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House with No Walls:

Creating a Site Structure 

for Tomorrow
Lisa Ghisolf * Gizmo Creative Factory * Chicago
@gizmodesign * gizmo-design.com
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
It’s the “un-fun” stuff
• We are long past “brochureware” sites [sort of]
• Content strategy: More than just what you’ll say
• Navigation: It’s strategic – play with it
• Sitemaps: Pages needed, pathways
• Functionality: Phased functionality aligned with
business objectives
• Wireframes: What lives on each page
• Prototypes: Functional model/test site
Basically...
•Who (personas/your audiences)
•Demographic + needs + behavior
•Why (your goals, their goals)
•How (functionalities)
But… why?
• Test processes (e-commerce)
• Test content
• Bring clients in quickly
• Iterate quickly
• User experience starts early in the process
• “Design in the browser”
Content strategy
•User, user, user! Who are your audiences? 

Think about what they — not you — are
expecting to see.
•Look at your content: how ME-centric is
it?
•Good content is: up-to-date, user-centric,
useful, u-findable.
Navigation considerations
• Balance your site structure like a pyramid
• It’s good to be shallow (less than 3 clicks)
• Naming still based on keyword phrases (not just
“about us”) – feel free to change in menu name
• If forums are pushing low-quality content,
consider putting on subdomain
• Clean up your tags
Sitemap to wireframe
•Visualize your structure & how
users will react: Flowchart it
out!
•What is the process? What is
interlinked? Link juice
•Consistency is key
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
Designer pages:
-Kiton
-Stefano Ricci
-Pal Zileri
-Brunello Cucinelli
-Hugo Boss
-Zilli
-John Lobb
-Zanella
-Brioni
-Jack Victor
-Luciano Barbera
-Dolce Punta
-Babylone
-Angela Caputi
-Il Bisonte
-Alfred Dunhill
-Edward Green
-Inis Meain
Caruso
MORRIS
Privacy Policy Terms & Conditions Search Site map
Home
Designer
index
Designers A- Z
Designers by category
New this season
My designers
What's
new
Shop
all
Clothing
Denim
Outerwear
Leather
Pants
Shorts
Suiting
Sport coats
Shoes Bags Luggage Accessories
Belts
Gloves
Keychains
Sunglasses
Cufflinks
Umbrellas
Wallets
Hats
Scarves/ wraps
Jewelry
Men's Women's About Blog/
travel
diary
Customer
Service
Order status
Shipping
FAQs
Press/
media
My
Account
My
Wishlist
My
Cart
History
Contact
Events
Philosophy
Version 1.3 - JUNE 20, 2011
Globals [on every page]
Blog
Calendar
Regular pages
Dynamically created pages
KEY
logo
what's new/new this season
privacy policy terms & conditions site map customer service contact us home
designers shop all clothing shoes bags luggage accessories men's women's about media travel diary home
latest travel blog post
My Account Register an Account My CartSearch
sign up for our e-newsletter
cabinet w/clothing linking out/rotating imgs
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
Sitemap & Wireframe Tools
• Sitemaps
• Powermapper.com
• Slickplan.com
• Wireframes
• Gomockingbird.com
• Balsamiq.com
• Both
• UXpin.com
• Jumpchart.com [w/WP export!]
• gliffy.com
Prototyping Tools
• Sketch (bohemiancoding.com/sketch/)
• Genesis Sandbox starter theme
(genesissandbox.com)
• Foundation (fwp.drewsymo.com)
• hotgloo.com
• marvelapp.com using wireframes
Don’t ignore mobile
•What works on a laptop or even a tablet
doesn’t necessarily work on a phone
•K.I.S.S.!
•One-column themes
•People are used to scrolling on mobile, but
how much will they read?
•Are the buttons big enough to touch?
•As with ANY site: Make it easy on the user
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future
Mobile Tools
• marvelapp.com 

(desktop & mobile)
• Proto.io
• fluidui.com
• flinto.com
Thank you!
Lisa Ghisolf * Gizmo Creative Factory * Chicago
@gizmodesign * gizmo-design.com
slideshare.com/gizmodesign

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WordCamp San Diego 2016 #wcsd House with No Walls: Building a Site Structure for the Future

  • 1. House with No Walls:
 Creating a Site Structure 
 for Tomorrow Lisa Ghisolf * Gizmo Creative Factory * Chicago @gizmodesign * gizmo-design.com
  • 4. It’s the “un-fun” stuff • We are long past “brochureware” sites [sort of] • Content strategy: More than just what you’ll say • Navigation: It’s strategic – play with it • Sitemaps: Pages needed, pathways • Functionality: Phased functionality aligned with business objectives • Wireframes: What lives on each page • Prototypes: Functional model/test site
  • 5. Basically... •Who (personas/your audiences) •Demographic + needs + behavior •Why (your goals, their goals) •How (functionalities)
  • 6. But… why? • Test processes (e-commerce) • Test content • Bring clients in quickly • Iterate quickly • User experience starts early in the process • “Design in the browser”
  • 7. Content strategy •User, user, user! Who are your audiences? 
 Think about what they — not you — are expecting to see. •Look at your content: how ME-centric is it? •Good content is: up-to-date, user-centric, useful, u-findable.
  • 8. Navigation considerations • Balance your site structure like a pyramid • It’s good to be shallow (less than 3 clicks) • Naming still based on keyword phrases (not just “about us”) – feel free to change in menu name • If forums are pushing low-quality content, consider putting on subdomain • Clean up your tags
  • 9. Sitemap to wireframe •Visualize your structure & how users will react: Flowchart it out! •What is the process? What is interlinked? Link juice •Consistency is key
  • 17. Designer pages: -Kiton -Stefano Ricci -Pal Zileri -Brunello Cucinelli -Hugo Boss -Zilli -John Lobb -Zanella -Brioni -Jack Victor -Luciano Barbera -Dolce Punta -Babylone -Angela Caputi -Il Bisonte -Alfred Dunhill -Edward Green -Inis Meain Caruso MORRIS Privacy Policy Terms & Conditions Search Site map Home Designer index Designers A- Z Designers by category New this season My designers What's new Shop all Clothing Denim Outerwear Leather Pants Shorts Suiting Sport coats Shoes Bags Luggage Accessories Belts Gloves Keychains Sunglasses Cufflinks Umbrellas Wallets Hats Scarves/ wraps Jewelry Men's Women's About Blog/ travel diary Customer Service Order status Shipping FAQs Press/ media My Account My Wishlist My Cart History Contact Events Philosophy Version 1.3 - JUNE 20, 2011 Globals [on every page] Blog Calendar Regular pages Dynamically created pages KEY
  • 18. logo what's new/new this season privacy policy terms & conditions site map customer service contact us home designers shop all clothing shoes bags luggage accessories men's women's about media travel diary home latest travel blog post My Account Register an Account My CartSearch sign up for our e-newsletter cabinet w/clothing linking out/rotating imgs
  • 25. Sitemap & Wireframe Tools • Sitemaps • Powermapper.com • Slickplan.com • Wireframes • Gomockingbird.com • Balsamiq.com • Both • UXpin.com • Jumpchart.com [w/WP export!] • gliffy.com
  • 26. Prototyping Tools • Sketch (bohemiancoding.com/sketch/) • Genesis Sandbox starter theme (genesissandbox.com) • Foundation (fwp.drewsymo.com) • hotgloo.com • marvelapp.com using wireframes
  • 27. Don’t ignore mobile •What works on a laptop or even a tablet doesn’t necessarily work on a phone •K.I.S.S.! •One-column themes •People are used to scrolling on mobile, but how much will they read? •Are the buttons big enough to touch? •As with ANY site: Make it easy on the user
  • 31. Mobile Tools • marvelapp.com 
 (desktop & mobile) • Proto.io • fluidui.com • flinto.com
  • 32. Thank you! Lisa Ghisolf * Gizmo Creative Factory * Chicago @gizmodesign * gizmo-design.com slideshare.com/gizmodesign