eCommerce for SOLAR Company (fashion)

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
The
main
source
of
informa,on: online offline

Purchase

online 2,4% 2,4%

offline Crucial is the
1,7% information
found offline and
purchase offline.
The Internet influences 6,5% of the total sales.

n=881
kupujących

93,5%

The main sources of information: online The main sources of information: offline
I
made
the
decision
in

Internet
auc+ons
the
store,
while
sklepie,
Zdecydowałem w
42%
Aukcje internetowe 37% shopping
zakupów
podczas
Oferta w sklepach 13%
Items
available
in
the
I
already
knew
about

Search
engines

Wyszukiwarki 26% bou+ques

Znajomi / rodzina 5% these
products

because
of
earlier

Mam wiedzę z amily

Friends
and
f poprzednich
E-‐stores

Sklepy internetowe 23% zakupów tych produktów
4% shopping.

Base:
n=37
searching
online
n=844
searching
oﬄine.
Source:
Mul+brand
ROPO
Survey,
IMAS
i
Divante.

Realization

Designing

Gathering
interac,ons
Technical

business
according
to
the
analysis
and
Tests
and
Survey
and

Graphic
design
Implementa,on
launching
op,miza,on

demands
User-‐Cenetered
integra,on

Design

Methodology of work
User-Centered Design

Business
goal/User
needs
à

Business
Goal
Product.
UCD
process
creates
a

product
which
the
users
need
and

whose
using
they
are
going
to
like.

Observa+on
of
user
behavior

Review
of
the
compe++on’s

Review
of
solu+ons
allows
us
to
map
some
of
solu+ons
Analysis
of
user
context

the
compe++on’s
solu+ons
that
can
be
used
Compe++on
analysis
In-‐depth
interviews

in
our
project.
It
is
a
sort
of
learning
from
• Who
are
the
system’s
users?

someone
else’s
experience.

Brainstorms
• What
do
they
need
the
system

Brainstorms
are
organized
to
for?

genereate
fresh
ideas,
which
are
• What
are
their
skills?

later
cri+cally
evaluated
by
Expert
evalua+on
• Are
there
any
external

experts
and
users.

limita+ons
regarding
the
system

or
the
users
expected?

Focus
Tests
and
User
Tests

Concepts

Focus
Tests
User
Tests

Focus
tests

Expert
evalua+on

Conducted
at
the
Conducted
during
the

beggining
of
the
process
of
process
of
designing
the

crea+ng
a
product.
product.
Product

Interface
Design
(paper
Different
concepts
are
prototypes
are
tested.

prototyping,
lo-‐fidelity,
hi-‐fidelity)
Choosing
the
tested.

best
concept
Small
group
of
people.
Single
user.

• 
We
ground
our
work
on
the
previously
gathered

The
par+cipants
evaluate
The
user
performs
test

knowledge,
brainstorms,
created
and
tested

concepts.
Concept
and
comment
on
the
tasks
using
the
very

concepts
and
projects
product.

• We
design
new
interface
prototypes.
which
they
are
presented

• In
the
subsequent
itera+ons,
we
ask
experts
and
Alterna+ve
methods
of
with.

users
to
evaluate
them
and
then
apply
their
realiza+on
(prototypes)
Serve
to
quickly
get
the
Serve
to
check
whether
a

sugges+ons
as
changes
in
the
prototype.
opinions
and
feelings
of
prototype
or
a
product

• Prototypes
are
created
in
paper
form
(paper
the
users.
Help
to
see
func+ons
the
right
way

what
the
users’
and
naming
the
problems

prototyping),
as
well
as
interac+ve
PowerPoint
expecta+ons
are,
what
a
user
encounters
while

and
HTML
presenta+ons.
they
needs
are.
Serve
as
performing
tasks.

• In
the
final
phase
of
prototyping,
graphic
an
evalua+on
of
an
idea

prototypes
can
be
used.

which
is
a
basis
for
the

product.

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.

User
tests
Heuris+c
analysis
• 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

Expert
evalua+on
are
united
in
one
report.

User
tests
• We
use
the
well-‐known
and
acknowledged
usability
heuris+cs,

User
tests
are
the
basic
and
most
important

technique
of
tes+ng
and
improving
the
Choosing
the
best
enriching
them
with
our
own
experience
from
the
previously

analyzed
projects.

usability
of
the
products.

solu,ons

Usability
heuris,cs
by
Nelsen
and
Molich:

• The
visibilty
of
the
state
of
the
system

Process:
User
tests

• Adjus+ng
to
the
real
world

• Deciding
on
the
test
area
and
the
target
groups
• Control
and
freedom
of
choice

• Website
analysis
Heuris+c
analysis
Op,miza,on
• Consistence
and
standards

• Preven+ng
errors

• Preparing
test
scenarios
and
consul+ng
them
with
the
client

• Conduc+ng
pilot
study
and,
if
needed,
adjus+ng
the
scenarios
Expert
evalua+on
• Recognizing,
instead
of
reminding

• Recrui+ng
users
for
the
tests
• Flexibility
and
effec+veness

• Conduc+ng
tests
with
the
users
• Esthe+cs
and
economy

• Introducing
the
user
to
the
test
• Help
in
recognizing
and
solving
problems

• Help
and
documenta+on

• Filling
in
the
pre-‐ques+onnaires

• Performing
the
pilot
task

Graphic
design

• Performing
test
scenarios
User
tests
Accessibility
analysis

• Filling
in
the
post-‐ques+onnaires
Accessibility
analysis
of
a
Website
includes
expert
analysis
(based
on

Heuris+c
analysis

• Formal
mabers,
paying
the
users
their
due
money
the
W3C
guidelines)
and
disabled
user
tests,
which
allows
for
the

• Op+onally:
recording
the
tests
(audio,video,
screen)
and
edi+ng
the
Expert
verifica+on
of
the
actual
accessibility
of
the
Website.

recordings
evalua+on
The
expert
analysis
includes:

• Preparing
the
script
from
the
session
and
discussing
them
in
the
group

including:
observer,
moderator,
client.

Implementa,on
• Mee+ng
the
W3C
demands

• Mee+ng
the
WAI
demands

• Preparing
conclusions
and
project
guidelines
based
on
the
test
results
User
tests
• Mee+ngs
the
eEurope
2012
demands

• Mee+gns
the
demands
of
the
Polish
legal
system

Heuris+c
analysis
Prac+cal
tests
include
mainly
Website
tests
by
the
blind
and

amblyopic
users
and
tes+ng
the

Website
on
mobile
devices.

Eyetracking
Exoert
evalua+on

Sta+s+cal
analysis
Accessibility
analysis

Further
product

development
User
tests

A/B
tests

Surveys

Ready
Product

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.

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.

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’s
control
panel

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.

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
Contact

divanteltd.com

info@divanteltd.com

twiber.com/divanteltd

phone:

+48
71
34
22
406

eCommerce for SOLAR Company (fashion)

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