Making Your Website Sing!
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Making Your Website Sing!

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Engaging users through good usability, design, presentation, and storytelling.

Engaging users through good usability, design, presentation, and storytelling.

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    Making Your Website Sing! Making Your Website Sing! Presentation Transcript

    •  
    • Making Your Website Sing! Engaging users through good usability, design, presentation, and storytelling.
    • Embolden An award-winning web development, design and online communications strategy firm.
      • Nonprofits and Community Foundations
      • Professional Services
      • Financial Sector
    • How many…?
    • Online communication channels
      • Do you have a strategic plan or road map?
      • Who is your audience?
      • What are your goals?
      • What is our criteria for success?
      • Do you know how you will move people to act?
      • Can we measure our success?
      • What online channels can we use to meet our goals?
      Online Communications Strategy
    • Traffic & Engagement
    • Engagement is Action
      • To comment, reply, share
      • To donate
      • To get involved
      • To volunteer
      • To feel something
      • To act
      Move People!
      • Usability: The Good,
      • The Bad,
      • and The Ugly...
      • What is Usability?
    • As defined most succinctly by Usability.gov Usability “refers to how well users can learn and use a product [or a website] to achieve their goals and how satisfied they are with that process.”
    • Usability is everywhere Via: http://www.flickr.com/photos/paulsherman/
    • Usability is everywhere
    • Usability: The Bad is The Ugly
      • Fabric Land
      • Where do I look?
      • What do they want me to do?
      • How do I buy?
      • I see people, squished people.
      • Where are the fabrics?
      • Is there a brick & mortar store?
    • Usability: The Bad is The Ugly
      • Yvette’s Bridal (with sound)
      • Where do I look?
      • What’s that noise?
      • How do I turn it off?
      • Why can’t I turn it off?
      • Is that an airplane?
      • Enter Yvette’s?! Didn’t I do that already?
      • Should I enter or check the glamorous models that seem so important?
      • This page scrolls on and on, in both directions!
    • Usability: The Bad is The Ugly How about a news site? HavenWorks
    • Usability:
      • CFFC
      • Remember this style?
      • Organized.
      • It could be a lot worse.
      • It could be a lot better.
      • Ok.
      • But those sites are really old.
      • We know better.
    • Usability: The Bad is The Ugly Can You Tell Who's Site??
      • Do you know what to do?
      • Where to go?
      • How to find anything?
      • Which video is playing?
      • What’s the giant + in footer for?
    • Usability: Design does not equal good usability
      • Brill Publications
      • Highly designed
      • Easy on the eye doesn’t equal easy on the brain
      • Where to click?
      • Difference between riding the lift and quickstart lift?
      • Become a member of what?
      • Meaningless terms in navigation
      • Non-clickable areas
      • The Issue: what is it?
      • The Issue: too many options
      • Ok.
      • Those were highly designed, but not good usability.
      • Again, we know better.
    • .
    • Users coming to your site via search are looking to find something or do something . Usability: There’s not much time
      • They’ll visit up to 3 sites.
      • 25% land on the homepage (and spend 25 seconds)
      • 75% will land on a page other than the homepage (and spend 47 seconds)
      • 1:42 on sites where they moved on
      • 2:34 on final site for a task
      Source: Nielsen Norman Group Total time on site:
    • Usability: The Good
      • Apple
      • Few choices to make
      • Clean and simple navigation
      • Scannable
      • Organized
      • Most important item takes up the most real estate
      • Callouts for other features
      • Search
    • Jakob Nielsen: How Little Do Users Read?
      • “ On the average Web page, users have time to read at most 28%
      • of the words during an average visit;
      • 20% is more likely.”
      • Based on pages with approximately 600 words.
      • http://www.useit.com/alertbox/percent-text-read.html
    • Content is Scannable when it’s easy for the eye and brain to process.
      • fewer words
      • headlines, headers, and sub-headers to convey the meaning
      • information-laden words at the beginning of paragraphs
      • small sections
      • use bullets, lists, and related images where possible
      • use well-labeled tabs, accordions, and tables where appropriate
      • if a lot of text is required, provide a very brief summary at the beginning
    • Usability: The Good
      • Mint
      • Lots of whitespace
      • Easy on the eye
      • Clear text
      • Scannable
      • Action-driven navigation
      • Informative tagline
      • Options and callouts, but not too many
      • Preview of what’s inside
      • Informative tag line
    • Jakob Nielsen: The F-Shaped Pattern Not only do we know what users read, we know how they read it. Eyetracking studies show web users scan content in an F-pattern. Alertbox: F-Shaped Pattern Useit.com: Eyetracking Overview
    • Content Writing: Scan this Page
      • Krug: Chapter Two
      • Part of a long text, but highly scannable
      • Informative headers
      • Short paragraphs
      • Bullets and bold text
      • Possible to scan and get the meaning of the chapter in a few seconds.
    • Usability: Key Ingredients
    • Homepage Content: Just Say No!
      • You are the curator of your site.
      • Keep things organized.
      • Don’t get wordy.
      • Does the new content fit into one of the main buckets on the homepage? If not, it probably belongs elsewhere.
      • Work with the homepage design, not against it.
      • Learn to say no.
    • Steve Krug on content: “ People are not going to read very much on your home page; they just want the gist in a short sentence or two.” Common sense web design
    • Usability: The Good
      • Lance Armstrong Foundation
      • Very action-oriented
      • Clear calls to action
      • Clear navigation
      • Chunked content
      • Weighted design
      • Lots of whitespace
      • Could improve link styling
      • The good.
    • Usability: The Good
      • CNN – News redux
      • Entire page in chunks
      • Option to select Edition
      • Update timestamp
      • User feedback solicited on all pages
      • Videos clearly indicated
      • Editor’s Choice: sorting options and scroll options
    • 2007 2009
    • Usability: The Good
      • The Silk Road Project
      • Well-organized
      • Clean and simple navigation
      • Scannable
      • Callouts for other features
      • User-controls for slideshow
      • Search
      • Support for languages
    • Awareness Test
    • Usability: The Good
      • Nike
      • Search field is giant and clear
      • Results sorted and filtered
      • # of items and pagination
      • Ford Foundation - Beta
      • Video central – but does not autoplay
      • User controls are visible
      • Scannable & Focused
      • Grants & Fellowships navigation has been better-highlighted
      • Clean navigation
      • Use of color
      • Mega Menu
      Usability: Design can enhance usability
      • Ford Foundation - Beta
      • Mega Menu
      • “ Keep the navigation in the same place on every page, so I don't have to go looking for it.”
      • Steve Krug
      Usability: Design can enhance usability
    • Usability: Design can enhance usability
      • White House
      • Before and after the Inauguration
      • Jan 20, 2009
      • Silverback (Mac UX Testing App)
      • Designed
      • Scannable & Focused
      • Clear actions
      • Flow leads the user through the page
      • Hits all of the main points
      Usability: Design can enhance usability
    • Usability: Design does not equal good usability
      • Donors Choose
      • Designed
      • Callouts
      • Calls to action front and center
      • But how do blocks relate to each other?
      • What does Donors Choose do?
      • Scannable?
      • Comments way off to the side
    • But my page can’t look like Apple; I have a lot of content! What do I put on the homepage?
    • Usability: The Good
      • W.K.Kellogg Foundation
      • Engagement messages with big photos and headlines
      • Navigation and user controls
      • User-targeted navigation
      • Clear visual layout and heirarchy
      • Search suggestions (try it!)
    • I have too much stuff on my site. What do I say and how do I say it?
    • Janice Redish on Writing Content:
      • People come to websites for the content that they think (or hope) is there. They want information that:
      • Answers a question or helps them complete a task
      • Is easy to find and easy to understand
      • Is accurate, up to date, and credible
      • Letting Go of the Words, Chapter One
    • Janice Redish on Writing Content:
      • Good web writing:
      • is like a conversation
      • answers people’s questions
      • lets people grab and go
      • Letting Go of the Words, Chapter One
    • Content Writing:
      • Mint
      • Large, informative headlines and headers
      • Bite-size chunks for grab and go
      • Answers questions
      • Very easy to read
      • Callouts
      • Tools
      • Related Tutorials
    • Content Writing:
      • CNN.com
      • Large, informative headline
      • Bulleted summary – Highlights
      • Brief paragraphs
      • Usability: related video, related topics, recommendations
    • Content: Organize & Be Concise
      • The RI Foundation
      • Use accordions with tables to present only the information the user needs
      • Be concise
      • Answer questions
      • Use short paragraphs for grab and go reading
      • Remember the F-Pattern
      • Write descriptive headlines and sub-headers using informative keywords
      • Summarize
      • Avoid marketing-ese and jargon
      Write Better Content
    • Storytelling
    • Storytelling: A picture’s worth a thousand words. NY Times One in 8 Million
    • Storytelling: A picture’s worth a thousand words.
      • Gates Foundation
      • Gates Foundation homepage
      • Annual Report
    • Why tell stories?
    • What Donors Want
      • Content is the most important consideration when making an online donation.
      • Information important to online donors:
      • The organization’s mission, goals, objectives, and work. (This is 3.6 times more important as the organization’s presence in the user’s own community.)
      • How it uses donations and contributions.
      • Alertbox: Donation Usability Study
      • March 30, 2009
      • Measure!
    • Usability pays off Source: Nielsen Norman Group, 2009 Metric Average Improvement Sales /Conversion 87% Traffic/Visitors 96% User Productivity 119% Use of Specific Features 223%
    • Measure it!
      • Google analytics
      • Feedburner
      • Swix, Scout Labs (social)
      • Bit.ly
      • ClickTale
      • Crazy Egg
      • Eyetools
      • Loop 11
      • Silverback (mac)
      • UserZoom
      • Etc.
    • Gurus & Blog Resources
      • Jakob Nielsen: http://www.useit.com/
      • Steve Krug: http://www.sensible.com
      • Jesse James Garrett: http://blog.jjg.net/
      • UX Booth
      • Bokardo – Social Web Design
      • Everyday UX
      • UIE Brain Sparks
      • Good Experience
      • Usability Post
      • Boxes and Arrows – IA and Design
    • References
      • Alertbox: How little do users read?
      • Alertbox: Donation Usability Study
      • Alertbox: F-Shaped Pattern
      • Alertbox: Microcontent
      • Alertbox: How to Write for the Web
      • Apple
      • Barackobama.com
      • Brill Publications
      • Crispin Porter + Bogusky
      • Community Foundation of Frederick County
      • CNN.com
      • Donors Choose
      • Don’t Make Me Think
      • Embolden
      • Fabric Land
      • Ford Foundation
      • Ford Foundation Beta
      • Gates Foundation
      • Google
      • Google: 5 Objectives of Website Copy
      • HavenWorks
      • Kellogg Foundation
      • LIVESTRONG
      • Mint
      • The New York Times
      • Nike
      • Paul Sherman (photo credit)
      • The Rhode Island Foundation
      • Janice Redish: Letting Go of the Words
      • The Silk Road Project
      • Silverback
      • Steve Krug: Advanced Common Sense
      • Steve Krug Interview
      • Usability.gov
      • Useit.com: Eyetracking Overview
      • White House
      • Yvette’s Bridal
    • Thank you.