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. No matter how large you make them your visitors are not going to click if they don't care. Your goal is the design an experience to make your visitors care.

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Designing for next steps: A forward moving Web experience

  1. 1. @nickdenardis #CASEV
  2. 2. Designing for next steps (a forward moving Web experience)@nickdenardis #CASEV
  3. 3. @nickdenardis@nickdenardis #CASEV
  4. 4. 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 #CASEV
  5. 5. Information Architecture “the art and science of organizing and labeling websites, intranets, online communities and software to support usability.” - Information Architecture Institute@nickdenardis #CASEV
  6. 6. @nickdenardis #CASEV
  7. 7. @nickdenardis #CASEV
  8. 8. @nickdenardis #CASEV
  9. 9. 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 #CASEV
  10. 10. Good Design != Good UX@nickdenardis #CASEV
  11. 11. “To understand any individual screen, you must understand the chain of events that led to a user going there…” ~ Des Traynor@nickdenardis #CASEV
  12. 12. @nickdenardis #CASEV
  13. 13. @nickdenardis #CASEV
  14. 14. school.edu/page.asp?id=1245 or go.school.edu/grad-programs@nickdenardis #CASEV
  15. 15. Good UX = Good Design@nickdenardis #CASEV
  16. 16. 1. Junk 2. 3. 4.@nickdenardis #CASEV
  17. 17. Care.@nickdenardis #CASEV
  18. 18. First Impressions@nickdenardis #CASEV
  19. 19. @nickdenardis #CASEV
  20. 20. @nickdenardis #CASEV
  21. 21. 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 #CASEV
  22. 22. @nickdenardis #CASEV
  23. 23. @nickdenardis #CASEV
  24. 24. @nickdenardis #CASEV
  25. 25. @nickdenardis #CASEV
  26. 26. @nickdenardis #CASEV
  27. 27. @nickdenardis #CASEV
  28. 28. @nickdenardis #CASEV
  29. 29. @nickdenardis #CASEV
  30. 30. @nickdenardis #CASEV
  31. 31. @nickdenardis #CASEV
  32. 32. 1. Junk 2. Good 3. 4.@nickdenardis #CASEV
  33. 33. Test early, test often.@nickdenardis #CASEV
  34. 34. @nickdenardis #CASEV
  35. 35. @nickdenardis #CASEV
  36. 36. @nickdenardis #CASEV
  37. 37. @nickdenardis #CASEV
  38. 38. @nickdenardis #CASEV
  39. 39. @nickdenardis #CASEV
  40. 40. @nickdenardis #CASEV
  41. 41. Woopra@nickdenardis #CASEV
  42. 42. Silos get in the way of your users@nickdenardis #CASEV
  43. 43. @nickdenardis #CASEV
  44. 44. @nickdenardis #CASEV
  45. 45. @nickdenardis #CASEV
  46. 46. @nickdenardis #CASEV
  47. 47. <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 #CASEV
  48. 48. @nickdenardis #CASEV
  49. 49. @nickdenardis #CASEV
  50. 50. @nickdenardis #CASEV
  51. 51. @nickdenardis #CASEV
  52. 52. 1. Junk 2. Good 3. Great 4.@nickdenardis #CASEV
  53. 53. Use a human proxy@nickdenardis #CASEV
  54. 54. @nickdenardis #CASEV
  55. 55. @nickdenardis #CASEV
  56. 56. @nickdenardis #CASEV
  57. 57. @nickdenardis #CASEV
  58. 58. We have limited time@nickdenardis #CASEV
  59. 59. ClickTale@nickdenardis #CASEV
  60. 60. People suck at reading online@nickdenardis #CASEV
  61. 61. @nickdenardis #CASEV
  62. 62. @nickdenardis #CASEV
  63. 63. @nickdenardis #CASEV
  64. 64. 1. Junk 2. Good 3. Great 4. Rememberable@nickdenardis #CASEV
  65. 65. #littlebigdetails http://littlebigdetails.com/@nickdenardis #CASEV
  66. 66. Error messages matter@nickdenardis #CASEV
  67. 67. @nickdenardis #CASEV
  68. 68. Reduce the barrier to completion@nickdenardis #CASEV
  69. 69. @nickdenardis #CASEV
  70. 70. @nickdenardis #CASEV
  71. 71. @nickdenardis #CASEV
  72. 72. @nickdenardis #CASEV
  73. 73. @nickdenardis #CASEV
  74. 74. Creepy!@nickdenardis #CASEV
  75. 75. Details matter (pixels don’t)@nickdenardis #CASEV
  76. 76. @nickdenardis #CASEV
  77. 77. @nickdenardis #CASEV
  78. 78. @nickdenardis #CASEV
  79. 79. @nickdenardis #CASEV
  80. 80. @nickdenardis #CASEV
  81. 81. @nickdenardis #CASEV
  82. 82. @nickdenardis #CASEV
  83. 83. @nickdenardis #CASEV
  84. 84. @nickdenardis #CASEV
  85. 85. @nickdenardis #CASEV
  86. 86. 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 #CASEV
  87. 87. Resources • google.com/analytics • slickplan.com • intercom.io • woopra.com • clicktale.com • freegeoip.net • lilebigdetails.com@nickdenardis #CASEV
  88. 88. Thank You https://speakerdeck.com/u/nickdenardis@nickdenardis #CASEV
  89. 89. @nickdenardis #CASEV

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