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Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
Redesign: The Pitfalls and How to Avoid Them
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Redesign: The Pitfalls and How to Avoid Them

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  • 1. REDESIGN: THE PITFALLS AND PERILS AND HOW TO AVOID THEM Jeff Wisniewski [email_address] Computers in Libraries 2009
  • 2.  
  • 3. BAD REASONS TO REDESIGN <ul><li>It’s been X months/years since we redesigned </li></ul><ul><li>The boss says I have to </li></ul><ul><li>I’m boooooored with the site </li></ul>
  • 4. GOOD REASONS TO REDESIGN <ul><li>When your navigation is dysfunctional </li></ul><ul><li>When your site doesn’t scale </li></ul><ul><li>When your site is difficult to update </li></ul><ul><li>When your code is hopelessly, cough cough, sick </li></ul><ul><li>When your site has low usability </li></ul><ul><li>When it is not performing based on your sites’ goals/objectives (you do have those, right?) </li></ul>
  • 5. REDEVELOP VS REDESIGN <ul><li>Redevelop= triple bypass </li></ul><ul><li>Redesign= cosmetic surgery </li></ul>
  • 6. COST COMPARISON Cost to you Cost to user Redesign Low Low Redevelop High High
  • 7. AMAZON: 2000
  • 8. AMAZON: 2009
  • 9. THIS IDEA ISN’T EXACTLY NEW… <ul><li>The Quiet Death of the Major Re-Launch </li></ul><ul><li>By Jared M. Spool </li></ul><ul><li>Originally published: May 20, 2003 </li></ul>
  • 10. USERS DISLIKE REDESIGNS…ALOT <ul><li>Facebook anti-redesign group has 1.7 million members. </li></ul><ul><li>last.fm: redesign drew over 2,000 comments often strongly negative. </li></ul><ul><li>The Guardian, FT.com, and the BBC also transformed themselves recently, with ‘robust’ opinion voiced on each. </li></ul>
  • 11. CAVEATS <ul><li>Beware the vocal majority? </li></ul><ul><li>Be evidence based…your new sites tests better, right? </li></ul>
  • 12. REDESIGN AND THE FIVE STAGES OF USER GRIEF <ul><li>Denial : “Why did you change it? I was always able to find what I needed!” </li></ul><ul><li>Anger : “You have rendered the site useless and I will never use it again!” </li></ul><ul><li>Bargaining : “If you could just revert back to the OLD ejournal page that would be great!” </li></ul><ul><li>Depression : “I have no idea what I’m going to do now…” </li></ul><ul><li>Acceptance : “While I dislike the design I was able to find the catalog link quite easily…” </li></ul>
  • 13. DO WE REALLY HATE TO REDESIGN? <ul><li>Maintenance = Boring </li></ul>Redesign = Exciting
  • 14. Happiness Time You Users Launch
  • 15. Time until “redesign” (months) 12 0 6 amount of maintenance performed a lot pretty much none
  • 16. PITFALL: THINKING INSIDE THE BOX <ul><ul><li>Is a traditional “page-based model” best? </li></ul></ul><ul><ul><li>CMS </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Wiki </li></ul></ul>
  • 17. DISCOVERY
  • 18. PITFALL: NOT KNOWING ENOUGH ABOUT YOUR CURRENT SITE BEFORE YOU BEGIN <ul><li>Look at where people are going in the site, where they're NOT going, what pages they enter into and what pages they leave from </li></ul><ul><ul><li>Google analytics </li></ul></ul><ul><ul><li>Clicky </li></ul></ul><ul><li>Review past usability studies </li></ul><ul><li>If it’s been a while do one NOW </li></ul><ul><li>TIP: find and document your current page rank </li></ul>
  • 19. PITFALL: PROCEEDING WITHOUT CONSENSUS ON GOALS AKA BUY-IN <ul><li>Investing time reaching consensus on: </li></ul><ul><ul><li>The need for a change </li></ul></ul><ul><ul><li>What needs to be changed </li></ul></ul><ul><ul><li>What the desired outcomes are </li></ul></ul><ul><li>Data is awfully helpful here </li></ul>
  • 20. TWO TIPS ON GENERATING BUY-IN <ul><li>Show your director/manager what cool things other libraries are doing </li></ul><ul><li>Show him or her data indicating that your site is not functioning well </li></ul>
  • 21. PITFALL: TRYING TO REACH TOO MUCH CONSENSUS <ul><li>Design by committee=death </li></ul><ul><li>Data + evidence-based practice=harmony and world peace </li></ul>
  • 22. PITFALL: BEING AN EXPERT <ul><li>Define constituencies and INCLUDE them in the process </li></ul><ul><li>Librarians ARE users of the site but they’re also information EXPERTS with mad skills </li></ul>
  • 23. PLANNING
  • 24. <ul><li>“ Spend your money where the water is” </li></ul><ul><li>Know where your water is! </li></ul>
  • 25. PITFALL <ul><li>Spending too much time “designing” </li></ul><ul><li>“ I'm going to go out on a limb and beg you not to create an original design. There are more than a billion pages on the web. Surely there's one that you can start with? “ </li></ul><ul><li>-Seth Godin </li></ul>
  • 26. LOOK HERE <ul><li>http://www.freecsstemplates.org/ </li></ul><ul><li>http://www.csszengarden.com/ </li></ul><ul><li>http://www.dynamicdrive.com/style/layouts/ </li></ul><ul><li>http://webdesign.about.com/od/websitetemplates/a/bl_layouts.htm </li></ul>
  • 27. PITFALL <ul><li>Failing to account for assessment time & effort </li></ul>
  • 28. PITFALL <ul><li>Looking at only other library sites </li></ul>
  • 29. PITFALL: NOT HAVING SMART GOALS FOR THE REDESIGN <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A ttainable </li></ul><ul><li>R ealistic </li></ul><ul><li>T imely </li></ul>
  • 30. EXAMPLE GOALS <ul><li>Increase Google page rank and search result exposure </li></ul><ul><li>Improve overall site usability </li></ul><ul><li>Measurable increase in use of ejournal finder </li></ul><ul><li>Measurable decrease in content update lag times </li></ul><ul><li>Show increase in user engagement as measured by number of blog comments </li></ul>
  • 31. PITFALL: FAILING TO COMMUNICATE ENOUGH <ul><li>Consider a redesign blog or wiki </li></ul><ul><li>Manage expectations </li></ul>
  • 32.  
  • 33. EXECUTION
  • 34. PITFALL: COMMUNICATING TOO MUCH <ul><li>Redesign by committee is rarely pretty (hey that rhymes!) </li></ul><ul><li>Look to evidence to short circuit tedious discussions </li></ul><ul><ul><li>http://usability.gov </li></ul></ul><ul><ul><li>http://useit.com </li></ul></ul><ul><ul><li>http://www.surl.org/ </li></ul></ul><ul><ul><li>http://www.uie.com/ </li></ul></ul>
  • 35. PITFALL: Not providing users a clear path <ul><li>Define the primary functions of your site and make sure these paths are clear </li></ul>
  • 36.  
  • 37. PITFALL <ul><li>Reinventing the wheel </li></ul><ul><li>from JavaScripts to CSS…chances are it’s been done already </li></ul>
  • 38. PERFECTION PARALYSIS <ul><li>Get it out of the door already! </li></ul>
  • 39. WHERE TO SPEND TIME, MONEY AND EFFORT <ul><li>Remarkable content </li></ul><ul><li>Engagement tools </li></ul><ul><li>Testing </li></ul>
  • 40. REMARKABLE CONTENT <ul><li>You have a staff full of experts! </li></ul><ul><ul><li>Reading lists </li></ul></ul><ul><ul><li>Course based guides </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>White papers: copyright, foreclosure resources, how to get content onto your iPod </li></ul></ul>
  • 41. REMARKABLE TOOLS <ul><li>Next gen opac </li></ul><ul><li>Federated search </li></ul><ul><li>Ejournal finder </li></ul><ul><li>Photo tagger </li></ul><ul><li>Assignment calculator </li></ul>
  • 42. REMARKABLE CONTENT… <ul><li>… is WELL WRITTEN content </li></ul><ul><li>Cut and paste </li></ul><ul><li>Invest time in rewriting content </li></ul>
  • 43. PITFALL <ul><li>Not designing with Search Engine Optimization (SEO) in mind </li></ul><ul><ul><li>URL structure </li></ul></ul><ul><ul><ul><li>Simple URLs </li></ul></ul></ul><ul><ul><li>Page titles </li></ul></ul><ul><ul><ul><li>Descriptive </li></ul></ul></ul><ul><ul><li>Proper and consistent user of structural HTML </li></ul></ul><ul><ul><ul><li><h1> <h2> <h3> etc </li></ul></ul></ul><ul><ul><li>Descriptive <alt> tags </li></ul></ul>
  • 44. MORE SEO <ul><li>Submit a sitemap to Google after your redesign </li></ul><ul><ul><li>http://code.google.com/p/sitemap-generators/wiki/SitemapGenerators </li></ul></ul><ul><li>Ask Google to remove outdate/removed/old content from its index: </li></ul><ul><ul><li>https://www.google.com/webmasters/tools/dashboard </li></ul></ul><ul><ul><ul><li>Site>Tools>Remove URLs </li></ul></ul></ul>
  • 45. PITFALL <ul><li>Not designing with Social Media Optimization (SMO) in mind </li></ul><ul><ul><li>Social bookmark links: addthis.com </li></ul></ul><ul><ul><li>Tag your pages </li></ul></ul><ul><ul><li>Redesign with user generated content in mind </li></ul></ul>
  • 46. PITFALL <ul><li>Moving and/or eliminating good content </li></ul><ul><li>… the whole baby and bathwater thing </li></ul><ul><li>Do page and keyword analyses…Google Analytics, etc. </li></ul><ul><li>Do server side redirects </li></ul>
  • 47. DON’T FORGET TO… <ul><li>Update your robots.txt file </li></ul><ul><li>Update your analytics definitions, paths, groups, etc. </li></ul>
  • 48. MAINTENANCE
  • 49. PITFALL <ul><li>Not planning beyond the redesign </li></ul><ul><ul><li>Content strategy </li></ul></ul><ul><ul><ul><li>Mmmmmmm….that’s FRESH! </li></ul></ul></ul><ul><ul><li>Maintenance strategy </li></ul></ul><ul><li>Move from macro redesign to micro changes </li></ul>

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