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The Project Ecosystem
Planning for Project Needs, Roles, and Culture
Carolyn Chandler
•
•
•

Are you about to start a brand new project?

•

What type of sites or applications are
involved?

...
Identify the Type of Site
•

Set design goals for yourself. These are the general
problems that need to be solved (such as...
Identify the Type of Site
• Determine the best methods for
incorporating user research

• Ask questions about which system...
Your site will probably associate
strongly with one of four types:
•

Brand presence—a constantly present online platform ...
Brand Presence
Brand Presence
•

dirk Knemeyer presents some excellent definitions
of brand in his article “Brand Experience and the
Web”:...
Common
Brand Presence Sites
• A company’s main home site

(company.com,company.org,company.net,etc.)

• A site for a prima...
Brand Presence
Design Goals
•

The design goals that are often of most importance in a brand
presence project are these:

...
Marketing Campaign
Marketing Campaign
•

marketing campaign sites are similar to brand presence sites,
as both are focused on engaging users ...
Common Marketing
Campaign Sites

• A landing page that promotes a specific

offer. The page is reached via a banner ad
from...
• The primary purpose of a marketing

campaign site is to create a narrowly
focused campaign usually targeting a specific
s...
Focus
•

Time—for example, a campaign centered
around an event (such as a conference) or a
season (such as the Christmas s...
Marketing Campaign
Design Goals
•

Generate interest and excitement, often by presenting a
clear and immediate value propo...
Content Source
Content source site
Contains:

• information
• potentially in several types of media
(articles, documents, video, photos,
...
Common
Content Source Sites

• A company’s intranet
• An online library or resource center for
members of an organization
...
Content Source
The primary purpose of a content source
site is to increase user knowledge and selfsufficiency by providing ...
Content Source
Design Goals
Content Source
Design Goals
•

Present content that is the primary draw for first and repeat visits to the
site.

•

Demons...
• Creating a categorization structure that fits
the mental models of your users

• Determining how to incorporate a system
...
การบ้าน

• http://boxesandarrows.com
Task-Based Applications
Task-based applications
Common Task-Based Applications
A software application that supports the creation of a
particular t...
Task-based applications
The primary objective of a task-based
application is to allow users to perform a set
of tasks that...
Task-Based Application
Design Goals
•

Enable users to do something they couldn’t do elsewhere—or if they
can, to do it be...
One of the biggest challenges of designing a
task-based application is to keep “feature
creep” under control.
User experie...
E-Commerce Sites
E-commerce sites can include
elements of all four project types, because a
site that is primarily intended for e-commerce
...
Design goals for
e-commerce sites
•

Explain the model for the site, if it’s nonstandard. As online market places
are cons...
E-Learning Applications
E-Learning Applications
•

E-learning applications are crossovers between
a content source and
a task-based application

•...
E-Learning
common design goals
•

Set an understanding of the baseline knowledge
needed to start a course and who it is ta...
Social Networking
Applications
•

A social networking application is primarily a taskbased application, because users need...
Book

• Designing for the Social Web

by joshua Porter (new Riders, 2008).
Social networking applications
common design goals
•

Focus potential users on the purpose and the values of the
network.
...
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  1. 1. The Project Ecosystem Planning for Project Needs, Roles, and Culture
  2. 2. Carolyn Chandler • • • Are you about to start a brand new project? • What type of sites or applications are involved? • • • Which roles and skills are needed? Or are you in the middle of one? Either way, take a moment to consider the dynamics and context of the project the issues that will affect you and the rest of the project team. What is the company culture? Answering these questions will help you define the project and ultimately determine the tools and skills you need to bring to the table to be successful.
  3. 3. Identify the Type of Site • Set design goals for yourself. These are the general problems that need to be solved (such as “explain the company’s business model”) or the attributes that need to represented (such as “demonstrate the company’s responsiveness to its customers”) within the site’s visual design and interaction design. • • solidify the primary objectives of the project Understand which departments or business units may (or should) be involved as you gather business requirements
  4. 4. Identify the Type of Site • Determine the best methods for incorporating user research • Ask questions about which systems and technologies may be involved
  5. 5. Your site will probably associate strongly with one of four types: • Brand presence—a constantly present online platform that facilitates the relationship between the company and a general audience (anyone interested in its products or services) • Marketing campaign—a targeted site or application meant to elicit a specific and measurable response from a particular audience or from a general audience over a limited period of time • Content source—a store of information, potentially composed of several types of media (articles, documents, video, photos, tutorials) meant to inform, engage, or entertain users • Task-based application—a tool or collection of tools meant to allow users to accomplish a set of key tasks or workflows
  6. 6. Brand Presence
  7. 7. Brand Presence • dirk Knemeyer presents some excellent definitions of brand in his article “Brand Experience and the Web”: • Brand represents the intellectual and emotional associations that people make with a company, product, or person. That is to say, brand is something that actually lies inside each of us.... • The science of branding is about designing for and influencing the minds of people—in other words, building the brand.
  8. 8. Common Brand Presence Sites • A company’s main home site (company.com,company.org,company.net,etc.) • A site for a primary business unit of the company (often a unique site for a particular industry, region, or large suite of products) • sites for prominent sub-brands within a company
  9. 9. Brand Presence Design Goals • The design goals that are often of most importance in a brand presence project are these: • Communicate the brand values and brand messages of the company, either explicitly (perhaps a statement about the importance placed on being responsive to customer needs) or through the overall experience upon entering the site (such as ensuring it performs well and prominently offers features that encourage customers to communicate with the company). • Provide quick and easy access to company information. you want to answer the questions “What does the company do?” and “How do I con- tact someone for more information?”
  10. 10. Marketing Campaign
  11. 11. Marketing Campaign • marketing campaign sites are similar to brand presence sites, as both are focused on engaging users with an experience that influences their perception of the company’s brand. Marketing campaign sites, however, tend to be evaluated on their ability to achieve very specific actions within a set focus (such as within a particular time frame or with a targeted audience). Rather than serving as a funnel for channeling interest, they are meant to be the engines that generate interest. From an online standpoint this generally means they are aligned with an overall marketing strategy and may be run in conjunction with other marketing efforts using different channels, such as TV or radio commercials, print ads, and other promotions.
  12. 12. Common Marketing Campaign Sites • A landing page that promotes a specific offer. The page is reached via a banner ad from another page. • A small site (or microsite) promoting a particular event • A game or tool that has been created for the purpose of generating buzz or traffic
  13. 13. • The primary purpose of a marketing campaign site is to create a narrowly focused campaign usually targeting a specific set of metrics.
  14. 14. Focus • Time—for example, a campaign centered around an event (such as a conference) or a season (such as the Christmas shopping season) • User group—such as a campaign targeted to teenagers or teachers • Product, product suite, and/or a specific use for that product—for example, a site that highlights kitchen appliances by showing virtual kitchens with matching ovens, dishwashers, and stoves
  15. 15. Marketing Campaign Design Goals • Generate interest and excitement, often by presenting a clear and immediate value proposition (the value that a product or service brings to the user, such as the possibility of quick loan qualification) or some kind of incentive (a special offer, entry in a contest, or entertainment such as an online game). • Engage a set of primary user groups in order to elicit a particular action, such as clicking through to a specific location on a brand presence site, signing up for a newsletter, or applying for a loan. When this action is performed by a user, it’s called a conversion. • Help the company attain goals being set against key metrics, such as number of unique visitors. Often this is one part of an overall marketing strategy.
  16. 16. Content Source
  17. 17. Content source site Contains: • information • potentially in several types of media (articles, documents, video, photos, tutorials) • is meant to inform, engage, and/or entertain users.
  18. 18. Common Content Source Sites • A company’s intranet • An online library or resource center for members of an organization • Sites or areas of sites that are focused on providing news or frequently updated posts (large commercial blogs may fall into this category) • Customer support centers
  19. 19. Content Source The primary purpose of a content source site is to increase user knowledge and selfsufficiency by providing relevant content (an intranet, for example). They often also encourage some kind of action, such as sharing information or purchasing a product after reviewing its description.
  20. 20. Content Source Design Goals
  21. 21. Content Source Design Goals • Present content that is the primary draw for first and repeat visits to the site. • Demonstrate a company’s thought leadership capabilities, for example, by providing access to ideas and perspectives held by the CEO or other subject matter experts within the company. • • Support critical decisions among the user base. • Support users who are seeking information in different ways. For example, some don’t know what specific product they need yet (and are more likely to browse), while others may know exactly what they’re looking for (and are more likely to use a search field). Increase a company’s enterprise knowledge, by bringing out ideas that may be buried within individual departments. This may be part of a larger goal to identify more opportunities for innovation.
  22. 22. • Creating a categorization structure that fits the mental models of your users • Determining how to incorporate a system for organic growth of content (for example, functions such as tagging and filtering) • Designing an effective search tool
  23. 23. การบ้าน • http://boxesandarrows.com
  24. 24. Task-Based Applications
  25. 25. Task-based applications Common Task-Based Applications A software application that supports the creation of a particular type of item (such as a spreadsheet or print piece) A web tool or application that supports a critical workflow within a com- pany (such as a ticket-management application for an IT support group or a customer tracking application for a call center) A website that allows for access to, and management of, personal data (such as Flickr)
  26. 26. Task-based applications The primary objective of a task-based application is to allow users to perform a set of tasks that are aligned with their needs and, ultimately, with the client’s business goals.
  27. 27. Task-Based Application Design Goals • Enable users to do something they couldn’t do elsewhere—or if they can, to do it better (“better” can mean more efficiently, more effectively, with a higher degree of satisfaction, or more conveniently) • Support novice users with easy-to-access instructions and visual prioritization of key tasks • Support intermediate and advanced users with access to shortcut features and deeper functionality • Reduce the load on the user and make the best use of system resources (for example, reusing data versus requiring duplicate entries) • Be designed and deployed with attention to the degree of change required of the application’s users—ideally, with a design that facilitates learning and a communication plan that demonstrates the value to the user
  28. 28. One of the biggest challenges of designing a task-based application is to keep “feature creep” under control. User experience design is well suited to guarding against feature creep because user models such as personas can be used to identify high-value features and to keep focus throughout the project.
  29. 29. E-Commerce Sites
  30. 30. E-commerce sites can include elements of all four project types, because a site that is primarily intended for e-commerce needs to have its own brand presence, provide content (usually product specs or descriptions of product usage), and facilitate tasks (searching, comparing, writing reviews, checkout). marketing campaigns are often closely tied into these sites as well and may involve multiple marketing groups within the organization.
  31. 31. Design goals for e-commerce sites • Explain the model for the site, if it’s nonstandard. As online market places are constantly being reconceived, this explanation will help set expectations (for example, eBay, Amazon, and Craigslist have very different models). • Support decision making as the user moves from learning to consideration to comparison to purchase, with helpful content and features. • Make use of points in the experience where cross-selling and upselling is possible, and place those suggestions in a way that is eye-catching without being disruptive. • Create a communication flow from the point of purchase through the point of delivery. Communication needs to happen not just within the site but also with other channels, such as integration with delivery tracking systems and e-mailed communications about order status.
  32. 32. E-Learning Applications
  33. 33. E-Learning Applications • E-learning applications are crossovers between a content source and a task-based application • Content for lessons must be generated, which often requires that - the team add the roles of learning specialist - subject matter expert (smE) for the topic being covered. • The product is task-based user follows a flow through the lesson
  34. 34. E-Learning common design goals • Set an understanding of the baseline knowledge needed to start a course and who it is targeted to. • Provide content in manageable chunks that are paced for comprehension. • Engage the learner in activities that simulate hands-on learning. • Communicate performance and progress and, if applicable, suggest next steps for continuing the educational process, such as more advanced courses.
  35. 35. Social Networking Applications • A social networking application is primarily a taskbased application, because users need to be able to find and add friends, manage their profile, connect, post, and search. They also contain challenges associated with content sources, however, especially the need for an organic framework that can handle a potentially very large amount of user-generated content. If the site is essentially given its own identity, it will also have the characteristics of a brand presence site.
  36. 36. Book • Designing for the Social Web by joshua Porter (new Riders, 2008).
  37. 37. Social networking applications common design goals • Focus potential users on the purpose and the values of the network. • Facilitate meaningful user interactions that support, and are supported by, the features presented (such as image sharing, video sharing, and discussions). • Protect the integrity of the site by ensuring those within the network understand how to control their information and respond to inappropriate behavior. • Harness and display the power of the community to bring forward features that are only possible with active members, such as popular features and reviews.

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