1. Lesson 4 Website project
2012 Max Ramaciotti Creative Commons — Attribuzione - Condividi allo stesso modo 3.0

2. Homewor
k
YOUR GOALS

3. Website functions: general
Editorial content
Blog
RIA
Inform
Press release
Multimedia Entertain Technical specs of the products
Gaming
Catalogue
Website Sell e-commerce
main Functions Reserved areas under login
Community
Link to social network Discuss search bar
Forum FAQ/ help
Assist
Contact
geo info / shop locator

4. Website core elements
Collection
Visual
Brand
Mood Tone of voice
Update Processes
Application
Interaction
User engagement
Website
Element
s
Business requirements
Languages & editions
Goal and priorities
Functional requirements

5. Mood: visual
Product
Lettering Key
element
An example of classification
(luxury)
Illustration

6. OUR TONE OF VOICE
Tone of voice 07
tone_of_voice It is your company personality and goals expressed in words
Our tone of voice is the way in which we write and speak,
what we say and how we say it. Like a person, what we say
is dictated by our principles, experiences and aspirations, FRIENDLY IMAGINA
RD TIVE
how we say it is informed by our personality. WA
TF OR CO
NF
We’ve been through a rigorous process to define our
IGH ID
unique qualities. We’ve distilled these into a vision, big RA NGING GENER EN
idea, principles and personality for the University. Here we ST CH ALLE O SI
TY
T
explore in more detail how each of these elements affects
ION EX
the language we use.
R AT CE
E TO MAKE A
LEDG
O
PO
LL
http://www.leeds.ac.uk/ OW
AB
SIT
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KN
NC
LL
I V
TO
CO
E
EI
H
www.leeds.ac.uk/comms/tov/
C
MP
R OA
ACT
tone_of_voice.pdf TO BE
BORATIVE APP
CONSISTENTLY IN
O
N INDIVIDUALS
THE TOP 50 IN THE
WORLD RANKINGS,
5TH IN THE UK.
OLLA
AC
AN
DO
E
OUR VISION
OK
N
V SO
RO CIE
WEP TY
OUR BIG IDEA
OUR PRINCIPLES
OUR PERSONALITY

7. Design Process
Personas
Business requirements Functional requiremets
Wireframes
Layout

8. Personas
Personas are fictional characters created to represent the
different user types within a targeted demographic, attitude and/or
behaviour set that might use a site, brand or product in a similar way.
Personas are a tool or method of market segmentation. The term
persona is used widely in online and technology applications as well
as in advertising, where other terms such as pen portraits may also
be used.
Personas are useful in considering the goals, desires, and
limitations of brand buyers and users in order to help to guide
decisions about a service, product or interaction space such as
features, interactions, and visual design of a website. Personas are
most often used as part of a user-centered design process for
designing software and are also considered a part of interaction
design (IxD), have been used in industrial design and more recently
for online marketing purposes.[1]
A user persona is a representation of the goals and behavior of
http://en.wikipedia.org/wiki/Persona_(marketing) a real group of users. In most cases, personas are synthesized
from data collected from interviews with users. They are captured in
1–2 page descriptions that include behavior patterns, goals,
skills, attitudes, and environment, with a few fictional personal
details to make the persona a realistic character. For each
product, more than one persona is usually created, but one persona
should always be the primary focus for the design.
In design
As used in the design field, the Persona is an artifact that consists of
a narrative relating to a desired user or customer's daily
behavior patterns, using specific details, not generalities. A very
popular artifact is the 'persona poster' that is usually presented in an
18 inch format with photo and text.

9. guide-to-personas-infographic.png (618×5325)

10. Define Business requirements
There are a number of techniques that a Business Analyst will use
when facilitating business change. These range from workshop
facilitation techniques used to elicit requirements, to techniques for
analysing and organising requirements.
MoSCoW
This is used to prioritise requirements by allocating an
appropriate priority, gauging it against the validity of the
requirement itself and its priority against other requirements.
MoSCoW comprises:
1. Must have -
a. or else delivery will be a failure
2. Should have -
a. otherwise will have to adopt a workaround
3. Could have -
a. to increase delivery satisfaction
http://en.wikipedia.org/wiki/Business_analysis 4. Would like to have in the future -
a. but won't have now
Example Of Business requirements
Detailed Business Requirements Deliverable Template - MIKE2.0, t

11. Functional requirements
In software engineering, a functional requirement defines a function of a
software system or its component. A function is described as a set of
inputs, the behavior, and output
Behavioral requirements describing all the cases where the system uses
the functional requirements are captured in use cases.
Functional requirements are supported by non-functional requirements
(also known as quality requirements), which impose constraints on the
design or implementation (such as performance requirements, security,
or reliability). How a system implements functional requirements is detailed
in the system design.
Esempio Functional requirements
http://en.wikipedia.org/wiki/Functional_requirement
How to write a software requirements specification (SRS) documen

12. Use Case
Use cases describe the system from the user's point of
view.
Use cases describe the interaction between one or
more actors (an actor that is the initiator of the interaction
may be referred to as the 'primary actor') and the
system itself, represented as a sequence of simple steps.
Actors are something or someone which exists outside
the system ('black box') under study, and that take part in
a sequence of activities in a dialogue with the system to
achieve some goal. Actors may be end users, other
systems, or hardware devices. Each use case is a
complete series of events, described from the point of
view of the actor.[1]
http://en.wikipedia.org/wiki/Use_case

13. Use case
template
Templates
www.technosolutions.com/
1.
use_case_template.html
http://office.microsoft.com/en-us/templates/
2.
TC300046141033.aspx
https://wiki.doit.wisc.edu/confluence/
3. display/CRSGD/Use+Case+Template
+With+Descriptions

14. User Experience

15. www.delbruck.it-wp-content-uploads-2010-04-upaposter_11x17.pdf

16. Wireframe
1. A wireframe is a visualization tool for presenting proposed functions,
structure and content of a Web page or Web site.
a. Unfortunately, the most common interpretation of this definition practiced in workplaces
leaves much to be desired:
2. A wireframe is a line drawing that dictates exactly what functionality and
content is located where on a Web page or Web site.
a. This interpretation drastically limits the potential of a web design. It sets a glass ceiling for
the visuals and copywriting, two supremely important aspects of great web design. It
promotes the notion that visual designers and copywriters needn't bother themselves with
size, location and functionality of the elements of a design and that their individual products
—the UI and the copy—don't play much of a role in shaping the flow and interaction on a web
site.
3. Functional Wireframes (see example following page and read article linked)
a. They democratize layout decisions, allowing the natural synthesis of a more unified final
design.
http://www.visitmix.com/Articles/The-Future- b. They encourage collaboration and allow designers (visual, IA, content, interaction, etc.) to
of-Wireframes arrive at a holistic vision.
c. They help manage client and stakeholder expectations by focusing the discussion on page-
level functionality during reviews.

17. Functional Wireframes: an
example
Wireframes
http://www.visitmix.com/Articles/The-Future-of-Wireframes

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19. Design Principles
While interaction design defines behaviors, gestures, and responses, visual design brings those elements to life on the screen.
1. Balance
a. The sum is greater than the parts. We all know this, but how often do we look at the parts of a design
to make sure they are there to balance out the sum? Too often you find designs where it seems on
element tries to take control of the design. Every design will have dominant elements to it, but they
are always balanced out nicely by smaller elements. This is where paying attention to detail really
pays off.
i. Apple’s website is a great example of this.
b. Another term that can be used with similar effect is proportion.Having a good proportion helps to
maintain the balance of the site
2. Contrast
a. This is something that I have yet to master. Great design provides the eye with necessary variety.
Without contrast, good design becomes boring. It loses it’s power. While balance and proportion are
used to maintain cohesiveness, contrast is used to maintain interest. Usually this applies to the
colors that are used on a site. When a site sticks with a singular color scheme, it causes the eye and
mind to lose focus.
3. Economy
http://www.drawar.com/articles/the-
principles-of-great-design/99/ a. I like the term economy because it reminds me of a budget. In any design we are limited by
something. It could be budget, space or materials. Economy takes into account that less is more and
finds the best way to work within the limitations that we are presented. How many great meals are
Moluv - The World's Best Web Design - made (designed) with a minimal amount of ingredients?
Today's Best Looking Web S 4. Direction
a. This is another place where many designs fail. Designers have to remember that they are designing
Awwwards- Website Awards - Best to guide the eyes of the user to some goal. Going back to the Apple website, what if they had the
websites around the World large image at the bottom of the page instead of the top? Wouldn’t your eye be drawn to the bottom
initially instead of having it work its way down? This is why ads on sites bother me so much. They
aren’t integrated in the design to help enhance direction. Instead, they seemed to be placed to
purposefully disrupt the direction of the design. You want your readers to read your content, but
instead they keep getting pulled to the blinking image on the right.
i. Great designs are like a map that gently guide the user’s eye down a path.
5. Space
a. White space. Sometimes I see a design that uses too much and other times I see one that uses too
little. I don’t know what it is, but good designers just seem to have a good eye for spacing. Great
designers understand the importance of using a grid and within that grid they can find the spacing
that is required to pull great effect from the design. The problem with white space is that many
people perceive it to be applicable only to minimal designs. Why wouldn’t the spacing of elements
play just as an important role on a content-rich site than it does on a poster?

20. Web Identity
1. Web identity is whole set of rules which run the corporate
image on the web.
2. In detail they are:
a. the communication objectives (web site's mood, look and
feel)
b. the rules for the management of a logo, of institutional layout
and of the other elements of the coordinated image.
c. thechnical characteristics of the website or Intranet (page
size, compatible technologies and browsers, etc)
d. restraints to which an software developer must be bound to
in order to create a web site or section of it perfectly on line
with the style of a company and the institutional
communication.
Example of a style guide manual

21. Designing Style Guidelines For Brands And Websites | Smashing Ma

22. Plan
maintenance
Content Tech
Maintenanc
e
Design Application
Website maintenance Checklists
http://www.smashingmagazine.com/2009/06/29/45-incredibly-
1.
useful-web-design-checklists-and-questionnaires/
2. http://www.popinteractive.com/webinsights/20031231.asp
http://blogs.voices.com/thebiz/2009/01/
3.
website_maintenance_checklist.html
4. http://www.charlotteswebstudios.com/article.php?ttd=2&ark=25

23. Lesson 4 : website
1. Other resopurces
a. http://www.slideshare.net/bjfogg/web-credibility-bj-fogg-stanford-university
b. http://www.marketingprofs.com/7/web-marketing-concepts-that-make-difference-bader.asp

24. Homework
1. Define your personas
a. Should map also business & functional requirements
2. Design your website wireframes

25. Max Ramaciotti
max.ramaciotti@gmail.com