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Marrying design and business

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Ever wonder what constitutes "good design" in a business sense? This presentation talks about what how companies should evaluate design, making sure it is serving the audience's needs.

Ever wonder what constitutes "good design" in a business sense? This presentation talks about what how companies should evaluate design, making sure it is serving the audience's needs.

Published in: Technology, Business
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  • Hi, I’m Leon (C.K.) Leong from Techsailor Group. Today, we’ll be talking about how design and business should go hand-in-hand.
  • How close should design and business be integrated? As close as a newly-wedded couple!
  • Web Designer Depot posed a very interesting question.
  • First question: What’s the difference between art and design?
  • The difference between art & design: Good art is interpreted, good design is understood.
  • The difference between art & design: good art sends a different message to everyone, good design sends the same message to everyone.
  • In project management, it’s well-known that there are constant disagreements between the various roles.
  • Daily chronicles of a project team…
  • We’re all driven by our individual mindsets.
  • Let’s take a step back and look at the “spectators”….
  • Second question: What’s the purpose of a design?
  • To communicate and prompt-to-action
  • Here’s what a user experience cycle look like.
  • An example of Adobe’s Model…
  • Here’s a REAL Techsailor example…
  • Do you see the difference before….
  • … and after?
  • Market/Sell - Marry vision with audience
    Execution: Effective marketing taglines and media based on
    Vision/positioning and target audiences, Targeted Messages and Links
    Educate Availability of and easy access to information
    Execution: Effective information architecture for the contents and
    ease of navigation website wide
    Prompt-to-Action Motivate to do something
    Execution: “BIG RED BUTTONS!”, Contact Us manifestations
    Analytics Derive actionable insights
    But this is still largely Marketing.
  • But what about… Social!!!
  • Yet another REAL Techsailor example
  • Do you see the difference in engagement level between this design….
  • … and this design?
  • There are many different ways of implementing more social elements to a site. These are but just some examples.
  • That is Online Customer Engagement
  • Thank you. We hope you find this helpful.
    If you have any more questions, do not hesitate to contact us!
  • Transcript

    • 1. Engaging Your Customers Online by Leon (C.K.) Leong Marrying Design & Business 30 July 2010
    • 2. Web Designer Depot Who does not know this site?
    • 3. What’s the differences between art and design Q1 http://www.webdesignerdepot.com/2009/09/the-difference-between-art-and-design/
    • 4. Source: http://www.webdesignerdepot.com/2009/09/the-difference-between-art-and-design/
    • 5. Source: http://www.webdesignerdepot.com/2009/09/the-difference-between-art-and-design/
    • 6. In project management, it’s well-known that there are constant disagreements between the various roles (Coming from a Techsailor context… Sales, Account Manager, Project Manager, Design and Technical)
    • 7. Daily chronicles of a project team… Note: This is just a hypothetical scenario. The actors “involved” are just arbitrarily protagonists. Fisher – Project Manager, Ashley – Designer, Leon – Account Manager Fisher: Ash, the front page needs to be an overview of the whole site… Can you add in boxes for latest news, events and promotions? Ashley: I disagree; that would make the look and feel of the front page too complex and cluttered… it’s bad coming from a design stand point… Fisher: The client’s business is very much online so we need to showcase what’s available to the users in a birds eye view… Ashley: Can we just show case one of each of the latest items so that the site does not get too crowded? Leon: Hey guys, can I ask in the first place who are the target audiences? And what’s of value to them?
    • 8. We’re all driven by our individual… MINDSETS
    • 9. Let’s take a step back and look at the “spectators”….
    • 10. What’s the purpose of a design Q2
    • 11. To communicate and prompt-to-action Q2
    • 12. Market/Sell Educate Prompt-to-action Q2 Communicate Prompt-to-action User Experience Analytics
    • 13. Adobe’s Model Source: http://www.zdnet.com/blog/saas/adobe-ties-web-design-to-business-results/871
    • 14. A REALTechsailor example…
    • 15. http://greater-asia.com/
    • 16. Educate Market/Sell Prompt-to-Action http://greater-asia.com/
    • 17. Market/Sell Marry vision with audience Execution: Effective marketing taglines and media based on Vision/positioning and target audiences, Targeted Messages and Links Educate Availability of and easy access to information Execution: Effective information architecture for the contents and ease of navigation website wide Prompt-to-Action Motivate to do something Execution: “BIG RED BUTTONS!”, Contact Us manifestations Analytics Derive actionable insights arketing
    • 18. Social!!! What about…
    • 19. Yet another REAL Techsailor example…
    • 20. Twitter Facebook Youtube
    • 21. Twitter button Facebook button Twitter feed box Youtube Embedding Facebook Widgets/Badges LinkedIn Widgets Addthis / Sharethis DISQUS commentary Flickr photo stream Facebook Connect etc… Social
    • 22. That is… Online Customer Engagement -fin- 
    • 23. Thank you Singapore 156 Macpherson Road, #08-01, Singapore 348528 Tel: +65 6748 8522 Fax: +65 6836 4963 Malaysia Lot 2-1A, Support Services, Technology Park Malaysia, Lebuhraya Puchong-Sg. Besi, Bukit Jalil, 57000 Kuala Lumpur, Malaysia. Tel: +60 38994 1750 / 1751 Fax: +60 32297 5390 China 中国广东省广州市天河区黄埔大道中 207 号海景花园 C 栋 1801 邮编: 510665 电话 : +86 020 8567 0704 传真 : +86 020 8567 0704 Email : info@techsailor.com Website : http://www.techsailor.com

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