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Getting 
Back 
to 
Basics 
Website 
Design 
Janet 
Hazen
Aesthetics 
Heuristics 
Haptics 
Basics 
Right? 
Perfect 
Website
WHAT 
IS 
‘BASIC’ 
TODAY? 
AESTHETICS: 
Is 
it 
pretty? 
Do 
people 
like 
it? 
Is 
it 
on 
brand? 
HAPTICS: 
Is 
it 
engaging? 
Do 
people 
want 
to 
touch 
it? 
Are 
they 
compelled 
to 
interact? 
HEURISTICS: 
Does 
it 
function? 
Can 
people 
get 
from 
point 
A 
to 
point 
B 
easily?
WHY 
DO 
THESE 
MATTER? 
91% 
Of 
customers 
have 
walked 
into 
a 
business 
based 
on 
their 
online 
experience 
82% 
Of 
customers 
make 
in-­‐store 
purchases 
after 
researching 
them 
online/mobile 
89% 
Of 
customers 
conduct 
their 
research 
using 
online 
search 
engines 
Meet 
Customer 
2.0! 
Where 
Customer 
1.0 
loves 
traditional 
marketing 
efforts, 
Customer 
2.0 
is 
mobile, 
social 
and 
ALWAYS 
connected! 
Google/Nielsen 
study
HOW 
ARE 
WE 
DOING 
IT 
NOW? 
When 
approaching 
website 
enhancements/changes, 
we 
get 
cues 
from 
implementations 
on 
other 
sites 
and 
applications. 
“So, 
I 
saw 
this 
[insert 
feature 
here] 
on 
[insert 
website 
here] 
and 
I 
think 
we 
should 
use 
it 
on 
our 
site.” 
Using 
search 
boxes 
as 
our 
example:
WHAT 
IS 
‘BASIC’ 
AGAIN? 
AESTHETICS: 
Is 
it 
pretty? 
Do 
people 
like 
it? 
Is 
it 
on 
brand? 
HAPTICS: 
Is 
it 
engaging? 
Do 
people 
want 
to 
touch 
it? 
Are 
they 
compelled 
to 
interact? 
HEURISTICS: 
Does 
it 
function? 
Can 
people 
get 
from 
point 
A 
to 
point 
B 
easily?
HOW 
WE 
SHOULD 
BE 
DOING 
IT! 
We 
should 
still 
watch 
and 
gain 
cues 
from 
other 
websites, 
and 
must 
be 
open 
to 
consider 
industries 
outside 
our 
own 
for 
our 
research. 
Ø Hospitality 
Ø Retail 
Ø Food/Beverage 
Ø Technology 
Ø Automotive 
Ø Blogs
TOP 
2015 
WEBSITE 
TRENDS 
1. Responsive 
Design 
2. Flat 
Design 
3. Scrolling 
4. Typography 
5. Large 
Images 
6. Infographics 
LoungeLizard.com
KEY 
TAKEAWAYS 
1. Ask 
ques*ons! 
Ask 
yourself 
all 
of 
the 
‘Basic’ 
ques5ons 
about 
your 
website 
as 
a 
whole 
and 
of 
every 
aspect 
of 
it. 
Have 
you 
kept 
your 
focus 
on 
your 
end 
user, 
your 
Customer 
2.0? 
2. Test, 
test, 
test! 
Don’t 
be 
afraid 
to 
try 
new 
things, 
but 
be 
sure 
to 
test 
everything 
to 
determine 
if 
it 
stays 
or 
gets 
cut. 
U5lize 
either 
free 
or 
fee 
A/B 
tes5ng 
programs. 
3. Go 
Mobile! 
It’s 
5me. 
If 
your 
organiza5on 
has 
not 
invested 
in 
going 
mobile 
via 
responsive 
design 
or 
a 
mobile 
site, 
you 
will 
not 
be 
reaching 
your 
desired 
customer 
in 
the 
next 
12-­‐18 
months.
THANK 
YOU!

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Janet Hazen 2014 NMHC OpTech

  • 1. Getting Back to Basics Website Design Janet Hazen
  • 2. Aesthetics Heuristics Haptics Basics Right? Perfect Website
  • 3. WHAT IS ‘BASIC’ TODAY? AESTHETICS: Is it pretty? Do people like it? Is it on brand? HAPTICS: Is it engaging? Do people want to touch it? Are they compelled to interact? HEURISTICS: Does it function? Can people get from point A to point B easily?
  • 4. WHY DO THESE MATTER? 91% Of customers have walked into a business based on their online experience 82% Of customers make in-­‐store purchases after researching them online/mobile 89% Of customers conduct their research using online search engines Meet Customer 2.0! Where Customer 1.0 loves traditional marketing efforts, Customer 2.0 is mobile, social and ALWAYS connected! Google/Nielsen study
  • 5. HOW ARE WE DOING IT NOW? When approaching website enhancements/changes, we get cues from implementations on other sites and applications. “So, I saw this [insert feature here] on [insert website here] and I think we should use it on our site.” Using search boxes as our example:
  • 6. WHAT IS ‘BASIC’ AGAIN? AESTHETICS: Is it pretty? Do people like it? Is it on brand? HAPTICS: Is it engaging? Do people want to touch it? Are they compelled to interact? HEURISTICS: Does it function? Can people get from point A to point B easily?
  • 7. HOW WE SHOULD BE DOING IT! We should still watch and gain cues from other websites, and must be open to consider industries outside our own for our research. Ø Hospitality Ø Retail Ø Food/Beverage Ø Technology Ø Automotive Ø Blogs
  • 8. TOP 2015 WEBSITE TRENDS 1. Responsive Design 2. Flat Design 3. Scrolling 4. Typography 5. Large Images 6. Infographics LoungeLizard.com
  • 9. KEY TAKEAWAYS 1. Ask ques*ons! Ask yourself all of the ‘Basic’ ques5ons about your website as a whole and of every aspect of it. Have you kept your focus on your end user, your Customer 2.0? 2. Test, test, test! Don’t be afraid to try new things, but be sure to test everything to determine if it stays or gets cut. U5lize either free or fee A/B tes5ng programs. 3. Go Mobile! It’s 5me. If your organiza5on has not invested in going mobile via responsive design or a mobile site, you will not be reaching your desired customer in the next 12-­‐18 months.