February 7, 2013, 10:42 AM

Redesigns have to start somewhere

An IRWD speaker will discuss the process he took to revamp his site.

Lead Photo

CanvasPop's redesign focused on simplifying the site's look and navigation.

Embarking on a redesign can be overwhelming because there are endless choices to make, says Adrian Salamunovic, co-founder at CanvasPop, a retailer that produces and sells via its e-commerce site photos printed onto canvas.

But you have to start somewhere. “You have to get all the stakeholders together so that you can figure out what elements to prioritize,” he says.

For CanvasPop, the group decided to focus on where the retailer could drive the biggest results and produce revenue. That meant simplfying the site's top navigation and checkout process, which Salamunovic says led shoppers to leave the site without making a purchase. It also meant deciding to incorporate dynamic social elements that could drive sales.

Ultimately, the retailer created the Pinterest-like Inspiration Gallery, a section of the site that displays customer-submitted photos and testimonials. The feature, he says, aims to inspire shoppers by showing them how other consumers display their canvas prints in their homes.

To help retailers figure out where to begin with their own redesign process, Salamunovic will discuss the process CanvasPop took at the Internet Retailer Web Design & Usability Conference in Orlando, FL. in a Feb. 12 session entitled “Prioritizing your redesign: Where to start when you need multiple fixes

“Redesigning your site doesn’t have to be intimidating,” he says. “But you have to identify your biggest problem areas and opportunities for change on your existing site.”

The editors of Internet Retailer chose Salamunovic to speak at IRWD because of his recent experience working on CanvasPop’s redesign that launched last year. He also has more than 15 years of experience in business technology, having worked in marketing, social media, public relations and product design.

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