Principles of Web DesignCustomer experience and usabilityPresented by Katrina Gallagher of Digitangle Ltd

Learning objective: Understand the different facets of web design needed to create an effective customer experience and business returns.

IDM Professional Diploma in Digital Marketing

Schedule for this session11.30 Introductions11.45 The principles of effective website design for marketing11.55 Briefs for website creation and enhancement

12.00 Reviewing agency creative for sites or microsites12.05 Alternative approaches to website design12.10 Usability and accessibility12.15 Information architecture12.20 Principles of effective website design12.25 Persuasion design principles12.45 Discussion: Examples12.55 Questions & your actions based on today.

Introductions

• Your name• Organisation • Experience or how web

design relates to you.

Principles of effective website design for marketing

Function Content Aesthetics Conversions Development

Briefs for website creation and enhancement

• Budget• Timescales• Objectives• Design (examples, ideas)• Functional specification• Assets:

• Content• Copy• Images• Brand guidelines

Reviewing agency creative for sites or microsites

• Objectivity• Appropriate to the stage of the project• Constructive, specific feedback• Clarity of communication and record keeping• Appropriate stakeholders involved

http://clientsfromhell.net/

Alternative approaches to website design

Templates and Opensource

eCommerce

SEO/PPC Landing pages

Conversion rate

optimisation

User centred design

Flash, HTML5,

JavaScript,PHP, ASP

OpenSource• What is OpenSource software?http://opensource.com/resources/what-open-source• Pros

• Don’t spend time/money reinventing the wheel.• Not tied in to one agency/developer.

• Cons:• May be inappropriate for the purpose (e.g. very

complicated/integration with offline systems or at the other end of the spectrum – could be overkill if just a landing page is required)

• Some of the main platforms:• WordPress content management system - http://wordpress.org

formerly blog software.• Magento eCommerce - http://magento.com/ now owned by eBay• Joomla - http://www.joomla.org/ popular, a variant of Mambo.• Drupal - https://drupal.org/ powerful, began as a message board.

Wordpress

Magento

TemplatesStart with a design that is close to your desired outcome. Then customise it with the help of a designer/developer.• http://themeforest.net• http://youtemplates.com• http://www.templatemonster.com

Usability and accessibilityConsider:• Intuitive design• Users with varying abilities• Different devices, browsers and screen sizes

Tools:• http://validator.w3.org/unicorn/• http://www.cynthiasays.com/

Usability and accessibility: Tools & ResourcesTest in different browsers: • http://browsershots.org/ • http://www.browserstack.com/• https://browserlab.adobe.com/en-us/index.html#• https://saucelabs.com/ Research on the effectiveness of carousels (homepage banner sliders):• http://searchengineland.com/homepage-sliders-are-bad-for-seo-usability-163496• http://conversionxl.com/dont-use-automatic-image-sliders-or-carousels-ignore-the-fad/• http://www.nngroup.com/articles/auto-forwarding/ What draws people’s attention:• http://www.nngroup.com/articles/photos-as-web-content/• http://www.webdesignerdepot.com/2013/11/4-essential-ux-rules-taught-by-eye-tracking-research/• Eye tracking: https://uxmag.com/articles/quantitative-research-and-eye-tracking Collect and analyse user feedback on screens or mock-ups: • http://verifyapp.com/• http://fivesecondtest.com/ Split testing:• http://whichtestwon.com/ • https://qualaroo.com/• https://www.optimizely.com/ab-testing• https://support.google.com/analytics/answer/1745147

Information architecture

Information architecture

Home

About

Team Locations Contact

Services

Service 1 Service 2

Structure and hierarchy of information.Common tools used to plan include:• Wireframes (see left)• Sitemaps (above)

Principles of effective website design

1. Clarity2. Visual appeal and conventions3. Visual hierarchy (prominence of

important information)4. Maintain attention:

• People (particularly eyes)• Contrast and colours• White space• Novelty.

5. Calls to action.

Principles of effective website design

http://blog.kissmetrics.com/leave-a-website/http://blog.kissmetrics.com/trustworthy-e-commerce-website/?wide=1

Consider:• Standard conventions• Colour and contrast• Readability• Clarity

Persuasion design principles

1. Reciprocation2. Commitment3. Social Proof4. Authority5. Scarcity6. Framing7. Salience

Persuasion design principles: ReciprocationCultural anthropologists argue that the “web of indebtedness” is the foundation for such diverse human practices as the division of labour, exchange of goods & services, evolution of experts, & other interdependencies that connect humans into more efficient cooperative units. We are trained from an early age to comply with the rule of reciprocity.Influence: the psychology of persuasionhttp://www.media-studies.ca/articles/influence.htm

Persuasion design principles: Commitment/Consistency

“Once we have publicly committed to something or someone, then we are so much more likely to go through and deliver on that commitment”Ask visitors to commit to something small and usually free-of-charge, e.g. guide or a whitepaper. This increases the likelihood that they will eventually see themselves as customers, which allows you to follow up with an offer to buy their products or join their services.http://conversionxl.com/how-to-use-cialdinis-6-principles-of-persuasion-to-boost-conversions/

Persuasion design principles: Social Proof

1. Reciprocation2. Commitment3. Social Proof4. Authority5. Scarcity6. Framing7. Salience

People look to others for cues on what is acceptable, what they should do.Consider:• Customer reviews • Video testimonials• Enabling sharing• Social media stats• “People who looked at this

bought…”• Highlighting most popular

http://www.youtube.com/watch?v=uuvGh_n3I_M

Persuasion design principles: Authority

“We feel a sense of duty or obligation to people in positions of authority.”Key principles of influence by Robert CialdiniConsider:• Celebrity endorsements• Logos of well known

customers• Research, statistics, quotes• Accreditations, awards

Persuasion design principles: Scarcity

Products appear more attractive when their perceived availability is rather limited.• “10 people viewed

this holiday in the past hour.”

• Time limit (countdown)

• Unit limit• Buy now, use later

Persuasion design principles: Framing

“ People aren’t very good at estimating the absolute value of what they are buying. People make comparisons, either against the alternatives you show them or some external benchmark.”http://uxdesign.smashingmagazine.com/2010/11/29/persuasion-triggers-in-web-design/

• Don’t confuse with too much choice• Consider the order• Highlight the favourite/best value• The Goldilocks effect

More examples: http://ui-patterns.com/blog/Persuasive-purchase-behaviour-Understanding-the-power-of-the-Goldilocks-Effect

Persuasion design principles: Salience (Relevance)“The seducible moment can happen only when users have completed at least part of their original quest. It’s difficult to lure users away until they’ve reached this (self-defined) point; before that, they will simply ignore distractions.”

http://www.uie.com/articles/seducible_moments/http://www.uie.com/articles/seductive_design/

Consider:• Targeting and segmentation• Remarketing• Upselling/cross selling• Removing distractions

Discussion: The Jockey Club

Discussion: Netdespatch Ltd

Discussion: RBWM

Discussion: Natural Windows

Discussion: BearingPoint

Discussion: Phones 4u

Discussion: The IDM

Discussion: CCL Academy

Discussion: Nelsons

Discussion: Redweb Limited

Questions & Actions

• Some questions for you to recap on what we’ve learned today.

• What will you apply based on today?• Do you have any questions?

Thank you for listening!For further information, or follow-up questions after this event, please contact:

Jessica BowskillCourse and Events Coordinatorjessicabowskill@theidm.com020 8614 0207

The Institute of Direct and Digital Marketing1 Park Road, Teddington, Middlesex TW11 0AR, United Kingdom+44 (0)20 8977 5705www.theidm.com

Image creditshttp://www.behance.net/Gallery/Illustrated-type/258535http://kairi-at-imke.blogspot.co.uk/2012/05/book-review-dont-make-me-think.htmlhttp://alidavies.com/why-to-do-list-killing-results/ https://moz.com http://www.time-to-change.org.uk/pledgewallwww.conversion-rate-experts.comhttp://www.shoptab.net/blog/how-to-create-a-product-promotion-in-facebook/http://www.smartinsights.com/conversion-optimisation/landing-page-optimisation/perfect-landing-page/ http://members.dodo.net.au/~peter_b/ia/info2b.htmhttp://blog.kissmetrics.com/trustworthy-e-commerce-website/ http://blog.kissmetrics.com/leave-a-website/ http://diegoguevara.com/blog/2011/05/04/clients-from-hell/http://www.kreativekicks.com/latest-projects/ http://simplyadammann.com/blog/2013/2/5/5rsdlgz9b3fp5n4mm1ntxtnhuffqfu http://www.topappreviews101.com/design-brief-2-ipad-app-765.html http://thewebsitemanagers.com/ http://youtemplates.com/espresso-a-wordpress-theme-for-restaurants.html http://themeforest.net/ http://dribbble.com/shots/1069015-K-Template-GIF http://devsbuild.it/resources/type/article/four-proven-ways-boost-online-sales-using-social-proof