Planning A Web Site Audience Purpose


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Planning A Web Site Audience Purpose

  1. 1. Planning a Web Site<br />Determining Your Site’s Purpose<br />
  2. 2. Purpose<br />Identify the Audience (WHO)<br />WHAT and WHY will they use the site<br />
  3. 3. Purpose<br />The purpose comes from:<br />Users’ reasons for visiting the site<br />Organization’s reasons for publishing the site<br />The purpose reflects the organization’s needs and customer’s interests.<br />This is WHY the site is being published and WHAT to include.<br />
  4. 4. Example<br />Back to LeftyStuff Web site:<br />The purpose:<br />Increase direct online sales of high-end tennis racquets by 30% over the next three quarters.<br />The site will display six key items from the racquet line<br />Two types of color photos: Racquets alone and racquets being held by lefties<br />Make it easy to find the racquets<br />Make it easy to pay online with a credit card<br />Communicate the mission of LeftyStuff Corp (products for lefties)<br />
  5. 5. Defining site’s functions<br />User verbs (action words) to define the site’s functions<br />So for LeftyStuff:<br />INCREASE sales<br />DISPLAY items<br />FIND the racquet<br />PURCHASE the racquet<br />COMMUNICATE the mission<br />
  6. 6. Can you State the Purpose?<br />Look at the following sites – how would you state the purpose?<br />The Financial Times<br />J. Crew<br />Use your VERBS to define the site functions.<br />
  7. 7. Goals and Objectives<br />Purpose statements should include both goals and objectives.<br />GOALS: the desired long-term results<br />To increase direct online sales of tennis racquets by 30%<br />OBJECTIVES: specific means and methods used to accomplish the goals; generally stated in user-centered terms.<br />To provide online readers of the newspaper with hourly updates of key news stories.<br />
  8. 8. Goals and Objectives<br />Both kinds of statements are critical for site planning.<br />Goals keep you focused on the larger purposes of the organization<br />Objectives set forth specific and measureable features that the site must include.<br />
  9. 9. Organizations and User Purposes<br />A good statement of a Web site’s purpose will include both user-centered and organization-centered goals and objectives.<br />They may also include technology-centered statements of purpose (if that’s the product or service).<br />
  10. 10. Evaluating Success<br />How will you know whether your Web site is a success?<br />How will you measure its effectiveness?<br />After it’s been published and folks are using it, then it’s time to evaluate.<br />List each purpose and determine whether or not it’s been accomplished.<br />Yes, success.<br />No, reevaluate and change.<br />
  11. 11. Assignment<br />Put your thinking hats on!<br />Think of a website you’d like to design.<br />What is the purpose of your site?<br />Include broad goals and specific objectives.<br />Speak to the goals of the company and the customers.<br />Include enough detail to assist in planning the site’s structure and in evaluating its success.<br />Submit this into the dropbox provided in Week 2.<br />