The Strategic Approach to Design. Raheel Gauba

Transcription

1 The Strategic Approach to Design 1

2 why?

3

4 why?

5 why?

6 why?

7 Charity websites are poor campaigning tools and often fail to use the most effective web technologies - Precedent (Communications agency in UK) March 19, found the sites often lacked basic information about the charity and appeared to have little overall strategy 3

8 68%of U.S. online shoppers agree that they will distrust a site that doesn t have a professional appearance

9 75%of web users admit making judgements about the credibility of an organization based on the design of its website

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

11 really? that simple?

12 really? that simple?

13 really? that simple?

14 really? that simple?

15 really? that simple?

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)

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!

18 Audience Analysis 1. Supporters Donors (online, offline), team fundraisers, previous donors, members, recipients, d.m. recipients, advocates of cure for AIDS, corporate donors, sponsors 2. Event Participants / Consumers Auction participants, event attendees, ticket buyers, 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, recipients, planned givers 5. Young Adults Actors, theatre/entertainment fans, social network participants

19 What do you want them to do? 1. Be thorough Current activities + future desired activities 3. Prioritize! 4. Select top 5

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 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

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!

22 Usability Silverback plays a vital role in understanding 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» Clearleft presents Guerrilla usability testing software for designers and developers Capture screen activity Video the tester s face Record the tester s voice Add chapter markers on-the-fly Control recording with the remote Export to Quicktime 1. Invite individuals from target audience Features in 2.0 include 2. Ask them to perform the tasks Preview 3. Record clicks, actions, Watch expressions, sessions within Save selected questions sessions, tasks, Silverback highlights or projects in one go Tasks & Highlights Batch Export Performance 4. Don t help - ask questions Set tasks and mark instead! noteworthy moments within a session Faster export, better usability

23 Language: English Deutsch Français Products Downloads Support Community Company Purchase Usability Testing Products Downloads Support Community Company Purchase 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, questions Camtasia Studio screen recorder and editor for Windows 4. Don t help - ask questions instead! Overview Video Download 30-Day Trial

24 Usability Testing - example

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

26 Usability Testing - card sorting example

27 Usability Testing - card sorting example

28 Usability Testing - card sorting example

29 Usability Testing - card sorting example

30 Usability Testing - card sorting example

31 Usability Testing - card sorting example

32 Usability Testing - card sorting example

33 Usability Testing - card sorting example

34 Usability Testing - card sorting example

35 Usability Testing - card sorting example

36 Usability Testing - card sorting example

37 Usability Testing - card sorting example

38 Usability Testing - card sorting example

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!

40 Amazon.com added $2.5B to their revenue stream by adjusting the sort order of user comments.

41 Microsoft s Bing.com search engine increased their revenue by $80M just by adjusting the color of their hyperlinks

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.

43 questions? answers? 21

44 why, thank you! raheel gauba brand leader & creative director blackbaud facebook: