5 things to consider for a successful website redesign project

BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com

5 Things to Consider for a Successful Website Redesign

March 26, 2013

BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 2

BIG

DEAL


1. SECURE INTERNAL BUY-IN2. PUT A PRICE ON IT3. FIND THE RIGHT PARTNER4. COME PREPARED5. AVOID SHINY OBJECTS

The 5 Big Things:


1. SECURE INTERNAL BUY-IN

The 5 Big Things:


SECURE INTERNAL BUY-IN

The Outcome:

Aligning user objectives with

organization goals

BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com 6BALANCE INTERACTIVE | 8136 Old Keene Mill Road, Suite A-207, Springfield VA 22152 | T: 703.451.8675 | F: 703.783.0392 | www.balanceinteractive.com


A Checklist: I understand & can describe the audience I am trying to reach

I understand what my users most want to accomplish

Based on data, I have a feel for what my users cannot currently accomplish on the website easily

I understand the top two or three strategic goals of my organization

I understand how the website needs support those goals



Understanding User Needs:• Analytics

• Surveys – task analysis

• Usability testing - Rocket Surgery Made Easy

• Customer inquiry trends**http://www.conversion-rate-experts.com/understanding-your-visitors/

http://www.conversion-rate-experts.com/understanding-your-visitors/

http://www.conversion-rate-experts.com/understanding-your-visitors/



Key Stakeholders

Everyone wants to feel heard.

LISTEN



Leadership:

Set Expectations



Expectation #1:

USERS FIRST

Not our CEO.

Not our Board.



Expectation #2:

TIME

In post launch interviews when asked what they would do differently

customers most often mention:

“We are glad we took our time to do it right” or

‘We wish we would not have rushed the project for X”



Expectation #3:

MONEY



Paint the Picture Lead with the outcome (what does alignment look like)

Reiterate key organization goals

Define key audiences and briefly describe what each audience wants to accomplish

(include internal stakeholders)

Lay out gaps between audience needs and what the website delivers now

Set expectations: user research needed, time, cost

White Paper: http://www.balanceinteractive.com/who-we-are/news/balance-interactive-releases-white-paper-website-return-investment

http://www.balanceinteractive.com/who-we-are/news/balance-interactive-releases-white-paper-website-return-investment

http://www.balanceinteractive.com/who-we-are/news/balance-interactive-releases-white-paper-website-return-investment


2. PUT A PRICE ON IT

The 5 Big Things:


PUT A PRICE ON IT

$30,000 vs. $300,000

WHAT’S THE BIG DIFF?


PUT A PRICE ON IT

Is this project considered to be “just a tech

implementation” or will you be overhauling

digital strategy – and are people ready to

embrace and drive the change

accompanying this?


PUT A PRICE ON IT

User Research: Focus Groups

Interviews

Usability testing

Surveys

Task Analysis

Keyword Research


PUT A PRICE ON IT

Content: Content Strategy

Content Migration

Content editing

Content formatting

Copywriting


PUT A PRICE ON IT

Technology: CMS

ECommerce

Hosting

Integration – Single Sign On


PUT A PRICE ON IT

Web not Website:m.Dot vs. Responsive

Social Media

Email


PUT A PRICE ON IT

Staff Time: Internal project lead – 10-15% of time

9-12 months

Project team members – 4-6 hours per month


3. FIND THE RIGHT PARTNER

The 5 Big Things:


FINDING THE RIGHT PARTNER

By Invitation Only



Who they serve:Size of Project

Type of Project

Product or Service

Blog post: http://www.balanceinteractive.com/blog/12/09/share-budget-or-not-share-budget-question

http://www.balanceinteractive.com/blog/12/09/share-budget-or-not-share-budget-question



This is a conversation!



Where’s their focus?Technology?

Strategy?

Design?



Do Not: Send RFP and refuse a follow up conversation

Split project between vendors


4. COME PREPARED

The 5 Big Things:


COME PREPARED

Project lead & Web committee

Use this opportunity to educate for the future

Build in enough structure to be flexible


COME PREPARED

Content

• How many pages

• Who owns what

• What policies are in place

• What policies are needed

• What are you willing to cut

http://www.balanceinteractive.com/blog/11/09/how-move-mountains-migrating-your-web-content-without-losing-

your-sanity-or-your-staff


COME PREPARED

At the kickoff:

Conferences or Events?

Turnaround times?

Check in points for board and leadership

Critical path decisions


5. AVOID SHINY OBJECTS

The 5 Big Things:


AVOID SHINY OBJECT SYNDROM

Can it help us achieve a goal?

Can it be measured?


AVOID SHINY OBJECT SYNDROM

Don’t focus on technology trends,

look towards customer trends.


THE TOP TEN TAKE-AWAYS FOR YOUR NEXT REDESIGN:

10. Avoid the shiny objects. Keep your focus.

11. Technology should never drive your decisions. It should support them.

12. Think web not website

13. Create check-in points with your leadership

14. Don’t be afraid to have conversations to find the right partner

15. Content is most often underestimated in terms of time and money

16. Set expectations internally – early and often

17. Build enough structure to allow for flexibility (and creativity)

2. Listen

1. It’s all about your users!


QUESTIONS?

The 5 Big Things:

5 things to consider for a successful website redesign project

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