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Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
Website Strategy & Planning: Joomla Day Guatemala
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Website Strategy & Planning: Joomla Day Guatemala

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Learn more about how to develop a strategy for your website and plan its development effectively.

Learn more about how to develop a strategy for your website and plan its development effectively.

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  • 1. Website Planning & Strategy Jen Kramer 4Web, Inc. Joomla!Day Guatemala March 2012
  • 2. “ I need a site and I want it blue. How much will that cost?” “I need a house, and I’d like blue paint and beige carpet. How much will that cost?”
  • 3. What are your next questions? <ul><li>What do you need? </li></ul><ul><li>How many pages? </li></ul><ul><li>What is your budget? </li></ul><ul><li>Timeline? </li></ul><ul><li>Do you want to edit your own site? </li></ul><ul><li>What features do you want to include? </li></ul>
  • 4. Ever forget to ask something? Oops. Now you’re in trouble. Especially if you bid a fixed-rate contract.
  • 5. What questions should I be asking? And does Joomla really make this process different?
  • 6. Nope. <ul><li>The basic questions are always the same and in the same order. </li></ul><ul><li>You can make the questions more specific or more general as needed. </li></ul><ul><li>Follow the plan and your site will turn out great with less bumps. </li></ul>
  • 7. The Elements of User Experience <ul><li>Developed by Jesse James Garrett, www.jjg.net </li></ul>
  • 8. Everyone wants to start with making it pretty. That’s planning your interior decorating without developing the floor plans first.
  • 9. What’s more, some clients might feel like you’re wasting their time. You’re not. You’re actually saving them time and a bundle of money. But that’s often hard to understand.
  • 10. Strategy Plane <ul><li>Questions: </li></ul><ul><li>What do we want to get out of the site? </li></ul><ul><li>Who are our users? </li></ul><ul><li>What do our users want? </li></ul><ul><li>What experience are we trying to provide? </li></ul><ul><li>How will we measure success? </li></ul>
  • 11. What do we want to get out of the site? <ul><li>An x% increase in the number of visitors </li></ul><ul><li>Reduce tech support costs by y% </li></ul><ul><li>Convey the mission and vision of our project and enlist sponsors </li></ul><ul><li>Sell our top 20 products to a wider market </li></ul><ul><li>Increase our visibility in the marketplace by establishing our expertise </li></ul><ul><li>Reduce phone calls for store hours and location </li></ul>
  • 12. Who are our users? <ul><li>Get as specific as possible </li></ul><ul><ul><li>Good : 18-24 year old males in urban areas of the US with shoe sizes 12 and up </li></ul></ul><ul><ul><li>Not as good : Young people with fashion sense </li></ul></ul><ul><li>“ Anyone who might be interested” is never the right answer. </li></ul>
  • 13. Who are our users? <ul><li>What are their specific limitations? </li></ul><ul><ul><li>Specific website needs: arthritis, wear glasses, colorblind </li></ul></ul><ul><ul><li>Type of internet connection: dialup still reigns supreme in rural areas </li></ul></ul><ul><ul><li>Old computers? New computers? Most recent browser(s)? Netscape 4? </li></ul></ul>
  • 14. What do our users want? <ul><li>Be entertained; share photos, stories; reconnect with old friends and colleagues </li></ul><ul><li>Get that @#$%^ printer driver installed and working </li></ul><ul><li>Find out how to sponsor your project </li></ul><ul><li>Purchase a widget at 11 PM in their PJs </li></ul><ul><li>Find the widget thought leader and see what they think about X </li></ul><ul><li>When does the store open and where are they exactly? </li></ul><ul><li>Tell me more about that thing I read about in the paper this morning </li></ul><ul><li>Do you offer X service? X product? How much? </li></ul>
  • 15. What experience are we trying to provide? <ul><li>Efficient </li></ul><ul><li>Simple and straightforward </li></ul><ul><li>Meandering, wandering </li></ul><ul><li>Cheerful and peppy </li></ul><ul><li>… and does that intro movie really support that experience? </li></ul>
  • 16. What experience are we trying to provide? <ul><li>Deep thought: </li></ul><ul><li>No one ever says they want to make a frustrating, difficult website. </li></ul><ul><li>But frequently, under the banner of “branding”, organizations do exactly this. </li></ul><ul><li>Remember that an excellent CMS graphic design supports content, by working with it, rather than constrains content to arbitrary branding rules. </li></ul>
  • 17. How will we measure success? <ul><li>It’s not all about Google Analytics… </li></ul><ul><ul><li>(train your clients to use and interpret their GA results) </li></ul></ul><ul><li>Reduce phone calls about store location and hours by 10% over the next 3 months. </li></ul><ul><ul><li>Associates will track number of calls over next 3 months. </li></ul></ul>
  • 18. And if the website isn’t “successful” by metrics? <ul><li>Make “store location” more obvious on the home page </li></ul><ul><ul><li>And how will you do that? </li></ul></ul><ul><ul><li>And how will you measure the results? </li></ul></ul>
  • 19. Strategy Plane <ul><li>Questions so far? </li></ul>
  • 20. Scope Plane <ul><li>Questions: </li></ul><ul><li>What features will the site need to include? </li></ul><ul><li>What kind of detail will those features have? </li></ul><ul><li>What tools, skills and personnel will we need to build the site? </li></ul><ul><li>What is the timeline for building the site? </li></ul>
  • 21. What features will the site need to include? <ul><li>Client edits content </li></ul><ul><li>Blogging/comments </li></ul><ul><li>Discussion board </li></ul><ul><li>Random quote </li></ul><ul><li>Countdown clock </li></ul><ul><li>Banner ads </li></ul><ul><li>Google ads </li></ul><ul><li>Recommended links </li></ul><ul><li>Calendar </li></ul><ul><li>E-commerce </li></ul><ul><li>Online chat </li></ul><ul><li>Contact form </li></ul><ul><li>Newsletter signup </li></ul><ul><li>Polls </li></ul><ul><li>Survey </li></ul><ul><li>Social bookmarking </li></ul><ul><li>User profiles </li></ul><ul><li>Zip code locator </li></ul>
  • 22. And what did you say your budget was again? <ul><li>Client edits content </li></ul><ul><li>Blogging/comments </li></ul>
  • 23. Which Joomla extensions are right for the job? <ul><li>It Depends. </li></ul><ul><li>You’ll need to evaluate them on: </li></ul><ul><ul><li>Desired features from client </li></ul></ul><ul><ul><li>Joomla version </li></ul></ul><ul><ul><li>Pre-alpha/alpha/beta/full version? </li></ul></ul><ul><ul><li>Subscription? Support? Upgrade path? </li></ul></ul>
  • 24. What tools, skills and personnel will we need to build the site? <ul><li>Is Joomla right for this job? </li></ul><ul><ul><li>The reason there are thousands of open source CMSs is because not every CMS is right for every job. </li></ul></ul><ul><ul><li>Do you even need a CMS at all? </li></ul></ul>
  • 25. What tools, skills and personnel will we need to build the site? <ul><li>Do I need some help? </li></ul><ul><ul><li>Graphic designer to create a custom design vs. canned template </li></ul></ul><ul><ul><li>Joomla extension vs. custom engineered extension </li></ul></ul><ul><ul><li>Client-provided content, or am I writing the content, or do I need a pro? </li></ul></ul><ul><ul><li>SEO assistance? </li></ul></ul><ul><ul><li>HTML/CSS assistance? Custom template construction? </li></ul></ul><ul><ul><li>Something else? </li></ul></ul>
  • 26. What is the timeline for building the site? <ul><li>There are entire courses and certifications devoted to project management. </li></ul><ul><li>Figure out the launch date, and work backwards to the present to establish milestones for completion. </li></ul><ul><li>Make sure the client knows what they need to deliver when. </li></ul><ul><li>And make it a week earlier than that. </li></ul>
  • 27. Scope plane <ul><li>Questions? </li></ul>
  • 28. Structure Plane <ul><li>Questions: </li></ul><ul><li>How should the content be organized? </li></ul><ul><li>What are the navigation button names? </li></ul>
  • 29. How should the content be organized? <ul><li>In Joomla, there are two considerations: </li></ul><ul><ul><li>What does the site map look like? </li></ul></ul><ul><ul><li>What functionality needs to be considered: ACL, blogs, other content organization </li></ul></ul>
  • 30. What is a site map? <ul><li>Think of this as an org chart. </li></ul><ul><li>This is the hierarchy of your pages in your website. </li></ul><ul><li>It can be displayed as an org chart, or as a bulleted list. </li></ul>
  • 31. What is a site map? Home About Location & Directions Photos Physician Directory Physician Profiles Testimonials Primary Care Surgery Area Resources Cultural Attractions Schools Recreation Real Estate Newspapers Links C of C Visitors Bureau FAQ Career Opportunities
  • 32. What is a site map? <ul><li>Home </li></ul><ul><li>FAQ </li></ul><ul><li>About </li></ul><ul><ul><li>Location & Directions </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><li>Area Resources </li></ul><ul><ul><li>Recreation </li></ul></ul><ul><ul><li>Links </li></ul></ul><ul><ul><ul><li>Chamber of Commerce </li></ul></ul></ul><ul><ul><ul><li>Visitor’s Bureau </li></ul></ul></ul>
  • 33. How to develop a site map? <ul><li>Card sorting </li></ul>
  • 34. Categories in Joomla <ul><li>Everyone has their own theory and philosophy. </li></ul>
  • 35. “Categories Don’t Matter” <ul><li>Positives </li></ul><ul><li>Set all articles to “uncategorized” – no thought required </li></ul><ul><li>Client doesn’t need to worry about assigning correct category </li></ul><ul><li>Negatives </li></ul><ul><li>Can the client find an article to edit in the article manager? </li></ul><ul><li>Can’t use category blogs/lists </li></ul><ul><li>ACL may be hard to configure without categories </li></ul>
  • 36. “Categories Follow the Site Map” <ul><li>Positives </li></ul><ul><li>Easier to find content in the manager </li></ul><ul><li>Savvy clients find categories more intuitive </li></ul><ul><li>Negatives </li></ul><ul><li>Client may get confused with too many categories </li></ul><ul><li>Potentially too much slicing and dicing </li></ul>
  • 37. Categories Work for Your Content <ul><li>Organize them so you can find what you need, and so can your client. </li></ul><ul><li>Thoughtfully make use of category blogs and other category based organization. </li></ul>
  • 38. Structure Plane <ul><li>Any Questions? </li></ul>
  • 39. Skeleton Plane <ul><li>Questions </li></ul><ul><li>How should forms and other interactive screens look? </li></ul><ul><li>Where should important information be located? </li></ul>
  • 40. Surface Plane <ul><li>Questions: </li></ul><ul><li>What will the finished product look like? </li></ul><ul><li>What colors, fonts, and logo will we use? </li></ul><ul><li>Sanity checks on layout, user understanding of the site, etc. </li></ul>
  • 41. Where does the design come from? <ul><li>Two choices with Joomla: </li></ul><ul><ul><li>Canned template (JoomlaShack, RocketTheme, others) </li></ul></ul><ul><ul><li>Build your own template based on a graphic design </li></ul></ul>
  • 42. Which is better? <ul><li>It Depends. </li></ul>
  • 43. Canned template positives <ul><li>Cheap to develop with a free or low-cost canned template </li></ul><ul><li>Template almost always works correctly. </li></ul><ul><li>Generally reasonable graphic designs. </li></ul>
  • 44. Canned template negatives <ul><li>Not a unique look </li></ul><ul><li>Limited in regions for adding modules (even if there are 30 regions) </li></ul><ul><li>Helps to know HTML and CSS for modifying the template </li></ul><ul><li>Can be tricky to understand what the template designer did and why </li></ul>
  • 45. Custom template positives <ul><li>Unique, perfect look for the client </li></ul><ul><li>Changeable and moldable to the content </li></ul><ul><li>No extra code – does only what it needs to do </li></ul><ul><li>You can charge more  </li></ul>
  • 46. Custom template negatives <ul><li>Expen$$$ive </li></ul><ul><li>How good are your graphic design skills? (Or do you know a graphic designer who can design for Joomla?) </li></ul><ul><li>Can you convert the design to Joomla templates? (Or know someone who can?) </li></ul>
  • 47. Absolutely shameless plug <ul><li>Web Site Strategy and Planning </li></ul><ul><li>Joomla 1.6 & 1.7 Essential Training </li></ul><ul><li>Joomla 1.6, 1.7, 2.5: Creating and Editing Custom Templates </li></ul><ul><li>Joomla 1.7 & 2.5 ACL </li></ul><ul><li>Two more titles coming soon! </li></ul><ul><li>www.lynda.com </li></ul><ul><li>(Ask Jen for a free 7 day pass!) </li></ul>
  • 48. Pop Quiz! <ul><li>The Rent is 2 Damn High (thanks Joe!) </li></ul><ul><li>Yale University School of Art </li></ul><ul><li>Shop in Paradise </li></ul><ul><li>Zinc Bistro </li></ul><ul><li>Bristol Hospital Wellness Center </li></ul><ul><li>Alberto Culver Company </li></ul><ul><li>Leo Burnett Company, Ltd. </li></ul><ul><li>Hermes International </li></ul><ul><li>OXO </li></ul>
  • 49. Pop Quiz! <ul><li>Evaluate the site you chose: </li></ul><ul><ul><li>What does the owner want to get out of the site? </li></ul></ul><ul><ul><li>Who are their users and what do they want? </li></ul></ul><ul><ul><li>What experience is provided? </li></ul></ul><ul><ul><li>What would you keep? What is the site doing well? </li></ul></ul><ul><ul><li>What, if anything, would improve the site? </li></ul></ul>
  • 50. Questions? <ul><li>Jen Kramer </li></ul><ul><li>4Web, Inc. </li></ul><ul><li>www.4webinc.com </li></ul><ul><li>www.joomla4web.com </li></ul><ul><li>[email_address] </li></ul><ul><li>Twitter: jen4web </li></ul>

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