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Before webpages can be excellent, those who make them need to understand their function in creating specific user experiences. It this talk he reviews ideas from UX luminaries, and provides tools and examples of how to make websites both more simple and effective.
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UX Makes Webpages Excellent
Dave WienekeMarch 30, 2010
Experience Exchange
• CSMonitor.comAd / Cir Site : 8M visits / 250k pages
• Mass.govPublic Service Site: 70 agency sites to one 500k pages
• Compumark.Thomson.comLaw Marketing Lead Gen in 7 languages
Insight Exchange
• Rhode Island School of Design (Class ‘09)
• 20 Industry presos – great for conversations
Sandbox• UsefulArts.us
Law, Online Marketing, Lots of AdvertisingSince 2007
• iBoston.org (1997)Boston History & ArchitectureSince 1997
• Twitter: @UsefulArts
We’re the Biggest Advertiser in Law.
Who we are is how others experience us.
Broadcast is Regulated from Fifty Sides.
Why Experiences Matter
Brands are vessels that hold the sentiments generated by experiences created by staff or products.
Experiences have to be placed in front of the brand.
Brands don’t create their own love; experiences do.
Your Work Online Makes User Experiences.
UX
It defines what we stand for.
Sokolove Law Will Spend Millions of Dollars• Staffing a Team• Backing Them With Agencies• Providing An Array of Systems
UX The Experiences You Make.
It is our digital value chain.
Define Your Site
• Strategy• Scope• Structure• Skeleton• Surface
Educate: Focus on Need
#2: Audiences Are Specific
Universal Metrics are lame…..specifics are powerful.
What knowledge do visitors bring with them?How much experience do they have?What kind of time do they have? What kind of personalities do they have?How much support will they need, and how?
User Intent Drives Design
Users Needs are Squishy.
What is Marketing’s Output?
What is Marketing’s Output?
DESIRE To Sell the Shoe,Show the Shoe.
What is Marketing’s Output?
What is Marketing’s Output?
CLARITYClarity > Desire
Breaking Down Pages
Breaking Down Pages
There is a Formula
Breaking Down Pages
C = 4M + 3V + 2 (I-F) / 2A
Breaking Down Pages
C = 4M + 3V + 2 (I-F) / 2A
C = conversion (a step closer to the site’s goal.)M = motivationV = your value propositionI = incentiveF = frictionA = anxiety
• Create Overwhelming Desire• Clarify Your Value to Visitors • Have an Incentive• Make the Next Step Easy• Remove Any Risk
C = 4M + 3V + 2 (I-F) / 2A
C = 4M + 3V + 2 (I-F) / 2A
C = 4M + 3V + 2 (I-F) / 2A
Content is King
95% of Visitors
Will Ignore 80% of Page Content.
Content is King
95% of Visitors
Will Ignore 80% of Page Content.
The 20% they notice is huge.
Don’t Make Visitors Think
See, Learn, ActJoseph Carrabis, NextStage EvolutionPsycho-Kinesthetic Flow
Work Together: 4 Steps of Critique
1. Confirm the objective of the work.2. Observe what works or doesn’t towards the
objective.3. Reflect on what might be learned from the
current implementation.4. Propose variation to get it to the next step.
Tools You Can Use
• Start with Clarity.• Consider visitors.• Use Consistency.• Leverage:– position– brevity / voice
– size– composition– White
space
Functionalist Approach
Sites and pages have functional parts
Motivators ClosersRouters ConvertersConvincers Confirmers Explainers Re-Assurers Informers
Page type drives what they are designed to do:
Classify | Action Metric| Design | Measurement | Adaptation
Evaluate Content by Functional Goal
Aggregate metrics are often useless.
Personality adds to Desire
Personality is a Site Asset
Pillars
Attributes
Site (re)Design Process
Start By Hand Drawing
Take Aways
• Start with Function + Audience• Segment: gross numbers mean little.• Brands don’t create their own love. • To Sell the Shoe, Show the Shoe.• Marketing Creates Desire + Clarity• Clarity > Desire• C = 4M + 3V + 2 (I-F) / 2A• Personality Adds to Desire• See Learn Act• Draw Sites First
