Microsite User Experience Design

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Microsite User Experience Design

  1. 1. Microsite !User Experienceby Publicis Canada UX Team © 2010 Publicis Canada!
  2. 2. What is a Microsite? © 2010 Publicis Canada!
  3. 3. A Microsite isn. An individual web pageor group of web pageswhich are used to support,enhance, or supplementthe primary or parentwebsite.By Chris Slocumb, Principle of Clarity Quest Marketinghttp://www.squidoo.com/bestmicrosites © 2010 Publicis Canada!
  4. 4. Example of Parent Sites and MicrositesCoca-Cola PRIMARY OR PARENT SITES! MICROSITES! Coca-Cola Canada | http://www.cocacola.ca/ Happiness Factory | http://hf3.coca-cola.com iCoke | http://www.icoke.ca Coca-Cola Zero Live Cycle | http://cocacolazero.com © 2010 Publicis Canada!
  5. 5. COMMONCHARACTERISTICSOF A MICROSITE © 2010 Publicis Canada!
  6. 6. Common characteristics of a microsite #1Focus on one main topic or theme CIBC Run for the Cure | http://runforthecure.com/ © 2010 Publicis Canada!
  7. 7. Common characteristics of a microsite #2Target specific audience group Coca-Cola Canada SOGO Challenge | http://www.sogoactive.com/ © 2010 Publicis Canada!
  8. 8. Common characteristics of a microsite #3Target a new market Samsung Galaxy Tab | http://galaxytab.samsungmobile.com © 2010 Publicis Canada!
  9. 9. Common characteristics of a microsite #4Engaging & Experiential Click image to play the video Toyota The Auris Hybrid | http://www.auris-hybrid.de/ © 2010 Publicis Canada!
  10. 10. Common characteristics of a microsite #5Story Telling Satorisan Name That Sneaker | http://satorisan.com/namethatsneaker/ © 2010 Publicis Canada!
  11. 11. The Micrositeexperience dependson its purpose anddesired user action. © 2010 Publicis Canada!
  12. 12. MicrositePrimary Purpose!INFORM Tell me!EDUCATE Help me understand!ENGAGE Make me a part of it! © 2010 Publicis Canada!
  13. 13. MicrositeDesired User Action!INTERACT PARTICIPATERead, watch, play, listen! Post, comment, vote, rate!TRY SHAREProduct trial, product demo! Email, facebook, twitter!PROVIDE DATA OPT-INPersonal information! Subscribe to email, newsletter, mobile!PURCHASE BRAND ADVOCACYBuy products, visit stores! Become a brand advocate! © 2010 Publicis Canada!
  14. 14. Old Spice http://www.oldspice.com/Why Microsite?Create an experiential, immersive online experience thatdrives sharing. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! Old Spice in P&G.com © 2010 Publicis Canada!
  15. 15. Pepsi Refresh Project http://www.refresheverything.comWhy Microsite?A social hub that supports the functionality of Pepsi sspecific initiative. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! Pepsi.com © 2010 Publicis Canada!
  16. 16. Samsung Galaxy Tab http://galaxytab.samsungmobile.comWhy Microsite?Go beyond feeds and speeds to hero the product anddemonstrate how it fits into your daily life. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Samsung USA Brand Advocacy! © 2010 Publicis Canada!
  17. 17. NFB Water Life http://waterlife.nfb.caWhy Microsite?Specific initiative focus. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! nfb.ca © 2010 Publicis Canada!
  18. 18. The ShiftMore and more brands areredesigning their primarysites to be more engagingand marketing focused. © 2010 Publicis Canada!
  19. 19. The Shiftat&t.com Homepage Product Experience Destination © 2010 Publicis Canada!
  20. 20. The ShiftLGE.com Product Experience Destination Homepage © 2010 Publicis Canada!
  21. 21. The ShiftApple.com Experience Destination Splash Page © 2010 Publicis Canada!
  22. 22. The ShiftRogers.com Experience Destination Homepage © 2010 Publicis Canada!
  23. 23. Do brands stillneed a microsite? © 2010 Publicis Canada!
  24. 24. Yes.Micrositesstill play arole formarketers. © 2010 Publicis Canada!
  25. 25. Primary Site! Microsite !CONTENT •  Broader content and •  Focuses on one main scope! topic or theme!TARGET •  All customers / site •  Targets a specificAUDIENCE visitors! audience group!TARGET •  Often targets a newMARKET •  Mainly existing market! market!CORE •  Information / •  Experience /ROLE Transaction! Engagement!BRANDMESSAGE •  Corporate Information! •  Story Telling! © 2010 Publicis Canada!
  26. 26. Primary Site! Microsite ! •  Consistent pageSTRUCTURE •  Flexible structure! structure / organization!TECHNOLOGY •  May have technical •  No technical constraints depending constraints! on CMS / Ecommerce •  Often delivers platform! interactive and dynamic functionalities! •  Frequently requires aDEVELOPMENT •  Could be developedEFFORT lot of effort to develop with a minimum of and deploy if the effort depending on layout is not following the scale and scope! the standard template! © 2010 Publicis Canada!
  27. 27. Role of a micrositeIKEA IKEA Primary Site IKEA Microsite for Small Business Community © 2010 Publicis Canada!
  28. 28. 3. Designing a Microsite User Experience © 2010 Publicis Canada!
  29. 29. The user experience isprimarily made up offour factors: Design,Content, Usability, andFunctionality. © 2010 Publicis Canada!
  30. 30. Elements of the User ExperienceIndependently, none of these factors makesfor a positive user experience; however,taken together, these factors constitute themain ingredients for a website s success. ! © 2010 Publicis Canada!
  31. 31. Elements of the User ExperienceDESIGN•  All aesthetic and creative elements within a Website•  Site s creative projection of desired organizational image and messages. KEY   First Impression!CONSIDERATIONS   Visual Treatment!   Branding!   Use of Media!   Engaging! © 2010 Publicis Canada!
  32. 32. Designing a microsite user experience: DesignBRANDINGFour Possible Solutions to Microsite Branding! Solution 1: No Secondary Branding Solution 2: Prominent Company Branding Solution 3: Prominent Microsite Branding Solution 4: No primary company branding By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  33. 33. Designing a microsite user experience: DesignBRANDINGSolution 1: No Secondary Branding!•  The primary company s branding is featured prominently•  Pros: No confusion as to the ownership of the microsite, less potential for usability issues•  Cons: The marketing of the product or service may be limited by primary site brandingUse this solution when:•  Targeting existing primary site visitors•  The core user flow is dependent on the primary site (shopping cart, buy flow, etc) Rogers Product Experience Destination By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  34. 34. Designing a microsite user experience: DesignBRANDINGSolution 2: Prominent Company Branding!•  The primary property of the microsite is clearly defined•  Pros: Provides enhanced marketing benefits and traffic source for the primary site•  Cons: May cause navigation complexity and design issues from the integration of two separate brandingUse this solution when:•  Unique branding is required for a corporate program, initiative or campaign within a primary site Home Depot Eco Options By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  35. 35. Designing a microsite user experience: DesignBRANDINGSolution 3: Prominent Microsite Branding!•  The microsite site branding is featured prominently•  Pros: More potential for creating a unique and memorable experience•  Pros: Ability to provide more consistent campaign branding with other media •  Cons: Minimum branding of primary siteUse this solution when:•  To create a self contained experience within the microsite and the ability to link back to the primary site Samsung Galaxy Tab By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  36. 36. Designing a microsite user experience: DesignBRANDINGSolution 4: No Company Branding!•  Microsite branding only•  Pros: Lots of creative freedom•  Pros: The microsite brand becomes easily identifiable•  Cons: Minimum or no relationship with primary or parent siteUse this solution when:•  To create a unique experience and branding for a particular product or service Old Spice By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  37. 37. Elements of the User ExperienceCONTENT•  Actual content of the site (text, multimedia, images) •  Quality and structure based on user needs and business requirementsKEY   Well TargetedCONSIDERATIONS Content!   Helpful & Guiding!   Quality!   Original & Fresh!   Persuasive! © 2010 Publicis Canada!
  38. 38. Designing a microsite user experience: ContentPERSUASIVEPersuasive Design Techniques to Deliver Content! © 2010 Publicis Canada!
  39. 39. Elements of the User ExperienceUSABILITY•  General ease of use of all site components and features•  From overall site interaction and flow to individual page structure. KEY   Site OrganizationCONSIDERATIONS & Labels!   Navigation!   User Flow!   Consistency!   Responsiveness! © 2010 Publicis Canada!
  40. 40. Designing a microsite user experience: UsabilityUSER FLOWCall to Action Button Design Considerations! •  Prioritize! •  Size and colour! •  Language! •  Create urgency! •  Provide extra information! •  Icons and images! •  Use of negative space! By Cameron Chapman http://www.hongkiat.com/blog/call-to-action-buttons-guidelines-best-practices-and-examples/ © 2010 Publicis Canada!
  41. 41. Elements of the User ExperienceFUNCTIONALITY•  All technical and behind the scenes processes and application•  Site s delivery of interactive services and tools to all end usersKEY   AppropriateCONSIDERATIONS Features!   Effectiveness of Features!   Use of Technology!   Performance!   Target Environment! © 2010 Publicis Canada!
  42. 42. Designing a microsite user experience: FunctionalityAPPROPRIATE FEATURESChoosing appropriate functionality to deliver the content ! •  Game! •  Interactive Demo! •  Video Tour! •  Gallery! •  Calculator! •  Comparison Tool! •  Quiz! •  Mobile App! •  Desktop widget! •  And more! © 2010 Publicis Canada!
  43. 43. Final Thoughts… © 2010 Publicis Canada!
  44. 44. A Successful Microsite Requires
Planning• Target Market & Target Audience!• Key Business Objectives!• Competitive Analysis & Research!• Role & Purpose of Digital!• Desired User Actions & Key Takeaway!• Measures of Success! © 2010 Publicis Canada!
  45. 45. A Successful Microsite Requires
Process 1! Plan 2! Define 3! Deliver4! Measure © 2010 Publicis Canada!
  46. 46. A Successful Microsite Requires
Collaboration Brand Insights & Planning & Digital Strategy Strategy! Project Scope, Project! UX ! User Experience budget & schedule Management! Client! Design! Planning & Design ! Business ! Objective Experience Creative Creative Strategy & Technology! Development Design! Visual Design © 2010 Publicis Canada!
  47. 47. About Publicis 
User Experience TeamWe are specialized ina multi-disciplinary process of UserExperience Design to create•  Corporate Websites!•  Ecommerce!•  Marketing / Campaign Microsites!•  Community Sites / Social Media!•  Intranet / Extranet / CMS System Interface!•  Mobile Sites & Applications!We provideComplex UX analyses & solutionsthroughout the project lifecycle Contact: Jenna.Yim@Publicis.ca!•  Discovery, Definition, Design, and Development! Twitter: @Publicis_UXD! © 2010 Publicis Canada!

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