Strategic_Web_Design-AudienceAnalysis

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@keljar and Andrew Fort review this key element in successful website design - understanding your audience.

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Strategic_Web_Design-AudienceAnalysis

  1. 1. Strategic Web Design:Analyze Your AudienceAndrew Fort, Design PrincipalKelley Jarrett, Market Manager
  2. 2. SYMPATHY WILL EARN YOU ACCEPTANCE. EMPATHY WILLENGAGE AND INSPIRE.
  3. 3. Do You Need to Analyze Your Audience?WHO ARE YOU TRYING TO ENGAGE?WHAT DOES YOUR AUDIENCE CARE ABOUT?WHAT INFORMATION DO THEY LOOK FOR FIRST?HOW DO THEY ACCESSINFORMATION?WHO DO YOU RELY ONMOST TO FULFILL YOURMISSION?
  4. 4. The ProcessIDENTIFY YOUR AUDIENCETEST YOUR CURRENT SITECREATE PERSONAS AND OUTLINE TASKSFIND COMMONALITIESOUTLINE YOUR TOP THREE GOALSPRIORITIZE MESSAGING – COMMON AUDIENCE GOALS + YOUR NEEDS
  5. 5. Identify Your AudienceLIST YOUR AUDIENCE GROUPSDETERMINE HIERARCHY OF IMPORTANCE –  Database reporting – who means the most? –  Analytics – who accesses your site the most? –  Who do you need to engage?CHOOSE A REPRESENTATIVE FROM EACH GROUP FOR TESTING –  represent the group –  be ready and willing to share information
  6. 6. Identify Your Audience By determining your target Audience Segments, we can ensure that the content and navigation of a design are catered to drive your audience to their own target areas of the site, and empower your users to make the best use of your new site.
  7. 7. Analyze BehaviorCONDUCT INTERVIEWS/SURVEYS –  A day in the life –  Social activity –  Mobile usage –  How does your audience use your site? –  What do they need from your website? –  What sort of things do they hope to find on your site?
  8. 8. Analyze BehaviorLOOK AT GOOGLE ANALYTICS –  How are your users accessing your site? –  What pages are they visiting most often? –  What are the demographics? –  What user behavior trends can you find? –  What browsers are they using? –  How many mobile users are accessing the site?
  9. 9. Analyze BehaviorCURRENT SITE USABILITY –  How do users access information? –  Task paths –  Calls to Action –  Navigation Process –  How easy (or hard) is it for them to find what they need? –  Frustrations
  10. 10. Online Usability Testing Online Usability Testing allows us to determine the sticking points in your current site for accomplishing specific tasks. Lets say you are not getting the sort of conversions from a “Donate Now” button on your home page – using software like Usability Hub, we can determine how effect that button is, and address the need for a more effective call to action on your new design. Usability Testing is most effective when we can utilize several volunteers or constituents that represent the user-base your site is intended to draw.
  11. 11. Usability WorkshopWe will explore, test and record your target audience’s abilityto successfully interact with your current website.
  12. 12. Create PersonasCREATE A SAMPLE – REAL PERSONDEFINE USER HABITSOUTLINE BEHAVIORMAP OUT THEIR DAYDOCUMENT SOCIAL ACTIVITYNOTE TECHNOLOGY SAVVY-NESS (IE, % MOBILE, ETC.?)DOCUMENT HOW AND WHEN THEY ACCESS YOUR SITENOTE THEIR TOP 3 TASKS, IN ORDER
  13. 13. Create Personas
  14. 14. PrioritizeASSIGN PRIORITY TO TASKS BY PERSONATAG TASKS BY HOW MUCH IT’S MENTIONEDDETERMINE TOP THREE MOST COMMON TASKSPRIORITIZE TASKS ACROSS ALL PERSONAS FOR HOMEPAGE ANDNAVIGATION PRIORITIZATION
  15. 15. Audience task analysis The Audience Task Analysis expands upon the Audience Segments identified and adds a detailed analysis of the tasks each audience segment will be expected to perform on the new site. This data is crucial in designing a interface that best targets the needs of each segment, and in providing the information needed to design and build compelling section landing pages and internal content pages.
  16. 16. Audience Analysis: Analyze
  17. 17. Audience Analysis: Tag Creation
  18. 18. Wire FramesWe can begin to build the architecture of your website nowthat we have a thorough understanding of your audience andtheir behaviors.
  19. 19. WHILE AUDIENCE-CENTRIC DESIGN IS KEY, YOU MUST NOT FORGETABOUT YOUR GOALS AND WORK THEM INTO THE DESIGN.YOUR AUDIENCE’S GOALS + YOUR ORGANIZATION GOALS = WELLPRIORITIZED SITE REDUCING THE NOISE
  20. 20. RecapIDENTIFY YOUR AUDIENCEANALYZE BEHAVIORCREATE PERSONASPRIORITIZEOUTLINE YOUR TOP THREE GOALSGET BUY-IN TO REDUCE THE NOISE
  21. 21. Next StepsCREATE A VISUAL HIERARCHYINFORMATION ARCHITECTURE AND SITE MAPDETERMINE MOBILE PRIORITY
  22. 22. The GUIDE Series Continues…

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