Building an effective web presence. A look at the website project assignment instructions. MGMT 230 Week 3 After today’s class you will understand….. • The main steps in the website planning and development process • How to identify goals for a particular organizational website • How the motivations of website visitors can be included in site design • The requirements for the website project assignment Phases in the web site development cycle Planning and building an Effective Web Presence • Creating an effective Web presence is absolutely critical • It is the often the ONLY contact that customers and other stakeholders have with a firm • Thorough planning is very important Steps in planning an effective web presence 1. Determine site goals 2. Identify the target audience and create user profiles of audience members 3. Conduct market research and competitive analysis 4. Design the site for audience, functionality, and usability Identifying the purpose of a web presence for an organization • A web site can have many purposes, both broad and specific. Some examples: – Provide product or service information – Sell a product or service – Increase brand recognition – Provide help, operational instructions, or customer support – Shift customers toward self service – Induce people to subscribe to a newsletter – Provide information for the media – Allow people to make bookings online Not-for-Profit Organizations • Key website purpose for a not-for-profit organization may be: – information dissemination – fund raising – advocacy • Web is widely used by such organizations as: – – – – Political parties Museums, libraries Advocacy organizations such as the David Suzuki Foundation United Way User oriented design: Motivations and Goals of Web Site Visitors – why are they there? • • • • • • • • to learn about products or services to buy the products or services to obtain information to obtain contact information for a person or department in the organization to interact with other users to search for something in particular to browse to be entertained • Catering to all these different needs in designing a web interface can be challenging • When you set the goals for a site, think about what people want and why they are there The purposes that the website will serve need to be translated into SMART goals • • • • • Specific Measurable Achievable Realistic / Relevant Timebound • These goals need to be reflected in the design and functionality of the website How do you know if your site is meeting its goals? • Conversion rate: keeping track of the percentage of your users that you persuade to move to the “next step”. • The next step could be – – – – registering on your site customizing your site and saving their preferences signing up for an email newsletter making a purchase • Shopping cart abandonment is a key metric in assessing eCommerce site success and ROI • In Week 10 we will look in much more detail at web metrics Aims of design for usability 1. Understand user’s goals 2. Anticipate them 3. Make it easy to accomplish them Web project assignment • Stage 1 of this assignment is the production of a planning document (worth 20%) due October 28th • Stage 2 is the production of the site itself (worth 15%) due November 28th • Before you develop, you need to PLAN • Assignment instructions, some samples and the marking scheme are on the course website Another way of looking at the elements of the web design process https://medium.com/@ireneau/design-is-5b867e9f2614 Select your organization • Choose a business or non-profit organization for which you would like to design and construct a simple website (6 html pages). • This can be a real or a fictitious business or organization. You must get approval for your choice from me by email before beginning your project. PART 1 – WEBSITE PLANNING AND DESIGN DOCUMENTATION • Sections of your plan – SECTION 1: Goals, target audience, business model, and competitors – SECTION 2: Information architecture, page layout etc – SECTION 3: Design “look and feel” and usability – SECTION 4: Site content – text and images SECTION 1: GOALS, TARGET AUDIENCE, BUSINESS MODEL, AND COMPETITORS 1. A brief description of the business or organization for which you are creating the website. • • • • • • • • Where is it? What does it do? Size Number of employees How long in business Target markets How long has it had a web presence? Is this site a mini-site or the only web presence for the organization? 2. A list of 10 – 15 SMART web site goals. Think of these goals both from the point of view of the organization and also from the point of view of web site visitors (what are all the things that site visitors will expect to do or find there?). For each goal, indicate what you will measure so you will know whether or not your site is a success. The site must be designed so that these goals can be met. Section 1.2 SMART GOALS • Goal for a typical product page on an ecommerce site selling outdoor clothing. • Main user goal: to quickly learn more about this product’s design, features and specifications to determine whether it fits their budget, needs and preferences. • Secondary user goal: buy a fleece jacket • Main business goal: encourage the user to purchase the product thus increasing sales by 20% over the next 3 months. Web site goal Metric that will be used to measure goal attainment Increase sales of fleece jackets online by 20% over the next 3 months. Sales figures of fleece jackets sold from product page Setting smart website goals 4. A description of the target audience(s) for the site (demographics, psychographics etc) • Description of target audience – listed in bullet form – Demographics (age, sex, location, job, education level, language etc) – Psychographics (interests, attitudes, etc) 5. A detailed user profile of at least one member of your target audience. • Sample of a user profile – make your site user a real person and describe his/her actual use of the site • Example: online store for yoga gear – Jenny is a 22 year old female university student from Victoria, who accesses the web on a daily basis from her iPhone and from her laptop. She is extremely internet savvy and completes online transactions for clothes, music etc on a regular basis. She has high speed internet access both at home and on campus. Typical tasks on the site include browsing for products to purchase, reading and posting reviews, and checking the forums for information about what’s new in yoga. She has a username and password and is able to complete purchases quickly and easily. 6. The domain name and top level domain(s) that you would choose for your site. These MUST be available on the date that you choose them (although they may have been registered by the time I mark your plan). Include a screen shot as evidence that the domains were available. Explain what the most important factors were that you took into account in selecting this name and top level domain(s). 7. An explanation of how you will generate revenue from the site to support your online activity. If there is no direct revenue from the site, explain how you will justify the expenditure on building and maintaining the site in terms of organizational cost savings, lead generation etc. 8. A brief overview of two major competitors (or similar organizations), including URLs. SECTION 2: INFORMATION ARCHITECTURE, PAGE LAYOUT ETC 1. A site map for the site showing how the pages will link together . Use the drawing tools in MS Word (or similar program) to create the diagram (See sample on course website) 2. “Wireframes” or diagrams of each of the six pages that will be in your website, (these can be produced in Word, or a diagramming program of your choice). These will act as the blueprints from which you will build your site. Each diagram should show: a) The layout (columns, sidebar etc) for each of the 6 pages in your site. (Use your chosen WordPress Theme Options to find this information). b) The position of the navigation menu, and the navigation labels (in WordPress, the labels will be the same as the "page titles"). c) The headings (these will be the WordPress "page titles") and subheadings for different areas of the pages. d) The positioning of the textual contents of each area of the pages and an indication of what the text will be about in each area (do not include the actual text itself). Wireframes (cont’d) e) The location, names, and URLs of hypertext links to (at least) two external sites (select appropriate sites that would be of interest to your site visitors or add value in some way). f) The location, name, and URL of at least one video that will be embedded in a page (the video must provide appropriate content for your site). g) The position of each image on the page, the filename, the image size (width and height) in pixels, and a description of what the image shows (this will be the same as the contents of alt tag). Each page must include at least one image (in addition to banner images). h) One of the six pages must include a form so that you can collect information from your visitors. Include the text that will be on the page that explains what the form is for, show the different form elements text boxes, radio buttons etc) that you will use (you must include at least 3 different types), and the labels and hints that you will use for your form. (When you build your site you will use Google Docs to create the form, then embed it into your WordPress page). Wireframes - tips • See sample of a wireframe on the course website • In the lab in Week 7 we will be looking at WordPress themes in detail • Your home page may be different in structure and layout that the content pages • For pages that have the same layout, use MS Word to create the first layout containing common elements (navigation bar etc), then use Save As to create the wireframes for other similar pages • Remember you are going to use these diagrams to create your site SECTION 3: DESIGN “LOOK AND FEEL” AND USABILITY 1. Details of the site concept (what “image” will the site portray to its target audience?) • “Look and feel” is used to describe the overall external characteristics of a website, and how the elements of the site interact to create the user experience • Includes colours, fonts, graphic style and layout. • To combine all these elements effectively, you need to develop a site “image” • make a list of words that describe what you would like the site to convey, these might be attributes of the user, or of the experience of using the site (eg. professional, funky, cool, sophisticated, flowing etc) 2. The name, and a screenshot of the WordPress theme preview that you have chosen. Explain the reasons you chose that particular theme. 3. Screenshots (not printouts) of the home page from 2 sites from a similar industry or sector that you feel represent good web design. Include a brief explanation of why you think these are effective web sites. SECTION 4: SITE CONTENT – TEXT AND IMAGES Site content • You should obtain and organize the content of your site during the planning stage so that it is ready for when you begin the actual site development. The content will consist of text, images, and a YouTube video. 1. Include in your plan a short paragraph explaining how, when, and from whom you will obtain the content for your site. Be really specific. • 2. Include information about all of your images in a 5-column table. In the first column list the filename and extension of the image, in the second column indicate its width and height in pixels, in the third column indicate which page it will be on, and in the fourth column write a description of what the image shows (the same wording as you will use for the image alt tag in WordPress). The final column should include a link to the source of the image (if you hold the copyright to the image yourself, or have permission to use the image, then this is not necessary). Image File name & extension Width and height (pixels) Title of page in site Image description (alt tag) Image source (link) 3. Video information • Include information about your video(s) in a 4 column table Title and author of video Width x height (pixels) Title of page in site Video source (link) 4. Include information about your SEO "keywords" in a two column table. In the first column list the title of the page and in the second column write the keywords / phrases that the page is optimized for. Title of page in site Keywords / phrases Search engine optimization (SEO) • Think about what people might type into a search engine to find a page with that type of content those are your keywords / phrases. • Each page in your site will have some keywords in common, but some will relate to the particular content on that page • You will include these keywords / phrases in headings, subheadings, and in the text itself when you write your page copy. • We will be looking at search engine optimization in Week 5 PART 2 – WEBSITE PRODUCTION • Due date: Friday, November 28th by 4:30pm • Part 2 will consist of the development and production of the website itself using WordPress. • The website must include all the elements shown in your plan, as indicated above. Next steps • Read the web project assignment instructions • Decide the business or non-profit organization for which you would like to design and construct a website (real or fictional) • Email me to get approval for your choice