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Title goes here June 2007 Designing sites people love - Balancing emotion with business reality Elizabeth Pek & Andrew Coffey September 2007

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About us

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In today’s session: Design is a balancing act Case Study: Re-design Project Practical learning's

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A site people love means… compelling experience » value to business

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Design is a balancing act

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Design is a balancing act  Case Study: Re-design project Practical learnings

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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)

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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>

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Design Challenges: News sites Breadth & depth of content Large amount of content Advertising acceptable by users Repeat visits & stay as long as they can

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Design Challenges: News sites

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Design Challenges: News sites

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Design Challenges: Media industry

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Steps in developing the design Strategy User Personas User Task Analysis Design Information, Interaction & User Interface Design Evaluate Heuristic Review User research & testing

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User experience issues

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User experience issues

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Target users & main reason for visit Quickly scan the latest & important news

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The IA – early concepts

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The IA – early concepts

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The IA – early concepts

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The IA – early concepts

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The IA – early concepts

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User expectations Brand values Sales opportunities Tech specs Business objectives Content & production The design brief Users Marketing Sales Technology Product Editorial

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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

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Concepts

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Layout = The Grid Previous design New design

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Content = Typography

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+ Newsphiles + NineMSN readers + Advertising

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+ Previous Design + New Design

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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”

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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”

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Design is a balancing act Case Study: A re-design project  Practical learning's

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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>

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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>

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Key session outcomes: Design is a balancing act Case Study: Re-design project Practical learnings Discussion……