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The (simple &) strategic approach to web design
1.
The Strategic Approach
to Design Raheel Gauba 1
2.
why?
Raheel Gauba © 2010 Blackbaud
3.
Raheel Gauba
© 2010 Blackbaud
4.
why?
Raheel Gauba © 2010 Blackbaud
5.
why?
Raheel Gauba © 2010 Blackbaud
6.
why?
Raheel Gauba © 2010 Blackbaud
7.
“
Charity websites are poor campaigning tools and often fail to use the most “ effective web - Precedent (Communications agency in UK) March 19, 2010 technologies ...found the sites often lacked basic information about the charity and appeared to have little overall strategy 3 Raheel Gauba © 2010 Blackbaud
8.
68% of U.S.
online shoppers agree that they will distrust a site that doesn’t have a professional appearance Raheel Gauba © 2010 Blackbaud
9.
75% of web
users admit making judgements about the credibility of an organization based on the design of its website Raheel Gauba © 2010 Blackbaud
10.
it’s simple when users
find information quickly and easily, they will return repeat users are extremely valuable, they are more likely to “convert” when users have a positive user experience, they will recommend your site to others Raheel Gauba © 2010 Blackbaud
11.
really? that simple?
Raheel Gauba © 2010 Blackbaud
12.
really? that simple?
Raheel Gauba © 2010 Blackbaud
13.
really? that simple?
Raheel Gauba © 2010 Blackbaud
14.
really? that simple?
Raheel Gauba © 2010 Blackbaud
15.
really? that simple?
Raheel Gauba © 2010 Blackbaud
16.
yes. 1. Who is
your target audience? (audience analysis) 2. What do you want them to do? (tasks) 3. How do they do it today? (usability testing) 4. What to change? (analysis) Raheel Gauba © 2010 Blackbaud
17.
Who is your
target audience? 1. Check your CRM 2. Interview staff members (at all levels) 3. Think about new categories of audiences 4. Prioritize! Raheel Gauba © 2010 Blackbaud
18.
Audience Analysis 1. Supporters
Donors (online, offline), team fundraisers, previous donors, members, email recipients, d.m. recipients, advocates of cure for AIDS, corporate donors, sponsors 2. Event Participants / Consumers Auction participants, event attendees, ticket buyers, email recipients, fans 3. Grantees Grant recipients, stakeholders within health related services, other organizations 4. Prospects Corporate, foundations, sponsors, researchers, broadway fans, celebrities, portfolio managers, AIDS researchers, past volunteers, members, email recipients, planned givers 5. Young Adults Actors, theatre/entertainment fans, social network participants Raheel Gauba © 2010 Blackbaud
19.
What do you
want them to do? 1. Be thorough... 2. Current activities + future desired activities 3. Prioritize! 4. Select top 5 Raheel Gauba © 2010 Blackbaud
20.
Tasks 1. Supporters
1. Donate 2. Subscribe 3. How were the funds used? 4. Learn about sponsorships 5. Share 2. Event Participants / Consumers 1. What’s for sale? 2. Buy Tickets 3. Purchase items 4. Order cards 5. Learn about events/merchandise 3. Grantees 1. Ways to become a recipient 2. View other grantees 3. Apply online 4. Receive email 5. Feedback 4. Prospects 1. Learn about sponsorships 2. How funds have been used 3. Giving opportunities 4. Event info 5. Young Adults 1. Get involved via social networks 2. Become a team fundraiser 3. Ways to create awareness 4. Share Raheel Gauba © 2010 Blackbaud
21.
Usability Testing 1. Invite
individuals from target audience 2. Ask them to perform the tasks 3. Record clicks, actions, expressions, questions 4. Don’t help - ask questions instead! Raheel Gauba © 2010 Blackbaud
22.
Clearleft presents Usability Testing
Silverback plays a vital role in understanding how folks use Digg.com. While it’s not the only usability tool I use, it’s the one I am using most often. so says Mark Trammell of Digg.com | Next testimonial » Guerrilla usability testing software for designers and developers Capture screen activity Add chapter markers on-the-fly Video the tester’s face Control recording with the remote Record the tester’s voice Export to Quicktime 1. Invite individuals from target audience Features in 2.0 include 2. Ask them to perform the tasks Preview Batch Export 3. Record clicks, actions, expressions, questions Watch sessions within Save selected sessions, tasks, Silverback highlights or projects in one go Tasks & Highlights Performance 4. Don’t help - ask questions instead! Set tasks and mark noteworthy Faster export, better usability moments within a session Raheel Gauba © 2010 Blackbaud Silverback requires
23.
Language:
English Deutsch Français Products Downloads Support Community Company Purchase Usability Testing Overview Tour Library Media Free Trial Buy Now NEW VERSION 1. Invite individuals from target audience 2. Ask them to perform the tasks Record onscreen activity Edit into a professional screencast video Share it anywhere 3. Record clicks, actions, expressions,Windows Camtasia Studio screen recorder and editor for questions 4. Don’t help - ask questions instead! Overview Video Download 30-Day Trial How Customers Use Every day, thousands of people around the world use Camtasia Studio to Raheel Gauba © 2010 Blackbaud create videos that train, teach, sell, and more! It's the easiest way to Camtasia Studio
24.
Usability Testing -
example Raheel Gauba © 2010 Blackbaud
25.
Usability Testing cont. 1.
Create card sets containing top pages of site 2. Ask audience to organize information (most important to least + create groups) 3. Observe the flow, record final iterations 4. Don’t help - ask questions instead! 5. Ask audience to organize info as one group Raheel Gauba © 2010 Blackbaud
26.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
27.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
28.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
29.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
30.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
31.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
32.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
33.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
34.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
35.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
36.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
37.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
38.
Usability Testing -
card sorting example Raheel Gauba © 2010 Blackbaud
39.
Analysis > What to
change? 1. Look for trends 2. Tackle the quick and easy fixes first 3. Work on navigation > labels > layout > design 4. Repeat! Raheel Gauba © 2010 Blackbaud
40.
Amazon.com added $2.5B
to their revenue stream by adjusting the sort order of user comments. Raheel Gauba © 2010 Blackbaud
41.
Microsoft’s Bing.com search
engine increased their revenue by $80M just by adjusting the color of their hyperlinks Raheel Gauba © 2010 Blackbaud
42.
American Heart Association
enjoyed a 60% increase in donations after conducting a usability analysis and making adjustments to the homepage, updating the design and improved the sign-in process. Raheel Gauba © 2010 Blackbaud
43.
questions? answers? 21
Raheel Gauba © 2010 Blackbaud
44.
why, thank you!
raheel gauba brand leader & creative director blackbaud email: raheel.gauba@blackbaud.com twitter: @raheelgauba facebook: Raheel Gauba
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