Developer & Website Marketing Strategy

1,527 views

Published on

Published in: Lifestyle, Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,527
On SlideShare
0
From Embeds
0
Number of Embeds
20
Actions
Shares
0
Downloads
39
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Developer & Website Marketing Strategy

  1. 1. Developer & Website Marketing Strategy Steve Mau, NYU Stern Chris Traganos, Evernote
  2. 2. Digital Strategy for websites•Case study of •Forward thinking design redeveloping NYU’s Stern and technical decisions website •Lessons learned•Developer toolkit for throughout process approaching website strategy •Post launch strategy•Redefine content delivery
  3. 3. Components of website digital strategy•Goal setting & findings •User experience / usability testing•Team roles / agency selection •Launch•Information architecture •Ongoing enhancements•Design review process
  4. 4. stern.nyu.edu
  5. 5. Dec 2009Homepage:
  6. 6. Quick winJan 2010
  7. 7. Goal Setting& Findings
  8. 8. Findings• Improve the ease of use • Show don’t tell• Catch audience at various • Differentiate points in the lifecycle• Make the whole online presence greater than the sum of parts• Separate internal from external information
  9. 9. Goal Setting & Opportunities•Solid framework for building the site over time•Approaching the site content with a curation focus•Forward thinking in redesign•Taking the online presence as an accurate representation of your brand•Respect for smart decisions from peers
  10. 10. Surveying Tools•Polling your community and audience for feedback on form & function.•Reviewing with your technical resources the state of the site•Get concrete understanding of where it stands
  11. 11. Project Management Tools Basecamp Project Collaboration
  12. 12. Team Roles /Agency selection
  13. 13. Team Roles•Need skilled team to deliver quality project•Comprised of internal and external players•Maintain stability while leveraging creative, prototyping tactics
  14. 14. Agency Scorecards•Strategy Agency  #1 Agency  #2 Agency  #3 Agency  #4 Agency  #5•Creative Strategy 4.3 4.6 3.5 3.3 3.6 Crea.ve 3.6 4.6 2.6 3.1 3.7 Process 3.3 4.8 3.4 3.4 3.8•Process Technology 3.5 4.3 2.9 4.0 4.3 Capabili.es 3.3 4.4 3.3 4.3 4.3 Fit   2.9 5.4 3.3 2.8 3.9•Technology Average 3.5 4.7 3.2 3.5 3.9•Capabilities•Fit
  15. 15. IAInformation Architecture
  16. 16. Wireframes & Sitemaps•Focus on interactions •Think about user pathways•Review with finetooth comb •Iterate until it’s production-ready•Pull in technical / UX pair of eyes •Curating your content - thinking smart today will•Ask questions as improve overall rebuild feedback •Identify areas for expansion
  17. 17. Jason Robb: “Tools for Sketching UX Experiences” http://bit.ly/mUG8D
  18. 18. Jason Robb: “Tools for Sketching UX Experiences” http://bit.ly/mUG8D
  19. 19. Sitemap & Wireframe tools Jumpchart Omnigraffle
  20. 20. Design Review Process
  21. 21. GroupThink•Solicit honest external feedback•GroupThink can prevent critical improvements•Practical design and a great user interaction is the goal
  22. 22. User Experience /Usability Testing
  23. 23. User Experience•Create funnels and determine pathways through the site•Create utility for users coming to your site•Collect and decide on addressing major feedback items
  24. 24. Feedback Tool: Silverback App•Capture screen activity•Video the tester’s face•Record the tester’s voice•Add chapter markers on-the-fly•Control recording with the remote•Export to Quicktime
  25. 25. Launch Plan
  26. 26. Build•Keep track of code status•Decide on deliverable dates•Review each stage and the progress made
  27. 27. Hosted Commit logscode repository added to project beanstalk basecamp
  28. 28. “Tape the Edges”•Approach launch like painting a room - prep counts before & after•List of redirects for .htaccess file•Helpful 404 page•Link checker•Test page load
  29. 29. tools.pingdom.com
  30. 30. CDNContent Delivery Networks
  31. 31. Make fewer HTTP requests and spread them out.
  32. 32. S3 & Cloudfront (Backup CDN)
  33. 33. Dynamic Video Streaming
  34. 34. Ongoing maintenance& future enhancements
  35. 35. Mindset•Continuous improvement•Plan out stage 2•Address all aspects of your site - craft the experience•Soft launches are great - take time to get it right
  36. 36. FurtherReading
  37. 37. Support FormDateType of IssueReported byWhereFeature Request / ProblemSeverity
  38. 38. Thank you.@stevenmau @ctraganos

×