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Website Strategy & Planning: Joomla Day New England 2011
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Website Strategy & Planning: Joomla Day New England 2011

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Learn about Jesse James Garrett's "Five Planes" method for planning websites, and see how it can be used specifically with a Joomla website.

Learn about Jesse James Garrett's "Five Planes" method for planning websites, and see how it can be used specifically with a Joomla website.

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  • 1. Website Planning & Strategy Jen Kramer 4Web, Inc. Joomla!Day New England April 2011
  • 2. Agenda
    • Introduce Jen
    • Introduce Jesse James Garrett and the Five Planes of User Experience
      • Strategy, Scope, Structure, Skeleton, Surface
    • Pop Quiz!
  • 3. Jen Kramer
    • Building websites since 2000, Joomla sites since 2005, Joomla 1.5 since RC1
    • Program Director, MSIT, Marlboro College Graduate School
    • Manager, Joomla! User Group New England
    • Lynda.com author, Wrox book author
    • Not really a PHP/MySQL kind of gal!
  • 4. “ 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?”
  • 5. What are your next questions?
    • What do you need?
    • How many pages?
    • What is your budget?
    • Timeline?
    • Do you want to edit your own site?
    • What features do you want to include?
    • Do you want fries with that?
  • 6. Ever forget to ask something? Oops. Now you’re in trouble. Especially if you bid a fixed-rate contract.
  • 7. What questions should I be asking? And does Joomla really make this process different?
  • 8. Nope.
    • The basic questions are always the same and in the same order.
    • You can make the questions more specific or more general as needed.
    • Follow the plan and your site will turn out great with less bumps.
  • 9. The Elements of User Experience
    • Developed by Jesse James Garrett, www.jjg.net
  • 10. Everyone wants to start with making it pretty. That’s planning your interior decorating without developing the floor plans first.
  • 11. 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.
  • 12. Strategy Plane
    • Questions:
    • What do we want to get out of the site?
    • Who are our users?
    • What do our users want?
    • What experience are we trying to provide?
    • How will we measure success?
  • 13. What do we want to get out of the site?
    • An x% increase in the number of visitors
    • Reduce tech support costs by y%
    • Convey the mission and vision of our project and enlist sponsors
    • Sell our top 20 products to a wider market
    • Increase our visibility in the marketplace by establishing our expertise
    • Reduce phone calls for store hours and location
  • 14. Who are our users?
    • Get as specific as possible
      • Good : 18-24 year old males in urban areas of the US with shoe sizes 12 and up
      • Not as good : Young people with fashion sense
    • “ Anyone who might be interested” is never the right answer.
  • 15. Who are our users?
    • What are their specific limitations?
      • Specific website needs: arthritis, wear glasses, colorblind
      • Type of internet connection: dialup still reigns supreme in rural areas
      • Old computers? New computers? Most recent browser(s)? Netscape 4?
  • 16. What do our users want?
    • Be entertained; share photos, stories; reconnect with old friends and colleagues
    • Get that @#$%^ printer driver installed and working
    • Find out how to sponsor your project
    • Purchase a widget at 11 PM in their PJs
    • Find the widget thought leader and see what they think about X
    • When does the store open and where are they exactly?
    • Tell me more about that thing I read about in the paper this morning
    • Do you offer X service? X product? How much?
  • 17. What experience are we trying to provide?
    • Efficient
    • Simple and straightforward
    • Meandering, wandering
    • Cheerful and peppy
    • … and does that intro movie really support that experience?
  • 18. What experience are we trying to provide?
    • Deep thought:
    • No one ever says they want to make a frustrating, difficult website.
    • But frequently, under the banner of “branding”, organizations do exactly this.
    • Remember that an excellent CMS graphic design supports content, by working with it, rather than constrains content to arbitrary branding rules.
  • 19. How will we measure success?
    • It’s not all about Google Analytics…
      • (train your clients to use and interpret their GA results)
    • Reduce phone calls about store location and hours by 10% over the next 3 months.
      • Associates will track number of calls over next 3 months.
  • 20. And if the website isn’t “successful” by metrics?
    • Make “store location” more obvious on the home page
      • And how will you do that?
      • And how will you measure the results?
  • 21. Strategy Plane
    • Questions so far?
  • 22. Scope Plane
    • Questions:
    • What features will the site need to include?
    • What kind of detail will those features have?
    • What tools, skills and personnel will we need to build the site?
    • What is the timeline for building the site?
  • 23. What features will the site need to include?
    • Client edits content
    • Blogging/comments
    • Discussion board
    • Random quote
    • Countdown clock
    • Banner ads
    • Google ads
    • Recommended links
    • Calendar
    • E-commerce
    • Online chat
    • Contact form
    • Newsletter signup
    • Polls
    • Survey
    • Social bookmarking
    • User profiles
    • Zip code locator
  • 24. And what did you say your budget was again?
    • Client edits content
    • Blogging/comments
  • 25. Which Joomla extensions are right for the job?
    • It Depends.
    • You’ll need to evaluate them on:
      • Desired features from client
      • Joomla version
      • Pre-alpha/alpha/beta/full version?
      • Subscription? Support? Upgrade path?
  • 26. What tools, skills and personnel will we need to build the site?
    • Is Joomla right for this job?
      • The reason there are thousands of flavors of open source CMSs is because not every CMS is right for every job.
      • Do you even need a CMS at all?
  • 27. What tools, skills and personnel will we need to build the site?
    • Do I need some help?
      • Graphic designer to create a custom design vs. canned template
      • Joomla extension vs. custom engineered extension
      • Client-provided content, or am I writing the content, or do I need a pro?
      • SEO assistance?
      • HTML/CSS assistance? Custom template construction?
      • Something else?
  • 28. What is the timeline for building the site?
    • There are entire courses and certifications devoted to project management. (Ask Dorothy.)
    • Figure out the launch date, and work backwards to the present to establish milestones for completion.
    • Make sure the client knows what they need to deliver when.
    • And make it a week earlier than that.
  • 29. Scope plane
    • Questions?
  • 30. Structure Plane
    • Questions:
    • How should the content be organized?
    • What are the navigation button names?
  • 31. How should the content be organized?
    • In Joomla, there are two considerations:
      • What does the site map look like?
      • How are sections and categories organized?
  • 32. What is a site map?
    • Think of this as an org chart.
    • This is the hierarchy of your pages in your website.
    • It can be displayed as an org chart, or as a bulleted list.
  • 33. 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
  • 34. What is a site map?
    • Home
    • FAQ
    • About
      • Location & Directions
      • Photos
    • Area Resources
      • Recreation
      • Links
        • Chamber of Commerce
        • Visitor’s Bureau
  • 35. How to develop a site map?
    • Card sorting
  • 36. Sections and Categories in Joomla
    • Everyone has their own theory and philosophy.
  • 37. “Sections and Categories Don’t Matter”
    • Positives
    • Set all articles to “uncategorized” – no thought required
    • Client doesn’t need to worry about assigning correct section/category
    • Negatives
    • Can the client find an article to edit in the article manager?
    • Can’t use section/category blogs or other features
  • 38. “Sections and Categories Follow the Site Map”
    • Positives
    • Easier to find content in the manager
    • Savvy clients find categories more intuitive
    • Negatives
    • Client may get confused with too many categories
    • Potentially too much slicing and dicing
  • 39. Sections and Categories Work for Your Content
    • Organize them so you can find what you need, and so can your client.
    • Thoughtfully make use of section/category blogs, and other section and category based organization.
  • 40. Structure Plane
    • Any Questions?
  • 41. Skeleton Plane
    • Questions
    • How should forms and other interactive screens look?
    • Where should important information be located?
  • 42. Surface Plane
    • Questions:
    • What will the finished product look like?
    • What colors, fonts, and logo will we use?
    • Sanity checks on layout, user understanding of the site, etc.
  • 43. Where does the design come from?
    • Two choices with Joomla:
      • Canned template (JoomlaShack, RocketTheme, others)
      • Build your own template based on a graphic design
  • 44. Which is better?
    • It Depends.
  • 45. Canned template positives
    • Cheap to develop with a free or low-cost canned template
    • Template almost always works correctly.
    • Generally reasonable graphic designs.
  • 46. Canned template negatives
    • Not a unique look
    • Limited in regions for adding modules (even if there are 30 regions)
    • Helps to know HTML and CSS for modifying the template
    • Can be tricky to understand what the template designer did and why
  • 47. Custom template positives
    • Unique, perfect look for the client
    • Changeable and moldable to the content
    • No extra code – does only what it needs to do
    • You can charge more 
  • 48. Custom template negatives
    • Expen$$$ive
    • How good are your graphic design skills? (Or do you know a graphic designer who can design for Joomla?)
    • Can you convert the design to Joomla templates? (Or know someone who can?)
  • 49. Absolutely shameless plug
    • Web Site Strategy and Planning
    • CMS Web Graphics and Layouts Using Open Source Tools
    • Joomla! 1.5: Creating and Editing Custom Templates
    • Joomla! 1.5: Styling with CSS
    • Joomla 1.6 Essential Training
    • Joomla 1.6: Creating and Editing Custom Templates
    • www.lynda.com
    • (Ask Jen for a free 7 day pass!)
  • 50. Pop Quiz!
    • The Rent is 2 Damn High (thanks Joe!)
    • Yale University School of Art
    • Shop in Paradise
    • Zinc Bistro
    • Bristol Hospital Wellness Center
    • Alberto Culver Company
    • Leo Burnett Company, Ltd.
    • Hermes International
    • OXO
  • 51. Pop Quiz!
    • Evaluate the site you chose:
      • What does the owner want to get out of the site?
      • Who are their users and what do they want?
      • What experience is provided?
      • What would you keep? What is the site doing well?
      • What, if anything, would improve the site?
  • 52. Questions?
    • Jen Kramer
    • 4Web, Inc.
    • www.4webinc.com
    • www.joomla4web.com
    • [email_address]
    • Twitter: jen4web