Paul Hassall Pets At Home Mobile Commerce Deployment

1. Introduction 2. Pets At Home 3. Project background Background Scope Requirements 4. Process Design process Development Testing 5. Outcome Agenda

Introduction Paul Hassall – IBM Middleware & Commerce Delivery Manager 15 Years WebSphere Commerce Experience Worked with Pets At Home Pre-Sales and in a Design capacity

Pets At Home Pets at Home offers a unique omni-channel proposition for UK pet owners, including a large network of stores, multiple websites across different brands, innovative and exclusive products, and pet services through vet practices and grooming salons. The main website, petsathome.com, captures the highest levels of web traffic in the UK online pet retail market and drives brand engagement and further footfall to our stores. Customers can choose Home Delivery, Deliver to Store or Reserve and Collect

Project Background CSI was contracted by Pets At Home to build a new version of the desktop site which was completed in Mobile was a separate workstream and designed for launch once the new desktop site was operating in BAU state. Based on IBM WebSphere Commerce which allows the publication and management of a mobile store from within the existing architecture. i.e. not a separate implementation. Thus reusing business logic and data that drives the main site.

Project Background Scope Most Desktop functions to be available online. Exceptions around My Account, some external sites, some content pages. Requirements Ease of Use Make use of Mobile functionality, particularly location services Mobile specific messaging/marketing Designed for mobile use cases One customer, one account Seamless transfer between desktop and mobile pages Allow all delivery types to be supported Raise profile of store locator

Design Process Some tips for mobile design Optimise for the device, detect device type Make mobile content appropriate – image sizes, css, javascript etc Design for the journey for the mobile user – why are they using mobile? Is location, phone number important? Always allow route back to the familiar Mobile is different

Storyboard C:/Users/hassalp/Documents/PetsatHome/Storyboard/MobileHTML/start.html

Creatives

Responsive? Responsive Web Design Allows you to have a single website that automatically fits the screen size of the device on which it is being viewed. This is achieved by changing the navigation, design, content and method of interaction to deliver the same comfort and usability to the mobile user as to the desktop user. This means that you have just one website that works equally well on all types of devices. Adaptive Design A website that uses a series of static layouts designed specifically for mobile, tablet and desktop browsers, considering all the limitations and opportunities of each platform. Unlike responsive (where the design responds while you adjust a browser window), adaptive files detect the device and loads the appropriate sized layout to view. This allows you to incorporate key principles when developing a mobile website, like organising your content into one column layout for a more ergonomic user interface.

Design Decisions Adaptive chosen Allowed phased rollout Allowed easier maintenance of mobile specific content Allows separate mobile journey Focus on mobile functionality Supported by platform OOB.

Development & Testing Development using Agile methodology, sprint based to allow early site and testing of mobile assets Collaborative testing using Jira for defect tracking.

Outcome Site went Live April 2015, phased launch across device types. Conversion Improved since mobile site launched Tenfold increase in mobile orders since true mobile version introduced.

2015 Mobile so far……. Apple iPhone 35% Sessions Apple iPad 27% Sessions Conversion double on iPad vs iPhone source: data to 12 th May

Outcome Let’s have a look quirktools.com/screenfly

In Summary Mobile is a vital source of revenue Make sure your platform is flexible enough to support the model that best suits your mobile requirements Design for mobile

Thank You Any Questions?