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Title goes here June 2007 Designing sites people love -  Balancing emotion with business reality Elizabeth Pek & Andrew Co...
About us
In today’s session:   Design is a balancing act   Case Study: Re-design Project   Practical learning's
A site people love means… compelling experience »  value to business
Design is a balancing act
Design is a balancing act      Case Study: Re-design project Practical learnings
Design Challenges: Business Context    Mature sites with loyal users and their habits 8 pages per session 8 minutes per s...
Design Challenges: Project Objectives <ul><li>Increase traffic to key sections and network sites </li></ul><ul><li>Improve...
Design Challenges: News sites Breadth & depth of content Large amount of content Advertising acceptable by users Repeat vi...
Design Challenges: News sites
Design Challenges: News sites
Design Challenges: Media industry
Steps in developing the design Strategy User Personas User Task Analysis Design Information, Interaction  & User Interface...
User experience issues
User experience issues
Target users & main reason for visit Quickly scan the latest & important news
The IA – early concepts
The IA – early concepts
The IA – early concepts
The IA – early concepts
The IA – early concepts
User expectations Brand values Sales opportunities Tech specs Business objectives Content & production The design brief Us...
Vision statement: We want to make our news sites clean, fresh & clear for our users. We also want the ads to be more accep...
Concepts
Layout  =  The Grid Previous design New design
Content  =  Typography
 
+  Newsphiles    +  NineMSN readers   +  Advertising
 
 
 
+ Previous Design + New Design
Is the new site design successful? Really disappointing - thought I'd ended up on the Daily Tele by mistake.  The site now...
Is the new site design successful? “ The redesign is excellent. I find the use of the screen real estate much improved fro...
Design is a balancing act   Case Study: A re-design project      Practical learning's
What we would do again…. <ul><li>Use a user-centred-design approach </li></ul><ul><li>Collaborate!! (as early as possible)...
What we would do differently… <ul><li>User testing as early as possible </li></ul><ul><li>Allow time to iterate after user...
Key session outcomes:   Design is a balancing act   Case Study: Re-design project   Practical learnings Discussion……
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OZ IA 2007: Designing Sites People - Balancing emotion with business reality

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Presentation from Oz-IA 2007 about a case study of re-designing a popular news site (smh.com.au)

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OZ IA 2007: Designing Sites People - Balancing emotion with business reality

  1. 1. Title goes here June 2007 Designing sites people love - Balancing emotion with business reality Elizabeth Pek & Andrew Coffey September 2007
  2. 2. About us
  3. 3. In today’s session: Design is a balancing act Case Study: Re-design Project Practical learning's
  4. 4. A site people love means… compelling experience » value to business
  5. 5. Design is a balancing act
  6. 6. Design is a balancing act  Case Study: Re-design project Practical learnings
  7. 7. Design Challenges: Business Context  Mature sites with loyal users and their habits 8 pages per session 8 minutes per session 1 minute per page Each visit Over 133 Million Impressions ~45 % Home page ~45 % Stories/articles ~10 % other Page types Over 3.2 Million Uniques 25 April 1995 Since Key Statistics (July 2007)
  8. 8. Design Challenges: Project Objectives <ul><li>Increase traffic to key sections and network sites </li></ul><ul><li>Improve advertising yield </li></ul><ul><li>Increase reach </li></ul><ul><li>Improve user experience </li></ul>
  9. 9. Design Challenges: News sites Breadth & depth of content Large amount of content Advertising acceptable by users Repeat visits & stay as long as they can
  10. 10. Design Challenges: News sites
  11. 11. Design Challenges: News sites
  12. 12. Design Challenges: Media industry
  13. 13. Steps in developing the design Strategy User Personas User Task Analysis Design Information, Interaction & User Interface Design Evaluate Heuristic Review User research & testing
  14. 14. User experience issues
  15. 15. User experience issues
  16. 16. Target users & main reason for visit Quickly scan the latest & important news
  17. 17. The IA – early concepts
  18. 18. The IA – early concepts
  19. 19. The IA – early concepts
  20. 20. The IA – early concepts
  21. 21. The IA – early concepts
  22. 22. User expectations Brand values Sales opportunities Tech specs Business objectives Content & production The design brief Users Marketing Sales Technology Product Editorial
  23. 23. Vision statement: We want to make our news sites clean, fresh & clear for our users. We also want the ads to be more accepted. Design: Refined colour palette and layout Brand: Print Heritage Typography Sales: Dispersed and more contextual
  24. 24. Concepts
  25. 25. Layout = The Grid Previous design New design
  26. 26. Content = Typography
  27. 28. + Newsphiles + NineMSN readers + Advertising
  28. 32. + Previous Design + New Design
  29. 33. Is the new site design successful? Really disappointing - thought I'd ended up on the Daily Tele by mistake. The site now appears to be a trashy tabloid - lots of flashing neon lights. This version has lost the feel of a serious paper and has the feeling of a light weight &quot;fluffy&quot; version. After all the hoopla about the new menus last time why not even keep those. BTW why no notice or a beta version for people to take a look? I can only guess that feedback was not really wanted. To be honest, I'll probably end up on the ABC site”
  30. 34. Is the new site design successful? “ The redesign is excellent. I find the use of the screen real estate much improved from the previous version and indeed much better than most newspaper internet site that I use (Telegraph, Evening Standard, NY Times).” “ The new format look great. I have been viewing the Age web site since its inception. Keeping up with the times is definitely a good idea. The look and feel of a broad sheet on line is a great idea.” “ Wow, I thought your netpaper was the best, but this is simply stunning”
  31. 35. Design is a balancing act Case Study: A re-design project  Practical learning's
  32. 36. What we would do again…. <ul><li>Use a user-centred-design approach </li></ul><ul><li>Collaborate!! (as early as possible) </li></ul><ul><li>Analyse your design context </li></ul><ul><ul><li>Business, Users, Project, Sales, Marketing, Constraints </li></ul></ul><ul><li>Develop a strategy and a design mission </li></ul><ul><li>Manage and anticipate stakeholder expectations </li></ul>
  33. 37. What we would do differently… <ul><li>User testing as early as possible </li></ul><ul><li>Allow time to iterate after user testing </li></ul><ul><li>Manage change for users better </li></ul>
  34. 38. Key session outcomes: Design is a balancing act Case Study: Re-design project Practical learnings Discussion……

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