Designing beautiful & effective sites for non profits

Eve Simon, Beaconfire Consulting One World Workshop June 24 th , 2009
Designing Beautiful & Effective Web Sites for Non Profits

Who am I & why should you care?
Nearly 14 years design experience in both corporate & non profit worlds.
Creative Director at Beaconfire Consulting, working only w/non profits.
I think well executed websites will be the future of non profits on the web.
I love creating visually impactful, mission-focused websites.
I really believe great design can change the world.

Great design – the holy grail
Is it really that hard to achieve? Myths debunked.

Debunked Myth #1: Design is universal
The basic tenets of design ARE universal across mediums BUT…
Don’t forget that here is a significant difference between art and design.
You can create stunning visuals that reflect your emotions or feelings by themselves
but to design effectively, project requirements must override personal preference.

Debunked Myth #2: All organizations want the same thing
There is no such thing as a one-size-fits-all approach to good web design.
Custom solutions are needed to address unique needs of every organization.
The catch is how to solve similar engagement design challenges in new ways
Design best practices can be your friend, but should never be your crutch.

Debunked Myth #3: A site should reflect an organization’s structure
While it’s important for a site to take structure into account, it’s the user that matters
Designing towards who the site is for, not who is footing the bill, is critical to success
Internal politics are of no consequence to your audience, & should never impact them
A solid engagement & narrative focused info arch is the backbone to a great design

Ok, then what’s the trick to great design?
It’s a process, not a silver bullet

Start a dialogue
Avoid design by committee; be strong
Interview stakeholders so they feel included and listened to, but don’t let them derail your process
Brainstorm with your team about what people want, and don’t be afraid to pose a lot of questions
Don’t get stuck in org-speak; think like an outsider looking in
Be honest about likes & dislikes
Know you cannot please everyone
Challenge yourself to think unconventionally
Don’t over complicate

Do Your Homework
Gather all design assets including logos, photos, style guide if there is one
Embrace the brand but identify areas of flexibility
Clearly define site goals and requirements.
Identify and prioritize engagement opportunities
Know the audience inside & out; prioritize multiple audiences
Objectively identify the pain points in the current site
Size up the competition’s web presence

Don’t reinvent the wheel
Follow best practices where appropriate
Consistency
Usability
Typography
Page balance & eyetracking
Color & Contrast
The simplest solution is often the the best
Steal if you have to; Don’t hesitate to look where others have gone
Read “Don’t make me think” by Steve Krug

Beat all expectations
Develop several entirely different designs, following same criteria/information
Never force a concept. If it feels like you have to explain it to your mother, throw it out and try again
Beware of visual stereotypes: forge new ground
Be picky – don’t just stop at “ok” or “close enough”
Offer an “embarrassment of riches”
Stay engaged and on message throughout the process – a site is more than a homepage, it’s your voice on the web.

Not Just a Pretty Face
When mission & message combine

American Lung Association
Before

American Lung Association
After

Wildlife Conservation Society
Before

Wildlife Conservation Society
After

INOVA Health System
Before

INOVA Health System
After

The Sum of the Parts
Specific design elements that make a difference for non profits

Focus on action

Tell the story with strong visual impact

Design for the audience (even if its not your aesthetic)

So what’s the secret sauce?
Always remember the difference between art and design
Plot out a process that will work for you and follow it no matter what
Remember that you can’t please everyone at your organization – aim to meet the needs of your audience
If you create something that’s beautiful that doesn’t further your organization’s mission or engage the audience, it’s not ultimately going to be effective
Trust your instincts and be willing to take risks
Fight for what you think is right

Thank you!
(any questions?)

Designing beautiful & effective sites for non profits

by Eve Simon on Jun 22, 2009

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