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Designing for next steps                    (a forward moving Web experience)@nickdenardis                                ...
@nickdenardis@nickdenardis                   #heweb12 #mcs5
Associate Director of Web Communications       Wayne State University       hp://wayne.edu/       Host of EDU Checkup    ...
Information Architecture          “the art and science of organizing and labeling        websites, intranets, online commu...
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
User Experience        “a persons perceptions and responses that result from           the use or anticipated use of a pro...
Good Design != Good UX@nickdenardis         #heweb12 #mcs5
Good UX = Good Design@nickdenardis          #heweb12 #mcs5
1. Junk         2.         3.         4.@nickdenardis      #heweb12 #mcs5
Care.@nickdenardis           #heweb12 #mcs5
First Impressions@nickdenardis                       #heweb12 #mcs5
Can I trust this page?           Is the information up to date?           Can I use this page as a resource in the        ...
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
1. Junk         2. Good         3.         4.@nickdenardis      #heweb12 #mcs5
Test early, test oen.@nickdenardis                   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
Woopra@nickdenardis            #heweb12 #mcs5
Silos get in the way of               your users@nickdenardis                #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
<script type="text/javascript">          var _gaq = _gaq || [];       _gaq.push(          [_setAccount, UA-xxxxxxxx-1],   ...
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
1. Junk       2. Good       3. Great       4.@nickdenardis     #heweb12 #mcs5
Use a human proxy@nickdenardis                   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
We have limited time@nickdenardis               #heweb12 #mcs5
ClickTale@nickdenardis               #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
People suck at                reading online@nickdenardis                    #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
1.       Junk       2.       Good       3.       Great       4.       Rememberable@nickdenardis                  #heweb12 ...
#lilebigdetails                  hp://lilebigdetails.com/@nickdenardis                                  #heweb12 #mcs5
Error messages maer@nickdenardis              #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
Reduce the barrier                  to completion@nickdenardis                    #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
Creepy!@nickdenardis   #heweb12 #mcs5
Details maer                   (pixels don’t)@nickdenardis                       #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
@nickdenardis   #heweb12 #mcs5
1. Junk                Get a baseline understanding of your visitors       2. Good                Entice them to get just ...
Resources         • google.com/analytics         • slickplan.com         • woopra.com         • clicktale.com         • li...
ank You                hps://speakerdeck.com/u/nickdenardis                       hp://nickdenardis.com@nickdenardis   ...
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Designing for next steps - A forward moving Web experience

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Getting a visitor to your website is only half the battle: how do you keep them? A lot of attention is put on the "action" items on a homepage but it's more likely a visitor is landing on an interior page from a Web search or link. Every visual element, content or cue makes an impression with your visitor and influences what next step they take. The last thing you want to do is leave your visitor at a dead end or continuously force them to use the “back” button. With each page having a defined “next step” it gives your visitor a forward moving Web experience. The idea is more than just bigger and brighter action buttons. Your goal is the design an experience to make your visitors care. This session will walk through real life examples to identify common pitfalls and successful approaches, provide techniques to objectively look at your communications from your audience’s point of view and highlight tools to measure and track success of your communications.

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Transcript of "Designing for next steps - A forward moving Web experience"

  1. 1. Designing for next steps (a forward moving Web experience)@nickdenardis #heweb12 #mcs5
  2. 2. @nickdenardis@nickdenardis #heweb12 #mcs5
  3. 3. Associate Director of Web Communications Wayne State University hp://wayne.edu/ Host of EDU Checkup hp://educheckup.com/ Curator of EDU Snippits hp://edusnippits.com/@nickdenardis #heweb12 #mcs5
  4. 4. Information Architecture “the art and science of organizing and labeling websites, intranets, online communities and soware to support usability.” - Information Architecture Institute@nickdenardis #heweb12 #mcs5
  5. 5. @nickdenardis #heweb12 #mcs5
  6. 6. @nickdenardis #heweb12 #mcs5
  7. 7. @nickdenardis #heweb12 #mcs5
  8. 8. User Experience “a persons perceptions and responses that result from the use or anticipated use of a product, system or service" - ISO 9241-210@nickdenardis #heweb12 #mcs5
  9. 9. Good Design != Good UX@nickdenardis #heweb12 #mcs5
  10. 10. Good UX = Good Design@nickdenardis #heweb12 #mcs5
  11. 11. 1. Junk 2. 3. 4.@nickdenardis #heweb12 #mcs5
  12. 12. Care.@nickdenardis #heweb12 #mcs5
  13. 13. First Impressions@nickdenardis #heweb12 #mcs5
  14. 14. Can I trust this page? Is the information up to date? Can I use this page as a resource in the future? What do they want me to do on this page?@nickdenardis #heweb12 #mcs5
  15. 15. @nickdenardis #heweb12 #mcs5
  16. 16. @nickdenardis #heweb12 #mcs5
  17. 17. @nickdenardis #heweb12 #mcs5
  18. 18. @nickdenardis #heweb12 #mcs5
  19. 19. @nickdenardis #heweb12 #mcs5
  20. 20. 1. Junk 2. Good 3. 4.@nickdenardis #heweb12 #mcs5
  21. 21. Test early, test oen.@nickdenardis #heweb12 #mcs5
  22. 22. @nickdenardis #heweb12 #mcs5
  23. 23. @nickdenardis #heweb12 #mcs5
  24. 24. @nickdenardis #heweb12 #mcs5
  25. 25. @nickdenardis #heweb12 #mcs5
  26. 26. @nickdenardis #heweb12 #mcs5
  27. 27. @nickdenardis #heweb12 #mcs5
  28. 28. @nickdenardis #heweb12 #mcs5
  29. 29. Woopra@nickdenardis #heweb12 #mcs5
  30. 30. Silos get in the way of your users@nickdenardis #heweb12 #mcs5
  31. 31. @nickdenardis #heweb12 #mcs5
  32. 32. @nickdenardis #heweb12 #mcs5
  33. 33. <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push( [_setAccount, UA-xxxxxxxx-1], [_trackPageview], [b._setAccount, UA-xxxxxxxx-1], [b._trackPageview] ); (function() { var ga = document.createElement(script); ga.type = text/javascript; ga.async = true; ga.src = (https: == document.location.protocol ? https://ssl : http://www) + .google-analytics.com/ ga.js; var s = document.getElementsByTagName(script)[0]; s.parentNode.insertBefore(ga, s); })(); </script>@nickdenardis #heweb12 #mcs5
  34. 34. @nickdenardis #heweb12 #mcs5
  35. 35. @nickdenardis #heweb12 #mcs5
  36. 36. 1. Junk 2. Good 3. Great 4.@nickdenardis #heweb12 #mcs5
  37. 37. Use a human proxy@nickdenardis #heweb12 #mcs5
  38. 38. @nickdenardis #heweb12 #mcs5
  39. 39. @nickdenardis #heweb12 #mcs5
  40. 40. @nickdenardis #heweb12 #mcs5
  41. 41. We have limited time@nickdenardis #heweb12 #mcs5
  42. 42. ClickTale@nickdenardis #heweb12 #mcs5
  43. 43. @nickdenardis #heweb12 #mcs5
  44. 44. People suck at reading online@nickdenardis #heweb12 #mcs5
  45. 45. @nickdenardis #heweb12 #mcs5
  46. 46. @nickdenardis #heweb12 #mcs5
  47. 47. @nickdenardis #heweb12 #mcs5
  48. 48. 1. Junk 2. Good 3. Great 4. Rememberable@nickdenardis #heweb12 #mcs5
  49. 49. #lilebigdetails hp://lilebigdetails.com/@nickdenardis #heweb12 #mcs5
  50. 50. Error messages maer@nickdenardis #heweb12 #mcs5
  51. 51. @nickdenardis #heweb12 #mcs5
  52. 52. Reduce the barrier to completion@nickdenardis #heweb12 #mcs5
  53. 53. @nickdenardis #heweb12 #mcs5
  54. 54. @nickdenardis #heweb12 #mcs5
  55. 55. @nickdenardis #heweb12 #mcs5
  56. 56. @nickdenardis #heweb12 #mcs5
  57. 57. @nickdenardis #heweb12 #mcs5
  58. 58. Creepy!@nickdenardis #heweb12 #mcs5
  59. 59. Details maer (pixels don’t)@nickdenardis #heweb12 #mcs5
  60. 60. @nickdenardis #heweb12 #mcs5
  61. 61. @nickdenardis #heweb12 #mcs5
  62. 62. @nickdenardis #heweb12 #mcs5
  63. 63. @nickdenardis #heweb12 #mcs5
  64. 64. @nickdenardis #heweb12 #mcs5
  65. 65. @nickdenardis #heweb12 #mcs5
  66. 66. 1. Junk Get a baseline understanding of your visitors 2. Good Entice them to get just one step further 3. Great Walk along their journey 4. Rememberable Adding a few #lilebigdetails@nickdenardis #heweb12 #mcs5
  67. 67. Resources • google.com/analytics • slickplan.com • woopra.com • clicktale.com • lilebigdetails.com@nickdenardis #heweb12 #mcs5
  68. 68. ank You hps://speakerdeck.com/u/nickdenardis hp://nickdenardis.com@nickdenardis #heweb12 #mcs5
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