The Importance of Analyzing Your Audience in Strategic Nonprofit Web Design

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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 …

@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.

Session focuses on the importance of designing for your audience.

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  • 1. presentsThe Importance of Audience Analysis How designing for your audience will improve engagement and impact Hosted by Kelley Jarrett, Marketing Manager and Web Strategist, GUIDE Creative Guest Panelist: Andrew Fort, Interactive Design Manager, GUIDE Creative
  • 2. SYMPATHY WILL EARN YOU ACCEPTANCE. EMPATHY WILLENGAGE AND INSPIRE.
  • 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. The ProcessIDENTIFY YOUR AUDIENCETEST YOUR CURRENT SITECREATE PERSONAS AND OUTLINE TASKSFIND COMMONALITIESOUTLINE YOUR TOP THREE GOALSPRIORITIZE MESSAGING – COMMON AUDIENCE GOALS + YOUR NEEDS
  • 5. Identify Your AudienceLIST YOUR AUDIENCE GROUPSDETERMINE HIERARCHY OFIMPORTANCE Online communication Who do you need to engage most?CHOOSE A REPRESENTATIVE FROMEACH GROUP FOR TESTING represent the group be ready and willing to share informationCONDUCT INTERVIEWS 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?
  • 6. 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?
  • 7. Analyze BehaviorCURRENT SITE USABILITY Usability Hub – Audience tasks – how to users access information? Live – What is their navigation process? How easy (or hard) is it for them to find what they need?
  • 8. User Research - Options
  • 9. Mood Cards
  • 10. 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
  • 11. Create Personas
  • 12. Prioritize ContentASSIGN 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
  • 13. 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.
  • 14. Audience Analysis: Analyze
  • 15. Audience Analysis: Tag Creation
  • 16. 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
  • 17. RecapIDENTIFY YOUR AUDIENCEANALYZE BEHAVIORCREATE PERSONASPRIORITIZEOUTLINE YOUR TOP THREE GOALSGET BUY-IN TO REDUCE THE NOISE
  • 18. Next StepsCREATE A VISUAL HIERARCHYINFORMATION ARCHITECTURE AND SITE MAPDETERMINE MOBILE PRIORITY
  • 19. How Can You Learn More?Audience-Centric Design - How to Get There – Andrew FortGet 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 Jarrett (TechSoup, GUIDE Creative, npENGAGE)
  • 20. The GUIDE Series Continues…
  • 21. WireframeThe Homepage Wireframeprovides more fleshed outrepresentation of the interface,navigation and content that the newdesign will utilize, based off of theaudience analysis, card sorting, andusability testing.