Reveal Yourself A people first approach to web strategy Chas Offutt Director of Internet Strategy
Jet Blue
Reveal Yourself A people first approach to web strategy Chas Offutt Director of Internet Strategy
Redesigned Website <ul><li>Tool-based approach to  </li></ul><ul><li>support core activities  </li></ul><ul><ul><ul><li>Co...
Website redesign <ul><li>“ Broken” website </li></ul><ul><ul><li>Outdated content </li></ul></ul><ul><ul><li>Unwieldy navi...
Website Redesign: Looking Inward <ul><li>Approach  </li></ul><ul><ul><ul><li>Champion emerging tools </li></ul></ul></ul><...
Outcome: Dynamic Content
Outcome: Clear Navigation
Outcome: Audience Participation
Outcome: “Page Completions”
Tell Stories: “Story of Self”
Tell Stories: Brand Talk   What if a non-profit had created Nike’s slogan?
Tell Stories: Overall Tone
Put People First: Not About You
Put People First: Two-Way Content
Put People First: Personalization
Put People First: Approachable Staff
Be Genuine: We’re human
Be Genuine: “Myth” of Expert
Be Genuine: Email Use Unsubscribe at any time Privacy policy Cookies explanation
Questions? Thank you for your time.
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Reveal Yourself: A People-First Approach to Web Strategy - Chas Offutt, American Rivers / Forum One Web Executive Seminar

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Chas Offut, Director of Internet Strategy for American Rivers, tells the story of his strategy for their 2007 redesign. Offutt spoke at Forum One Communication's Web Executive Seminar on Sept. 26, 2007. Learn more at http://www.forumone.com/content/calendar/detail/2170 . Contact Tim Shaw / tshaw@ForumOne.com .

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Reveal Yourself: A People-First Approach to Web Strategy - Chas Offutt, American Rivers / Forum One Web Executive Seminar

  1. 1. Reveal Yourself A people first approach to web strategy Chas Offutt Director of Internet Strategy
  2. 2. Jet Blue
  3. 3. Reveal Yourself A people first approach to web strategy Chas Offutt Director of Internet Strategy
  4. 4. Redesigned Website <ul><li>Tool-based approach to </li></ul><ul><li>support core activities </li></ul><ul><ul><ul><li>Communication </li></ul></ul></ul><ul><ul><ul><li>Involvement </li></ul></ul></ul><ul><ul><ul><li>Participation </li></ul></ul></ul>
  5. 5. Website redesign <ul><li>“ Broken” website </li></ul><ul><ul><li>Outdated content </li></ul></ul><ul><ul><li>Unwieldy navigation </li></ul></ul><ul><ul><li>Don’t ask, don’t tell attitude </li></ul></ul><ul><ul><li>Enough about me, what do you think about me? </li></ul></ul><ul><ul><li>PDF pusher </li></ul></ul><ul><li>“ Fix” website </li></ul><ul><ul><li>Digestible & dynamic content </li></ul></ul><ul><ul><li>Clear navigation </li></ul></ul><ul><ul><li>Staff participation </li></ul></ul><ul><ul><li>Audience involvement </li></ul></ul>
  6. 6. Website Redesign: Looking Inward <ul><li>Approach </li></ul><ul><ul><ul><li>Champion emerging tools </li></ul></ul></ul><ul><ul><ul><li>Walk the talk </li></ul></ul></ul><ul><ul><ul><li>Reach out to staff </li></ul></ul></ul>
  7. 7. Outcome: Dynamic Content
  8. 8. Outcome: Clear Navigation
  9. 9. Outcome: Audience Participation
  10. 10. Outcome: “Page Completions”
  11. 11. Tell Stories: “Story of Self”
  12. 12. Tell Stories: Brand Talk What if a non-profit had created Nike’s slogan?
  13. 13. Tell Stories: Overall Tone
  14. 14. Put People First: Not About You
  15. 15. Put People First: Two-Way Content
  16. 16. Put People First: Personalization
  17. 17. Put People First: Approachable Staff
  18. 18. Be Genuine: We’re human
  19. 19. Be Genuine: “Myth” of Expert
  20. 20. Be Genuine: Email Use Unsubscribe at any time Privacy policy Cookies explanation
  21. 21. Questions? Thank you for your time.

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