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website redesign -
  closing the loop

              Jim Brill, IBM Web Architect
                            May 15th 2002
website lifecycle = phases

                       assess

       run




                                  plan

 implement


                         design
website lifecycle = phases

                       assess

       run




                                  plan

 implement


                         design
website lifecycle = phases

                                     assess
       §Determine the criteria for
       success

       §Use your current sites ability to
       generate data to help you define
       the big hitter areas to be
       remedied in the redesign effort

       §Create a system of metrics that
       can be used before and after the
       redesign so that a correlation can
       be made to show the results of
       the redesign work

       § Use the data to drive content
       creation
website lifecycle = phases

                       assess

       run




                                  plan

 implement


                         design
Multi-disciplinary Teams                                                                 P plan




Consulting                  Creative                   Technical                Production
• Industry Consultants      • Creative Director        • Solution Architect     • Producers
• Brand Consultants         • Content Strategist       • Java Developer         • Project Management
• Marketing Consultants     • Information Designer     • Middleware Developer   • Project Office staff
                            • Graphic Designer         • Content Manag. Arch.
• Experience Architecture
                            • Motion Graphics
• Technical Consultants                                • Database Architect
                            • Front end Technologist
                                                       • Security Experts
                            • Production Artist
                                                       • Pervasive Experts
website lifecycle = phases


       §this is a production environment
       (hello !)

       §Agree to a detailed statement of
       Work

       §Create a realistic schedule

       §Rely on an effective
       communication plan
                                           plan

       §Aggressively seek closure on all
       open issues

       §Clearly define roles and
       responsibilities
website lifecycle = phases

                       assess

       run




                                  plan

 implement


                         design
website lifecycle = phases

       §Set Business Goal
           Determine the market, users, and
           competition to target is central
       §Understanding Users
           An understanding of the users is the driving
           force behind all design
       §Design the Total User Experience
           Everything a user sees and touches is
           designed together by a multidisciplinary
           team
       §Evaluate Designs
           User feedback is gathered often and drives
           product design and development
       §Assess Competitiveness
           Competitive design requires a relentless
           focus on the competition and its customers
       §Manage for Users
           User feedback is integral to product
           plans, priorities and decision making          design
before
plan
wire frame
Abstract of walk through


§   25 participants drawn from 3 of the 10 identified user
    segments (13 MBA's, 11 Undergraduates, 1 Faculty)
§   2 Decision Support Center (DSC) testing sessions at Smeal on
    9/6/2001
§   Purpose: Perform a cognitive walkthrough of a wireframe
    conceptual model for the Smeal internet website
§   Assess the usability of the current navigation framework and
    nomenclature and provide input to next design phase.
§   Secondary outcome: partial validation and ranking of the
    functional requirements discovered in the first phase of the
    engagement.
Results from walk through


§   140+ pages of raw data being culled for useful suggestions to
    improve site organization and nomenclature (W.C.)
§   Average 79% “correct” choices made for 42 available first
    links, 77% for 37 second links, 90% for 3 available third link
    choices (approaching 80/20 rule for first user action in first
    design iteration)
§   282 free-text comments associated with 31 tasks (42 task
    survey segments in two sessions)
§   Rough comparisons indicate wire frame conceptual model to
    be roughly on a par with existing, fully populated website in
    terms of usability and functionality.
user segmentation
site map & nav flow
content matrix
mood board
initial design impression
final design impression
style guide
redesign
launched:

continuing
to innovate
website lifecycle = phases


       §Before
       §Project Plan
       §Walk through
       §Sitemap and Navigation flow
       §Content Matrix
       §Mood Board
       §Ruff Design
       §Final Design
       §Visual and Coding style guides
       §Site Launch



                                         design
website lifecycle = phases

                       assess

       run




                                  plan

 implement


                         design
website lifecycle = phases


             §Small and fast, not big and slow

             §Develop high payoff functions first

             §Iterate to a solution

             §Resist local customization

             §Quality counts & costs

             §Eliminate Creep (but note it in the log)
 implement
             §Inspect what you expect

             §Use a Iterative Rapid Application
             Development approach – validate with users
website lifecycle = phases

                       assess

       run




                                  plan

 implement


                         design
website lifecycle = phases


             Performance and availability
       run   §How often is the server down?
             §What's the typical response time?
             §How does usage vary by time of day?
             §Where are current performance bottlenecks?

             Web Traffic
             §How many visitors came to the site last
             week? How many were new? How many were
             returning?
             §Are there any visitation trends over time?
             §Which external sites drive the most visitors?
             §How many visits did a campaign drive?
             §How popular is a specific content/page?
             §What are the most used internal/external
             search words/terms?
website lifecycle = continuous innovation

                       assess

       run




                                  plan

 implement


                         design
website lifecycle = continuous innovation

                                      assess
   §What are the objectives for the site redesign?
   §What is the market? How has it changed?
   §Who is the competition? Who are the losers?
             run
   §What current assets can we leverage? What's in the enterprise
   §What’s out of the box and what’s custom
   §Who are the prospects & customers? How can we give the
   identified segments the content they expect? - The most
   essential ingredient for success.
   §How do we replenish and manage that content?
   §How do we enable the functionality within the current
                                                          plan
   infrastructure?
 implement
   §How do we measure success? What is being measured to
   provide guidance for continuing improvement as well as
   accountability for the team and stakeholders?
   §What management structure to we have in place to process all
   of this in parallel?                     design
Thank you
jim@brill.net

http://www.ibm.com/easy
                          11
breakout session
creating an attainable goal:


=((                                                         )=                       +                )
                                                                       designers             users
      existing       user      competitive   business
                   +         +             +                           conceptual            mental
      user metrics   feedback offerings      requirements
                                                                       model                 model




/((                                                  )/                    =                     )
  existing           emerging          environmentally      dev budget,             attainable
  enterprise +       technical    +    driven               resource &              cognitive
  capability         requirements      requirements         time constraints        website
                                                                                    model




/((                                                 )=                  )
      budget for      budget for
                                       budget for         maintenance
      continuous      continuous
                 +                 +   continuous         budget
      content         technical
                                       innovation
      refresh         support




                                                                                                 2
website lifecycle = develop the brand

                           brand strategy



digital assets


                                users expectations




           digital brand
website lifecycle = extending the reach
                   Online




        Events                   Pervasive




    Careers        Brand         xChannel




       Faculty                   Students




                   Alumni
Code Scanners
Web Site Redesign

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Web Site Redesign

  • 1. website redesign - closing the loop Jim Brill, IBM Web Architect May 15th 2002
  • 2. website lifecycle = phases assess run plan implement design
  • 3. website lifecycle = phases assess run plan implement design
  • 4. website lifecycle = phases assess §Determine the criteria for success §Use your current sites ability to generate data to help you define the big hitter areas to be remedied in the redesign effort §Create a system of metrics that can be used before and after the redesign so that a correlation can be made to show the results of the redesign work § Use the data to drive content creation
  • 5. website lifecycle = phases assess run plan implement design
  • 6. Multi-disciplinary Teams P plan Consulting Creative Technical Production • Industry Consultants • Creative Director • Solution Architect • Producers • Brand Consultants • Content Strategist • Java Developer • Project Management • Marketing Consultants • Information Designer • Middleware Developer • Project Office staff • Graphic Designer • Content Manag. Arch. • Experience Architecture • Motion Graphics • Technical Consultants • Database Architect • Front end Technologist • Security Experts • Production Artist • Pervasive Experts
  • 7. website lifecycle = phases §this is a production environment (hello !) §Agree to a detailed statement of Work §Create a realistic schedule §Rely on an effective communication plan plan §Aggressively seek closure on all open issues §Clearly define roles and responsibilities
  • 8. website lifecycle = phases assess run plan implement design
  • 9. website lifecycle = phases §Set Business Goal Determine the market, users, and competition to target is central §Understanding Users An understanding of the users is the driving force behind all design §Design the Total User Experience Everything a user sees and touches is designed together by a multidisciplinary team §Evaluate Designs User feedback is gathered often and drives product design and development §Assess Competitiveness Competitive design requires a relentless focus on the competition and its customers §Manage for Users User feedback is integral to product plans, priorities and decision making design
  • 11. plan
  • 13. Abstract of walk through § 25 participants drawn from 3 of the 10 identified user segments (13 MBA's, 11 Undergraduates, 1 Faculty) § 2 Decision Support Center (DSC) testing sessions at Smeal on 9/6/2001 § Purpose: Perform a cognitive walkthrough of a wireframe conceptual model for the Smeal internet website § Assess the usability of the current navigation framework and nomenclature and provide input to next design phase. § Secondary outcome: partial validation and ranking of the functional requirements discovered in the first phase of the engagement.
  • 14. Results from walk through § 140+ pages of raw data being culled for useful suggestions to improve site organization and nomenclature (W.C.) § Average 79% “correct” choices made for 42 available first links, 77% for 37 second links, 90% for 3 available third link choices (approaching 80/20 rule for first user action in first design iteration) § 282 free-text comments associated with 31 tasks (42 task survey segments in two sessions) § Rough comparisons indicate wire frame conceptual model to be roughly on a par with existing, fully populated website in terms of usability and functionality.
  • 16. site map & nav flow
  • 23. website lifecycle = phases §Before §Project Plan §Walk through §Sitemap and Navigation flow §Content Matrix §Mood Board §Ruff Design §Final Design §Visual and Coding style guides §Site Launch design
  • 24. website lifecycle = phases assess run plan implement design
  • 25. website lifecycle = phases §Small and fast, not big and slow §Develop high payoff functions first §Iterate to a solution §Resist local customization §Quality counts & costs §Eliminate Creep (but note it in the log) implement §Inspect what you expect §Use a Iterative Rapid Application Development approach – validate with users
  • 26. website lifecycle = phases assess run plan implement design
  • 27. website lifecycle = phases Performance and availability run §How often is the server down? §What's the typical response time? §How does usage vary by time of day? §Where are current performance bottlenecks? Web Traffic §How many visitors came to the site last week? How many were new? How many were returning? §Are there any visitation trends over time? §Which external sites drive the most visitors? §How many visits did a campaign drive? §How popular is a specific content/page? §What are the most used internal/external search words/terms?
  • 28. website lifecycle = continuous innovation assess run plan implement design
  • 29. website lifecycle = continuous innovation assess §What are the objectives for the site redesign? §What is the market? How has it changed? §Who is the competition? Who are the losers? run §What current assets can we leverage? What's in the enterprise §What’s out of the box and what’s custom §Who are the prospects & customers? How can we give the identified segments the content they expect? - The most essential ingredient for success. §How do we replenish and manage that content? §How do we enable the functionality within the current plan infrastructure? implement §How do we measure success? What is being measured to provide guidance for continuing improvement as well as accountability for the team and stakeholders? §What management structure to we have in place to process all of this in parallel? design
  • 32. creating an attainable goal: =(( )= + ) designers users existing user competitive business + + + conceptual mental user metrics feedback offerings requirements model model /(( )/ = ) existing emerging environmentally dev budget, attainable enterprise + technical + driven resource & cognitive capability requirements requirements time constraints website model /(( )= ) budget for budget for budget for maintenance continuous continuous + + continuous budget content technical innovation refresh support 2
  • 33. website lifecycle = develop the brand brand strategy digital assets users expectations digital brand
  • 34. website lifecycle = extending the reach Online Events Pervasive Careers Brand xChannel Faculty Students Alumni Code Scanners