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WEBSITE REDESIGN PROPOSAL KENALL MANUFACTURING December 9, 2010 © 1999 - 2010 Johnson Direct, LLC. All rights reserved. Duplication is prohibited without express written consent from Johnson Direct. Thursday, January 27, 2011

Ken JD Preso

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Page 1: Ken JD Preso

WEBSITE REDESIGN PROPOSALKENALL MANUFACTURING

December 9, 2010

© 1999 - 2010 Johnson Direct, LLC.  All rights reserved.  Duplication is prohibited without express written consent from Johnson Direct.

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welcome

Thursday, January 27, 2011

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JOHNSON DIRECT: WHO WE ARE

Meet our team leaders

Executive

Grant A. Johnson

Account Service / Project Management

Denise Hearden

Creative / UX

Clay Konnor

Programming

David Glyzewski

Thursday, January 27, 2011

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JOHNSON DIRECT: AN EXTENSION OF YOUR MARKETING TEAM

Multichannel Expertise; Unrivaled Responsiveness

Google “Marketing thatʼs Measurable” and the first page of results will take you to a Johnson Direct web page, blog or microsite. Thatʼs because we not only boast Marketing thatʼs Measurable – after all, it is our tagline – but we actually DO Marketing thatʼs Measurable.

Thursday, January 27, 2011

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JOHNSON DIRECT: AN EXTENSION OF YOUR MARKETING TEAM

Multichannel Expertise; Unrivaled Responsiveness

You can rely on Johnson Direct to continue to be an extension of your marketing, communications and IT teams with: 

• Unwavering focus on measurable marketing• Strategic, responsive marketing counsel• Building your brand through online marketing• Full-service design and development• Persistent emphasis on search• Designing for increased conversion• Your partner for analytics beyond the launch of your site

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INTERACTIVE SERVICES

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JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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strategy

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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scope

strategy

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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structure

scope

strategy

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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skeleton

structure

scope

strategy

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy user needsmarketing objectives

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy

content requirementstechnological requirements

user needsmarketing objectives

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy

information architecture

content requirementstechnological requirements

user needsmarketing objectives

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy

user experiencenavigation design

information architecture

content requirementstechnological requirements

user needsmarketing objectives

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy

visual designinterface

user experiencenavigation design

information architecture

content requirementstechnological requirements

user needsmarketing objectives

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy

visual designinterface

user experiencenavigation design

information architecture

content requirementstechnological requirements

user needsmarketing objectives

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy

visual designinterface

user experiencenavigation design

information architecture

content requirementstechnological requirements

user needsmarketing objectives

abstract

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

Thursday, January 27, 2011

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surface

skeleton

structure

scope

strategy

visual designinterface

user experiencenavigation design

information architecture

content requirementstechnological requirements

user needsmarketing objectives

concrete

abstract

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

The elements of interactive marketing

surfaceskeletonstructurescopestrategy

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Strategy

Marketing strategy sets the bedrock for the entire project and beyond.

 

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Strategy

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Strategy

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Strategy

Corporate viewpoint 

• Elevate the brand• Create more conversions (sales)• Create more impressions through search• Facilitate in-house maintenance

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Strategy

Corporate viewpoint 

• Elevate the brand• Create more conversions (sales)• Create more impressions through search• Facilitate in-house maintenance

Customer viewpoint 

• Quickly and easily find what they are looking for• Ability to manipulate data “their way”• Experiment• Collaborate• Feel confident about brand and product

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Scope

Accurate scoping and scope documents, including project timelines, create expectations that are shared, thus eliminating mystery and surprises. 

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Structure

Information architecture

Where does the content go in the site and how is it connected to other content? 

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Structure

Information architecture

Where does the content go in the site and how is it connected to other content? 

• Wireframes• Content weight diagrams

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

Creating a user experience that facilitates experimentation, comparison, collaboration,

discovery, recovery and conversion. 

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

The skeleton phase also includes building delivery methods for the content that facilitate the user experience goals.

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

Your competitorʼs site!

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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Skeleton

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton

asynchronous

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton

asynchronousjavascript

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton

asynchronousjavascript

& xml

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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http requestjson

dom

flash

cssjavascript

xml iframe

xslt

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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4.35 3.17 3.06 1.37 0.19 0.11 0.03 0.05 0.20 1.22 2.86 3.095.35 4.03 3.77 2.51 1.84 1.59 0.85 1.22 1.94 3.25 5.65 6.001.53 1.36 2.69 3.64 3.32 3.78 3.66 4.22 3.82 2.41 2.92 2.473.17 3.02 3.59 3.90 3.80 3.65 3.80 3.41 3.30 2.88 3.65 3.422.01 2.08 2.39 2.85 6.21 9.33 5.70 7.58 7.63 5.64 2.66 1.83

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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Web pages feel more responsive by exchanging data with the server behind the scenes so that the entire page does

not have to be reloaded to give information.

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton

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Skeleton: some examples - robust drop-down navigationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - product selection wizard

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - product selection wizard

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - product selection wizard

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - product selection wizard

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - product selection wizard

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - site search

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - site search

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - site search

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - user type navigation

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - user type navigation

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - simplifying complex decisions

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - collaborationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - expediting conversion

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - product comparison, the userʼs wayJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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Skeleton: some examples - product comparison, the userʼs wayJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skin

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skin

1/20th of a second

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skin

Trust?

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skin

Trust?

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skin

Even if a website is highly useable and provides useful informationpresented in a logical fashion,

it may still fail to impress a userwhose first impression of

the site was negative.

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22

32

36

Did not trust the site

Forms required too much information

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Top reasons for site abandonment

Found it difficult to locate product(s)

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24

45

54

717476

Unsubscribe from

promotions and emails

Never purchase from the company

View the company negatively

Complain to others

Complain to company

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

The consequences of poor design

Never visit the site again

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

which carrots taste better?

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

which carrots taste better?

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

which carrots taste better?

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

which carrots taste better?

transference

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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Your website now has a portal-like relationship to all your marketing efforts

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JOHNSON DIRECT: THE POSSIBILITIES

How can we help you?

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JOHNSON DIRECT: THE POSSIBILITIES

How can we help you?

Three possibilities 

• Retrofit the current site with some fixes• Create a great site from scratch• Create a great site from scratch in phases

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Retrofit the current site with some fixes

JOHNSON DIRECT: THE PROPOSALS

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Retrofit the current site with some fixes

JOHNSON DIRECT: THE PROPOSALS

Whatʼs needed? 

• Recoding for better search performance• A look and feel that establishes user trust and elevates the brand• Navigation that allows the user greater control• User experience design that allows the user to use the data “their way”• User experience design that creates greater conversion• Improved search functionality and results• Product comparison functionality• Administrative controls that remove tedium and cost of updates

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JOHNSON DIRECT: THE PROPOSALS

Retrofit current site

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JOHNSON DIRECT: THE PROPOSALS

Retrofit current site

Whatʼs possible? 

• New site search functionality and search results • New top navigation bar with robust drop-down functionality• New multi-purpose image / product or user type wizard• New product category page layout• New product detail page layout• New comparison feature• Collaboration tools such as PDF compiler or link bundler

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JOHNSON DIRECT: THE PROPOSALS

Retrofit current site

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JOHNSON DIRECT: THE PROPOSALS

Retrofit current site

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JOHNSON DIRECT: THE PROPOSALS

Retrofit current site

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JOHNSON DIRECT: THE PROPOSALS

Retrofit current site

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JOHNSON DIRECT: THE PROPOSALS

Retrofit current site

Whatʼs not possible or cost prohibitive? 

• Full recoding for better organic search• New look and feel

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JOHNSON DIRECT: THE PROPOSALS

Retrofit current site

Whatʼs not possible or cost prohibitive? 

• Full recoding for better organic search• New look and feel

• Cost / Benefit analysis demonstrates that the combined retrofit components would cost as much or more than a full redevelopment

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Create a great site from scratch

JOHNSON DIRECT: THE PROPOSALS

Thursday, January 27, 2011

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Create a great site from scratch

JOHNSON DIRECT: THE PROPOSALS

Whatʼs possible? 

• Complete recoding for better search performance• A look and feel that establishes user trust and elevates the brand• Navigation that allows the user greater control• User experience design that allows the user to use the data “their way”• User experience design that creates greater conversion• Improved search functionality and results• Product comparison functionality• Administrative controls that remove tedium and cost of updates

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Create a great site from scratch in phases

JOHNSON DIRECT: THE PROPOSALS

Thursday, January 27, 2011

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Create a great site from scratch in phases

JOHNSON DIRECT: THE PROPOSALS

Whatʼs possible? 

• Recoding for better search performance• A look and feel that establishes user trust and elevates the brand• Navigation that allows the user greater control• User experience design that allows the user to use the data “their way”• User experience design that creates greater conversion• Improved search functionality and results• Product comparison functionality• Administrative controls that remove tedium and cost of updates

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JOHNSON DIRECT: THE PROPOSALS

Ballpark estimates

Op#on  1:  Retrofit  the  current  site  with  some  fixes  • New  site  search  func#onality  and  search  results• New  top  naviga#on  bar  with  robust  drop-­‐down  func#onality• New  mul#-­‐purpose  image  /  product  or  user  type  wizard• New  product  category  page  layout• New  product  detail  page  layout• New  comparison  feature• Collabora#on  tools  such  as  PDF  compiler  or  link  bundler

 Ballpark  Es#mate:$82,500  to  $180,000

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JOHNSON DIRECT: THE PROPOSALS

Ballpark estimates

Op#on  2:  Complete  redevelopment  • Complete  recoding  for  beOer  search  performance• A  look  and  feel  that  establishes  user  trust  and  elevates  the  brand• Naviga#on  that  allows  the  user  greater  control• User  experience  design  that  allows  the  user  to  use  the  data  “their  way”• User  experience  design  that  creates  greater  conversion• Improved  search  func#onality  and  results• Product  comparison  func#onality• Administra#ve  controls  that  remove  tedium  and  cost  of  updates

 Ballpark  Es#mate:$160,000  to  $220,000

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JOHNSON DIRECT: THE PROPOSALS

Ballpark estimates

Op#on  3:  Create  a  great  site  from  scratch  in  phases

Same  as  Op#on  2,  but  executed  in  phases  over  a  longer  #meline.

Addi#onal  account  management  to  span  over  the  extended  engagement  ($3,500  to  $7,500/mo).  

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thank you

Thursday, January 27, 2011