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Ken JD Preso
 

Ken JD Preso

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    Ken JD Preso Ken JD Preso Presentation Transcript

    • WEBSITE REDESIGN PROPOSAL KENALL MANUFACTURING December 9, 2010 © 1999 - 2010 Johnson Direct, LLC.  All rights reserved.  Duplication is prohibited without express written consent from Johnson Direct.Thursday, January 27, 2011
    • welcomeThursday, January 27, 2011
    • JOHNSON DIRECT: WHO WE ARE Meet our team leaders Executive Account Service / Creative / UX Programming Project Management Grant A. Johnson Denise Hearden Clay Konnor David GlyzewskiThursday, January 27, 2011
    • JOHNSON DIRECT: AN EXTENSION OF YOUR MARKETING TEAM Multichannel Expertise; Unrivaled Responsiveness Google “Marketing thatʼs Measurable” and the first page of results will take you to a Johnson Direct web page, blog or microsite. Thatʼs because we not only boast Marketing thatʼs Measurable – after all, it is our tagline – but we actually DO Marketing thatʼs Measurable.Thursday, January 27, 2011
    • JOHNSON DIRECT: AN EXTENSION OF YOUR MARKETING TEAM Multichannel Expertise; Unrivaled Responsiveness You can rely on Johnson Direct to continue to be an extension of your marketing, communications and IT teams with:   • Unwavering focus on measurable marketing • Strategic, responsive marketing counsel • Building your brand through online marketing • Full-service design and development • Persistent emphasis on search • Designing for increased conversion • Your partner for analytics beyond the launch of your siteThursday, January 27, 2011
    • INTERACTIVE SERVICESThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketingThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing strategyThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing scope strategyThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing structure scope strategyThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing skeleton structure scope strategyThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing surface skeleton structure scope strategyThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing surface skeleton structure scope user needs strategy marketing objectivesThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing surface skeleton structure content requirements scope technological requirements user needs strategy marketing objectivesThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing surface skeleton structure information architecture content requirements scope technological requirements user needs strategy marketing objectivesThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing surface user experience skeleton navigation design structure information architecture content requirements scope technological requirements user needs strategy marketing objectivesThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing visual design surface interface user experience skeleton navigation design structure information architecture content requirements scope technological requirements user needs strategy marketing objectivesThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing visual design surface interface user experience skeleton navigation design structure information architecture content requirements scope technological requirements user needs strategy marketing objectivesThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing visual design surface interface user experience skeleton navigation design structure information architecture content requirements scope technological requirements user needs strategy marketing objectives abstractThursday, January 27, 2011
    • JOHNSON DIRECT: WHAT WE DO The elements of interactive marketing concrete visual design surface interface user experience skeleton navigation design structure information architecture content requirements scope technological requirements user needs strategy marketing objectives abstractThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING The elements of interactive marketing strategy scope structure skeleton surfaceThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Strategy Marketing strategy sets the bedrock for the entire project and beyond.  Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING StrategyThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING StrategyThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Strategy Corporate viewpoint   • Elevate the brand • Create more conversions (sales) • Create more impressions through search • Facilitate in-house maintenanceThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Strategy Corporate viewpoint   • Elevate the brand • Create more conversions (sales) • Create more impressions through search • Facilitate in-house maintenance Customer viewpoint   • Quickly and easily find what they are looking for • Ability to manipulate data “their way” • Experiment • Collaborate • Feel confident about brand and productThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Scope Accurate scoping and scope documents, including project timelines, create expectations that are shared, thus eliminating mystery and surprises. Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Structure Information architecture Where does the content go in the site and how is it connected to other content? Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Structure Information architecture Where does the content go in the site and how is it connected to other content?  • Wireframes • Content weight diagramsThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton Creating a user experience that facilitates experimentation, comparison, collaboration, discovery, recovery and conversion.  Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton The skeleton phase also includes building delivery methods for the content that facilitate the user experience goals.Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton Your competitorʼs site!Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton asynchronousThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton asynchronous javascriptThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton asynchronous javascript & xmlThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton http request json dom xslt flash javascript css xml iframeThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton 4.35 3.17 3.06 1.37 0.19 0.11 0.03 0.05 0.20 1.22 2.86 3.09 5.35 4.03 3.77 2.51 1.84 1.59 0.85 1.22 1.94 3.25 5.65 6.00 1.53 1.36 2.69 3.64 3.32 3.78 3.66 4.22 3.82 2.41 2.92 2.47 3.17 3.02 3.59 3.90 3.80 3.65 3.80 3.41 3.30 2.88 3.65 3.42 2.01 2.08 2.39 2.85 6.21 9.33 5.70 7.58 7.63 5.64 2.66 1.83Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkeletonThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton Web pages feel more responsive by exchanging data with the server behind the scenes so that the entire page does not have to be reloaded to give information.Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - robust drop-down navigationThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - robust product informationThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - robust product informationThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - robust product informationThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - robust product informationThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - product selection wizardThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - product selection wizardThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - product selection wizardThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - product selection wizardThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - product selection wizardThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - site searchThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - site searchThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - site searchThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - user type navigationThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - user type navigationThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - simplifying complex decisionsThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - collaborationThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - expediting conversionThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - product comparison, the userʼs wayThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skeleton: some examples - product comparison, the userʼs wayThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING SkinThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skin 1/20th of a secondThursday, January 27, 2011
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    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skin Trust?Thursday, January 27, 2011
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    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skin Trust?Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Skin Even if a website is highly useable and provides useful information presented in a logical fashion, it may still fail to impress a user whose first impression of the site was negative.Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Top reasons for site abandonment Found it difficult to locate product(s) 36 Did not trust the site 32 Forms required too much information 22Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING The consequences of poor design 76 74 71 54 45 24 Never visit Unsubscribe Never View the Complain to Complain to the site again from purchase company others company promotions from the negatively and emails companyThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETINGThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING which carrots taste better?Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING which carrots taste better?Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING which carrots taste better?Thursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING which carrots taste better? transferenceThursday, January 27, 2011
    • JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING Your website now has a portal-like relationship to all your marketing effortsThursday, January 27, 2011
    • JOHNSON DIRECT: THE POSSIBILITIES How can we help you?Thursday, January 27, 2011
    • JOHNSON DIRECT: THE POSSIBILITIES How can we help you? Three possibilities   • Retrofit the current site with some fixes • Create a great site from scratch • Create a great site from scratch in phasesThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit the current site with some fixesThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit the current site with some fixes Whatʼs needed?   • Recoding for better search performance • A look and feel that establishes user trust and elevates the brand • Navigation that allows the user greater control • User experience design that allows the user to use the data “their way” • User experience design that creates greater conversion • Improved search functionality and results • Product comparison functionality • Administrative controls that remove tedium and cost of updatesThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit current siteThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit current site Whatʼs possible?   • New site search functionality and search results • New top navigation bar with robust drop-down functionality • New multi-purpose image / product or user type wizard • New product category page layout • New product detail page layout • New comparison feature • Collaboration tools such as PDF compiler or link bundlerThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit current siteThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit current siteThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit current siteThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit current siteThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit current site Whatʼs not possible or cost prohibitive?   • Full recoding for better organic search • New look and feelThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Retrofit current site Whatʼs not possible or cost prohibitive?   • Full recoding for better organic search • New look and feel • Cost / Benefit analysis demonstrates that the combined retrofit components would cost as much or more than a full redevelopmentThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Create a great site from scratchThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Create a great site from scratch Whatʼs possible?   • Complete recoding for better search performance • A look and feel that establishes user trust and elevates the brand • Navigation that allows the user greater control • User experience design that allows the user to use the data “their way” • User experience design that creates greater conversion • Improved search functionality and results • Product comparison functionality • Administrative controls that remove tedium and cost of updatesThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Create a great site from scratch in phasesThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Create a great site from scratch in phases Whatʼs possible?   • Recoding for better search performance • A look and feel that establishes user trust and elevates the brand • Navigation that allows the user greater control • User experience design that allows the user to use the data “their way” • User experience design that creates greater conversion • Improved search functionality and results • Product comparison functionality • Administrative controls that remove tedium and cost of updatesThursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Ballpark estimates Op#on  1:  Retrofit  the  current  site  with  some  fixes   • New  site  search  func#onality  and  search  results • New  top  naviga#on  bar  with  robust  drop-­‐down  func#onality • New  mul#-­‐purpose  image  /  product  or  user  type  wizard • New  product  category  page  layout • New  product  detail  page  layout • New  comparison  feature • Collabora#on  tools  such  as  PDF  compiler  or  link  bundler   Ballpark  Es#mate: $82,500  to  $180,000Thursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Ballpark estimates Op#on  2:  Complete  redevelopment   • Complete  recoding  for  beOer  search  performance • A  look  and  feel  that  establishes  user  trust  and  elevates  the  brand • Naviga#on  that  allows  the  user  greater  control • User  experience  design  that  allows  the  user  to  use  the  data  “their  way” • User  experience  design  that  creates  greater  conversion • Improved  search  func#onality  and  results • Product  comparison  func#onality • Administra#ve  controls  that  remove  tedium  and  cost  of  updates   Ballpark  Es#mate: $160,000  to  $220,000Thursday, January 27, 2011
    • JOHNSON DIRECT: THE PROPOSALS Ballpark estimates Op#on  3:  Create  a  great  site  from  scratch  in  phases Same  as  Op#on  2,  but  executed  in  phases  over  a  longer  #meline. Addi#onal  account  management  to  span  over  the  extended   engagement  ($3,500  to  $7,500/mo).  Thursday, January 27, 2011
    • thank youThursday, January 27, 2011