Transcript
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Title goes here

June 2007

Designing sites people love - Balancing emotion with business reality

Elizabeth Pek & Andrew Coffey

September 2007

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About us

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In today’s session:In today’s session:

Design is a balancing act

Case Study: Re-design Project

Practical learning's

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A site people love means…

compelling experiencecompelling experience

»» value to business value to business

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Design is a balancing act

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Design is a balancing act

Case Study: Re-design projectCase Study: Re-design project

Practical learnings

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Design Challenges: Business Context

Mature sites with loyal users and their habits

Key Statistics (July 2007)Key Statistics (July 2007)

Since 25 April 1995

Uniques Over 3.2 Million

Impressions Over 133 Million

Each visit 8 pages per session

8 minutes per session

1 minute per page

Page types ~45 % Home page

~45 % Stories/articles

~10 % other

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Design Challenges: Project Objectives

1. Increase traffic to key sections and network sites

2. Improve advertising yield

3. Increase reach

4. Improve user experience

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Design Challenges: News sites

Breadth & depth of content

Large amount of

content

Advertising acceptable by users

Repeat visits & stay as long

as they can

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Design Challenges: News sites

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Design Challenges: News sites

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Design Challenges: Media industry

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Steps in developing the design

Strategy

User Personas

User Task Analysis

Design

Information, Interaction & User Interface Design

Evaluate

Heuristic Review

User research & testing

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User experience issues

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User experience issues

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Target users & main reason for visit

Quickly scan the latest & important news

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The IA – early concepts

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The IA – early concepts

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The IA – early concepts

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The IA – early concepts

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The IA – early concepts

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User expectations

Brand values

Sales opportunities

Tech specs

Business objectives

Content & production

The design brief

Users

Marketing

Sales Technology

Product

Editorial

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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 paletteand layout

Brand:Print Heritage Typography

Sales:Dispersed and more contextual

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Concepts

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Layout = The Grid

Previous design New design

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Content = Typography

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+ Newsphiles + NineMSN readers + Advertising

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+ Previous Design + New Design

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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”

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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”

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Design is a balancing act

Case Study: A re-design project

Practical learning'sPractical learning's

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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

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What we would do differently…

User testing as early as possible

Allow time to iterate after user testing

Manage change for users better

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Key session outcomes:Key session outcomes:

Design is a balancing act

Case Study: Re-design project

Practical learnings

Discussion……


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