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UX Makes Webpages Excellent<br />Dave WienekeMarch 30, 2010<br />
Experience Exchange<br />CSMonitor.comAd / Cir Site : 8M visits / 250k pages<br />Mass.govPublic Service Site: 70 agency s...
Insight Exchange<br /><ul><li>Rhode Island School of Design (Class ‘09)
20 Industry presos – great for conversations</li></li></ul><li>Sandbox<br /><ul><li>UsefulArts.usLaw, Online Marketing, Lo...
iBoston.org (1997)Boston History & ArchitectureSince 1997
Twitter: @UsefulArts</li></li></ul><li>We’re the <br />Biggest Advertiser in Law.<br />
Who we are is how others experience us.<br />
Broadcast is Regulated from Fifty Sides.<br />
Why Experiences Matter<br />   Brands are vessels that hold the sentiments generated by experiences created by staff or pr...
Your Work Online Makes User Experiences.<br />UX<br />
It defines what we stand for.<br />
Sokolove Law Will Spend Millions of Dollars<br />Staffing a Team<br />Backing Them With Agencies<br />Providing An Array o...
It is our digital value chain.<br />
Define Your Site<br />Strategy<br />Scope<br />Structure<br />Skeleton<br />Surface<br />
It all starts with Shoes<br />
Educate: Focus on Need<br />
#2: Audiences Are Specific<br />What knowledge do visitors bring with them?<br />How much experience do they have?<br />Wh...
User Intent Drives Design<br />
Users Needs are Squishy.<br />
What is Marketing’s Output?<br />
What is Marketing’s Output?<br />DESIRE <br />To Sell the Shoe,Show the Shoe.<br />
What is Marketing’s Output?<br />
What is Marketing’s Output?<br />CLARITY<br />Clarity > Desire<br />
Breaking Down Pages<br />
Breaking Down Pages<br />There is a Formula<br />
Breaking Down Pages<br />C = 4M + 3V + 2 (I-F) / 2A<br />
Breaking Down Pages<br />C = 4M + 3V +2 (I-F) / 2A<br />C =  conversion (a step closer to the site’s goal.)<br />M = motiv...
Create Overwhelming Desire<br />Clarify Your Value to Visitors <br />Have an Incentive<br />Make the Next Step Easy<br />R...
C = 4M + 3V + 2 (I-F) / 2A<br />
C = 4M + 3V + 2 (I-F) / 2A<br />
Content is King<br />95% of Visitors Will Ignore80% of Page Content.<br />
Content is King<br />95% of Visitors Will Ignore 80% of Page Content.<br />The 20% they notice is huge.<br />
Don’t Make Visitors Think      <br />See, Learn, Act<br />Joseph Carrabis, NextStage EvolutionPsycho-Kinesthetic Flow<br />
Work Together: 4 Steps of Critique<br />Confirm the objective of the work.<br />Observe what works or doesn’t towards the ...
Tools You Can Use<br />Start with Clarity.<br />Consider visitors.<br />Use Consistency.<br />Leverage:<br /> position<br ...
Functionalist Approach<br />
Sites and pages have functional parts<br />Motivators                     Closers<br />Routers                           C...
Evaluate Content by Functional Goal<br />Aggregate metrics are often useless.<br />
Personality adds to Desire<br />
Personality is a Site Asset<br />
Attributes<br />Pillars<br />
Site (re)Design Process<br />
Start By Hand Drawing<br />
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Branding Through Excellent Web User Experiences

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Before webpages can be excellent, those who make them need to understand their function in creating specific user experiences. It this talk he reviews ideas from UX luminaries, and provides tools and examples of how to make websites both more simple and effective.

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Transcript of "Branding Through Excellent Web User Experiences"

  1. 1. UX Makes Webpages Excellent<br />Dave WienekeMarch 30, 2010<br />
  2. 2. Experience Exchange<br />CSMonitor.comAd / Cir Site : 8M visits / 250k pages<br />Mass.govPublic Service Site: 70 agency sites to one 500k pages<br />Compumark.Thomson.comLaw Marketing Lead Gen in 7 languages<br />
  3. 3. Insight Exchange<br /><ul><li>Rhode Island School of Design (Class ‘09)
  4. 4. 20 Industry presos – great for conversations</li></li></ul><li>Sandbox<br /><ul><li>UsefulArts.usLaw, Online Marketing, Lots of AdvertisingSince 2007
  5. 5. iBoston.org (1997)Boston History & ArchitectureSince 1997
  6. 6. Twitter: @UsefulArts</li></li></ul><li>We’re the <br />Biggest Advertiser in Law.<br />
  7. 7. Who we are is how others experience us.<br />
  8. 8. Broadcast is Regulated from Fifty Sides.<br />
  9. 9.
  10. 10. Why Experiences Matter<br /> Brands are vessels that hold the sentiments generated by experiences created by staff or products. Experienceshave to be placed in front of the brand. Brands don’t create their own love; experiences do.<br />
  11. 11.
  12. 12.
  13. 13. Your Work Online Makes User Experiences.<br />UX<br />
  14. 14. It defines what we stand for.<br />
  15. 15. Sokolove Law Will Spend Millions of Dollars<br />Staffing a Team<br />Backing Them With Agencies<br />Providing An Array of Systems<br />UX<br />The Experiences You Make.<br />
  16. 16.
  17. 17.
  18. 18. It is our digital value chain.<br />
  19. 19.
  20. 20.
  21. 21. Define Your Site<br />Strategy<br />Scope<br />Structure<br />Skeleton<br />Surface<br />
  22. 22. It all starts with Shoes<br />
  23. 23. Educate: Focus on Need<br />
  24. 24. #2: Audiences Are Specific<br />What knowledge do visitors bring with them?<br />How much experience do they have?<br />What kind of time do they have? <br />What kind of personalities do they have?<br />How much support will they need, and how?<br />Universal Metrics are lame…..specifics are powerful.<br />
  25. 25. User Intent Drives Design<br />
  26. 26. Users Needs are Squishy.<br />
  27. 27. What is Marketing’s Output?<br />
  28. 28. What is Marketing’s Output?<br />DESIRE <br />To Sell the Shoe,Show the Shoe.<br />
  29. 29.
  30. 30.
  31. 31.
  32. 32.
  33. 33. What is Marketing’s Output?<br />
  34. 34. What is Marketing’s Output?<br />CLARITY<br />Clarity > Desire<br />
  35. 35.
  36. 36.
  37. 37.
  38. 38. Breaking Down Pages<br />
  39. 39. Breaking Down Pages<br />There is a Formula<br />
  40. 40. Breaking Down Pages<br />C = 4M + 3V + 2 (I-F) / 2A<br />
  41. 41. Breaking Down Pages<br />C = 4M + 3V +2 (I-F) / 2A<br />C = conversion (a step closer to the site’s goal.)<br />M = motivation<br />V = your value proposition<br />I = incentive<br />F = friction<br />A = anxiety<br />
  42. 42. Create Overwhelming Desire<br />Clarify Your Value to Visitors <br />Have an Incentive<br />Make the Next Step Easy<br />Remove Any Risk<br />C = 4M + 3V +2 (I-F) / 2A<br />
  43. 43. C = 4M + 3V + 2 (I-F) / 2A<br />
  44. 44. C = 4M + 3V + 2 (I-F) / 2A<br />
  45. 45. Content is King<br />95% of Visitors Will Ignore80% of Page Content.<br />
  46. 46. Content is King<br />95% of Visitors Will Ignore 80% of Page Content.<br />The 20% they notice is huge.<br />
  47. 47. Don’t Make Visitors Think <br />See, Learn, Act<br />Joseph Carrabis, NextStage EvolutionPsycho-Kinesthetic Flow<br />
  48. 48. Work Together: 4 Steps of Critique<br />Confirm the objective of the work.<br />Observe what works or doesn’t towards the objective.<br />Reflect on what might be learned from the current implementation.<br />Propose variation to get it to the next step.<br />
  49. 49. Tools You Can Use<br />Start with Clarity.<br />Consider visitors.<br />Use Consistency.<br />Leverage:<br /> position<br /> brevity / voice<br />size<br /> composition<br />White space<br />
  50. 50. Functionalist Approach<br />
  51. 51. Sites and pages have functional parts<br />Motivators Closers<br />Routers Converters<br />Convincers Confirmers <br />Explainers Re-Assurers <br />Informers <br />Page type drives what they are designed to do: Classify | Action Metric| Design | Measurement | Adaptation<br />
  52. 52. Evaluate Content by Functional Goal<br />Aggregate metrics are often useless.<br />
  53. 53. Personality adds to Desire<br />
  54. 54. Personality is a Site Asset<br />
  55. 55. Attributes<br />Pillars<br />
  56. 56. Site (re)Design Process<br />
  57. 57.
  58. 58. Start By Hand Drawing<br />
  59. 59.
  60. 60.
  61. 61.
  62. 62.
  63. 63. Take Aways<br />Start with Function + Audience<br />Segment: gross numbers mean little.<br />Brands don’t create their own love. <br />To Sell the Shoe, Show the Shoe.<br />Marketing Creates Desire + Clarity<br />Clarity > Desire<br />C = 4M + 3V + 2 (I-F) / 2A<br />Personality Adds to Desire<br />See Learn Act<br />Draw Sites First<br />
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