designing website architecture with real humans in … · designing website architecture with real...
TRANSCRIPT
Valerie Neumark MickelaCo-Founder & Brand Strategist
Rootid
DESIGNING WEBSITE ARCHITECTURE WITH
REAL HUMANS IN MIND
Think about a commercial/ad/
music video/soundtrack that has really resonated
with you.
Please share with your neighbor who you are,
your organization/ company, what you
chose & why.
TODAY’S SESSION
Target Audiences
Personas & Engagement
Building a Rough Hierarchy
Developing Workflows
CASE STUDY
Pacific Environment
ID/ Review Target Audiences
Scott works in finance and is deeply involved with multiple non-profit organizations both financially and in advisory roles.
Rafael is a leading Arctic policy expert in Alaska and professor at Fairbanks University. He is a well known expert in the field so is often paid to consult with a variety of organizations and for legislative purposes.
Group Target Audiences Into Personas
Professional Givers/NPO Allies Influencers Connection Seekers
Denise is the executive director of a large Foundation and prior to this position spent many years in a Development and/or Communications role at a 2 different foundations (one large, one medium size).
Group Target Audiences Into Personas
Build a Rough Hierarchy & Home Page Outline
Build a Rough Hierarchy & Home Page Outline
Home Page Designs Based on Needs & Conversions
CASE STUDY
[people. power. media]
Build Awareness/Spread the Word
Build Interest/Inspire
Decision/Engage
Develop Membership/Connect
Retain & Nurture
Unaware: Focus on being helpful, competent & a valuable member of your audience’s community; far & wide
Aware: Focus on nurturing a relationship; inspire with interesting content, build a connection
Considering: Focus on case studies that illustrate value; engage directly and get them to take a minor action
Joins: Focus on making it easy for them to join, sign-up, attend an event, volunteer, etc.
Loyalty: Focus on making it easy for them to further share your content and advocate
THE MARKETING FUNNEL
Developing User Experience Workflows: Inside-out
Workflows That Drive Conversions
CLOSING
Where Website Design & Developers Miss the Mark:
Audience Assumptions
Content Hierarchies
Curated Workflows
