Building a website, McGill Course

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This is an ongoing course at McGill university on Electronic marketplaces and social media The 3rd session discusses building websites and best practices

Technology Design

Building a Website

Te
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Bu

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Customer needs
Thursday, November 19, 2009

th ink
m e
make
on’t
D

Thursday, November 19, 2009

Websites are not brochures

Thursday, November 19, 2009

Usability and conversion
oriented design

Thursday, November 19, 2009

Allow the reader to get the gist of your
message in a few seconds by merely
scanning the page

Thursday, November 19, 2009

Design sites for your users above
all else

Thursday, November 19, 2009

Accessibility

Thursday, November 19, 2009

Company Info

Thursday, November 19, 2009

Make it easy for them to contact you!

Thursday, November 19, 2009

Navigation

Make sure they can ﬁnd what they
want quickly and easily

Thursday, November 19, 2009

A well thought out and usable site
map can be more important than
navigation
– especially for big sites

Thursday, November 19, 2009

Navigation allows users to orient
themselves in a website and drives
them towards desired goals

Thursday, November 19, 2009

Tell people to take the exact action you
want them to perform in order to get the
best response

Thursday, November 19, 2009

Prospect makes a decision based on
2 criteria:

Thursday, November 19, 2009

Does this page look hard, complicated or
time consuming?

Thursday, November 19, 2009

Is it relevant to my search query?

Thursday, November 19, 2009

Content

"Click to Continue" resulted in the
highest increase in conversions (over
"Continue to Article" or "Read More").
Grokdotcom.com

Thursday, November 19, 2009

Looks are very important, BUT the
least important consideration in
web development

Thursday, November 19, 2009

That doesn’t mean ugly sites are
OK

Thursday, November 19, 2009

Sites must look professional and
demonstrate credibility

Thursday, November 19, 2009

If these two goals are met, the user
will be satisﬁed.

Thursday, November 19, 2009

Remember, they are looking to
achieve a goal – not look at a
piece of artwork.

Thursday, November 19, 2009

Real testimonials on each page

Thursday, November 19, 2009

Graphics are the #1 thing that draws
the eye.

Thursday, November 19, 2009

People like to click on graphics so give
them something to click to…. and
convert

Thursday, November 19, 2009

Each Week, ICE.com serves enough unique visitors
to fill 8 high capacity football stadiums!

Thursday, November 19, 2009

Understanding Personas
customers, not as a
demographic, but as
individuals

Thursday, November 19, 2009

What do we want to
learn?
Thursday, November 19, 2009

Personal
Characteristics

What do we want to
learn?
Thursday, November 19, 2009

Goals and
Tasks

Personal
Characteristics

What do we want to
learn?
Thursday, November 19, 2009

Goals and
Tasks Motivations

Personal
Characteristics

What do we want to
learn?
Thursday, November 19, 2009

Goals and
Tasks Motivations

Attitude and
Personal needs
Characteristics

What do we want to
learn?
Thursday, November 19, 2009

Listen for
stories

Thursday, November 19, 2009

Stories reveal tactic information
What do they tell stories about?
Who is in their stories?

Listen for
stories

Thursday, November 19, 2009

Stories reveal tactic information
What do they tell stories about?
Who is in their stories?

Quotes help you hear their voice
Listen for
stories -What terminology do they use?
-How they talk about task or product?

Thursday, November 19, 2009

Sarah is single, and works for a
advertising agency

She loves to make a fashion
statement but cannot afford what
she loves. She is impulsive.

Sarah Newman She recently broke up with her Boy
Female friend and spends 3 nights a week
Age 30 out with the girls.
Income 60k
She works out 4 time a week and
makes sure to take care of her
appearance.
Thursday, November 19, 2009

David is a stock broker and loves the
high life. He enjoys to travel and loves
fast cars. He is getting engaged in the
near future.

He is a procrastinator. He dislikes
shopping but he is service-oriented.
David Jones
Male He is searching for the perfect diamond
Age 31 for his ﬁancé
Income 90k

Thursday, November 19, 2009

Motivations

key customer scenarios

?

offers action

Thursday, November 19, 2009

Affordability

Fashion

Thursday, November 19, 2009

Affordability

Impulse
Fashion

Thursday, November 19, 2009

Customer Service
Education

Thursday, November 19, 2009

Customer Service
Education

Accessibility

Thursday, November 19, 2009

Web Design Targeting at David Jones

Thursday, November 19, 2009

Personas Action Entity Trigger

Help her to make an Make her look and feel
impulse purchase fashionable

Sarah Newman

Enable him to create a Educate himself to choose
diamond ring the right diamond

David Jones

Thursday, November 19, 2009

h"p://www.UserTes-ng.com/Popups/ViewMovieShare.aspx?ﬁle=7mPRLiwNOvM%3d

Thursday, November 19, 2009

http://whichtestwon.com/

Thursday, November 19, 2009

8 Shopping Cart Rules

Thursday, November 19, 2009

1. Where am I

Thursday, November 19, 2009

2. Solidify

Thursday, November 19, 2009

3. Clear Shipping Options

Thursday, November 19, 2009

4. Allow for Guest Check-in

Thursday, November 19, 2009

5. Availability

Thursday, November 19, 2009

6. Up Sells

Thursday, November 19, 2009

7. Avoid shell shock

Thursday, November 19, 2009

8. Edit Shopping Cart

Thursday, November 19, 2009

My talk was sponsored by the Unversity of TN Chattanooga. This talk was on April 9, 2009. It was part 1 of 2 presentations. I spoke about how to use the social networking sites to increase your visibility and how finding things online can improve your life offline. Improving your brand (simple as your avatar) can help people relate to you vs an Illustration. Some websites and companies are keeping an eye out for your privacy but some arent.

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Building a website, McGill Course

1. Building a Website Te ch ts ain nic str al on re q sc ui r es em sin e Bu nts Customer needs Thursday, November 19, 2009

2. th ink m e make on’t D Thursday, November 19, 2009

3. Thursday, November 19, 2009

4. Priorities Thursday, November 19, 2009

5. Websites are not brochures Thursday, November 19, 2009

6. Usability and conversion oriented design Thursday, November 19, 2009

7. Allow the reader to get the gist of your message in a few seconds by merely scanning the page Thursday, November 19, 2009

8. Design sites for your users above all else Thursday, November 19, 2009

9. Accessibility Thursday, November 19, 2009

10. Thursday, November 19, 2009

11. Thursday, November 19, 2009

12. Thursday, November 19, 2009

13. Thursday, November 19, 2009

14. Thursday, November 19, 2009

15. Thursday, November 19, 2009

16. Identity Thursday, November 19, 2009

17. Company Info Thursday, November 19, 2009

18. Make it easy for them to contact you! Thursday, November 19, 2009

19. Navigation Make sure they can ﬁnd what they want quickly and easily Thursday, November 19, 2009

20. A well thought out and usable site map can be more important than navigation – especially for big sites Thursday, November 19, 2009

21. Thursday, November 19, 2009

22. Navigation allows users to orient themselves in a website and drives them towards desired goals Thursday, November 19, 2009

23. Thursday, November 19, 2009

24. Tell people to take the exact action you want them to perform in order to get the best response Thursday, November 19, 2009

25. Prospect makes a decision based on 2 criteria: Thursday, November 19, 2009

26. Does this page look hard, complicated or time consuming? Thursday, November 19, 2009

27. Is it relevant to my search query? Thursday, November 19, 2009

28. Thursday, November 19, 2009

29. Thursday, November 19, 2009

30. Content "Click to Continue" resulted in the highest increase in conversions (over "Continue to Article" or "Read More"). Grokdotcom.com Thursday, November 19, 2009

31. Trust Thursday, November 19, 2009

32. Thursday, November 19, 2009

33. Looks are very important, BUT the least important consideration in web development Thursday, November 19, 2009

34. That doesn’t mean ugly sites are OK Thursday, November 19, 2009

35. Sites must look professional and demonstrate credibility Thursday, November 19, 2009

36. If these two goals are met, the user will be satisﬁed. Thursday, November 19, 2009

37. Remember, they are looking to achieve a goal – not look at a piece of artwork. Thursday, November 19, 2009

38. Real testimonials on each page Thursday, November 19, 2009

39. Graphics are the #1 thing that draws the eye. Thursday, November 19, 2009

40. People like to click on graphics so give them something to click to…. and convert Thursday, November 19, 2009

41. Thursday, November 19, 2009

42. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums! Thursday, November 19, 2009

43. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums! Thursday, November 19, 2009

44. Each Week, ICE.com serves enough unique visitors to fill 8 high capacity football stadiums! Thursday, November 19, 2009

45. Understanding Personas customers, not as a demographic, but as individuals Thursday, November 19, 2009

46. What do we want to learn? Thursday, November 19, 2009

47. Personal Characteristics What do we want to learn? Thursday, November 19, 2009

48. Goals and Tasks Personal Characteristics What do we want to learn? Thursday, November 19, 2009

49. Goals and Tasks Motivations Personal Characteristics What do we want to learn? Thursday, November 19, 2009

50. Goals and Tasks Motivations Attitude and Personal needs Characteristics What do we want to learn? Thursday, November 19, 2009

51. Thursday, November 19, 2009

52. Listen for stories Thursday, November 19, 2009

53. Stories reveal tactic information What do they tell stories about? Who is in their stories? Listen for stories Thursday, November 19, 2009

54. Stories reveal tactic information What do they tell stories about? Who is in their stories? Quotes help you hear their voice Listen for stories -What terminology do they use? -How they talk about task or product? Thursday, November 19, 2009

55. Sarah is single, and works for a advertising agency She loves to make a fashion statement but cannot afford what she loves. She is impulsive. Sarah Newman She recently broke up with her Boy Female friend and spends 3 nights a week Age 30 out with the girls. Income 60k She works out 4 time a week and makes sure to take care of her appearance. Thursday, November 19, 2009

56. David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the near future. He is a procrastinator. He dislikes shopping but he is service-oriented. David Jones Male He is searching for the perfect diamond Age 31 for his ﬁancé Income 90k Thursday, November 19, 2009

57. David is a stock broker and loves the high life. He enjoys to travel and loves fast cars. He is getting engaged in the near future. He is a procrastinator. He dislikes shopping but he is service-oriented. David Jones Male He is searching for the perfect diamond Age 31 for his ﬁancé Income 90k Thursday, November 19, 2009

58. Motivations key customer scenarios ? offers action Thursday, November 19, 2009

59. Thursday, November 19, 2009

60. Thursday, November 19, 2009

61. Thursday, November 19, 2009

62. Thursday, November 19, 2009

63. Fashion Thursday, November 19, 2009

64. Affordability Fashion Thursday, November 19, 2009

65. Affordability Impulse Fashion Thursday, November 19, 2009

66. Thursday, November 19, 2009

67. Thursday, November 19, 2009

68. Thursday, November 19, 2009

69. Thursday, November 19, 2009

70. Thursday, November 19, 2009

71. Thursday, November 19, 2009

72. Thursday, November 19, 2009

73. Thursday, November 19, 2009

74. Education Thursday, November 19, 2009

75. Customer Service Education Thursday, November 19, 2009

76. Customer Service Education Accessibility Thursday, November 19, 2009

77. Web Design Targeting at David Jones Thursday, November 19, 2009

78. Web Design Targeting at David Jones Thursday, November 19, 2009

79. Web Design Targeting at David Jones Thursday, November 19, 2009

80. Web Design Targeting at David Jones Thursday, November 19, 2009

81. Personas Action Entity Trigger Help her to make an Make her look and feel impulse purchase fashionable Sarah Newman Enable him to create a Educate himself to choose diamond ring the right diamond David Jones Thursday, November 19, 2009

82. h"p://www.UserTes-ng.com/Popups/ViewMovieShare.aspx?ﬁle=7mPRLiwNOvM%3d Thursday, November 19, 2009

83. Thursday, November 19, 2009

84. Thursday, November 19, 2009

85. http://whichtestwon.com/ Thursday, November 19, 2009

86. 8 Shopping Cart Rules Thursday, November 19, 2009

87. 1. Where am I Thursday, November 19, 2009

88. 2. Solidify Thursday, November 19, 2009

89. 3. Clear Shipping Options Thursday, November 19, 2009

90. Thursday, November 19, 2009

91. 4. Allow for Guest Check-in Thursday, November 19, 2009

92. 5. Availability Thursday, November 19, 2009

93. 6. Up Sells Thursday, November 19, 2009