Ken JD Preso

WEBSITE REDESIGN PROPOSAL
KENALL MANUFACTURING
December 9, 2010

© 1999 - 2010 Johnson Direct, LLC. All rights reserved. Duplication is prohibited without express written consent from Johnson Direct.

Thursday, January 27, 2011

welcome


JOHNSON DIRECT: WHO WE ARE
Meet our team leaders

Executive Account Service / Creative / UX Programming
Project Management

Grant A. Johnson Denise Hearden Clay Konnor David Glyzewski


JOHNSON DIRECT: AN EXTENSION OF YOUR MARKETING TEAM

Multichannel Expertise; Unrivaled Responsiveness

Google “Marketing thatʼs Measurable” and the ﬁrst page of
results will take you to a Johnson Direct web page, blog or
microsite. Thatʼs because we not only boast Marketing thatʼs
Measurable – after all, it is our tagline – but we actually DO
Marketing thatʼs Measurable.


JOHNSON DIRECT: AN EXTENSION OF YOUR MARKETING TEAM

Multichannel Expertise; Unrivaled Responsiveness

You can rely on Johnson Direct to continue to be an extension of
your marketing, communications and IT teams with:

• Unwavering focus on measurable marketing
• Strategic, responsive marketing counsel
• Building your brand through online marketing
• Full-service design and development
• Persistent emphasis on search
• Designing for increased conversion
• Your partner for analytics beyond the launch of your site


INTERACTIVE
SERVICES


JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing




strategy




scope

strategy




structure

scope

strategy




skeleton

structure

scope

strategy




surface

skeleton

structure

scope

strategy




surface

skeleton

structure

scope

user needs
strategy
marketing objectives




surface

skeleton

structure

content requirements
scope technological requirements

user needs
strategy




surface

skeleton

structure information architecture


user needs
strategy




surface

user experience
skeleton
navigation design



user needs
strategy




visual design
surface
interface

user experience
skeleton
navigation design



user needs
strategy




visual design
surface
interface

user experience
skeleton
navigation design



user needs
strategy

abstract




concrete
visual design
surface
interface

user experience
skeleton
navigation design



user needs
strategy

abstract


JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

strategy scope structure skeleton surface



Strategy

Marketing strategy sets the bedrock for
the entire project and beyond.



Strategy



Strategy

Corporate viewpoint

• Elevate the brand
• Create more conversions (sales)
• Create more impressions through search
• Facilitate in-house maintenance



Strategy

Corporate viewpoint

• Elevate the brand
• Create more conversions (sales)
• Create more impressions through search
• Facilitate in-house maintenance

Customer viewpoint

• Quickly and easily ﬁnd what they are looking for
• Ability to manipulate data “their way”
• Experiment
• Collaborate
• Feel conﬁdent about brand and product



Scope

Accurate scoping and scope documents,
including project timelines, create
expectations that are shared, thus
eliminating mystery and surprises.



Structure

Information architecture

Where does the content go in the site and how
is it connected to other content?



Structure

Information architecture

Where does the content go in the site and how
is it connected to other content?

• Wireframes
• Content weight diagrams



Skeleton

Creating a user experience that facilitates
experimentation, comparison, collaboration,
discovery, recovery and conversion.



Skeleton

The skeleton phase also includes building
delivery methods for the content that
facilitate the user experience goals.



Skeleton



Skeleton

Your competitorʼs site!



Skeleton

asynchronous



Skeleton

asynchronous
javascript



Skeleton

asynchronous
javascript
& xml



Skeleton
http request
json
dom
xslt
ﬂash
javascript css

xml iframe



Skeleton

4.35 3.17 3.06 1.37 0.19 0.11 0.03 0.05 0.20 1.22 2.86 3.09
5.35 4.03 3.77 2.51 1.84 1.59 0.85 1.22 1.94 3.25 5.65 6.00
1.53 1.36 2.69 3.64 3.32 3.78 3.66 4.22 3.82 2.41 2.92 2.47
3.17 3.02 3.59 3.90 3.80 3.65 3.80 3.41 3.30 2.88 3.65 3.42
2.01 2.08 2.39 2.85 6.21 9.33 5.70 7.58 7.63 5.64 2.66 1.83



Skeleton

Web pages feel more responsive by
exchanging data with the server behind
the scenes so that the entire page does
not have to be reloaded to give
information.


Skeleton: some examples - robust drop-down navigation


Skeleton: some examples - robust product information



Skeleton: some examples - product selection wizard



Skeleton: some examples - site search



Skeleton: some examples - user type navigation



Skeleton: some examples - simplifying complex decisions


Skeleton: some examples - collaboration



Skeleton: some examples - expediting conversion


Skeleton: some examples - product comparison, the userʼs way



Skin



Skin

1/20th of a second



Skin

Trust?



Skin

Even if a website is highly useable
and provides useful information
presented in a logical fashion,
it may still fail to impress a user
whose ﬁrst impression of
the site was negative.



Top reasons for site abandonment

Found it difﬁcult to locate product(s) 36

Did not trust the site 32

Forms required too much information 22



The consequences of poor design

76 74
71

54
45

24

Never visit Unsubscribe Never View the Complain to Complain to
the site again from purchase company others company
promotions from the negatively
and emails company



which carrots taste better?



which carrots taste better?

transference



Your website now has a portal-like relationship to all your marketing efforts


JOHNSON DIRECT: THE POSSIBILITIES
How can we help you?


JOHNSON DIRECT: THE POSSIBILITIES
How can we help you?

Three possibilities

• Retroﬁt the current site with some ﬁxes
• Create a great site from scratch
• Create a great site from scratch in phases


JOHNSON DIRECT: THE PROPOSALS

Retroﬁt the current site with some ﬁxes



Retroﬁt the current site with some ﬁxes

Whatʼs needed?

• Recoding for better search performance
• A look and feel that establishes user trust and elevates the brand
• Navigation that allows the user greater control
• User experience design that allows the user to use the data “their way”
• User experience design that creates greater conversion
• Improved search functionality and results
• Product comparison functionality
• Administrative controls that remove tedium and cost of updates


Retroﬁt current site



Whatʼs possible?

• New site search functionality and search results
• New top navigation bar with robust drop-down functionality
• New multi-purpose image / product or user type wizard
• New product category page layout
• New product detail page layout
• New comparison feature
• Collaboration tools such as PDF compiler or link bundler



Whatʼs not possible or cost prohibitive?

• Full recoding for better organic search
• New look and feel



Whatʼs not possible or cost prohibitive?

• Full recoding for better organic search
• New look and feel

• Cost / Beneﬁt analysis demonstrates that the combined retroﬁt
components would cost as much or more than a full redevelopment



Create a great site from scratch



Create a great site from scratch

Whatʼs possible?

• Complete recoding for better search performance



Create a great site from scratch in phases



Create a great site from scratch in phases

Whatʼs possible?

• Recoding for better search performance



Ballpark estimates

Op#on
1:
Retroﬁt
the
current
site
with
some
ﬁxes

• New
site
search
func#onality
and
search
results
• New
top
naviga#on
bar
with
robust
drop-‐down
func#onality
• New
mul#-‐purpose
image
/
product
or
user
type
wizard
• New
product
category
page
layout
• New
product
detail
page
layout
• New
comparison
feature
• Collabora#on
tools
such
as
PDF
compiler
or
link
bundler

Ballpark
Es#mate:
$82,500
to
$180,000



Ballpark estimates

Op#on
2:
Complete
redevelopment

• Complete
recoding
for
beOer
search
performance
• A
look
and
feel
that
establishes
user
trust
and
elevates
the
brand
• Naviga#on
that
allows
the
user
greater
control
• User
experience
design
that
allows
the
user
to
use
the
data
“their
way”
• User
experience
design
that
creates
greater
conversion
• Improved
search
func#onality
and
results
• Product
comparison
func#onality
• Administra#ve
controls
that
remove
tedium
and
cost
of
updates

Ballpark
Es#mate:
$160,000
to
$220,000



Ballpark estimates

Op#on
3:
Create
a
great
site
from
scratch
in
phases

Same
as
Op#on
2,
but
executed
in
phases
over
a
longer
#meline.

Addi#onal
account
management
to
span
over
the
extended

engagement
($3,500
to
$7,500/mo).


thank you


Ken JD Preso

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