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Eve Simon Creative Director Beaconfire Consulting <ul><li>Extreme Makeover:  Taking your website to a new level Ad Council...
Feeling stuck? <ul><li>How to tell that you need to redesign your website. </li></ul>
Any of this sound familiar? <ul><li>“ We’re rebranding the organization, but let’s just swap out the logo on the web site,...
Oh yeah, you’re ready.
“ Flash is the future!”  <ul><li>…  and other website redesign myths debunked. </li></ul>
Myth #1 <ul><li>“ Design is universal.” </li></ul>
Myth #2 <ul><li>“ They do it, so we should too.” </li></ul>
Myth #3 <ul><li>“ Site architecture should reflect your org’s structure.” </li></ul>
Myth #4 <ul><li>“ Usability is luxury that we can’t afford.” </li></ul>
Myth #5 <ul><li>“ Twitter will save us.” </li></ul>
Ok, so then what’s the  Holy Grail of design? It’s not magic – it’s a process... “ Don’t go there – it’s a silly place”
1. Start a dialogue <ul><li>Avoid design by committee </li></ul><ul><li>Interview stakeholders </li></ul><ul><li>Brainstor...
2. Do Your Homework <ul><li>Know the audience inside & out </li></ul><ul><li>Prioritize multiple audiences </li></ul><ul><...
3. Don’t reinvent the wheel <ul><li>Follow best practices where appropriate </li></ul><ul><ul><li>Consistency </li></ul></...
4.  Use visual narrative to push action & engagement <ul><li>Define your “voice” & stick to it </li></ul><ul><li>Select st...
5. Beat All Expectations <ul><li>Create very different design options to select from </li></ul><ul><li>Never force a conce...
Not Just a Pretty Face <ul><li>Real examples of how mission, message & engagement can  transform user experience </li></ul>
American Lung Association <ul><li>Before </li></ul>
American Lung Association After
Wildlife Conservation Society Before
Wildlife Conservation Society After
National Breast Cancer Coalition Before
National Breast Cancer Coalition After
Tell the story through visual impact
Focus on action
Design for the audience  (even if  it’s not your aesthetic)
Encourage interactivity
Secret sauce, silver bullets & the tooth fairy <ul><li>A great website is not about someone else’s fiction. </li></ul><ul>...
Thank you.
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Extreme Makeover: Taking your website to a new level

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Presentation for Ad Council/Google seminar series on Oct 1st

Publicado en: Diseño, Meditación, Tecnología
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Extreme Makeover: Taking your website to a new level

  1. 1. Eve Simon Creative Director Beaconfire Consulting <ul><li>Extreme Makeover: Taking your website to a new level Ad Council Seminar Series October 1st, 2009 </li></ul>
  2. 2. Feeling stuck? <ul><li>How to tell that you need to redesign your website. </li></ul>
  3. 3. Any of this sound familiar? <ul><li>“ We’re rebranding the organization, but let’s just swap out the logo on the web site, ok?” </li></ul><ul><li>“ It’s fine that no one can find us on search engines – the right people know where we are.” </li></ul><ul><li>“ Add a button on the homepage for the new content. Squeeze it in above the fold.” </li></ul><ul><li>“ We’re missing out on this social networking thing. Fix it!” </li></ul>
  4. 4. Oh yeah, you’re ready.
  5. 5. “ Flash is the future!” <ul><li>… and other website redesign myths debunked. </li></ul>
  6. 6. Myth #1 <ul><li>“ Design is universal.” </li></ul>
  7. 7. Myth #2 <ul><li>“ They do it, so we should too.” </li></ul>
  8. 8. Myth #3 <ul><li>“ Site architecture should reflect your org’s structure.” </li></ul>
  9. 9. Myth #4 <ul><li>“ Usability is luxury that we can’t afford.” </li></ul>
  10. 10. Myth #5 <ul><li>“ Twitter will save us.” </li></ul>
  11. 11. Ok, so then what’s the Holy Grail of design? It’s not magic – it’s a process... “ Don’t go there – it’s a silly place”
  12. 12. 1. Start a dialogue <ul><li>Avoid design by committee </li></ul><ul><li>Interview stakeholders </li></ul><ul><li>Brainstorm </li></ul><ul><li>Ask lots of questions </li></ul><ul><li>Determine your target audience </li></ul><ul><li>Think like an outsider looking in </li></ul><ul><li>Be honest about likes & dislikes </li></ul><ul><li>Know you cannot please everyone </li></ul><ul><li>Challenge yourself to think unconventionally </li></ul><ul><li>Don’t over complicate </li></ul>
  13. 13. 2. Do Your Homework <ul><li>Know the audience inside & out </li></ul><ul><li>Prioritize multiple audiences </li></ul><ul><li>Clearly define site goals & requirements. </li></ul><ul><li>Identify & prioritize engagement opportunities </li></ul><ul><li>Objectively identify the pain points </li></ul><ul><li>Understand the brand </li></ul><ul><li>Size up the competition </li></ul><ul><li>Gather all design assets </li></ul>
  14. 14. 3. Don’t reinvent the wheel <ul><li>Follow best practices where appropriate </li></ul><ul><ul><li>Consistency </li></ul></ul><ul><ul><li>Usability </li></ul></ul><ul><ul><li>Typography </li></ul></ul><ul><ul><li>Page balance & eyetracking </li></ul></ul><ul><ul><li>Color & Contrast </li></ul></ul><ul><li>Keep it simple </li></ul><ul><li>Read “Don’t make me think” by Steve Krug </li></ul>
  15. 15. 4. Use visual narrative to push action & engagement <ul><li>Define your “voice” & stick to it </li></ul><ul><li>Select strong visuals & draw your audience in but don’t overdo it </li></ul><ul><li>Don’t be afraid of metaphor, but think it through carefully </li></ul><ul><li>Use straightforward labels </li></ul><ul><li>Keep the subject matter accessible to your audience </li></ul><ul><li>Show all available engagement opportunities clearly </li></ul><ul><li>Move people to “do something” </li></ul>
  16. 16. 5. Beat All Expectations <ul><li>Create very different design options to select from </li></ul><ul><li>Never force a concept. If it feels like you have to explain it to your mother, throw it out and try again </li></ul><ul><li>Beware of visual stereotypes </li></ul><ul><li>Be picky </li></ul><ul><li>Deliver an “embarrassment of riches” </li></ul><ul><li>Stay engaged and on message throughout the process </li></ul>
  17. 17. Not Just a Pretty Face <ul><li>Real examples of how mission, message & engagement can transform user experience </li></ul>
  18. 18. American Lung Association <ul><li>Before </li></ul>
  19. 19. American Lung Association After
  20. 20. Wildlife Conservation Society Before
  21. 21. Wildlife Conservation Society After
  22. 22. National Breast Cancer Coalition Before
  23. 23. National Breast Cancer Coalition After
  24. 24. Tell the story through visual impact
  25. 25. Focus on action
  26. 26. Design for the audience (even if it’s not your aesthetic)
  27. 27. Encourage interactivity
  28. 28. Secret sauce, silver bullets & the tooth fairy <ul><li>A great website is not about someone else’s fiction. </li></ul><ul><li>It needs to tell your story. </li></ul><ul><li>Own it. </li></ul>
  29. 29. Thank you.

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