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Building a Website




                                                      Te
                                          ...
th ink
                                     m e
                              make
              on’t
            D




Th...
Thursday, November 19, 2009
Priorities




Thursday, November 19, 2009
Websites are not brochures




Thursday, November 19, 2009
Usability and conversion
                             oriented design




Thursday, November 19, 2009
Allow the reader to get the gist of your
            message in a few seconds by merely
                      scanning the...
Design sites for your users above
                         all else




Thursday, November 19, 2009
Accessibility




Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Identity




Thursday, November 19, 2009
Company Info




Thursday, November 19, 2009
Make it easy for them to contact you!




Thursday, November 19, 2009
Navigation

         Make sure they can find what they
              want quickly and easily




Thursday, November 19, 2009
A well thought out and usable site
         map can be more important than
                    navigation
             – e...
Thursday, November 19, 2009
Navigation allows users to orient
           themselves in a website and drives
              them towards desired goals

...
Thursday, November 19, 2009
Tell people to take the exact action you
       want them to perform in order to get the
                    best response...
Prospect makes a decision based on
                        2 criteria:




Thursday, November 19, 2009
Does this page look hard, complicated or
                      time consuming?




Thursday, November 19, 2009
Is it relevant to my search query?




Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Content

               "Click to Continue" resulted in the
             highest increase in conversions (over
           ...
Trust




Thursday, November 19, 2009
Thursday, November 19, 2009
Looks are very important, BUT the
        least important consideration in
                web development



Thursday, No...
That doesn’t mean ugly sites are
                           OK




Thursday, November 19, 2009
Sites must look professional and
                  demonstrate credibility




Thursday, November 19, 2009
If these two goals are met, the user
                  will be satisfied.




Thursday, November 19, 2009
Remember, they are looking to
          achieve a goal – not look at a
                piece of artwork.




Thursday, Nov...
Real testimonials on each page




Thursday, November 19, 2009
Graphics are the #1 thing that draws
                            the eye.




Thursday, November 19, 2009
People like to click on graphics so give
              them something to click to…. and
                             conve...
Thursday, November 19, 2009
Each Week, ICE.com serves enough unique visitors
                              to fill 8 high capacity football stadiums!
...
Each Week, ICE.com serves enough unique visitors
                              to fill 8 high capacity football stadiums!
...
Each Week, ICE.com serves enough unique visitors
                              to fill 8 high capacity football stadiums!
...
Understanding       Personas
        customers, not as a
        demographic, but as
               individuals




Thursd...
What do we want to
                                    learn?
Thursday, November 19, 2009
Personal
       Characteristics


                              What do we want to
                                    lea...
Goals and
                               Tasks




         Personal
       Characteristics


                            ...
Goals and
                               Tasks        Motivations



         Personal
       Characteristics


          ...
Goals and
                               Tasks        Motivations



                                              Attitud...
Thursday, November 19, 2009
Listen for
             stories


Thursday, November 19, 2009
Stories reveal tactic information
                               What do they tell stories about?
                        ...
Stories reveal tactic information
                                 What do they tell stories about?
                      ...
Sarah is single, and works for a
                                     advertising agency

                                ...
David is a stock broker and loves the
                              high life. He enjoys to travel and loves
             ...
David is a stock broker and loves the
                              high life. He enjoys to travel and loves
             ...
Motivations


                              key customer scenarios

                                      ?

             ...
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Fashion




Thursday, November 19, 2009
Affordability


                    Fashion




Thursday, November 19, 2009
Affordability

                                              Impulse
                    Fashion




Thursday, November 19...
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
Education




Thursday, November 19, 2009
Customer Service
                Education




Thursday, November 19, 2009
Customer Service
                Education

                                                 Accessibility




Thursday, N...
Web Design Targeting at David Jones




Thursday, November 19, 2009
Web Design Targeting at David Jones




Thursday, November 19, 2009
Web Design Targeting at David Jones




Thursday, November 19, 2009
Web Design Targeting at David Jones




Thursday, November 19, 2009
Personas                Action Entity               Trigger



                              Help her to make an     Make ...
h"p://www.UserTes-ng.com/Popups/ViewMovieShare.aspx?file=7mPRLiwNOvM%3d




Thursday, November 19, 2009
Thursday, November 19, 2009
Thursday, November 19, 2009
http://whichtestwon.com/




Thursday, November 19, 2009
8                             Shopping Cart Rules




Thursday, November 19, 2009
1. Where am I




Thursday, November 19, 2009
2. Solidify




Thursday, November 19, 2009
3. Clear Shipping Options




Thursday, November 19, 2009
Thursday, November 19, 2009
4. Allow for Guest Check-in




Thursday, November 19, 2009
5. Availability




Thursday, November 19, 2009
6. Up Sells




Thursday, November 19, 2009
7. Avoid shell shock




Thursday, November 19, 2009
8. Edit Shopping Cart




Thursday, November 19, 2009
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Building a website, McGill Course

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This is an ongoing course at McGill university on Electronic marketplaces and social media

The 3rd session discusses building websites and best practices

Published in: Technology, Design
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Transcript of "Building a website, McGill Course"

  1. 1. Building a Website Te ch ts ain nic str al on re q sc ui r es em sin e Bu nts Customer needs Thursday, November 19, 2009
  2. 2. th ink m e make on’t D Thursday, November 19, 2009
  3. 3. Thursday, November 19, 2009
  4. 4. Priorities Thursday, November 19, 2009
  5. 5. Websites are not brochures Thursday, November 19, 2009
  6. 6. Usability and conversion oriented design Thursday, November 19, 2009
  7. 7. Allow the reader to get the gist of your message in a few seconds by merely scanning the page Thursday, November 19, 2009
  8. 8. Design sites for your users above all else Thursday, November 19, 2009
  9. 9. Accessibility Thursday, November 19, 2009
  10. 10. Thursday, November 19, 2009
  11. 11. Thursday, November 19, 2009
  12. 12. Thursday, November 19, 2009
  13. 13. Thursday, November 19, 2009
  14. 14. Thursday, November 19, 2009
  15. 15. Thursday, November 19, 2009
  16. 16. Identity Thursday, November 19, 2009
  17. 17. Company Info Thursday, November 19, 2009
  18. 18. Make it easy for them to contact you! Thursday, November 19, 2009
  19. 19. Navigation Make sure they can find what they want quickly and easily Thursday, November 19, 2009
  20. 20. A well thought out and usable site map can be more important than navigation – especially for big sites Thursday, November 19, 2009
  21. 21. Thursday, November 19, 2009
  22. 22. Navigation allows users to orient themselves in a website and drives them towards desired goals Thursday, November 19, 2009
  23. 23. Thursday, November 19, 2009
  24. 24. Tell people to take the exact action you want them to perform in order to get the best response Thursday, November 19, 2009
  25. 25. Prospect makes a decision based on 2 criteria: Thursday, November 19, 2009
  26. 26. Does this page look hard, complicated or time consuming? Thursday, November 19, 2009
  27. 27. Is it relevant to my search query? Thursday, November 19, 2009
  28. 28. Thursday, November 19, 2009
  29. 29. Thursday, November 19, 2009
  30. 30. Content "Click to Continue" resulted in the highest increase in conversions (over "Continue to Article" or "Read More"). Grokdotcom.com Thursday, November 19, 2009
  31. 31. Trust Thursday, November 19, 2009
  32. 32. Thursday, November 19, 2009
  33. 33. Looks are very important, BUT the least important consideration in web development Thursday, November 19, 2009
  34. 34. That doesn’t mean ugly sites are OK Thursday, November 19, 2009
  35. 35. Sites must look professional and demonstrate credibility Thursday, November 19, 2009
  36. 36. If these two goals are met, the user will be satisfied. Thursday, November 19, 2009
  37. 37. Remember, they are looking to achieve a goal – not look at a piece of artwork. Thursday, November 19, 2009
  38. 38. Real testimonials on each page Thursday, November 19, 2009
  39. 39. Graphics are the #1 thing that draws the eye. Thursday, November 19, 2009
  40. 40. People like to click on graphics so give them something to click to…. and convert Thursday, November 19, 2009
  41. 41. Thursday, November 19, 2009
  42. 42. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums! Thursday, November 19, 2009
  43. 43. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums! Thursday, November 19, 2009
  44. 44. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums! Thursday, November 19, 2009
  45. 45. Understanding Personas customers, not as a demographic, but as individuals Thursday, November 19, 2009
  46. 46. What do we want to learn? Thursday, November 19, 2009
  47. 47. Personal Characteristics What do we want to learn? Thursday, November 19, 2009
  48. 48. Goals and Tasks Personal Characteristics What do we want to learn? Thursday, November 19, 2009
  49. 49. Goals and Tasks Motivations Personal Characteristics What do we want to learn? Thursday, November 19, 2009
  50. 50. Goals and Tasks Motivations Attitude and Personal needs Characteristics What do we want to learn? Thursday, November 19, 2009
  51. 51. Thursday, November 19, 2009
  52. 52. Listen for stories Thursday, November 19, 2009
  53. 53. Stories reveal tactic information What do they tell stories about? Who is in their stories? Listen for stories Thursday, November 19, 2009
  54. 54. Stories reveal tactic information What do they tell stories about? Who is in their stories? Quotes help you hear their voice Listen for stories -What terminology do they use? -How they talk about task or product? Thursday, November 19, 2009
  55. 55. Sarah is single, and works for a advertising agency She loves to make a fashion statement but cannot afford what she loves. She is impulsive. Sarah Newman She recently broke up with her Boy Female friend and spends 3 nights a week Age 30 out with the girls. Income 60k She works out 4 time a week and makes sure to take care of her appearance. Thursday, November 19, 2009
  56. 56. David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the near future. He is a procrastinator. He dislikes shopping but he is service-oriented. David Jones Male He is searching for the perfect diamond Age 31 for his fiancé Income 90k Thursday, November 19, 2009
  57. 57. David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the near future. He is a procrastinator. He dislikes shopping but he is service-oriented. David Jones Male He is searching for the perfect diamond Age 31 for his fiancé Income 90k Thursday, November 19, 2009
  58. 58. Motivations key customer scenarios ? offers action Thursday, November 19, 2009
  59. 59. Thursday, November 19, 2009
  60. 60. Thursday, November 19, 2009
  61. 61. Thursday, November 19, 2009
  62. 62. Thursday, November 19, 2009
  63. 63. Fashion Thursday, November 19, 2009
  64. 64. Affordability Fashion Thursday, November 19, 2009
  65. 65. Affordability Impulse Fashion Thursday, November 19, 2009
  66. 66. Thursday, November 19, 2009
  67. 67. Thursday, November 19, 2009
  68. 68. Thursday, November 19, 2009
  69. 69. Thursday, November 19, 2009
  70. 70. Thursday, November 19, 2009
  71. 71. Thursday, November 19, 2009
  72. 72. Thursday, November 19, 2009
  73. 73. Thursday, November 19, 2009
  74. 74. Education Thursday, November 19, 2009
  75. 75. Customer Service Education Thursday, November 19, 2009
  76. 76. Customer Service Education Accessibility Thursday, November 19, 2009
  77. 77. Web Design Targeting at David Jones Thursday, November 19, 2009
  78. 78. Web Design Targeting at David Jones Thursday, November 19, 2009
  79. 79. Web Design Targeting at David Jones Thursday, November 19, 2009
  80. 80. Web Design Targeting at David Jones Thursday, November 19, 2009
  81. 81. Personas Action Entity Trigger Help her to make an Make her look and feel impulse purchase fashionable Sarah Newman Enable him to create a Educate himself to choose diamond ring the right diamond David Jones Thursday, November 19, 2009
  82. 82. h"p://www.UserTes-ng.com/Popups/ViewMovieShare.aspx?file=7mPRLiwNOvM%3d Thursday, November 19, 2009
  83. 83. Thursday, November 19, 2009
  84. 84. Thursday, November 19, 2009
  85. 85. http://whichtestwon.com/ Thursday, November 19, 2009
  86. 86. 8 Shopping Cart Rules Thursday, November 19, 2009
  87. 87. 1. Where am I Thursday, November 19, 2009
  88. 88. 2. Solidify Thursday, November 19, 2009
  89. 89. 3. Clear Shipping Options Thursday, November 19, 2009
  90. 90. Thursday, November 19, 2009
  91. 91. 4. Allow for Guest Check-in Thursday, November 19, 2009
  92. 92. 5. Availability Thursday, November 19, 2009
  93. 93. 6. Up Sells Thursday, November 19, 2009
  94. 94. 7. Avoid shell shock Thursday, November 19, 2009
  95. 95. 8. Edit Shopping Cart Thursday, November 19, 2009
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