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

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.

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.

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.

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.

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

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

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

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

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

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.

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

When mission & message combine

American Lung Association Before

Before

American Lung Association After

After

Wildlife Conservation Society Before

Before

Wildlife Conservation Society After

After

INOVA Health System Before

Before

INOVA Health System After

After

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

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

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?)

(any questions?)