It's Not About You: Designing for Web

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Web presentation given in a pre-conference seminar "How to Become a Market-Savvy School District: A One-Day Intensive Strategic Marketing Planning Workshop for Recruiting Students, Staff and Support" with Paul Hart, Matt Schlientz and Layne Fuller.

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  • By Paul Hart
    The Image Group
    http://www.imagegroup.com/
  • This is pretty intimidating. Remember, you’re having conversations with YOUR audience. You’re speaking to one person at a time.
  • We all experience things. How you feel about what you’re serving up is different than how they feel about it. The person that’s taking the food from the kitchen to the table is feeling different than the person who made it.

    They eat it in 30 minutes. Doesn’t take away the effort going into it, but just how are you looking at it?
  • Just like the chef, you’re proud of what you’ve done, but how does the user feel about it?

    They may encounter your content in a way you didn’t intend.
  • Is it going to bring the user back?
  • Google.com in 1999.

    Seemed untrustworthy when it first came out. How could something this simple provide valuable content?
  • This is what Yahoo.com looked like around the same time. “Push” mentality.
  • Different than the rest. Based everything on making it useful for the user.

    Simple. Effective. Good content.

    Am I saying make MSU one big search engine? No, just put the power in the hands of the user.
  • When the user develops a passion, they become your greatest advocate.

    Everything else will follow.

    Your goal might actually be to have less traffic.
  • Discover your users in a way that makes us understand what they want, and how they feel.
    Content is king. How do we not only give them what they want, but make them feel delighted?
    What’s the context of the user or the content? Where are they, what’s the situation, what pressures?

    Sweet spot. Consider all these things in order to create the best user experience.
  • The quicker we can get the user to what they came for, the better.

    Eliminate distractions and make it easy.
  • Good example of keeping it simple. http://istockphoto.com/
  • Create a persona for each type of person using your site.

    What online experience do they have?
    What are their initial attitudes?
    What are their goals?
    How did they get there?
  • What questions are your users asking?
  • Users have a specific task in mind.

    Series of hoops for them to get there.
  • Key word here is “need”.
  • Example of serving up content in an appealing way.
  • Every user comes with an intention, small or large.
  • This is typically how we think of our users engaging with the material.
  • Users may be “on the street”.

    Great example of taking pertinent content and making it available on a specific internet device. Note the top 5 items.
  • Integrate these into the site where relevant.
  • Good example of a great user experience.

    Beware: “Intuition” is not good when it gets in the way of the thing you’re trying to do.
  • Will it forget my rating? Probably.
  • NO! It remembered it.

    Not only that, but gave me more things I was interested in.
  • I followed through and added it to my queue.
  • Next step. Checked my queue.
  • http://www.louisrosenfeld.com/
  • http://www.louisrosenfeld.com/
  • Again, we want to get them to their desired task as quickly as possible.
  • Take it to the next level.
  • When I was buying a shirt, they gave me this. I wanted to do it because it was so cool.
  • http://amazon.com
  • http://amazon.com
  • Discover your users in a way that makes us understand what they want, and how they feel.
    Content is king. How do we not only give them what they want, but make them feel delighted?
    What’s the context of the user or the content? Where are they, what’s the situation, what pressures?

    Sweet spot. Consider all these things in order to create the best user experience.
  • http://semanticstudios.com/
  • Large photos of product coupled with prices AND variations.
  • http://target.com
  • http://charitywater.org
  • http://iht.com/
  • Ideal homepage includes:

    Brand consistency, identity, navigation, secondary navigation, overview statement, “quick links” to top items, featured teasers, changeable area for news and events, footer, photography.
  • It's Not About You: Designing for Web

    1. 1. ITS NOT ABOUT YOU Creating for Web and Digital Media
    2. 2. Where do you start?
    3. 3. Brian Solis JESS3
    4. 4. About 4,200,000,000 pageviews per day Wolfram | Alpha
    5. 5. You User Provides Needs Content Content “Delightful!”
    6. 6. What are you serving up?
    7. 7. “Don’t ask how you can get more traffic, worry about how to make the user experience good.” Kathy Sierra Game Developer & Author Bruce Shields, The Ann Arbor News Create Passionate Users
    8. 8. USERS CONTEXT User CONTENT Experience
    9. 9. “The first requirement for an exemplary user experience is to meet the exact needs of the customer, without fuss or bother.” Jacob Nielsen Usability Researcher & Author
    10. 10. “Just give me what I want, and no one gets hurt.” The User
    11. 11. USERS Discover who they are
    12. 12. USERS • Who are they? • What are their goals? • What’s their experience? • What are their initial attitudes?
    13. 13. Who are your users?
    14. 14. Matt Michelle Mark Prospective Parent Teacher Board Member Personas
    15. 15. When are parent teacher How do I conferences? register my How do I sign up? student? When is What’s it spring like there? break?
    16. 16. B Pass It On Visit Website A Friend Communication Cycle
    17. 17. USERS What do you have that they need?
    18. 18. Keyword: Spartan Career
    19. 19. No accidental visitors
    20. 20. CONTEXT What’s it like out there?
    21. 21. CONTEXT • Website objectives • Previous experiences • Time, place, situation • Competition
    22. 22. Go where the people are
    23. 23. What are the biggest obstacles for your users?
    24. 24. Knowing the goals will shape the priorities
    25. 25. CONTENT What’cha got?
    26. 26. Value Tier Approach Feasibility 45 Authority 25 Currency 20 Popularity 10 Louis Rosenfeld Information Architect, Speaker, Author
    27. 27. Value Tier Approach Louis Rosenfeld Information Architect, Speaker, Author
    28. 28. GO Attract Inform Invoke
    29. 29. “Instead of asking What are we trying to communicate? which implies a one-way conversation... ask How can we facilitate?” David Armano User Experience Specialist & Writer
    30. 30. USERS CONTEXT User CONTENT Experience
    31. 31. ITS NOT ABOUT YOU User Experience 101
    32. 32. Company Leadership Team Website Overseeing Board Producer Producer Content Information Designer Web Master Programmer Sys Admin Editor Architect Author Author Author Ideal Web Team
    33. 33. Peter Morville Semantic Studios Facets of User Experience
    34. 34. Genius!
    35. 35. Page Title http://www.sitename.com/ Google News Home | News | Employment | Contact Us Logo About Us | Academics | Admissions | Schools | Athletics I Want To... Lorem Ipsum Dolor Sit Apply Lorem ipsum dolor sit amet, Visit a school consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut Explore academics laoreet dolore magna aliquam. Learn about scholarships Read More > Find a teacher Sign up for classes Registration Day August 20, 2009 Image Image Image Lorem ipsum dolor sit, consectetuer adipiscing Lorem Ipsum > Dolor Sit Amet > Consectetuer Elit > elit, sed diam nonummy Lorem ipsum sit amet, Lorem ipsum sit amet, Lorem ipsum sit amet, nibh euismod tincidunt ut Image consectetuer adipiscing elit, sed consectetuer adipiscing elit consectetuer adipiscing elit, laoreet dolore magna diam nonummy. adipiscing elit, sed diam sed diam consectetuer aliquam erat volutpat. Read More > nonummy. adipiscing elit nonummy. Read More > Read More > Read More > Join Us! Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt. Read More > © School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us
    36. 36. Page Title http://www.sitename.com/ Google News Home | News | Employment | Contact Us Logo About Us Academics | Admissions | Schools | Athletics In This Section • History About Us • Our Phhilosophy • Leadership • Lorem Ipsum • Dolor Sit << Image >> • Amet Consecteteur "Lorem ipsum dolor amet, consectetuer Company History Featured Event adipiscing elit, sed Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetuer adipiscing diam nonummy nibh Image elit, sed diam nonummy ut laoreet. Lorem ipsum consectetuer adipiscing elit, sed diam dolor sit amet, consectetuer adipiscing elit, nonummy ut laoreet. Lorem ipsum euismod tincidunt tincidunt ut laoreet. dolor sit amet, consectetuer laoreet." adipiscing elit, tincidunt ut laoreet. — Satisfied Client Our Philosophy Read More > Lorem ipsum dolor sit amet, consectetuer adipiscing More Testimonials > Image elit, nibh euismod ut laoreet. Lorem ipsum dolor sit Lorem Ipsum amet, elit, sed diam nibh euismod ut laoreet. • Lorem ipsum • Dolor sit amet • Consectetuer adipiscing Leadership • Elit sed diam Lorem ipsum dolor sit amet, consectetuer adipiscing • Nonummy ut laoreet Image elit, sed diam nonummy adipiscing elit, sed diam Contact info and directions > nonummy euismod tincidunt ut laoreet. Corporate Partnerships Lorem ipsum dolor sit amet, consectetuer adipiscing Image elit, sed diam nonummy adipiscing elit, sed diam nonummy euismod tincidunt ut laoreet. Learn More Related Reading Learn More About Us Call us 800-555-1212 •!Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, elit, •!Consectetur adipisicing elit, sed do eiusmod consectetuer elit, sed nonummy. sed diam nonummy. Read More > • Tempor incididunt ut labore et dolore magna aliqua Read More > © School Name 1-800-555-1212 | Sitemap | Privacy Policy | Contact Us
    37. 37. Use what’s familiar
    38. 38. Use what’s familiar
    39. 39. About Us #k12 #education Use what’s familiar
    40. 40. Provide contextual help
    41. 41. Make it easy
    42. 42. http://m.facebook.com Design for the medium
    43. 43. Write for the web
    44. 44. PageRank A numeric value that represents how important a page is on the 25% Link Popularity 25% Title 10% URL & File Name 10% Heading Text 25% Body Content 5% Images
    45. 45. Click here Keep it Readable
    46. 46. TEST, TEST, AND RETEST • Watch people use your website • Don’t be afraid to break it • Fix the problem
    47. 47. Evaluate and Re-vision It
    48. 48. https://google.com/analytics/siteopt/
    49. 49. CONCLUSION • Build value through experience • Know your audience • Get to the point • Leverage the standards • Challenge yourself
    50. 50. ITS NOT ABOUT YOU Tips and Resources
    51. 51. “Don’t make me think!” —Steve Krug Author & Usability Guru
    52. 52. Thanks! @pablohart http://www.imagegroup.com/

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