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@keljar @guidecreative Your website is more than just a pretty picture. It should be created for your unique audience as a tool to engage, and ultimately inspire action. Artistic talent alone is not enough, you need a web design rooted in a clear strategy and driven by results. Session focuses on the importance of designing for your audience.
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Hosted by Kelley Jarrett, Marketing Manager and Web Strategist, GUIDE Creative
Guest Panelist: Andrew Fort, Interactive Design Manager, GUIDE Creative
The Importance of Audience Analysis How designing for your audience will improve
engagement and impact
presents
SYMPATHY WILL EARN YOU ACCEPTANCE.
EMPATHY WILL
ENGAGE AND INSPIRE.
Do You Need to Analyze Your Audience? WHO ARE YOU TRYING TO ENGAGE? WHAT DOES YOUR AUDIENCE CARE ABOUT? WHAT INFORMATION DO THEY LOOK FOR FIRST? HOW DO THEY ACCESS INFORMATION? WHO DO YOU RELY ON MOST TO FULFILL YOUR MISSION?
The Process IDENTIFY YOUR AUDIENCE TEST YOUR CURRENT SITE CREATE PERSONAS AND OUTLINE TASKS FIND COMMONALITIES OUTLINE YOUR TOP THREE GOALS PRIORITIZE MESSAGING – COMMON AUDIENCE GOALS + YOUR NEEDS
Identify Your Audience LIST YOUR AUDIENCE GROUPS DETERMINE HIERARCHY OF IMPORTANCE
Online communication Who do you need to engage most?
CHOOSE A REPRESENTATIVE FROM EACH GROUP FOR TESTING
represent the group be ready and willing to share information
CONDUCT INTERVIEWS How does your audience use your site? What do they need from your website? What sort of things do they hope to find on your site?
Analyze Behavior LOOK AT GOOGLE ANALYTICS
How are your users accessing your site? What pages are they visiting most often? What are the demographics? What user behavior trends can you find? What browsers are they using? How many mobile users are accessing the site?
Analyze Behavior CURRENT SITE USABILITY
Usability Hub – Audience tasks – how to users access information?
Live – What is their navigation process? How easy (or hard) is it for them to find
what they need?
User Research - Options
Mood Cards
Create Personas CREATE A SAMPLE – REAL PERSON
DEFINE USER HABITS
OUTLINE BEHAVIOR
MAP OUT THEIR DAY
DOCUMENT SOCIAL ACTIVITY
NOTE TECHNOLOGY SAVVY-NESS (IE, % MOBILE, ETC.?)
DOCUMENT HOW AND WHEN THEY ACCESS YOUR SITE
NOTE THEIR TOP 3 TASKS, IN ORDER
Create Personas
Prioritize Content ASSIGN PRIORITY TO TASKS BY PERSONA TAG TASKS BY HOW MUCH IT’S MENTIONED DETERMINE TOP THREE MOST COMMON TASKS PRIORITIZE TASKS ACROSS ALL PERSONAS FOR HOMEPAGE AND NAVIGATION PRIORITIZATION
Audience task analysis The Audience Task Analysis expands upon the Audience Segments identified and adds a detailed analysis of the tasks each audience segment will be expected to perform on the new site. This data is crucial in designing a interface that best targets the needs of each segment, and in providing the information needed to design and build compelling section landing pages and internal content pages.
Audience Analysis: Analyze
Audience Analysis: Tag Creation
REDUCING THE NOISE
WHILE AUDIENCE-CENTRIC DESIGN IS KEY, YOU MUST NOT FORGET ABOUT YOUR GOALS AND WORK THEM INTO THE DESIGN.
YOUR AUDIENCE’S GOALS + YOUR ORGANIZATION GOALS = WELL
PRIORITIZED SITE
Recap IDENTIFY YOUR AUDIENCE ANALYZE BEHAVIOR CREATE PERSONAS PRIORITIZE OUTLINE YOUR TOP THREE GOALS GET BUY-IN TO REDUCE THE NOISE
Next Steps CREATE A VISUAL HIERARCHY INFORMATION ARCHITECTURE AND SITE MAP DETERMINE MOBILE PRIORITY
How Can You Learn More? Audience-Centric Design - How to Get There – Andrew Fort Get Better Results from Your Website (Blog by GUIDE Creative Designer,
Katherine Till) The Importance of Strategic Web Design (Blog, webinar recordings and slide
downloads) – Kelley Jarrett (TechSoup, GUIDE Creative, npENGAGE)
The GUIDE Series Continues…
Wireframe The Homepage Wireframe provides more fleshed out representation of the interface, navigation and content that the new design will utilize, based off of the audience analysis, card sorting, and usability testing.
