TODMS-3-Specifying websitedesignfunctionality

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Terenure - First Step Online Design, Marketing and Sales Course. Specifying Website Design and Functionality

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TODMS-3-Specifying websitedesignfunctionality

  1. 1. Online Design, Marketing and Sales Keith Feighery Defining Website Requirements
  2. 2. Web Strategy <ul><li>Have a clear and defined business objective for your web presence </li></ul><ul><ul><li>Sales, Information, Lead Gen, Build Awareness, Customer Retention </li></ul></ul><ul><li>Know exactly who your audience is – and where they reside digitally </li></ul><ul><li>Develop a content strategy for your site </li></ul><ul><li>Optimise and promote consistent across digital channels </li></ul>
  3. 3. Required Functionality <ul><li>What type of functionality do you want on the site </li></ul><ul><ul><li>BrochureWare, eCommerce, DemandGen, LeagGen, Community </li></ul></ul><ul><ul><li>Stock control, optimisable & customisable content, SEO, blogs, forums, integrated social profiles, newsletters, etc… </li></ul></ul><ul><ul><li>Write all of this down and present to designer – puts you in charge </li></ul></ul><ul><ul><li>Web designers want to do as little work as possible for most amount of money </li></ul></ul>
  4. 4. Site Content <ul><li>Start defining what content you want and how users will interact </li></ul><ul><ul><li>Adopt a real users perspective </li></ul></ul><ul><ul><li>Define Information Architecture </li></ul></ul><ul><ul><li>Walk through Functional Flows – try and determine blockages </li></ul></ul><ul><ul><li>Define Calls to Actions </li></ul></ul><ul><ul><li>What words you want to describe each page on site (Search Engines, Taxonomy) </li></ul></ul><ul><ul><li>Digital Media – photos, videos, podcasts, social profiles </li></ul></ul>
  5. 5. Customers <ul><li>Define your customers – B2B, B2C </li></ul><ul><ul><li>Demographics, Socialgraphics, Behaviours, Psychographics </li></ul></ul><ul><li>What specifically do they want from you </li></ul><ul><li>Describe channels to market </li></ul><ul><ul><li>Integrated offline and online (Mobile?) </li></ul></ul><ul><li>Understand where and how customers use online resources </li></ul><ul><ul><li>Technophobes or Technophiles </li></ul></ul><ul><ul><li>Do they use social channels - if so, which channels </li></ul></ul><ul><ul><li>Start researching NOW </li></ul></ul>
  6. 6. Week 1: Research <ul><li>Start noting what sites you like and don’t like (and why?) </li></ul><ul><li>Be aware of functionality that works and what doesn’t </li></ul><ul><li>Start obsessively analysing your customers </li></ul><ul><ul><li>All business and marketing needs to be “customer-centric” </li></ul></ul><ul><li>Draw out by hand the functional flow of site </li></ul><ul><li>Capture some key Calls to Actions </li></ul>
  7. 7. Group Workshop <ul><li>Purpose and business objective of site </li></ul><ul><li>Who is your target audience </li></ul><ul><li>Who are your direct competitors </li></ul><ul><li>What is your key selling point </li></ul><ul><ul><li>10 words/phrases that describe your business </li></ul></ul><ul><li>What functionality do you want to incorporate in the site </li></ul><ul><li>Do you have an identity/design collateral to date? </li></ul><ul><ul><li>What tone, image, intent, signals, impression do you want to project </li></ul></ul>
  8. 8. Workshop (cont.) <ul><li>Segment your customers </li></ul><ul><ul><li>Ideal, good, average, poor </li></ul></ul><ul><ul><ul><li>What do you do to reward top customers and prevent customer decay </li></ul></ul></ul><ul><ul><li>What are the characteristics you use to value them </li></ul></ul><ul><ul><ul><li>Monetary value, frequency, word of mouth marketing, what channel they come from </li></ul></ul></ul><ul><ul><li>Define customer lifecycle and lifetime value </li></ul></ul><ul><ul><li>Estimates cost of customer acquisitions </li></ul></ul><ul><ul><li>What are most efficient marketing channels </li></ul></ul>
  9. 9. Exercise for next week <ul><li>Start working on your web proposal </li></ul><ul><li>Use the key points recommended in the document “Defining Website Requirements” </li></ul><ul><li>Cross-reference with “Key Questions that a designer will want to ask a client” </li></ul><ul><li>Break document down into: </li></ul><ul><ul><li>Background, scope, timeline, business objectives, audience, customer characteristics, design and functional requirements, maintenance & budget </li></ul></ul>

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