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Just Enough Strategy: How to redesign your site without losing your marbles

Just Enough Strategy: How to redesign your site without losing your marbles

Not every web project requires a big budget or lots of staff time. And guess what? You may not even need a redesign to help your organization meet its goals and reach the right audiences. For smaller web projects, strategic content alone makes a huge difference.

User experience and content strategy consultants from Pixo will walk you through realistic processes for wrangling your unruly site – without giving up a year of your life.

presented by Allie Ofisher, Melinda Miller, and Lindsey Gates-Markel of Pixo

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Lindsey Gates-Markel

April 03, 2019
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  1. JUST ENOUGH STRATEGY. How to redesign your site without losing

    your marbles
  2. YOUR WEBSITE NEEDS HELP.

  3. You’re alone on this island.

  4. You’re alone on this island. A redesign will save you

    RIGHT? . . .
  5. You’re alone on this island. A redesign will save you

    RIGHT? . . .
  6. THERE’S HOPE!

  7. WHO WE ARE. (WHY YOU SHOULD TRUST US)

  8. None
  9. 1 CONTENT INVENTORY

  10. WHERE TO START.

  11. None
  12. None
  13. Page title URL Notes A CONTENT INVENTORY.

  14. None
  15. None
  16. Page title URL Notes U.S. Geological Survey www.usgs.gov Lots of

    links. Check later to ensure all captured.
  17. None
  18. None
  19. Page title URL Notes U.S. Geological Survey www.usgs.gov Lots of

    links. Check later to ensure all captured. Science Category only. No page.
  20. None
  21. None
  22. Page title URL Notes U.S. Geological Survey www.usgs.gov Lots of

    links. Check later to ensure all captured. Science Category only. No page. Science Explorer www.usgs.gov/science/s cience-explorer Landing page that’s a directory for section.
  23. None
  24. None
  25. Page title URL Notes U.S. Geological Survey www.usgs.gov Lots of

    links. Check later to ensure all captured. Science Category only. No page. Science Explorer www.usgs.gov/science/s cience-explorer Landing page that’s a directory for section. Biology and Ecosystems www.usgs.gov/science/s cience-explorer/Biology +and+Ecosystems Just a list of topics
  26. Skimming each page WHAT AM I REALLY DOING ? Documenting

    Looking for gotchas Capturing ideas for things I might want to change later
  27. Your Turn 1 2 Pair off and pick a site

    that one of you works on. Start on the homepage and work your way down through the site’s sections. 1 15 Min
  28. 2 CONTENT AUDIT

  29. R O T edundant utdated rivial

  30. Page title URL ROT To-do About Us https://www.us gs.gov/about/a bout-us

    Outdated Change dates at bottom, update mission statement with revised version Who We Are https://www.us gs.gov/about/a bout-us/who-w e-are Trivial—Same content as “About Us” Consolidate with About Us History www.usgs.gov/ science/scienc e-explorer Category Past Directors www.usgs.gov/ science/past-di rectors Redundant? History is covered elsewhere. Analytics show users rarely visit this page. Remove blurbs about directors from 1950 and earlier
  31. GIANT SITE ? OVERWHELMED ? Your website isn’t a scrapbook

  32. 3 AUDIENCES

  33. “ My site is for everyone! ”

  34. A site made for everyone, often feels like it is

    for no one. Is it really ?
  35. Prospective students Alumni Legislators Media Faculty Staff Current students Research

    collaborators Donors Parents
  36. Prospective students Parents Alumni Donors Current students 1 2 3

    4 5
  37. Is this program right for me? How do I get

    more information? How do I apply? What will I be able to do with this degree? Will I get a job? Prospective students Parents Alumni Donors Current students 1 2 3 4 5
  38. AUDIENCES ACTIVITY Using the worksheet, brainstorm all possible audiences of

    your site. Feel free to collaborate with others from your organization or discuss with a tablemate. 3 15 Min
  39. TAKE A BREAK.

  40. 4 VOICE & TONE

  41. 1. We are plainspoken. We understand the world our customers

    are living in: one muddled by hyperbolic language, upsells, and over-promises. We strip all that away and value clarity above all. Because businesses come to Mailchimp to get to work, we avoid distractions like fluffy metaphors and cheap plays to emotion. 2. We are genuine. We get small businesses because we were one not too long ago. That means we relate to customers’ challenges and passions and speak to them in a familiar, warm, and accessible way. 3. We are translators. Only experts can make what’s difficult look easy, and it’s our job to demystify B2B-speak and actually educate. 4. Our humor is dry. Our sense of humor is straight-faced, subtle, and a touch eccentric. We’re weird but not inappropriate, smart but not snobbish. We prefer winking to shouting. We’re never condescending or exclusive—we always bring our customers in on the joke.
  42. We are plainspoken.

  43. We are genuine.

  44. Content isn’t just text

  45. VOICE & TONE Serious Formal Respectful Matter-of-fact Funny Casual Irreverent

    Enthusiastic OR OR OR OR
  46. Predict your reader’s emotional state. VOICE & TONE .

  47. Think about your reader’s emotional state. Try to understand their

    frame of mind and talk to them where they are. Find out what happens just before your message appears.”. “ - NICELY SAID
  48. None
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  50. VOICE ACTIVITY 4 On your own, use the worksheet to

    think through your organization’s voice and practice writing in different voices. 10 Min
  51. 5 GOALS

  52. Why are you doing this ?

  53. To make your website better ?

  54. What does better mean to your organization ?

  55. Attract new members ORGANIZATION GOALS Explain the importance of membership

    to the organization Highlight member perks List and thank members WEBSITE TACTICS
  56. Increase newsletter signups ORGANIZATION GOALS Explain the benefits of our

    newsletters Make signing up for newsletters easier Increase the visibility for newsletter signup WEBSITE TACTICS
  57. When will you use the goals ?

  58. 6 ORGANIZATION

  59. STEP 1 CARD SORT

  60. None
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  62. CARD SORT 1 2 Organize the cards into a minimum

    of 4 groups. Label each group (with the blank card) 15 Min
  63. None
  64. STEP 2 SITE MAP

  65. None
  66. STEP 3 PAGE OBJECTIVES

  67. Which audience group is this for? FOR EACH PAGE ASK...

    What goal does this content support?
  68. Which audience group is this for? What goal does this

    content support? Order of your navigation FOR EACH PAGE ASK...
  69. TAKE A BREAK.

  70. 7 WRITING FOR THE WEB

  71. None
  72. WHY BOTHER? People don’t read anyway.

  73. (╯°□°)╯︵ ┻━┻

  74. STOP BLAMING USERS FOR YOUR CONTENT PROBLEMS

  75. scannable “People don’t read” IF your content isn’t... findable understandable

  76. Be brief. Improve your content’s readability Be clear. Add visual

    structure. Don’t overfeed.
  77. 50% Write no more than of the text you would

    have used in a hard copy. BE BRIEF
  78. Grade 8 Average reading level for adults in the US

    BE CLEAR
  79. Use heading levels • Assistive technologies use them to provide

    in-page navigation • Nest headings by their rank (or level) ADD VISUAL STRUCTURE Write meaningful alt text • No need to use “an image of…” • How would you describe the image to someone over the phone? Use key words in headings • Be as specific as possible • Clarity > cleverness Create bulleted lists • Avoid “walls of text” • Act as cues for assistive technology and search engines
  80. Use heading levels. Assistive technologies use them to provide in-page

    navigation. Nest headings by their rank (or level). The most important heading is Heading 1. Use key words in headings. Be as specific as possible. Clarity > cleverness. Write meaningful alt text. No need to say “An image of…” How would you explain the image to someone over the phone? Create bulleted lists. Avoid “walls of text.” Act as cues for assistive technology and search engines. Add visual structure
  81. DON’T OVERFEED. Bite Snack Meal Well-written headline that links to

    more information Key message or brief summary The details
  82. SAN FRANCISCO, Wednesday, July 18, 2018 (AP) San Francisco bans

    tour buses from ‘Full House’ residence
  83. SAN FRANCISCO, Wednesday, July 18, 2018 (AP) San Francisco bans

    tour buses from ‘Full House’ residence Spokesman Paul Rose says neighbors complained about double parking and congestion outside the Victorian home, causing traffic hazards. The exterior of the Broderick Street house was used as the family’s residence in the original show and in a Netflix reboot in 2016. The producer who created the show bought the home for more than $4 million in 2016. The San Francisco Municipal Transportation Agency voted Tuesday to ban commercial vehicles from Broderick Street after neighbors complained. Vehicles that seat nine or more people will no longer be allowed on the block. Bite Snack Meal Spokesman Paul Rose says neighbors complained about double parking and congestion outside the Victorian home, causing traffic hazards. The exterior of the Broderick Street house was used as the family’s residence in the original show and in a Netflix reboot in 2016. The producer who created the show bought the home for more than $4 million in 2016.
  84. SAN FRANCISCO, Wednesday, July 18, 2018 (AP) San Francisco bans

    tour buses from ‘Full House’ residence Spokesman Paul Rose says neighbors complained about double parking and congestion outside the Victorian home, causing traffic hazards. The exterior of the Broderick Street house was used as the family’s residence in the original show and in a Netflix reboot in 2016. The producer who created the show bought the home for more than $4 million in 2016. The San Francisco Municipal Transportation Agency voted Tuesday to ban commercial vehicles from Broderick Street after neighbors complained. Vehicles that seat nine or more people will no longer be allowed on the block. Bite Snack Meal Spokesman Paul Rose says neighbors complained about double parking and congestion outside the Victorian home, causing traffic hazards. The exterior of the Broderick Street house was used as the family’s residence in the original show and in a Netflix reboot in 2016. The producer who created the show bought the home for more than $4 million in 2016.
  85. TRANSLATED TO THE WEB ...

  86. Bite: A headline, link, or both plus a very brief

    description
  87. Snack: Key message or brief summary

  88. Meal: the details

  89. 7 Your Turn On your own, work through creating content

    that matches the bite, snack, meal method. 10 Min
  90. CORE STRATEGY YOUR

  91. None
  92. None
  93. REGARDLESS.

  94. Take this back to your team Talk it out You

    must agree (sorry) For the real deal:
  95. Our content should help our users/customers [user goal], [user goal],

    and [user goal].
  96. To do this, our content must be [adjective], [adjective], and

    [adjective].
  97. This content should make users feel [adjective] and [adjective].

  98. We will know we are successful when users [desired action]

    and [desired action], which will help us [business goal] and [business goal].
  99. YOUR CORE STRATEGY On your own, fill in the blanks

    to create a first draft of your own core strategy! 10 Min
  100. Need some help?

  101. RESOURCES tinyurl.com/just-enough-strategy @LGatesMarkel @melindamiller @allieofisher pixotech.com