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Walk through of online design and case studies.
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Designing & Optimising Websites
Keith Feighery: Digital Strategist
Design Case Studies, Info Architecture & Open Source
Solutions
Open Source Solutions
Drupal
JOOMLA
Wordpress
Building and Decorating Case Studies
Builders and Decorators
Broad Selection of Irish Sites
Irish Case Studies
Before and After
Case Studies
Design with Clear Intent
Clear Layout
Obvious Benefits
Appropriate Channel Design
Decluttered Logical Flow
Demonstrate clear Call to Action
Clear and Intuitive Messages
Intuitive Info Flows
eCommerce Case Study
Case Study: Wiltshire Farm Foods
Key Take-Aways
• Remove Clutter – focus on key goals all the time – Remove any obstacles
• Provide lots of visual feedback – Users know that actions have been successful
• Adhere to affordance rules – make them obvious– Big Buttons, Clear Large Links
• Anticipate and Answer questions upfront – Embed as part of user experience
• Knit USPs in copy and images of site– Emphasise all your differentiators
Website Optimisation
• Dynamically Test key elements of site– Test Copy, Calls to Action, Images, Placement– The $300,000,000 Button
• Both Split (A/B) and Multi-Variate Test– Google Website Optimiser or Proprietary tools
• Define and set up conversion points– Need to track and measure user actions
• Clear calls to action significantly augment optimisation goals– Don’t force user to think – TELL THEM WHAT TO DO
Test Process
• Never stop testing and tracking user actions on website• A/B Split Testing
– Define specific site goals (sale, sign-up etc..)– Test two specific pages (typically high volume landing pages)– Commercial tools (Vertster) or Google Optimiser – Monitor which test is performing better– Use Variable rate or throttle testing to vary the percentage of traffic that
gets routed to the various pages• Multi-Variate testing
– Enables variable testing of elements within single pages– Different copy text, form layouts and even landing page images and
background colours together– Track combinations that achieve predetermined goals
Web 2.0 Design Process
What is Web2.0 Design
• Simple Front-Facing Brand• Open, Frank and Honest Communication• De-cluttered Information Architecture• Clear Calls to Action• Less Design is ‘More”• Design is functional only – to aid user
experience
Irish Web2.0 Examples
More Web 2.0 Design
International Examples Web 2.0
Exercise
• Write down all the features you want on your site
• Design on paper how your site will look• Create key categories of information• Design your top navigation menu bar – with
core categories of accessible info• Design 3 USPs of your service and include calls
to action on Front Page