Design of web sites Day 2

Transkript

1 HiO Design of web sites Day 2 Jørgen Dalen, Halogen

2 The users: three basic questions Who are they? What do they want? How can we help them achieve their goals?

3 Agenda Day 1 Methodology, overview Goals and target groups Needs assessment: personas and customer journeys Day 2 User experience concept Content and functionality Information structure Day 3 Information structure, cont. Multi-channel designs Navigation Interaction design

4 Activities in a project Strategy Goals Target groups Needs assessment Content and functionality Information structure Navigation Interaction design Graphical design

5 Halogen blog

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7 Internet: Good is not enough Lawsuit Horrible Bad OK Fantastic Really good Good

8 Walk the extra mile User centered design Icing on the cake Close Cigar

9 Balancing the needs of the users and the company (example: web shop) The company Get rid of products they have too many of Sell more products Get as much info from the users as possible The user Find the specific product fast Give away as little info as possible Pay as little as possible

10 Enkel modell for å lage et konsept Funksjon Viktigste løsningskvaliteter Løsningsrom Kommunikasjon Hvordan merkevaren oppleves Interaksjon Hvordan man interagerer med kunden

11 Eksempel på konsept for brukeropplevelse Sømløs kundeopplevelse Vennlig kommunikasjon Fullservice-kanal Kundereisen Vi skal orkestrere kundeopplevelsen. Vær vennlig før du spør om behov, kjenn behovet før du tilbyr tjeneste!

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13 Concept: The town square Tone-of-voice Associations Content examples User interaction Enkelt, folkelig, muntlig Variasjon Spennende tilbud Byttehandel Uformelt Knytte kontakter Sladder klikkdannelse Gammel mann på benken som forteller historier Spåkone i campingvogn som forteller om fremtiden Smaksprøver Taler Opplevelsesbasert interaksjon Frivillig brukergenerert innhold Multibrukerinteraksjon Blanding av nytte og underholdning

14 Concept 3: Telenor Forum

15 Concept 1: Telenor Academy Learning center Playing field Hall of Fame

16 Concept 2: Campus Telenor

17 Play Learn Comm. Play Learn Comm. Play Learn Comm.

18 User experience concept tips The ux concept must support the overall effect goal of the solution Use any technique you are comfortable with describing the user experience concept

19 Agenda Day 1 Methodology, overview Goals and target groups Needs assessment Day 2 User experience concept Content and functionality Information structure Day 3 Information structure, cont. Navigation Interaction design

20 How to write functional requirements User story (example: HiO web site) As a student, I would like to be able to compare the different courses, to be able to make the right choice With user stories, you link the functionality to the target groups and the goals

21 Increase the number of highly qualified job seekers

22 Prioritize the target groups

23 Prioritize the needs of the target groups

24 Map content and funtionality to the needs

25 Elements of a successful project Define your target groups Define a goal for each target group Know the needs of the target groups Create the content that fulfils the needs Define an owner of all the content Have an organisation that supports the content owners Goal 1 Goal 2 Targetgroup 1 Targetgroup 2 Need 1 Need 2 Content element 1 Content element 2 Content owner 1 Cotnent owner 2 Support from the organisation Goal n Targetgroup n Need n Content element n Content owner n

26 Agenda Day 1 Methodology, overview Goals and target groups Needs assessment Day 2 User experience concept Content and functionality Information structure Day 3 Information structure, cont. Navigation Interaction design

27 Key question: how much structure do you need? Too little and too much structure can be bad

28 What is information architecture?

29 Organizing the content

30 Organizing content by usage

31 Organizing content by category

32 Organizing content descriptive

33 Organizing content by target group Silja Donald Hanne Ole Dole Joakim Thomas Doffen

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35 35

36 Information architecture: the dilemma I think all the content should be categorized by our target groups It be nice if all the budgets were in the same folder The best would be to collect all the documents from each department in one place I prefer to have a personal folder

37 Information architecture: the dilemma Tema Dokumenttype Status Kilde Format Lokasjon Person 100 % 75 % 50% 51% 25% 35% 3% 3% 6% 3%

38 Information architecture: different perspectives The communication people The knowledge workers The archive people One- to many communication Quality assured information Peer to peer communication Effective collaboration Informal communication Focus on current project Knowledge short shelf life Don t mess with my structure Everything should be archived Knowledge long shelf life

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40 The information model: purpose Human resources Recruiting Collaboration Site 1 Site 2 Site 3 Site 4 Site 2 Site 100 Site 100 Site 50 Site 1 Site 1000 Site 1 Blog 1 Site 1 Site 46 Site 100 Site 100 Site 15 Site 1 Site 1 Site 100 Site 345 Site n Blog 3 Blog 2 Site 100 Site 1 Site 300 Site 1 Site 7 Site 6 Site 100Site 200

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42 Two ways of working with information architecture Top-down The mental model of the users Defined by the card sorting Based on the most important needs of the users...and principles, like mutual exclusive cateagories Bottom-up more formal properties of content more based on analysis than needs assessment Important because no user has overview of all the content Kilde: Adaptive Path

43 Kortsortering: brukerens mentale modell Mental Modell gis av kortsorteringen Detaljstruktur gis av innholdskartleggingen Kilde: Adaptive Path

44 Toppnavigasjon For å rendyrke kjernevirksomheten bil, verksted og tilbehør, fokuserer hovedmenyen på nettstedet kun på dette. Sulland.no Bil Vedlikehold og reparasjon Biltilbehør Kundeservice Innhold som dreier seg om Sulland Gruppen, drift og administrasjon er lagt i en egen global meny som er mindre fremtredende. Selskapsadm.- meny Om Sulland Jobb Presse Søk Gruppen

45 Bil Bil Finn bil/søk Import av bil Om innbytte av bil Kundefordeler Finansiering Forsikring Bilhus Presentasjon av nye biler Presentasjon av brukte biler Om skadeserviceavtalen, NAF-medlemsskap, gunstige forsikringer, osv. Om finansieringsproduktene som tilbys Finansieringskalkulator Om forsikringsproduktene som tilbys Presentasjon av bilhus Finn ditt lokale bilhus/verksted Tester Området omfatter bilene Sulland Gruppen tilbyr, samt støtteinnhold som informerer om muligheten for innbytte og import av bruktbil, finansiering, forsikring og butikkene. Hver bil vil være merket med egenskaper som gjør det mulig å finne/søke på bil fra ulike innfallsvinkler. Dette blir tegnet ut i interaksjonsdesignet. Mål: Opprette dialog med potensiell kunde, forenkle beslutningsprosessen rundt anskaffelse av bil og få kunde til butikk.

46 Information architecture ways of categorizing Objective Chronological Geographical Alphabetical Subjective Topic (sports, politics) Task (review, edit, save) Target group (students, teachers) Metaphorical (campus)

47 Chronological

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49 Geographical

50 Alphabetical

51 By topic

52 By target group

53 By task

54 By metaphor

55 Hybrid

56 Hierarchical

57 Linear

58 Relational

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60 A special case: site structure

61 Activities in a project Strategy Goals Target groups Needs assessment Content and functionality Information structure Navigation Interaction design Graphical design

62 Agenda Day 1 Methodology, overview Goals and target groups Needs assessment Day 2 Concept Content and functionality Information structure Day 3 Information structure, cont. Navigation Interaction design