designing website architecture with real humans in … · designing website architecture with real...

Valerie Neumark MickelaCo-Founder & Brand Strategist

Rootid

DESIGNING WEBSITE ARCHITECTURE WITH

REAL HUMANS IN MIND

Think about a commercial/ad/

music video/soundtrack that has really resonated

with you.

Please share with your neighbor who you are,

your organization/ company, what you

chose & why.

TODAY’S SESSION

Target Audiences

Personas & Engagement

Building a Rough Hierarchy

Developing Workflows

CASE STUDY

Pacific Environment

ID/ Review Target Audiences

Scott works in finance and is deeply involved with multiple non-profit organizations both financially and in advisory roles.

Rafael is a leading Arctic policy expert in Alaska and professor at Fairbanks University. He is a well known expert in the field so is often paid to consult with a variety of organizations and for legislative purposes.

Group Target Audiences Into Personas

Professional Givers/NPO Allies Influencers Connection Seekers

Denise is the executive director of a large Foundation and prior to this position spent many years in a Development and/or Communications role at a 2 different foundations (one large, one medium size).

Group Target Audiences Into Personas

Build a Rough Hierarchy & Home Page Outline

Build a Rough Hierarchy & Home Page Outline

Home Page Designs Based on Needs & Conversions

CASE STUDY

[people. power. media]

Build Awareness/Spread the Word

Build Interest/Inspire

Decision/Engage

Develop Membership/Connect

Retain & Nurture

Unaware: Focus on being helpful, competent & a valuable member of your audience’s community; far & wide

Aware: Focus on nurturing a relationship; inspire with interesting content, build a connection

Considering: Focus on case studies that illustrate value; engage directly and get them to take a minor action

Joins: Focus on making it easy for them to join, sign-up, attend an event, volunteer, etc.

Loyalty: Focus on making it easy for them to further share your content and advocate

THE MARKETING FUNNEL

Developing User Experience Workflows: Inside-out

Workflows That Drive Conversions

CLOSING

Where Website Design & Developers Miss the Mark:

Audience Assumptions

Content Hierarchies

Curated Workflows

Valerie Neumark Mickelavalerie@rootid.com

@GetRootidfacebook.com/rootidpinterest.com/rootid