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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.
Thursday, January 27, 2011
welcome
Thursday, January 27, 2011
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
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
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
Thursday, January 27, 2011
INTERACTIVE SERVICES
Thursday, January 27, 2011
JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
Thursday, January 27, 2011
strategy
JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
Thursday, January 27, 2011
scope
strategy
JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
Thursday, January 27, 2011
structure
scope
strategy
JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
Thursday, January 27, 2011
skeleton
structure
scope
strategy
JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
Thursday, January 27, 2011
surface
skeleton
structure
scope
strategy
JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
Thursday, January 27, 2011
surface
skeleton
structure
scope
strategy user needsmarketing objectives
JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
Thursday, January 27, 2011
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
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
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
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
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
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
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
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
The elements of interactive marketing
surfaceskeletonstructurescopestrategy
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Strategy
Marketing strategy sets the bedrock for the entire project and beyond.
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Strategy
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Strategy
Thursday, January 27, 2011
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
Thursday, January 27, 2011
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
Thursday, January 27, 2011
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.
Thursday, January 27, 2011
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?
Thursday, January 27, 2011
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
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Creating a user experience that facilitates experimentation, comparison, collaboration,
discovery, recovery and conversion.
Thursday, January 27, 2011
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.
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Your competitorʼs site!
Thursday, January 27, 2011
Skeleton
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
Skeleton
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton
asynchronous
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton
asynchronousjavascript
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton
asynchronousjavascript
& xml
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
http requestjson
dom
flash
cssjavascript
xml iframe
xslt
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
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
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
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
Thursday, January 27, 2011
Skeleton: some examples - robust drop-down navigationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - product selection wizard
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - product selection wizard
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - product selection wizard
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - product selection wizard
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - product selection wizard
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - site search
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - site search
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - site search
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - user type navigation
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - user type navigation
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - simplifying complex decisions
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - collaborationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - expediting conversion
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - product comparison, the userʼs wayJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
Skeleton: some examples - product comparison, the userʼs wayJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skin
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skin
1/20th of a second
Thursday, January 27, 2011
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Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skin
Trust?
Thursday, January 27, 2011
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JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skin
Trust?
Thursday, January 27, 2011
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.
Thursday, January 27, 2011
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)
Thursday, January 27, 2011
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
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
which carrots taste better?
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
which carrots taste better?
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
which carrots taste better?
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
which carrots taste better?
transference
Thursday, January 27, 2011
JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Your website now has a portal-like relationship to all your marketing efforts
Thursday, January 27, 2011
JOHNSON DIRECT: THE POSSIBILITIES
How can we help you?
Thursday, January 27, 2011
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
Thursday, January 27, 2011
Retrofit the current site with some fixes
JOHNSON DIRECT: THE PROPOSALS
Thursday, January 27, 2011
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
Thursday, January 27, 2011
JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
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
Thursday, January 27, 2011
JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Whatʼs not possible or cost prohibitive?
• Full recoding for better organic search• New look and feel
Thursday, January 27, 2011
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
Thursday, January 27, 2011
Create a great site from scratch
JOHNSON DIRECT: THE PROPOSALS
Thursday, January 27, 2011
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
Thursday, January 27, 2011
Create a great site from scratch in phases
JOHNSON DIRECT: THE PROPOSALS
Thursday, January 27, 2011
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
Thursday, January 27, 2011
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
Thursday, January 27, 2011
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
Thursday, January 27, 2011
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).
Thursday, January 27, 2011
thank you
Thursday, January 27, 2011