Post on 27-Jan-2015
description
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 today’s session:In today’s session:
Design is a balancing act
Case Study: Re-design Project
Practical learning's
4
A site people love means…
compelling experiencecompelling experience
»» value to business value to business
5
Design is a balancing act
6
Design is a balancing act
Case Study: Re-design projectCase Study: Re-design project
Practical learnings
7
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
8
Design Challenges: Project Objectives
1. Increase traffic to key sections and network sites
2. Improve advertising yield
3. Increase reach
4. 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 paletteand 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
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'sPractical 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:Key session outcomes:
Design is a balancing act
Case Study: Re-design project
Practical learnings
Discussion……