developer & website marketing strategy
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Developer & Website Marketing Strategy
Steve Mau, NYU SternChris Traganos, Evernote
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Digital Strategy for websites
•Case study of redeveloping NYU’s Stern website
•Developer toolkit for approaching website strategy
•Redefine content delivery
•Forward thinking design and technical decisions
•Lessons learned throughout process
•Post launch strategy
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Components of website digital strategy
•Goal setting & findings
•Team roles / agency selection
•Information architecture
•Design review process
•User experience / usability testing
•Launch
•Ongoing enhancements
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stern.nyu.edu
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Dec 2009Homepage:
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Quick winJan 2010
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Goal Setting & Findings
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•Improve the ease of use
•Catch audience at various points in the lifecycle
•Make the whole online presence greater than the sum of parts
•Separate internal from external information
•Show don’t tell
•Differentiate
Findings
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•Solid framework for building the site over time
•Approaching the site content with a curation focus
•Forward thinking in redesign
•Taking the online presence as an accurate representation of your brand
•Respect for smart decisions from peers
Goal Setting & Opportunities
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•Polling your community and audience for feedback on form & function.
•Reviewing with your technical resources the state of the site
•Get concrete understanding of where it stands
Surveying Tools
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BasecampProject Collaboration
Project Management Tools
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Team Roles / Agency selection
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Team Roles
•Need skilled team to deliver quality project
•Comprised of internal and external players
•Maintain stability while leveraging creative, prototyping tactics
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Agency Scorecards
•Strategy
•Creative
•Process
•Technology
•Capabilities
•Fit
Agency #1 Agency #2 Agency #3 Agency #4 Agency #5
Strategy 4.3 4.6 3.5 3.3 3.6
Crea.ve 3.6 4.6 2.6 3.1 3.7
Process 3.3 4.8 3.4 3.4 3.8
Technology 3.5 4.3 2.9 4.0 4.3
Capabili.es 3.3 4.4 3.3 4.3 4.3
Fit 2.9 5.4 3.3 2.8 3.9
Average 3.5 4.7 3.2 3.5 3.9
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IAInformation Architecture
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Wireframes & Sitemaps
•Focus on interactions
•Review with finetooth comb
•Pull in technical / UX pair of eyes
•Ask questions as feedback
•Think about user pathways
•Iterate until it’s production-ready
•Curating your content -thinking smart today will improve overall rebuild
•Identify areas for expansion
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Jason Robb: “Tools for Sketching UX Experiences”http://bit.ly/mUG8D
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Jason Robb: “Tools for Sketching UX Experiences”http://bit.ly/mUG8D
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OmnigraffleJumpchart
Sitemap & Wireframe tools
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Design Review Process
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GroupThink
•Solicit honest external feedback
•GroupThink can prevent critical improvements
•Practical design and a great user interaction is the goal
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User Experience / Usability Testing
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User Experience
•Create funnels and determine pathways through the site
•Create utility for users coming to your site
•Collect and decide on addressing major feedback items
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•Capture screen activity
•Video the tester’s face
•Record the tester’s voice
•Add chapter markers on-the-fly
•Control recording with the remote
•Export to Quicktime
Feedback Tool: Silverback App
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Launch Plan
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Build
•Keep track of code status
•Decide on deliverable dates
•Review each stage and the progress made
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Hostedcode repository
Commit logsadded to project
beanstalk basecamp
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“Tape the Edges”
•Approach launch like painting a room - prep counts before & after
•List of redirects for .htaccess file
•Helpful 404 page
•Link checker
•Test page load
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tools.pingdom.com
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CDNContent Delivery Networks
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Make fewer HTTP requests and spread them out.
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S3 & Cloudfront (Backup CDN)
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Dynamic Video Streaming
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Ongoing maintenance & future enhancements
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Mindset
•Continuous improvement
•Plan out stage 2
•Address all aspects of your site - craft the experience
•Soft launches are great - take time to get it right
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FurtherReading
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DateType of IssueReported byWhereFeature Request / ProblemSeverity
Support Form
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Thank you.@stevenmau @ctraganos