requirements gathering for better web site conversions
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Keep Your Ducks in a Row with Documented Web Site Requirements
Copyright 2009 Cre8pc.com SMX East NY 2009
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Kim Krause Berg, Web Site Usability and SEO Consultant
Founder/Owner:Cre8pc.com, est. 1996Cre8asiteforums.com, est.1998Usabilityeffect.com, est. 2002Akesana.com, est. 2009
Usability, Accessibility, Search Engine Optimization, Internet Software QA Testing, Requirements Document & User Manuals
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You Can Get A Horse to Drink….
“I want this!”
“I want that!”
“We need video!”
“Users can read that font!”
“Nobody has dial-up anymore!”
“They’ll never view our site on their cell phone.”
“Blind people don’t use our site.”
“I want lots of pretty graphics and JAZZ!”
“I can use it. So what?”
Copyright 2009 Cre8pc.com SMX East NY 2009
Line up your ducks…
1. Project management
2. Organizing and planning your web site
3. Napkins, sticky’s, whiteboard
4. Write everything down!
5. Team signs off
6. Test cases and guidelines
What Are Site Requirements?
It’s difficult to convert traffic to sales when you haven’t figured what your web site is expected to do and who will
use it.
What is a Requirements Document?
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Copyright 2009 Cre8pc.com SMX East NY 2009
Business Requirements (BR)
Copyright 2009 Cre8pc.com SMX East NY 2009
4BR1. Sell products onlineBR2. Provide information
on our companyBR3. Provide excellent
customer serviceBR4. Be accessible to
everyone
These are called “Parent” Requirements
Aid in IA
A business requirement is a goal or primary use
such as…
Provide servicesTo inform Offer search servicesGet sales leadsCreate communitySell products
BR2 .0 Provide Company InformationBR2 .0 Provide Company Information BR4.0 Sell Online BR4.0 Sell Online
Copyright 2009 Cre8pc.com SMX East NY 2009
BR2.1 About Us page BR2.1.1 Provide bios of staff BR2.1.2 Presidents message
BR2.2 Blog BR2.2.1 Global reach BR2.2.2 Host ads
BR2.3 Catalog BR2.3.1 PDF version BR2.3.2 Subscription
BR2.4 Social Network
BR4.1 Shopping cart BR4.1.1 Custom cart BR4.1.2 SEO-friendly
BR4.2 Marketing BR4.2.1 Insert and list the ways you
plan to sell online; i.e. user generated content, social media, weekly sales, coupons, online accounts, etc.
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Layout the BR
Functional Requirements (FR)FR1.0 Server
FR1.1 Describe server environment
FR2 .0 Performance Testing
FR2.1 Server
FR2.2 Browser
FR2.3 Mobile
FR3.0 Shopping cart
FR3.1 Php
FR3.2 User Friendly
FR3.2.1 CSS
FR3.2.2 Secure
Functional requirements refer to technical issues.
Derived from use cases, mental models, user personas.
Programmers’ domain
Determine specs for browsers, OS, accessibility, bandwidth, performance, platform, mobile use, programming
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Copyright 2009 Cre8pc.com SMX East NY 2009
Traceability of Children Req’s and Other Parent Requirements:FR, UIR, SER, SMR, UAR
Copyright 2009 Cre8pc.com SMX East NY 2009
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ALL of these MUST be traceable to Business Requirements
If you wish to write a solid Requirements Document orset of Web Site Guidelines, include:
UIR – User interface requirements (includes IA, design, fonts, images)SER – Search engine requirements (SEO, PPC, SEM, Linking)SMR – Social media requirements (blog, forums, social sites)UAR – Usability and Accessibility requirements (usability heuristics, mobile, Section
508, PAS 78)
Example: UAR1.0 Adobe PDF UAR1.1 Provide html version traceable to BR4 (Be Accessible to Everyone)
DocumentationDocumentation Why?Why?
Developer Checklists Programmer Checklists Create Stakeholder signoff doc’s Web site guidelines Test cases ex. tasks Test plans ex. heuristics Track enhancements Project management Bug management (because a
failed metric is a bug, defect, concern)
Benefits: Save money, team communication, validation, no surprises
Re-use on multiple sites Stakeholder sign off (comes in
handy when they question you) Analytics can show if
requirements are met or should be modified
Stuff You Can Do With REQ Doc’s
Copyright 2009 Cre8pc.com SMX East NY 2009
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Example of Web Guidelines and Heuristics Test Case
Copyright 2009 Cre8pc.com SMX East NY 2009
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Example of Tasks Testing
Copyright 2009 Cre8pc.com SMX East NY 2009
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Twitter.com/kim_cre8pcFacebook.com/cre8pc
SEL’s JUST BEHAVE Column
http://searchengineland.com/library/just-behave
“Dives deep into searcher behavior and how search engines constantly tweak their operations to improve user experience. The Just Behave column appears weekly at Search Engine Land.”
Copyright 2009 Cre8pc.com SMX East NY 2009
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