Kill The Noise - Prioritizing Content for Strategic Nonprofit Websites

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@keljar @guidecreative Your website is more than just a pretty picture.  It should be created for your unique audience as a tool to engage, and ultimately inspire action.  Artistic talent alone is not enough, you need a web design rooted in a clear strategy and driven by results.

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Kill The Noise - Prioritizing Content for Strategic Nonprofit Websites

  1. 1. presents Kill The NoisePrioritize your Website with Wireframes and Strategic Information Architecture Hosted by Kelley Jarrett, Marketing Manager and Web Strategist, GUIDE Creative Guest Panelist: Anthony Harris, Interactive Design Manager, GUIDE Creative
  2. 2. Why is Visual Strategy Important?YOUR WEBSITE MAY SAY SO MUCH IT SAYS NOTHING AT ALLPROVIDES AUDIENCE-CENTRIC CONTENT AND NAVIGATIONPROMOTES CLARITY AND FOCUS
  3. 3. The Importance of Prioritizing Your Content
  4. 4. Prepare to Reduce the Noise:REVIEW YOUR WEBSITE AND ASK YOURSELF:What three user tasks are the highest priority for your organization?Are you giving that user task the loudest voice?Are less important tasks competing with your critical tasks?
  5. 5. Visual Prioritization YOUR WEBSITE YOUR AUDIENCE
  6. 6. Wireframes Help PrioritizeSHOULD BE COMPLETED AFTER AUDIENCE ANALYSIS AND BEFORE VISUALDESIGNHELP TAKE YOUR WEBSITE FROM SUBJECTIVE TO OBJECTIVE.
  7. 7. Wireframes Help PrioritizeIDENTIFY THE TOP10 TASKS AND PRIORITIZEIMPORTANCEWHEN CREATING AWIREFRAME, CONSIDER: Position Size Contrast Calls to ActionDOCUMENT WHY DECISIONS WEREMADE. PREVENTS COMPETITIONAND “CONTENT CREEP”
  8. 8. Audience-Centric Navigation YOUR WEBSITE YOUR AUDIENCE
  9. 9. Online Card Sorting Online Card Sorting gives your team the ability to determine the ideal structure of your new navigation by grouping pages and tasks into common categories and sorted by importance. This data can be used to create a new sitemap and to drive the visual design of the new interface of your site.
  10. 10. Onsite Card Sorting The Onsite Card Sorting allows us to work side by side with your team in developing the navigation and interface of your site. Unlike the Online Card Sort, conducting the exercise in person can lead to revealing conversations about the nature of your audience and the deficiencies of your current navigation scheme that can be solved by a effective card sort.
  11. 11. Site MapFrom the Onsite Card Sorting exercise, a new SiteMap is generated. This site map takes all the datagathered during the card sort and compiles it into adiagram of your site’s new navigation scheme,allowing you to visualize how the user will navigatethrough your content. This site map also acts as aguide for the interface that is developed during theVisual Design process.
  12. 12. Content YOUR WEBSITE YOUR AUDIENCE
  13. 13. Analyze Your ContentANALYZE CURRENT CONTENT Active Pages Broken Links # of pages Most commonly accessed Least accessed 2 Clicks to Key tasksDETERMINE KEEPERS AND TRASH What can you leave behind? What should you optimize with Calls to Action?
  14. 14. Plan Your Content StrategyANALYZE CURRENT STATEDETERMINE WEAKNESSES
  15. 15. RecapANALYZE YOUR AUDIENCEPRIORITIZE TASKSCREATE A VISUAL HIERARCHY THROUGH WIREFRAMESFORM AN AUDIENCE-CENTRIC NAVIGATIONANALYZE YOUR CONTENTDEFINE YOUR CONTENT STRATEGY
  16. 16. Next Session THE ART AND THE MAGICBEAUTIFUL DESIGN BASED ON SOLID STRATEGY
  17. 17. WHILE AUDIENCE-CENTRIC DESIGN IS KEY, YOU MUST NOT FORGET ABOUT YOUR GOALS AND WORK THEM INTO THE DESIGN.YOUR AUDIENCE’S GOALS + YOUR ORGANIZATION GOALS = WELL PRIORITIZED SITE REDUCING THE NOISE
  18. 18. RecapIDENTIFY YOUR AUDIENCEANALYZE BEHAVIORCREATE PERSONASPRIORITIZEOUTLINE YOUR TOP THREE GOALSGET BUY-IN TO REDUCE THE NOISE
  19. 19. How Can You Learn More?5 Tips to Strengthen Your Website’s Core Message (Blog by GUIDE Designer, Ben German)Get Better Results from Your Website (Blog by GUIDE Creative Designer, Katherine Till)The Importance of Strategic Web Design (Blog, webinar recordings and slide downloads) – Kelley JarrettKill the Noise – the Importance of Wireframes for Website Prioritization – Blog by Ben Wong, Interactive Design ManagerAudience-Centric Design - How to Get There – Blog by Andrew Fort, Interactive Design Manager
  20. 20. The GUIDE Series Continues…

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