But Why? Designing For Strategy

@marktimemedia Designing For Strategy BUT WHY ?

@marktimemedia I Design THINGS. USUALLY WORDPRESS. HI, I’M MICHELLE.

@marktimemedia WHY DO PEOPLE VISIT WEBSITES?

@marktimemedia VERB A word that represents an action or state
of being

@marktimemedia BUY JOIN READ DOWNLOAD CONTACT DONATE SUBSCRIBE SIGN UP
SHARE COMMENT LIKE

@marktimemedia WHY ARE PEOPLE VISITING YOUR WEBSITE?

@marktimemedia Your website has a SINGLE PRIMARY VERB

@marktimemedia YOUR PRIMARY WIN

@marktimemedia Design should SUPPORT YOUR VERB

@marktimemedia MAKE IT PAINLESS (or, dare we say, delightful)

@marktimemedia THE ZERO INTERFACE DESIGN IDEAL:

@marktimemedia EASY & FRICTIONLESS Design is

@marktimemedia CLEAR CONTEXT Design is

@marktimemedia DIRECTED PATH Design is

@marktimemedia CONSISTENCY & PATTERNS Design is

@marktimemedia

@marktimemedia FORMS ARE A BARRIER

@marktimemedia BAD FORMS COST MONEY https://medium.com/uie-brain-sparks/the-300-million-button-76b566ae5f73

@marktimemedia "The best way to speed up that process is
not to ask the question at all.” –Luke W.

@marktimemedia GOOD FORM DESIGN IS ABOUT BALANCE

@marktimemedia MINIMAL FIELDS

@marktimemedia CONTEXTUAL ERRORS

@marktimemedia DELIBERATE WORKFLOW

@marktimemedia CLEAR LABELING

@marktimemedia FOLLOW CONVENTION

@marktimemedia AFFORDANCES & CLICKABILITY

@marktimemedia BAD DESIGN PATTERNS

@marktimemedia CONFLICTING CALLS TO ACTION

@marktimemedia UNCERTAINTY

@marktimemedia COLLECTING TOO MUCH INFO

@marktimemedia FORCED ACCOUNT SIGNUPS

@marktimemedia ANTI-PATTERNS: OBSCURITY

@marktimemedia SPECIFIC VERB PATTERNS: BUY JOIN DONATE

@marktimemedia BUY The win: Complete purchase of product Call to
action: Buy vs Add To Cart “The form couldn’t come at a worse time. You want to buy the items you’ve found. The store wants to close the sale so it can make money. Standing between both your goals is a form and as we know—no one likes forms.” - Luke W

@marktimemedia BUY Primary info to communicate: •  Price •  Quantity
Minimum info to collect: •  Name •  Billing Address •  Shipping Information? •  Credit Card/Payment Information Secondary messaging: •  Photos •  Sizes/Colors/Options

@marktimemedia BUY Barriers: •  Long form ﬁelds for payment info
•  Security of ﬁnancial info •  Unsure of making purchase Solutions: •  Wish lists/save for later •  Hook up with PayPal or other third party •  One-click purchase if you have an account

@marktimemedia AMAZON

@marktimemedia COTTON BUREAU

@marktimemedia WOOCOMMERCE

@marktimemedia JOIN The win: Complete & submit information Call to
action: Sign Up vs Create Account vs Join “Just about everywhere people want to participate in social interactions online, forms get in the way. And since participation—number of members, number of activities completed, etc.—is how most social applications thrive, the organizations running these sites rely on forms for business success.” - Luke W

@marktimemedia JOIN Primary info to communicate: •  Elevator pitch beneﬁts
message Minimum info to collect: •  Email •  Name/Username? Secondary messaging: •  Features •  Data/Numbers

@marktimemedia JOIN Barriers & Solutions: •  Lots of potential proﬁle
ﬁelds •  Only collect minimum for signup

@marktimemedia FACEBOOK

@marktimemedia SLACK

@marktimemedia PEEPSO

@marktimemedia DONATE The win: Complete collection of money Call to
action: Donate

@marktimemedia DONATE Primary info to communicate: •  What are you
donating to Minimum info to collect: •  Name •  Billing Address •  Credit Card/Payment Info Secondary messaging: •  Emotional appeal •  Speciﬁc results/numbers/stats •  Any gifts received •  Duration of donation period

@marktimemedia DONATE Barriers & Solutions: •  Uncertain where money is
going •  Dollar amount levels proportional to gifts, proportional to ask •  “Decisions not options” with high dollar amounts •  Anchoring and frame of reference

@marktimemedia RED CROSS

@marktimemedia GOFUNDME

@marktimemedia GIVE

@marktimemedia QUESTIONS? Michelle Schulp [email protected] @marktimemedia bit.ly/design-for-strategy

But Why? Designing For Strategy

But Why? Designing For Strategy

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