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Seismic ChangeWhen should you blow up your legacy
system and start from scratch?
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Andrew SandlerDirector of Product Design,
Groupon Merchant
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Groupon Design Union
• 55 amazing people
• Product Designers, Visual Designers, User Researchers,Front-end Engineers
• Visit us: http://design.groupon.com/
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The Oakland-San Francisco Bay Bridge
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By Goodman, Zachary, creator -Public Domain,
By Goodman, Zachary, creator -Public Domain,
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Photo: Gary Weber, AFP/Getty Images via SFGate.com
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What were the choices?
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What were the choices?
• Retrofit: West Span needed a seismic upgraded
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What were the choices?
• Retrofit: West Span needed a seismic upgraded
• Replace: East Span needed to be entirely rebuilt
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Creating and Capitalizing on your “Seismic Event”
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How will I know to replace vs. retrofit?
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For Groupon we had issues with:
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For Groupon we had issues with:
1. Brand alignment
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1. Brand alignment
2. User flow
For Groupon we had issues with:
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1. Brand alignment
2. User flow
3. Infrastructure complexity / Developer success
For Groupon we had issues with:
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A fragmented brand
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Vision
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Metrics/KPIs
Vision
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Metrics/KPIs Scope
Vision
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Timelines
Metrics/KPIs Scope
Vision
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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
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Scope
Via Venturebeat
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Timelines
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Getting It Done
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Getting It Done
1.Over-communication
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1. Over-communication
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1. Over-communication
More is Better
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Expectation
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Expectation
Reality
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(To everybody that will listen)
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Getting It Done
1.Over-communication 2.Risk mitigation
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2. Risk Mitigation
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2. Risk Mitigation
• Strong and open relationships
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2. Risk Mitigation
• Strong and open relationships
• Share early
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2. Risk Mitigation
• Strong and open relationships
• Share early
• Non-negotiable features
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Getting It Done
1.Over-communication 2.Risk mitigation 3.Validation, QA, and on-boarding
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Brutally Honest Feedback
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By Louis-Philippe Crépin - Public Domain, Own Work
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Groupon Merchant Marketing SiteCase Study
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Slide contains sample data
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Slide contains sample data
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https://www.flickr.com/photos/twm_news/8441846768/in/photostream/
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Timelines
Metrics/KPIs Scope
Vision
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Redesign GrouponWorks into an intelligent, scalable and automated platform to:
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Redesign GrouponWorks into an intelligent, scalable and automated platform to:
• Sell the right products to the right new and existing merchants
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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
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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
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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
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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
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Scope + Timelines
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The outcome…
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Hello, world.
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Hello, world.
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Hello, world.
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Hello, world.
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Hello, world.
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ExperimentsUtilityLeadsStickinessSessions
Metrics Results
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ExperimentsUtilityLeadsStickinessSessions
Metrics Results
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ExperimentsUtilityLeadsStickinessSessions
Metrics Results
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ExperimentsUtilityLeadsStickinessSessions
Metrics Results
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ExperimentsUtilityLeadsStickinessSessions
Metrics Results
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ExperimentsUtilityLeadsStickinessSessions
Metrics Results
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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
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Thank you!