Strategic Web Design: Analyze Your Audience Andrew Fort, Design Principal Kelley Jarrett, Market Manager

SYMPATHY WILL EARN YOU ACCEPTANCE.

EMPATHY WILL

ENGAGE AND INSPIRE.

Do You Need to Analyze Your Audience? WHO ARE YOU TRYING TO ENGAGE? WHAT DOES YOUR AUDIENCE CARE ABOUT? WHAT INFORMATION DO THEY LOOK FOR FIRST? HOW DO THEY ACCESS INFORMATION? WHO DO YOU RELY ON MOST TO FULFILL YOUR MISSION?

The Process IDENTIFY YOUR AUDIENCE TEST YOUR CURRENT SITE CREATE PERSONAS AND OUTLINE TASKS FIND COMMONALITIES OUTLINE YOUR TOP THREE GOALS PRIORITIZE MESSAGING – COMMON AUDIENCE GOALS + YOUR NEEDS

Identify Your Audience LIST YOUR AUDIENCE GROUPS

DETERMINE HIERARCHY OF IMPORTANCE –  Database reporting – who means the most? –  Analytics – who accesses your site the most? –  Who do you need to engage?

CHOOSE A REPRESENTATIVE FROM EACH GROUP FOR TESTING

–  represent the group –  be ready and willing to share information

Identify Your Audience By determining your target Audience Segments, we can ensure that the content and navigation of a design are catered to drive your audience to their own target areas of the site, and empower your users to make the best use of your new site.

Analyze Behavior

CONDUCT INTERVIEWS/SURVEYS –  A day in the life –  Social activity –  Mobile usage –  How does your audience use your site? –  What do they need from your website? –  What sort of things do they hope to find on your site?

Analyze Behavior

LOOK AT GOOGLE ANALYTICS –  How are your users accessing your site? –  What pages are they visiting most often? –  What are the demographics? –  What user behavior trends can you find? –  What browsers are they using? –  How many mobile users are accessing the site?

Analyze Behavior

CURRENT SITE USABILITY –  How do users access information? –  Task paths –  Calls to Action –  Navigation Process –  How easy (or hard) is it for them to find what they need? –  Frustrations

Online Usability Testing Online Usability Testing allows us to determine the sticking points in your current site for accomplishing specific tasks. Lets say you are not getting the sort of conversions from a “Donate Now” button on your home page – using software like Usability Hub, we can determine how effect that button is, and address the need for a more effective call to action on your new design. Usability Testing is most effective when we can utilize several volunteers or constituents that represent the user-base your site is intended to draw.

Usability Workshop

We will explore, test and record your target audience’s ability to successfully interact with your current website.

Create Personas CREATE A SAMPLE – REAL PERSON

DEFINE USER HABITS

OUTLINE BEHAVIOR

MAP OUT THEIR DAY

DOCUMENT SOCIAL ACTIVITY

NOTE TECHNOLOGY SAVVY-NESS (IE, % MOBILE, ETC.?)

DOCUMENT HOW AND WHEN THEY ACCESS YOUR SITE

NOTE THEIR TOP 3 TASKS, IN ORDER

Create Personas

Prioritize ASSIGN PRIORITY TO TASKS BY PERSONA TAG TASKS BY HOW MUCH IT’S MENTIONED DETERMINE TOP THREE MOST COMMON TASKS PRIORITIZE TASKS ACROSS ALL PERSONAS FOR HOMEPAGE AND NAVIGATION PRIORITIZATION

Audience task analysis The Audience Task Analysis expands upon the Audience Segments identified and adds a detailed analysis of the tasks each audience segment will be expected to perform on the new site. This data is crucial in designing a interface that best targets the needs of each segment, and in providing the information needed to design and build compelling section landing pages and internal content pages.

Audience Analysis: Analyze

Audience Analysis: Tag Creation

Wire Frames We can begin to build the architecture of your website now that we have a thorough understanding of your audience and their behaviors.

REDUCING THE NOISE

WHILE AUDIENCE-CENTRIC DESIGN IS KEY, YOU MUST NOT FORGET ABOUT YOUR GOALS AND WORK THEM INTO THE DESIGN. YOUR AUDIENCE’S GOALS + YOUR ORGANIZATION GOALS = WELL PRIORITIZED SITE

Recap IDENTIFY YOUR AUDIENCE ANALYZE BEHAVIOR CREATE PERSONAS PRIORITIZE OUTLINE YOUR TOP THREE GOALS GET BUY-IN TO REDUCE THE NOISE

Next Steps CREATE A VISUAL HIERARCHY INFORMATION ARCHITECTURE AND SITE MAP DETERMINE MOBILE PRIORITY

The GUIDE Series Continues…