OZ IA 2007: Designing Sites People - Balancing emotion with business reality

  • View

  • Download

Embed Size (px)


Presentation from Oz-IA 2007 about a case study of re-designing a popular news site (smh.com.au)


  • 1. Title goes here June 2007 Designing sites people love -Balancing emotion with business reality Elizabeth Pek & Andrew Coffey September 2007

2. About us 3. In todays session: Design is a balancing act Case Study: Re-design Project Practical learning's 4. A site people love means compelling experience value to business 5. Design is a balancing act 6. Design is a balancing act Case Study: Re-design project Practical learnings 7. Design Challenges: Business Context Mature sites with loyal users and their habits 8 pages per session 8 minutes per session 1 minute per page Each visit Over 133 Million Impressions ~45 % Home page ~45 % Stories/articles ~10 % other Page types Over 3.2 Million Uniques 25 April 1995 Since Key Statistics (July 2007) 8. Design Challenges: Project Objectives

  • Increase traffic to key sections and network sites
  • Improve advertising yield
  • Increase reach
  • Improve user experience

9. Design Challenges: News sites Breadth & depth of content Large amount of content Advertising acceptable by users Repeat visits & stay as long as they can 10. Design Challenges: News sites 11. Design Challenges: News sites 12. Design Challenges: Media industry 13. Steps in developing the design Strategy User Personas User Task Analysis Design Information, Interaction& User Interface Design Evaluate Heuristic Review User research & testing 14. User experience issues 15. User experience issues 16. Target users & main reason for visit Quickly scan the latest & important news 17. The IA early concepts 18. The IA early concepts 19. The IA early concepts 20. The IA early concepts 21. The IA early concepts 22. User expectations Brand values Sales opportunities Tech specs Business objectives Content & production The design brief Users Marketing Sales Technology Product Editorial 23. Vision statement: We want to make our news sites clean, fresh & clear for our users. We also want the ads to be more accepted. Design: Refined colour palette and layout Brand: Print Heritage Typography Sales: Dispersed and more contextual 24. Concepts 25. Layout=The Grid Previous design New design 26. Content=Typography 27. 28. +Newsphiles+NineMSN readers +Advertising 29. 30. 31. 32. + Previous Design + New Design 33. Is the new site design successful? Really disappointing - thought I'd ended up on the Daily Tele by mistake.The site now appears to be a trashy tabloid - lots of flashing neon lights.This version has lost the feel of a serious paper and has the feeling of a light weight "fluffy" version.After all the hoopla about the new menus last time why not even keep those. BTW why no notice or a beta version for people to take a look?I can only guess that feedback was not really wanted.To be honest, I'll probably end up on the ABC site 34. Is the new site design successful? The redesign is excellent. I find the use of the screen real estate much improved from the previous version and indeed much better than most newspaper internet site that I use (Telegraph, Evening Standard, NY Times). The new format look great. I have been viewing the Age web site since its inception. Keeping up with the times is definitely a good idea. The look and feel of a broad sheet on line is a great idea. Wow, I thought your netpaper was the best, but this is simply stunning 35. Design is a balancing act Case Study: A re-design project Practical learning's 36. What we would do again.

  • Use a user-centred-design approach
  • Collaborate!! (as early as possible)
  • Analyse your design context
    • Business, Users, Project, Sales, Marketing, Constraints
  • Develop a strategy and a design mission
  • Manage and anticipate stakeholder expectations

37. What we would do differently

  • User testing as early as possible
  • Allow time to iterate after user testing
  • Manage change for users better

38. Key session outcomes: Design is a balancing act Case Study: Re-design project Practical learnings Discussion