Design begins before you design - WordPress track - PHXDW 2014
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Design begins bef ore you “design.” @john_gough PHXDW WordPress Wisdom John Gough Skyhook Marketing
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If you're doing it right, web design doesn't start with UI. You need to start with some hard questions about "Why", "Who", and "How." It might be uncomfortable the first few times you do it, but if you stick to the process, you can prevent sad surprises that come when your clients/stakeholders don't get what they thought they were building.
Transcript of Design begins before you design - WordPress track - PHXDW 2014
Design begins before you “design.”
@john_gough
PHXDW WordPress Wisdom John Gough Skyhook Marketing
Good process prevents sadness.
Design before you “design” | @john_gough
So, what about WordPress?
Design before you “design” | @john_gough
Design before you “design” | @john_gough
WordPress is a CMS.Emphasis on the C.
Design before you “design” | @john_gough
Information Architecture
unsplash.net
The Process: 1. Asking Why 2. Understanding Who 3. Planning How
Design before you “design” | @john_gough
The most important question: “Why do you want a website?”
The $1,000,000 Question
Features & Functionality
Visual Design
Analytics
Marketing Campaigns
Bad reasons to build a website:
The $1,000,000 Question
“Everyone else has one.” “My spouse/partner/friend/voice-in-my head says I need one.” “To look cool.” “So I can get rich and retire. (Sign this NDA)”
Grumpy mom test.
Explain it to your mom.
Avinash Kaushik Blog: Occam’s Razor
The Digital Marketing & Measurement Model
http://bit.ly/PHXDWmeasurement
WEBSITE OBJECTIVES
INCREASE AWARENESS
GENERATE LEADS
WEBSITE OBJECTIVES
INCREASE AWARENESS
GENERATE LEADS
Reserve a cab online
Reinforce offline/ online advertising
Generate repeat business
WEBSITE OBJECTIVES
INCREASE AWARENESS
GENERATE LEADS
Reserve a cab online
KPI: CONVERSIONS (RESERVATION FORM)
TARGET: 120/MO
Reinforce offline/ online advertising
KPI: BRANDED TRAFFIC
TARGET: 1K VISITS/MO
Generate repeat business
KPI: LOYALTY/RECENCY
TARGET: 30% REPEAT VISITS
WordPress Google Analytics Plugins
The next question: “Who is going to look at your website?”
The $999,999 Question
Protip: The answer is not “everyone.”
#protip
It’s easy as ABC.
Audience… Behavior… Conversion.
http://bit.ly/PHXDWabc
BEHAVIORSPotential customers Current customers Potential employees Competitors Press
Lead gen form
Support
Careers info
Deception Releases and media
AUDIENCES CONVERSION
“Things not to have.” -Amanda Blum
About Me page (use author info in WP) Testimonial page (use the sidebar) Too many pages (use dynamic content!) Advertising
http://bit.ly/PHXDWabc
Planning How. The sitemap.
Sitemaps should:
Show clear connections for where Audiences meet Goals. Represent one main idea/purpose per page. Be a tool for communication.
http://bit.ly/PHXDWabc
Design before you “design” | @john_gough
Design before you “design” | @john_gough
Design before you “design” | @john_gough
How do I make a sitemap?
Pen and paper Bulleted, nested lists Omnigraffle/Visio (w/ outline view and styles) Illustrator EightShapes Indesign templates (http://unify.eightshapes.com/)
http://bit.ly/PHXDWabc
Why not use WordPress?
WordPress to create sitemaps.
Planning How. The wireframes.
How do I make cool wireframes?
http://bit.ly/PHXDWabc
Adaptive Path Sketchboards
IPEVO P2P Camera
Digital tools:
http://bit.ly/PHXDWabc
Omnigraffle/Visio Webflow Balsamiq Illustrator EightShapes Unify + InDesign Advanced: Bootstrap prototypes
In Real Life: Client work.
Sketches to clients.
High fidelity wireframes.
Mockups in browser.
Style guide.
Look at your theme.
Good process prevents sadness.
Design before you “design” | @john_gough
Thank you!
Design before you “design” | @john_gough
