Is your design looking
dated or off brand?
Is your design looking
dated or off brand?
Are you meeting conversion goals?
(you have goals, right?)
Is your design looking
dated or off brand?
Are you meeting conversion goals?
(you have goals, right?)

Does your site scal...
Is your design looking
dated or off brand?
Do your analytics
make you cry?

Are you meeting conversion goals?
(you have go...
Is your design looking
dated or off brand?
Do your analytics
make you cry?

Are you meeting conversion goals?
(you have go...
Is your design looking
dated or off brand?
Do your analytics
make you cry?

Does your UX
just suck?
Are you meeting conver...
Is your design looking
dated or off brand?
Do your analytics
make you cry?

Does your UX
just suck?
Are you meeting conver...
Is your design looking
dated or off brand?
Do your analytics
make you cry?

Does your UX
just suck?
Are you meeting conver...
Is your design looking
dated or off brand?
Do your analytics
make you cry?
Can users easily find
the content they want?
Ar...
Is your design looking
dated or off brand?
Do your analytics
make you cry?

Does your UX
just suck?
Are you meeting conver...
Ok, so now what?
•Do research
•Set goals
•Identify/validate audiences
•Define scope
•Pick the appropriate solution
Ok, so now what?
Do research
•
•
•
•
•

Stakeholder interviews
User testing
Analytics trends
Mobile stats
Competitors
Ok, so now what?
Set goals
•
•
•
•
•

Site traffic
Audience engagement
Content
Social media
Brand alignment
Ok, so now what?
Identify/validate audiences
•
•
•
•

Site survey
User interviews
Contextual inquiry
Stakeholder interview...
Ok, so now what?
Define scope
•
•
•
•
•
•

Commit to budget
Commit to timeline
Identify resources
Be realistic
Define comf...
Watch out for ogres
(and other stuff)
The problem:
Poor mobile/device experience
Plot points: Retrofit
•Low level of effort
•Limited scope
•Desktop UX & design don’t
change
•Mostly CSS changes
•Slideshow...
The problem:
Extensive UX & Design work,
content strategy and/or new CMS
Plot points: Redesign
•Very high level of effort
•Expansive scope
•Discovery, Engagement,
IA/UX, Visual design, CSS,
devel...
The problem:
Anything from
brand changes,
fine-tuning
engagement,
minor UX issues,
page layout or
device considerations
Plot Points
•Level of effort varies
•Scope varies
•Time line varies
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure
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Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure

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Beaconfire webinar given 12/12/2013 by Eve Simon & Amy Knox

Published in: Design, Business, Technology
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  • Eve
  • AMY: Do the BF elevator pitch here?
  • AMY: Out adventure beginsEve: About choose yoru own
  • EVE: As kids, we had choose your own adventure booksExplain how they work briefly
  • EVE: Talk about how we loved how “interactive” they were
  • AMY
  • AMY:Complexmaps of actions
  • EVE: As adults, we’re still having interactive adventures (especially if you work on the web)One of the biggest is trying to determine the next chapter of your website
  • EVE: Meet our Hero!Web managerSocial media managerDirector of web strategyContent manager?CIOsmall org“Webmaster” – still some have!Small org that relies on one persont o do all the heavy liftingCommunications DirectorDigital comm manager
  • EVE: Why and whatIdentifying the problemsGET READY FOR THE JOURNEY
  • AMY: Do reveal one at a time
  • Do reveal one at a time
  • Do reveal one at a time
  • Do reveal one at a time
  • Do reveal one at a time
  • Do reveal one at a time
  • Do reveal one at a time
  • Do reveal one at a time
  • Do reveal one at a time
  • AMY
  • EVE: We know you need to do something?How do you figure out WHAT and HOWDiscovery workScope setting!Do this work ahead a timeWhen you are talking with vendors, you have soe background info to make an informed decision
  • AMY: Walk through what types of research
  • EVE: Walk through types of goals and engagement metrics to setBounce ratesImprovementCalls to action: list signups,donations,
  • AMY: Walk through how to get audiences in line“the more you know”
  • EVE: Walk through how to set scope to pick the right direction
  • EVE: AND always keep your eyes open for ogres and other monsters who want to thwart your quest
  • EVE: How do you make the right decision? Lets start down the path on the way to… ADVENTURE!
  • AMY:SOMETIMES EASYDid reseaxhAnalytics are off the chart for mobileCompetitors are all responiveSite structure is solidAnd we like the designYou take RETROFIT
  • Add hero
  • AMY
  • and yes, we just added responsive to their existing template, it only fires on screens below 960px or non-IE tap devices. Slideshow goes to static imagehttp://hks.beaconfire.us/
  • and yes, we just added responsive to their existing template, it only fires on screens below 960px or non-IE tap devices. Slideshow goes to static imagehttp://hks.beaconfire.us/
  • and yes, we just added responsive to their existing template, it only fires on screens below 960px or non-IE tap devices. Slideshow goes to static imagehttp://hks.beaconfire.us/
  • ACC had built the site built internally with all required pieces, including Registration. However they did not have the talent to allow for Responsive. ACC 12 was launched without Responsive/Mobile optimization, so they were looking for a vendor that would be able to help with that on ACC 13from a users perspective, their metrics showed that most of their conference attendees used desktop interfaces to initially register for the Conference only,and then used mobile interfaces to track sessions from that point on, and of course mobile devices while attending the Conference itself - so they had a clear need
  • ACC
  • ACC
  • AMY
  • AMY
  • Hero up against in this quest
  • EVEWhat problemLow enaggeenntHeavy duty recuipiesNot enticingConsumer siteTied into brandUPDATE THE IMAGE
  • Eve talk, Amy add
  • EVE: Repositioning of the brandChanging how people view unionsSignificant issues with navWanted to pull sites together in a way that made it easier to updateUnified vison of the siteBlog & social media elevationList building
  • AMY: Start set up for the refreshRetro fit is east, full redesign is hard – what if you’re inbetween?
  • And when the scope is fuzzzy…..
  • Who knows where youll end upRefineing requirements
  • AMY: Retro fit is east, full redesign is hard – what if you’re inbetween?
  • AMYCant chart out this path
  • EVE: Important to have done intial research so they can navigate the dark scary forestClerarly identify what they need to accomplishAdd ogre!
  • Doesn’t mean theres not a way outWhen budget and time line tight, we can deliver. Just need to defineAdd hero?
  • Replace with screenshot form iMac
  • Beaconfore after
  • Beaconifire before
  • AMY
  • We should make a couple questions up and pretend that they’ve come in. Or, more genuinely, we could say… “One question we frequently get from our clients – or on sales calls”… but we should have a couple of those in our back pocket(s).How do you know which approach is right for you?What if we want to do part of the work (design / dev) internally?What’s the typical budget for each approach (save this. If anyone is listening, this will probably be the first question they will have)
  • Add BF logo url and contact info? Add hero
  • Redesign, Refresh or Responsive Retrofit: Choose Your Own Adventure

    1. 1. Is your design looking dated or off brand?
    2. 2. Is your design looking dated or off brand? Are you meeting conversion goals? (you have goals, right?)
    3. 3. Is your design looking dated or off brand? Are you meeting conversion goals? (you have goals, right?) Does your site scale?
    4. 4. Is your design looking dated or off brand? Do your analytics make you cry? Are you meeting conversion goals? (you have goals, right?) Does your site scale?
    5. 5. Is your design looking dated or off brand? Do your analytics make you cry? Are you meeting conversion goals? (you have goals, right?) Does your site scale? Are you hearing complaints from users or staff?
    6. 6. Is your design looking dated or off brand? Do your analytics make you cry? Does your UX just suck? Are you meeting conversion goals? (you have goals, right?) Does your site scale? Are you hearing complaints from users or staff?
    7. 7. Is your design looking dated or off brand? Do your analytics make you cry? Does your UX just suck? Are you meeting conversion goals? (you have goals, right?) Is your site optimized for devices/mobile? Does your site scale? Are you hearing complaints from users or staff?
    8. 8. Is your design looking dated or off brand? Do your analytics make you cry? Does your UX just suck? Are you meeting conversion goals? (you have goals, right?) Is your site optimized for devices/mobile? Does your site scale? Are you hearing complaints from users or staff? Do your social channels get more traffic /engagement than your site?
    9. 9. Is your design looking dated or off brand? Do your analytics make you cry? Can users easily find the content they want? Are you hearing complaints from users or staff? Does your UX just suck? Are you meeting conversion goals? (you have goals, right?) Is your site optimized for devices/mobile? Does your site scale? Do your social channels get more traffic /engagement than your site?
    10. 10. Is your design looking dated or off brand? Do your analytics make you cry? Does your UX just suck? Are you meeting conversion goals? (you have goals, right?) It’s time to ACT! Can users easily find the content they want? Are you hearing complaints from users or staff? Is your site optimized for devices/mobile? Does your site scale? Do your social channels get more traffic /engagement than your site?
    11. 11. Ok, so now what? •Do research •Set goals •Identify/validate audiences •Define scope •Pick the appropriate solution
    12. 12. Ok, so now what? Do research • • • • • Stakeholder interviews User testing Analytics trends Mobile stats Competitors
    13. 13. Ok, so now what? Set goals • • • • • Site traffic Audience engagement Content Social media Brand alignment
    14. 14. Ok, so now what? Identify/validate audiences • • • • Site survey User interviews Contextual inquiry Stakeholder interviews
    15. 15. Ok, so now what? Define scope • • • • • • Commit to budget Commit to timeline Identify resources Be realistic Define comfort level with risk Oh, and…
    16. 16. Watch out for ogres (and other stuff)
    17. 17. The problem: Poor mobile/device experience
    18. 18. Plot points: Retrofit •Low level of effort •Limited scope •Desktop UX & design don’t change •Mostly CSS changes •Slideshow out of flash •1-3 Months timeline
    19. 19. The problem: Extensive UX & Design work, content strategy and/or new CMS
    20. 20. Plot points: Redesign •Very high level of effort •Expansive scope •Discovery, Engagement, IA/UX, Visual design, CSS, development •9-12 Months timeline
    21. 21. The problem: Anything from brand changes, fine-tuning engagement, minor UX issues, page layout or device considerations
    22. 22. Plot Points •Level of effort varies •Scope varies •Time line varies

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