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BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
5 Things to Consider for a Successful Website Redesign
March 26, 2013
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 2
BIG
DEAL
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 3
1. SECURE INTERNAL BUY-IN2. PUT A PRICE ON IT3. FIND THE RIGHT PARTNER4. COME PREPARED5. AVOID SHINY OBJECTS
The 5 Big Things:
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 4
1. SECURE INTERNAL BUY-IN
The 5 Big Things:
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 5
SECURE INTERNAL BUY-IN
The Outcome:
Aligning user objectives with
organization goals
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 6BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
SECURE INTERNAL BUY-IN
A Checklist: I understand & can describe the audience I am trying to reach
I understand what my users most want to accomplish
Based on data, I have a feel for what my users cannot currently accomplish on the website easily
I understand the top two or three strategic goals of my organization
I understand how the website needs support those goals
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 7
SECURE INTERNAL BUY-IN
Understanding User Needs:• Analytics
• Surveys – task analysis
• Usability testing - Rocket Surgery Made Easy
• Customer inquiry trends**http://www.conversion-rate-experts.com/understanding-your-visitors/
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 8BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
SECURE INTERNAL BUY-IN
Key Stakeholders
Everyone wants to feel heard.
LISTEN
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 9
SECURE INTERNAL BUY-IN
Leadership:
Set Expectations
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 10BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
SECURE INTERNAL BUY-IN
Expectation #1:
USERS FIRST
Not our CEO.
Not our Board.
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 11
SECURE INTERNAL BUY-IN
Expectation #2:
TIME
In post launch interviews when asked what they would do differently
customers most often mention:
“We are glad we took our time to do it right” or
‘We wish we would not have rushed the project for X”
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 12BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
SECURE INTERNAL BUY-IN
Expectation #3:
MONEY
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 13
SECURE INTERNAL BUY-IN
Paint the Picture Lead with the outcome (what does alignment look like)
Reiterate key organization goals
Define key audiences and briefly describe what each audience wants to accomplish
(include internal stakeholders)
Lay out gaps between audience needs and what the website delivers now
Set expectations: user research needed, time, cost
White Paper: http://www.balanceinteractive.com/who-we-are/news/balance-interactive-releases-white-paper-website-return-investment
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 14
2. PUT A PRICE ON IT
The 5 Big Things:
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 15BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
PUT A PRICE ON IT
$30,000 vs. $300,000
WHAT’S THE BIG DIFF?
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 16
PUT A PRICE ON IT
Is this project considered to be “just a tech
implementation” or will you be overhauling
digital strategy – and are people ready to
embrace and drive the change
accompanying this?
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 17BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
PUT A PRICE ON IT
User Research: Focus Groups
Interviews
Usability testing
Surveys
Task Analysis
Keyword Research
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 18
PUT A PRICE ON IT
Content: Content Strategy
Content Migration
Content editing
Content formatting
Copywriting
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 19BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
PUT A PRICE ON IT
Technology: CMS
ECommerce
Hosting
Integration – Single Sign On
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 20
PUT A PRICE ON IT
Web not Website:m.Dot vs. Responsive
Social Media
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 21BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
PUT A PRICE ON IT
Staff Time: Internal project lead – 10-15% of time
9-12 months
Project team members – 4-6 hours per month
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 22
3. FIND THE RIGHT PARTNER
The 5 Big Things:
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 23
FINDING THE RIGHT PARTNER
By Invitation Only
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 24BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
FINDING THE RIGHT PARTNER
Who they serve:Size of Project
Type of Project
Product or Service
Blog post: http://www.balanceinteractive.com/blog/12/09/share-budget-or-not-share-budget-question
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 25
FINDING THE RIGHT PARTNER
This is a conversation!
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 26BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
FINDING THE RIGHT PARTNER
Where’s their focus?Technology?
Strategy?
Design?
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 27
FINDING THE RIGHT PARTNER
Do Not: Send RFP and refuse a follow up conversation
Split project between vendors
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 28
4. COME PREPARED
The 5 Big Things:
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 29BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
COME PREPARED
Project lead & Web committee
Use this opportunity to educate for the future
Build in enough structure to be flexible
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 30
COME PREPARED
Content
• How many pages
• Who owns what
• What policies are in place
• What policies are needed
• What are you willing to cut
http://www.balanceinteractive.com/blog/11/09/how-move-mountains-migrating-your-web-content-without-losing-
your-sanity-or-your-staff
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 31BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
COME PREPARED
At the kickoff:
Conferences or Events?
Turnaround times?
Check in points for board and leadership
Critical path decisions
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 32
5. AVOID SHINY OBJECTS
The 5 Big Things:
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 33BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
AVOID SHINY OBJECT SYNDROM
Can it help us achieve a goal?
Can it be measured?
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 34
AVOID SHINY OBJECT SYNDROM
Don’t focus on technology trends,
look towards customer trends.
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 35BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com
THE TOP TEN TAKE-AWAYS FOR YOUR NEXT REDESIGN:
10. Avoid the shiny objects. Keep your focus.
11. Technology should never drive your decisions. It should support them.
12. Think web not website
13. Create check-in points with your leadership
14. Don’t be afraid to have conversations to find the right partner
15. Content is most often underestimated in terms of time and money
16. Set expectations internally – early and often
17. Build enough structure to allow for flexibility (and creativity)
2. Listen
1. It’s all about your users!
BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 36
QUESTIONS?
The 5 Big Things:
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