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5 Things to Consider for a Successful Website Redesign Project
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5 Things to Consider for a Successful Website Redesign Project

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  • 1. 5 Things to Consider for a Successful Website Redesign March 26, 2013BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
  • 2. BIG DEALBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 2
  • 3. The 5 Big Things: 1. SECURE INTERNAL BUY-IN 2. PUT A PRICE ON IT 3. FIND THE RIGHT PARTNER 4. COME PREPARED 5. AVOID SHINY OBJECTSBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 3
  • 4. The 5 Big Things: 1. SECURE INTERNAL BUY-INBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 4
  • 5. SECURE INTERNAL BUY-IN The Outcome: Aligning user objectives with organization goalsBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 5
  • 6. SECURE INTERNAL BUY-INA Checklist: I understand & can describe the audience I am trying to reach I understand what my users most want to accomplish Based on data, I have a feel for what my users cannot currently accomplish on the website easily I understand the top two or three strategic goals of my organization I understand how the website needs support those goalsBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 6
  • 7. SECURE INTERNAL BUY-IN Understanding User Needs: • Analytics • Surveys – task analysis • Usability testing - Rocket Surgery Made Easy • Customer inquiry trends **http://www.conversion-rate-experts.com/understanding-your-visitors/BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 7
  • 8. SECURE INTERNAL BUY-IN Key Stakeholders Everyone wants to feel heard. LISTENBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 8
  • 9. SECURE INTERNAL BUY-IN Leadership: Set ExpectationsBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 9
  • 10. SECURE INTERNAL BUY-IN Expectation #1: USERS FIRST Not our CEO. Not our Board.BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 10
  • 11. SECURE INTERNAL BUY-IN Expectation #2: TIME In post launch interviews when asked what they would do differently customers most often mention: “We are glad we took our time to do it right” or „We wish we would not have rushed the project for X”BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 11
  • 12. SECURE INTERNAL BUY-IN Expectation #3: MONEYBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 12
  • 13. SECURE INTERNAL BUY-INPaint the Picture Lead with the outcome (what does alignment look like) Reiterate key organization goals Define key audiences and briefly describe what each audience wants to accomplish (include internal stakeholders) Lay out gaps between audience needs and what the website delivers now Set expectations: user research needed, time, costWhite Paper: http://www.balanceinteractive.com/who-we-are/news/balance-interactive-releases-white-paper-website-return-investmentBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 13
  • 14. The 5 Big Things: 2. PUT A PRICE ON ITBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 14
  • 15. PUT A PRICE ON IT $30,000 vs. $300,000 WHAT‟S THE BIG DIFF?BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 15
  • 16. PUT A PRICE ON ITIs this project considered to be “just atech implementation” or will you beoverhauling digital strategy – and arepeople ready to embrace and drive thechange accompanying this?BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 16
  • 17. PUT A PRICE ON IT User Research: Focus Groups Interviews Usability testing Surveys Task Analysis Keyword ResearchBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 17
  • 18. PUT A PRICE ON IT Content: Content Strategy Content Migration Content editing Content formatting CopywritingBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 18
  • 19. PUT A PRICE ON IT Technology: CMS ECommerce Hosting Integration – Single Sign OnBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 19
  • 20. PUT A PRICE ON IT Web not Website: m.Dot vs. Responsive Social Media EmailBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 20
  • 21. PUT A PRICE ON IT Staff Time: Internal project lead – 10-15% of time 9-12 months Project team members – 4-6 hours per monthBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 21
  • 22. The 5 Big Things: 3. FIND THE RIGHT PARTNERBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 22
  • 23. FINDING THE RIGHT PARTNER By Invitation OnlyBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 23
  • 24. FINDING THE RIGHT PARTNERWho they serve: Size of Project Type of Project Product or Service Blog post: http://www.balanceinteractive.com/blog/12/09/share-budget-or-not-share-budget-questionBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 24
  • 25. FINDING THE RIGHT PARTNER This is a conversation!BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 25
  • 26. FINDING THE RIGHT PARTNERWhere‟s their focus?Technology?Strategy?Design?BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 26
  • 27. FINDING THE RIGHT PARTNERDo Not:Send RFP and refuse a follow up conversationSplit project between vendorsBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 27
  • 28. The 5 Big Things: 4. COME PREPAREDBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 28
  • 29. COME PREPAREDProject lead & Web committeeUse this opportunity to educate for the futureBuild in enough structure to be flexibleBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 29
  • 30. COME PREPAREDContent• How many pages• Who owns what• What policies are in place• What policies are needed• What are you willing to cuthttp://www.balanceinteractive.com/blog/11/09/how-move-mountains-migrating-your-web-content-without-losing-your-sanity-or-your-staffBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 30
  • 31. COME PREPAREDAt the kickoff:Conferences or Events?Turnaround times?Check in points for board and leadershipCritical path decisionsBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 31
  • 32. The 5 Big Things: 5. AVOID SHINY OBJECTSBALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 32
  • 33. AVOID SHINY OBJECT SYNDROM Can it help us achieve a goal? Can it be measured?BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 33
  • 34. AVOID SHINY OBJECT SYNDROMDon’t focus on technology trends,look towards customer trends.BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 34
  • 35. THE TOP TEN TAKE-AWAYS FOR YOUR NEXT REDESIGN:10. Avoid the shiny objects. Keep your focus.9. Technology should never drive your decisions. It should support them.8. Think web not website7. Create check-in points with your leadership6. Don‟t be afraid to have conversations to find the right partner5. Content is most often underestimated in terms of time and money4. Set expectations internally – early and often3. Build enough structure to allow for flexibility (and creativity)2. Listen1. It‟s all about your users!BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 35
  • 36. The 5 Big Things: QUESTIONS?BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 36