OZ IA 2007: Designing Sites People - Balancing emotion with business reality

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Presentation from Oz-IA 2007 about a case study of re-designing a popular news site (smh.com.au)

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  • Thank you <introducer’s name> and good afternoon all. My name is Elizabeth Pek and I’m the Head of User Experience and this is my colleague, Andy Coffey who is the Head of Design. We are from Fairfax Digital, who are publishers of The Sydney Morning Herald and The Age websites. We’re very pleased to be here today to discuss how designing for sites people love is a balancing act between emotions and business reality.
  • OZ IA 2007: Designing Sites People - Balancing emotion with business reality

    1. 1. Title goes here June 2007 Designing sites people love - Balancing emotion with business reality Elizabeth Pek & Andrew Coffey September 2007
    2. 2. About us
    3. 3. In today’s session: Design is a balancing act Case Study: Re-design Project Practical learning's
    4. 4. A site people love means… compelling experience » value to business
    5. 5. Design is a balancing act
    6. 6. Design is a balancing act  Case Study: Re-design project Practical learnings
    7. 7. Design Challenges: Business Context  Mature sites with loyal users and their habits 8 pages per session 8 minutes per session 1 minute per page Each visit Over 133 Million Impressions ~45 % Home page ~45 % Stories/articles ~10 % other Page types Over 3.2 Million Uniques 25 April 1995 Since Key Statistics (July 2007)
    8. 8. Design Challenges: Project Objectives <ul><li>Increase traffic to key sections and network sites </li></ul><ul><li>Improve advertising yield </li></ul><ul><li>Increase reach </li></ul><ul><li>Improve user experience </li></ul>
    9. 9. Design Challenges: News sites Breadth & depth of content Large amount of content Advertising acceptable by users Repeat visits & stay as long as they can
    10. 10. Design Challenges: News sites
    11. 11. Design Challenges: News sites
    12. 12. Design Challenges: Media industry
    13. 13. Steps in developing the design Strategy User Personas User Task Analysis Design Information, Interaction & User Interface Design Evaluate Heuristic Review User research & testing
    14. 14. User experience issues
    15. 15. User experience issues
    16. 16. Target users & main reason for visit Quickly scan the latest & important news
    17. 17. The IA – early concepts
    18. 18. The IA – early concepts
    19. 19. The IA – early concepts
    20. 20. The IA – early concepts
    21. 21. The IA – early concepts
    22. 22. User expectations Brand values Sales opportunities Tech specs Business objectives Content & production The design brief Users Marketing Sales Technology Product Editorial
    23. 23. Vision statement: We want to make our news sites clean, fresh & clear for our users. We also want the ads to be more accepted. Design: Refined colour palette and layout Brand: Print Heritage Typography Sales: Dispersed and more contextual
    24. 24. Concepts
    25. 25. Layout = The Grid Previous design New design
    26. 26. Content = Typography
    27. 28. + Newsphiles + NineMSN readers + Advertising
    28. 32. + Previous Design + New Design
    29. 33. Is the new site design successful? Really disappointing - thought I'd ended up on the Daily Tele by mistake. The site now appears to be a trashy tabloid - lots of flashing neon lights. This version has lost the feel of a serious paper and has the feeling of a light weight &quot;fluffy&quot; version. After all the hoopla about the new menus last time why not even keep those. BTW why no notice or a beta version for people to take a look? I can only guess that feedback was not really wanted. To be honest, I'll probably end up on the ABC site”
    30. 34. Is the new site design successful? “ The redesign is excellent. I find the use of the screen real estate much improved from the previous version and indeed much better than most newspaper internet site that I use (Telegraph, Evening Standard, NY Times).” “ The new format look great. I have been viewing the Age web site since its inception. Keeping up with the times is definitely a good idea. The look and feel of a broad sheet on line is a great idea.” “ Wow, I thought your netpaper was the best, but this is simply stunning”
    31. 35. Design is a balancing act Case Study: A re-design project  Practical learning's
    32. 36. What we would do again…. <ul><li>Use a user-centred-design approach </li></ul><ul><li>Collaborate!! (as early as possible) </li></ul><ul><li>Analyse your design context </li></ul><ul><ul><li>Business, Users, Project, Sales, Marketing, Constraints </li></ul></ul><ul><li>Develop a strategy and a design mission </li></ul><ul><li>Manage and anticipate stakeholder expectations </li></ul>
    33. 37. What we would do differently… <ul><li>User testing as early as possible </li></ul><ul><li>Allow time to iterate after user testing </li></ul><ul><li>Manage change for users better </li></ul>
    34. 38. Key session outcomes: Design is a balancing act Case Study: Re-design project Practical learnings Discussion……

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