digital summit xtreme_makeover_nikhil_deshpande

EXTREME MAKEOVER: REDESIGNING A WEBSITE

Nikhil Deshpande Director, GeorgiaGov Interactive @nikofthehill

Peter Lee Editorial Director, GeorgiaGov Interactive @peege43

CHALLENGES

• Low user satisfaction • Lack of content strategy • Lack of brand consistency • Old school designs • Aggressive timeline

“Good designers redesign, great designers realign.”

- Cameron Moll, New Media Designer

We did both!

Strategic Objectives and user needs

“The essence of strategy is choosing what NOT to do.”

- Prof. Michael Porter, Harvard Business School

Data rules.

Don’t be afraid to start from scratch.

Data rules. Content rules.

Simplify.

“If something is on the screen and people aren’t clicking on it,

we remove it.”

- Steve Hafner, CEO of Kayak

Search 13% of all clicks; .65% of the page area.

Child Support - 31% of all clicks; .49% of the page area.

Headlines - 18% of the page area; 3.6% of all clicks.

55 REDESIGNS?

• Template based • Styletiles • Demo websites

BRAND GEORGIA

BRANDING 101

• Recognition • Differentiation • Authority

COLOR PALETTE

COLOR PALETTE

COLOR PALETTE

BRANDING 101

REDESIGN

Classic Patriotic Friendly Official

TRANSLATING STYLE TILES TO WEB SITES

Data rules. Content rules. Mobile rules.

MOBILE

RESPONSIVE DESIGN

RESPONSIVE DESIGN

TAKEAWAYS

• Set objectives and user goals • Data driven decisions • Keep it simple and consistent • Adapt to the changing needs • Be aware of performance

QUESTIONS?