design for startups
Jeffrey Veen
cargo cults
Shouldn’t copying something be easier than creating it?
The problem is that the work on the original is invisible. The copier doesn’t know why it looks the way it looks or feels the way it feels or reads the way it reads.
Photo: James Duncan Davidson
Good design is innovative.It does not copy existing product forms, nor does it produce any kind of novelty for the sake of it.
intentional
the process of making things for other people
design
decisions
Jared Spool Jess McMullin
unconsidered
introspective
genius!
user-centered
Will neglecting design confuse your users?
VisualDesigner Writer
Interaction Designer
Information Architect
Design Strategist
Interface Design Roles
visual design
interaction design
information architecture
2.0.0 Traffic
Sources
Overview
2.1.0 Direct Traffic
Overview
2.2.0 Referring
Sources
T Referring sources
2.2.1 Referring
Source Detail
% visitors came directlyN
% visitors came from other linksN
% from AdWords campaignsN
3.0.0 Content
Overview
Aver. Length of Visit N
Aver. Depth of VisitN
Overlay
T Top Content
Uniq. Views
Pageviews
Ave. Time
% Exit
$ Index
TEntrance &
Bounce
Uniq. Views
Pageviews
Ave. Time
% Exit
$ Index
T Exit
Uniq. Views
Pageviews
Ave. Time
% Exit
$ Index
Aver. Time on PageN
3.1.0 Content
Detail
1.0.0 Visitor
Overview
# of visitorsN
Pages/VisitN
New vs. RetruningN
Segmentation
Design Criteria
User Defined
Content
Keyword
Campaign
Source
Medium]Campaign
Keyword Content
Country Region
CityNetwork
Location
LanguageBrowser
PlatformConnection
Speed
Screen
Resolution Colors
JavaFlash
Ave. Price
Aver QTY
Account Overview
Report tools
Add to favorites
Add to dashboard
Send as email
Export options
Connect to data
Print tools
# of sourcesN
# of visitors that came directlyN
# of visitorsN
popularity ranking and % of visitors N
points to content pageN
5.0.0 Ecommerce
overview
Total RevenueN
Total TransactoinsN
# of productsN
Product CategoriesN
TProduct
Performance
Items
Trans
Revenue
Ave. Price
Aver QTY
Product Overview
Product CategoriesN
5.1.0 Product
Detail
Title + # of Trans + Revenue N
Keywords
Source
Location
City, region, country
Revenue Rank
TProduct
Performance
Items
Trans
Revenue
Ave. Price
Aver QTY
5.2.0 Transaction
list
# of TransactionsN
TProduct
Performance
Items
Trans
Revenue
5.3.0 Average
Revenue
RevenueN
Revenue
% of Total
Transactions for
each product
Total Transactions
Total Revenue
Total Revenue for
product
Total Visitors for
Page
# of VisitorsN
Traffic Source 3.1.1 All Navigation3.1.2 Initial Navigation
TInitial
Navigation (Starting Page)
Visits
Goal/Visit
T/Visit
$/Visit
T Referring source
Visits
Goal/Visit
T/Visit
$/Visit
TAll Navigation (came from)
Visits
Goal/Visit
T/Visit
$/Visit
Aver. Time on Page
Aver. Bounce
% who started
Top Content
Total Direct Trafic
Total Referral TraficVisitors from
Source
# of Visitors new and
retruning
Aver. Pageviews/
Visite
Pageviews
# of visits new and returning
Loyality
Recency
1.1.0 Average PV/
visit
1.2.0 Total
Pageviews
1.3.0 New vs.
returning
1.4.0 Loyalty
1.5.0 Recency
4.0.0 Goals
Goal Conversion?
Total CompletionN
Conversion %N
Total ValueN
Average ValueN
Abandoned FunnelN
4.3.0 Funnel Page
Funnel Visualization
Make "Entrance" and "Exit" numbers hidden until asked for by user.
4.2.0 Reverse
Goals
% of Goals Completed
Funnel Visualization
4.1.0 Goal Detail
3.1.3 Site Overlay
Detail
3.2.0 Average Time
on Page
3.3.0 Average
Bounce Rate
3.4.1 Percent who
started
Direct VisitorsS
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Source Domain Name
# of visitorsN
iff source has one link referral:
else:
TSource's Link
Referrals
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
URL
2.2.2 Link Detail
# of visitorsN
popularity ranking and % of visitors N
points to content pageN
Visitors from Link
Search EnginesT
2.3.0 Search
Engines Overview
(all)
% visitors from search enginesN
# of keywordsN
% of total trafficN
% of each search
engine
# of paid keywordsN
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Search Engine Name
Total # of Keywords
2.3.2 Search
Engine Detail
(all)
% of engine's traffic
for top 5 keywords
# of visitorsN
# of keywordsN
# of visitors from paid keywordsN
Visitors from this Search EngineS
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this segment
link to language list for this segment
KeywordsT
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Keyword
2.3.4 Top
Keywords
(all)
% of search traffic
for top 5 keywords
# of keywordsN
KeywordsT
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Keyword
2.3.6 Keyword
Detail
visitors from
keyword
# of visitorsN
points to content page(s)N
is part of campaignN
Visitors from this KeywordS
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this segment
link to language list for this segment
Search EnginesT
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Search Engine Name
if from Google AdWords:
link to AdWords keyword detailsN
segmentable by engine
segmentable by paid/organic
Search EnginesT
2.3.1 Search
Engines Overview
(paid)
# of keywordsN
% of total trafficN
% of each search
engine
# of paid keywordsN
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Search Engine Name
# of Paid Keywords
2.3.3 Search
Engine Detail
(paid)
% of engine's paid
traffic for top 5
keywords
# of visitorsN
# of keywordsN
# of visitors from paid keywordsN
Visitors from this Search EngineS
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this segment
link to language list for this segment
KeywordsT
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Keyword
# of paid keywordsN
2.3.5 Top
Keywords
(paid)
% of search traffic
for top 5 keywords
# of paid keywordsN
KeywordsT
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Keyword
# of keywordsN
Visitors from this sourceS
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this segment
link to language list for this segment
Visitors from this sourceS
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this segment
link to language list for this segment
2.4.0 AdWords
Campaigns
Overview
AdWords traffic, %
from top 4 + "other"
campaigns
# of visitorsN
# of campaignsN
Visitors from AdWordsS
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this segment
link to language list for this segment
AdWords CampaignsT
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Campaign Name
2.4.1 AdWords
Campaign Detail
Campaign traffic, %
from top 4 + "other"
ad groups
# of visitorsN
# of ad groupsN
Visitors from this campaignS
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this segment
link to language list for this segment
Campaign Ad GroupsT
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Ad Group Name
2.4.2 AdWords Ad
Group Detail
Ad group traffic, %
from top 4 + "other"
keywords
# of visitorsN
# of keywordsN
Visitors from this ad groupS
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
link to geo map for this segment
link to language list for this segment
Ad Group KeywordsT
Visits
Bounce Rate
Pages/Visits
Time on Site
First Visit To Site
Goal 1
Goal 2
Goal 3
Goal 4
Transactions
Revenue
Keyword
2.4.3 AdWords
Keyword Detail
???
# of visitorsN
link to standard keyword detailN
Ads for this keywordT
# of clicks
% Goal 1
% Goal 2
% Goal 3
% Goal 4
Ad
Keyword positionsT
# of Visits
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
Position
% from all paid searchN
traffic rank among your keywordsN
traffic rank among your enginesN
traffic rank among your paid searchN
to Search Engines Overview (paid) (2.3.1)
traffic rank among your AW campaignsN
traffic rank among your AW ad groupsN
% Bounce
Pages/Visits
Avg. Time on Site
% First Visit To Site
% Goal 1
% Goal 2
% Goal 3
% Goal 4
# of Transactions
Total Revenue
# of Products
UI copy
front-end development
design strategy
case study:Wikirank
wikirank
The Wikipedia page for Topic Page was viewed 2,190
times in the last 30 days
Topic Page is a thing some people write about while others search for it and then
visit the page. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Donec neque
diam, aliquam eget, pharetra ac, dapibus quis, risus. Donec orci sem, mattis eget,
convallis nec, pulvinar a, ipsum. Vivamus luctus, velit at egestas varius, nisl dolor
ultricies mauris, dapibus eleifend neque urna quis dolor. Aliquam eget enim ut enim
scelerisque porta. Mauris sed velit ut neque posuere malesuada. Aenean auctor.
Quisque fringilla ligula elementum quam. Read the full article...
Embed this chart Compare this to another topic View: 7 days - 30 days - 90 days
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This Is An Advertisement
Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec.www.loremipsum.com
This Is An Advertisement
Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec.www.loremipsum.com
This Is An Advertisement
Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec.www.loremipsum.com
This Is An Advertisement
Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec.www.loremipsum.com
This Is An Advertisement
Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec.www.loremipsum.com
This Is An Advertisement
Lorem ipsum dolor sit amet, con sectetuer adipiscing elit donec.www.loremipsum.com
Home page
Topic pages Search results
Comparison chooser
Comparison page
Popular by month, year
Wikirank page flow
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FF Netto IconsInstructions for Use
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process rolls•unconsidered
•introspective
•genius!
•user-centered
•visual design
•interaction design
•information architecture
•front-end development
•UI copy
•design strategy
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