} house studio, LLC All rights reserved.
Li&e ot'er p(oj)*ts
RESEARCHCo"#ent Stra#$gy
Writing new contentUI DESIGNfro!t-e"d
DEVELOPMENTCus#o%izi!g aNEW CMS
USABILITY TESTING
© 2011 {e} house studio, LLC All rights reserved.
MARKETING DEPARTMENTCo"#ent Stra#$gist
CopywriterDESIGNERSDEVELOPERSServer
ADMINS
IT DEPARTMENT
THE CHALLENGE:
© 2011 {e} house studio, LLC All rights reserved.
All wo(ki"g %oget'er betw)en 2 +o,pan-es
BI-LO Internal Team
{e} house
THE CHALLENGE:
© 2011 {e} house studio, LLC All rights reserved.
New CMSCustomer Data
WarehouseBI-LO
Internal API
THE CHALLENGE:
© 2011 {e} house studio, LLC All rights reserved.
GREY BOXES BUILD ALIGNMENT FOR
EVERYONE ON THE TEAM GIVING EACH
TEAM MEMBER WHAT THEY NEED
WHILE BUILDING EFFICIENCY FOR THE
PROJECT AS A WHOLE
W#at we $%ar"%d fro& b'-$o.(o&
© 2011 {e} house studio, LLC All rights reserved.
Our Ro!es
AARON QUINNInformation ArchitectureGreyboxing
BOB GALMARINIBrand Style GuideDesigning the UI
© 2011 {e} house studio, LLC All rights reserved.
CONTENT STRATEGYCo!)ent (o&es first
© 2011 {e} house studio, LLC All rights reserved.
FAST FORWARD THROUGH IA
© 2011 {e} house studio, LLC All rights reserved.
1 2 3 4 5
GREY BOXING
© 2011 {e} house studio, LLC All rights reserved.
SUBJECTIVE %o OBJECTIVE
Browse our store
GREYBOXING© 2011 {e} house studio, LLC All rights reserved.
BREAK DOWN THE DESIGN PROCESS INTO
DIGESTIBLE CHUNKS. BY USING GREY
BOXING WE COULD BRING ALIGNMENT
AND CLARITY TO THE WHOLE TEAM.
Grey boxi!g &elp':
© 2011 {e} house studio, LLC All rights reserved.
THE INSPIRATION© 2011 {e} house studio, LLC All rights reserved.
... I can remove myself from worrying about
color and imagery choices and allow myself to
focus on the site’s structure and hierarchy. I
can plot out space relative to importance and
insure that the overall architecture of the site
makes sense with the flow of the project."
- Jaso! San)a Mar*a http://bit.ly/3fgaIH
“
© 2011 {e} house studio, LLC All rights reserved.
Grey boxi"g, %o us,
‣ Minimizes the factors designers and clients focus on so they can concentrate on the usability, messaging, and goals.
‣ Is the culmination of the
- Research
- Content Strategy
- Information Architecture
- Early Copywriting
‣ Is Hi-Fidelity Wireframing
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
Define a type hierarchy and solve space relationships with real content
1
© 2011 {e} house studio, LLC All rights reserved.
Identify the logo space without using the actual brand
1
Use accurate scale placeholders for the custom icons
3
Use accurate scale placeholders for imagery and photos
2
Use real content
4
© 2011 {e} house studio, LLC All rights reserved.
Aren't Wirefra+es M%ant )o Al*gn & C$arify Too?‣ DIFFERENCE IS IN THE DETAILS:
• Wireframes: Typically don’t use real world proportions
• Wireframes: Typically focus on features not layout & content
• Wireframes: Can be difficult for some clients to understand
• Wireframes: Focus on individual elements with notations, not presented together as the user sees them
© 2011 {e} house studio, LLC All rights reserved.
Tip. fo( Grey Boxi"g
‣ Use vector
- Omnigraffle - there are great stencils available
- Fireworks
‣ Shared layers are your friend
‣ Able to make change rapidly
‣ Build symbols & library
‣ Not void of creativity
‣ Keep hidden layers for notes
‣ Get everyone involved - across all roles
© 2011 {e} house studio, LLC All rights reserved.
Results
‣ Two designers
‣ 50 templates
‣ 137 views
‣CONFIDENT TEAM
‣CONFIDENT CLIENT
© 2011 {e} house studio, LLC All rights reserved.
1 2 3 4 5
USABILITY
© 2011 {e} house studio, LLC All rights reserved.
Many I-%as S%em Good at t#e Ti+e
USABILITY © 2011 {e} house studio, LLC All rights reserved.
You have not associated a BONUSCARD with your account. Add your BONUSCARD
THE PROCESS OF BUILDING A
PROTOTYPE CAN BE EYE OPENING
WHEN YOU NEED TO PRESENT WHAT
HAPPENS WHEN THINGS GO WRONG.
© 2011 {e} house studio, LLC All rights reserved.
TESTING A PROTOTYPE IS KEY IN
MAKING SURE YOUR ASSUMPTIONS
ALIGN WITH THE END USER’S
NEEDS & UNDERSTANDING
Success!
Now that you're signed up, what's next?
Login to MY BI-LO
My BI-LO Account successfully created.
An email has been sent to you
© 2011 {e} house studio, LLC All rights reserved.
‣ 5 users can find 85% of the usability problems one would want to improve in a design
‣ A second test with 5 users will discover most of the remaining 15% of the original usability problems that were not found in the first test
‣ Still 2% of the original problems left after the second test
Ja.ob N*elsenhttp://bit.ly/14L4LB
© 2011 {e} house studio, LLC All rights reserved.
USABILITY TESTING CAN BE AS SIMPLE AS SEEING YOUR
DESIGNS BEING USED BY ACTUAL USERS
a!d !o &elp(!g t&em...
© 2011 {e} house studio, LLC All rights reserved.
BI-LO Key Tasks
‣ Find a store
‣ Register for a bi-lo.com account
‣ Build shopping lists using the weekly ad
‣ Locate a fuelperks! pump
‣ Find their YTD savings & fuelperks! rewards
© 2011 {e} house studio, LLC All rights reserved.
Tip. fo( Testi"g
‣ Logo & necessary imagery can make it easier to understand
‣ Silverback App
‣ Prototype using tools that make sense to you
- HTML
- Clickable PDF
- Old school image map
- Flash - Adobe Catalyst
‣ For Mobile Projects Consider:
- If you’re testing on multiple OS’s: stick with HTML due to screen sizes
© 2011 {e} house studio, LLC All rights reserved.
Results
‣ Proved the information architecture was solid and would scale
‣ Adjusted usability problems early in the process
‣ We made rapid changes
‣ Furthered the confidence of the team
‣ Furthered the confidence of our client
© 2011 {e} house studio, LLC All rights reserved.
Q,est*o!s at this po'nt?
© 2011 {e} house studio, LLC All rights reserved.
1 2 3 4 5
DEVELOPMENT
© 2011 {e} house studio, LLC All rights reserved.
1. Research
2. Content Strategy
3. Grey Boxing
4. Designing the UI
5. Development
6. QA
7. Launch
DEVELOPMENT© 2011 {e} house studio, LLC All rights reserved.
DOESN’T HAVE TO BE A RELAY RACE
© 2011 {e} house studio, LLC All rights reserved.
DESIGNING UI DEVELOPMENT
USER TESTING
© 2011 {e} house studio, LLC All rights reserved.
WE HAVE ALIGNMENT & CLARITY
TO START FRONT-END
DEVELOPMENT & CMS STRUCTURE
WITHOUT FEAR OF REWORK.
B$)ause of Grey boxi!g:
© 2011 {e} house studio, LLC All rights reserved.
DESIGNING UI DEVELOPMENT
USER TESTING
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
Str,/ture
Sty$eFu"/t*o!
JUMP START
Can be completed using grey boxes
Need PSD’s to complete development
© 2011 {e} house studio, LLC All rights reserved.
LogoGO
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$8,024.34 $0.70 YTD BONUSCARD savings fuelperks! savings
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CTA
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Browse RecipesBy Category
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Classic Favorites
thrive! Healthy Recipes
Pork Loin with Sage, Leeks and Juniper
These cookies are inspired by a recipe from one of our health partners, Dr. Joel Fuhrman, author of Eat for Health. Easy to make ... Read the full article
6 servings 1.5 hours
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Home > Delicious Ideas > Recipes
Quick & Easy
Browse Recipes by Preparation TIme
30 min. & under
Make it Special60 min.
Take Your Timeover 1 hr.
Low & Slowover 2 hrs.
Meal for 1
Browse Recipes by Serving Size
1 servings
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Feed the Family6 servings
Party TimeOver 6 servings
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Title
: 5.1
Rec
ipes
- La
ndin
g Pa
ge: 8
2
© 2011 {e} house studio, LLC All rights reserved.
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$0.05 / galfuelperks! Savings
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My Store
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Store #1611365 W. Wade Hampton Blvd.Greer, SC 29650(864) 968-8830
Hours:Mon-Fri: 7:00AM - 12:00AMSaturday: 7:00AM - 12:00AMSunday: 7:00AM - 10:00PM
Get Directions
My Shopping Lists My Recipes Account InfoMy Dashboard Our Guaranteefuelperks!
My Dashboard
Coupons
FREE Tartar Sauce
FREE Cocktail Sauce
FREE Rally 2 Liter
$5.00 OFF BI-LO Party Pack
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My Shopping List
Print List
View Full List
Email List
12 items
Callout about going to the weekly ad to add more items to the list
Expires: 08/07/10
Rotating Feature
fuelperks!Balance towards next 5¢ discount - $9.23
$40.77 of $50
Savings Expiring This Month $13.27
You will save
$14.00if you fill up with 20 gallons
on your next redemption
$0.70Current Savings
per gallon
Learn more about fuelperks!
Title
: 15.
0 M
y BI
-LO
- M
y Da
shbo
ard
Page
: 97
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
Tip. fo( Deve!o/,ent
‣ Put notes to the developers in a hidden layer
‣ Establish a way to let developers know of any updates quickly
‣ Show what happens when things go wrong
‣ Show fall back for accessibility
© 2011 {e} house studio, LLC All rights reserved.
Results
‣ Learn of any technical restraints sooner
‣ Able to give developers more time while the UI is designed
‣ Populate content sooner to build with actual data to reduce QA time at the end
‣ bi-lo.com has roughly 12K lines of CSS code - imagine if we add thing here and there..
- Unused code is costly to cleanup & costly to support
© 2011 {e} house studio, LLC All rights reserved.
1 2 3 4 5
DESIGN
© 2011 {e} house studio, LLC All rights reserved.
OBJECTIVE %o SUBJECTIVE
DESIGN© 2011 {e} house studio, LLC All rights reserved.
DESIGN THE UI EFFICIENTLY BY SELECTING
ONLY THE NECESSARY LAYOUTS NEEDED
TO PRESENT THE EXECUTED BRAND &
REDUCE REWORK BY MINIMIZING THE
AMOUNT OF DECISION FACTORS
Grey boxi!g &elp':
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
LogoGO
My BI-LO | Shopping Lists | Recipes | Account Info | Logout
Weekly Ads
$8,024.34 $0.70 YTD BONUSCARD savings fuelperks! savings
Find Your BI-LO Rx Refills fuelperks! locator
Welcome John Moore
Search Ways to save
Your CommunityDelicious IdeasStore ServicesWellness & PharmacyStore AislesWays to Save
Need Help? Click here.
$1,364.07
Year-To-DateBONUSCARD® Savings
$0.05 / galfuelperks! Savings
View Report
My Store
Change My Store
Store #1611365 W. Wade Hampton Blvd.Greer, SC 29650(864) 968-8830
Hours:Mon-Fri: 7:00AM - 12:00AMSaturday: 7:00AM - 12:00AMSunday: 7:00AM - 10:00PM
Get Directions
My Shopping Lists My Recipes Account InfoMy Dashboard Our Guaranteefuelperks!
© Copyright 2007 BI-LO, LLC. All Rights Reserved | Privacy Policy | Sitemap
Get Food & Shopping Tips in Your Inbox
Search SubscribeAbout BI-LO | Careers | Vendors | Contact Us
Follow us f
Product Recalls Customer Service
BI-LO Charities Logo
My Dashboard
Coupons
FREE Tartar Sauce
FREE Cocktail Sauce
FREE Rally 2 Liter
$5.00 OFF BI-LO Party Pack
View All Current Coupons
Expires: 08/07/10
My Shopping List
Print List
View Full List
Email List
12 items
Callout about going to the weekly ad to add more items to the list
Expires: 08/07/10
Rotating Feature
fuelperks!Balance towards next 5¢ discount - $9.23
$40.77 of $50
Savings Expiring This Month $13.27
You will save
$14.00if you fill up with 20 gallons
on your next redemption
$0.70Current Savings
per gallon
Learn more about fuelperks!
Title
: 15.
0 M
y BI
-LO
- M
y Da
shbo
ard
- Ale
rts P
age:
100
© 2011 {e} house studio, LLC All rights reserved.
LogoGO
My BI-LO | Shopping Lists | Recipes | Account Info | Logout
Weekly Ads
$8,024.34 $0.70 YTD BONUSCARD savings fuelperks! savings
Find Your BI-LO Rx Refills fuelperks! locator
Welcome John Moore
Search Ways to save
Your CommunityDelicious IdeasStore ServicesWellness & PharmacyStore AislesWays to Save
Need Help? Click here.
$1,364.07
Year-To-DateBONUSCARD® Savings
$0.05 / galfuelperks! Savings
View Report
My Store
Change My Store
Store #1611365 W. Wade Hampton Blvd.Greer, SC 29650(864) 968-8830
Hours:Mon-Fri: 7:00AM - 12:00AMSaturday: 7:00AM - 12:00AMSunday: 7:00AM - 10:00PM
Get Directions
My Shopping Lists My Recipes Account InfoMy Dashboard Our Guaranteefuelperks!
© Copyright 2007 BI-LO, LLC. All Rights Reserved | Privacy Policy | Sitemap
Get Food & Shopping Tips in Your Inbox
Search SubscribeAbout BI-LO | Careers | Vendors | Contact Us
Follow us f
Product Recalls Customer Service
BI-LO Charities Logo
My Dashboard
Coupons
FREE Tartar Sauce
FREE Cocktail Sauce
FREE Rally 2 Liter
$5.00 OFF BI-LO Party Pack
View All Current Coupons
Expires: 08/07/10
My Shopping List
Print List
View Full List
Email List
12 items
Callout about going to the weekly ad to add more items to the list
Expires: 08/07/10
Rotating Feature
fuelperks!Balance towards next 5¢ discount - $9.23
$40.77 of $50
Savings Expiring This Month $13.27
You will save
$14.00if you fill up with 20 gallons
on your next redemption
$0.70Current Savings
per gallon
Learn more about fuelperks!
Title
: 15.
0 M
y BI
-LO
- M
y Da
shbo
ard
- Ale
rts P
age:
100
© 2011 {e} house studio, LLC All rights reserved.
LogoGO
My BI-LO | Shopping Lists | Recipes | Account Info | Logout
Weekly Ads
$8,024.34 $0.70 YTD BONUSCARD savings fuelperks! savings
Find Your BI-LO Rx Refills fuelperks! locator
Welcome John Moore
Search Ways to save
Your CommunityDelicious IdeasStore ServicesWellness & PharmacyStore AislesWays to Save
© Copyright 2007 BI-LO, LLC. All Rights Reserved | Privacy Policy | Sitemap
Get Food & Shopping Tips in Your Inbox
Search SubscribeAbout BI-LO | Careers | Vendors | Contact Us
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Home > Ways to Save > fuelperks!
BI-LO puts you in the driver’s seat
1. Shop 2. Pump 3. Save
50¢ off per gallon for every $50 you spend on groceries!
Use your BI-LO BONUSCARD and rack up fuelperks! points every time you shop. Check the bottom of your receipt for your balance.
Look for the fuelperks! logo at participating gas stations to redeem your points.
Search
If you earn 50¢ in fuelperks! ...
$3.00/gallon gas will cost $2.50/gallonReduce your price per gallon and save big!
Signup
Enter your city & state or ZIP code
Your CommunityDelicious IdeasStore ServicesWellness & PharmacyStore AislesWays to Save
fuelperks!
We know you don’t like spending money on gas – but you can’t live without it, either.
BI-LO makes the pump less painful by letting you earn incredible gas savings every time you shop with your My BI-LO BONUSCARD.
BONUSCARD
Weekly Ad
fuelperks!
Senior Bonus
Price Lock
Meal Deal
Buy 1, Get 1 Free
10% Wine
Double Manufacture Coupons
$4 TopCare
Coupons
BI-LO Brands
$4 Generics
Where to Redeem
How You Save
Frequently Asked Questions
Program Details
Title
: 1.1
Way
s to
Sav
e - f
uelp
erks
! Pag
e: 2
5
© 2011 {e} house studio, LLC All rights reserved.
LogoGO
My BI-LO | Shopping Lists | Recipes | Account Info | Logout
Weekly Ads
$8,024.34 $0.70 YTD BONUSCARD savings fuelperks! savings
Find Your BI-LO Rx Refills fuelperks! locator
Welcome John Moore
Search Ways to save
Your CommunityDelicious IdeasStore ServicesWellness & PharmacyStore AislesWays to Save
© Copyright 2007 BI-LO, LLC. All Rights Reserved | Privacy Policy | Sitemap
Get Food & Shopping Tips in Your Inbox
Search SubscribeAbout BI-LO | Careers | Vendors | Contact Us
Follow us f
Product Recalls Customer Service
BI-LO Charities Logo
Home > Ways to Save > fuelperks!
BI-LO puts you in the driver’s seat
1. Shop 2. Pump 3. Save
50¢ off per gallon for every $50 you spend on groceries!
Use your BI-LO BONUSCARD and rack up fuelperks! points every time you shop. Check the bottom of your receipt for your balance.
Look for the fuelperks! logo at participating gas stations to redeem your points.
Search
If you earn 50¢ in fuelperks! ...
$3.00/gallon gas will cost $2.50/gallonReduce your price per gallon and save big!
Signup
Enter your city & state or ZIP code
Your CommunityDelicious IdeasStore ServicesWellness & PharmacyStore AislesWays to Save
fuelperks!
We know you don’t like spending money on gas – but you can’t live without it, either.
BI-LO makes the pump less painful by letting you earn incredible gas savings every time you shop with your My BI-LO BONUSCARD.
BONUSCARD
Weekly Ad
fuelperks!
Senior Bonus
Price Lock
Meal Deal
Buy 1, Get 1 Free
10% Wine
Double Manufacture Coupons
$4 TopCare
Coupons
BI-LO Brands
$4 Generics
Where to Redeem
How You Save
Frequently Asked Questions
Program Details
Title
: 1.1
Way
s to
Sav
e - f
uelp
erks
! Pag
e: 2
5
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
@font-face { font-family: "AvenirLTStd65Medium";
font-style: normal;
font-weight: normal;
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
Tip. fo( Des-gni"g t'e UI
‣ Only photoshop views the client will need to see in order for them to give overall approval
‣ Select layouts that are key to building a visual style guide
‣ Build a style guide
© 2011 {e} house studio, LLC All rights reserved.
Results
‣ Able to give the board the time needed to review without delaying development
‣ Second usability test
‣ Visual standards guide
‣ Minor tweaks
‣ 40 PSD’s
© 2011 {e} house studio, LLC All rights reserved.
© 2011 {e} house studio, LLC All rights reserved.
1 2 3 4 5
LAUNCH & OPTIMIZATION
© 2011 {e} house studio, LLC All rights reserved.
Grey bo0es are:
BLUEPRINTS TO PASS TO THE
CLIENT AND A TOOL TO MAKE AND
PRESENT RAPID OPTIMIZATIONS.
© 2011 {e} house studio, LLC All rights reserved.
“ In our process, we plan and design for
change and evolution and, luckily for us, we
work for really smart clients who want to
absorb this sustainable approach into their
process."
- Kevin S#aro! - Hap1y Cog http://cognition.happycog.com/article/
sustainable-not-pixel-perfect
© 2011 {e} house studio, LLC All rights reserved.
Tip. fo( !au"*h & o/timizat-o#
‣ Think about versioning for grey boxes
‣ Unhide notes for everyone to see
‣ Note any changes
‣ Educate everyone
© 2011 {e} house studio, LLC All rights reserved.
Results
‣ Clients relate back to us in grey boxes
‣ New grey boxes to reduce work & client costs
© 2011 {e} house studio, LLC All rights reserved.
HOW DID IT WORK OUT?
© 2011 {e} house studio, LLC All rights reserved.
MORE THAN DOUBLED THE
NUMBER OF SHOPPING LISTS
TYPICALLY MADE IN A FULL
WEEK IN THE FIRST DAY OF
THE SITE GOING LIVE
2x
© 2011 {e} house studio, LLC All rights reserved.
NUMBER OF ITEMS ADDED
TO EACH NEW SHOPPING
LIST INCREASED BY 3.5
TIMES
3.5x
© 2011 {e} house studio, LLC All rights reserved.
AVERAGE TIME SPENT ON
THE SITE HAS DOUBLED2x
© 2011 {e} house studio, LLC All rights reserved.
BOUNCE RATE HAS BEEN
CUT IN HALF1/2
© 2011 {e} house studio, LLC All rights reserved.
NO PROJECTS ARE
THE SAME
2
© 2011 {e} house studio, LLC All rights reserved.
THANKS!
q0est-o#s?
© 2011 {e} house studio, LLC All rights reserved.
Reso$r+es‣ Grey Box Method - Jason Santa Maria
- http://bit.ly/3fgaIH
‣ Jakob Nielsen
- http://bit.ly/14L4LB
‣ Failblog.org
‣ Kevin Sharon - Happy Cog
- http://cognition.happycog.com/article/sustainable-not-pixel-perfect
Special thanks to the team at BI-LO
BOB GALMARINIBob@ehousestudio.com
@bgalmar
AARON QUINNAaron@ehousestudio.com
@aaronquinn
© 2011 {e} house studio, LLC All rights reserved.
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