digital summit xtreme_makeover_nikhil_deshpande

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EXTREME MAKEOVER: REDESIGNING A WEBSITE

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Page 1: Digital summit xtreme_makeover_nikhil_deshpande

EXTREME MAKEOVER: REDESIGNING A WEBSITE

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Nikhil Deshpande Director, GeorgiaGov Interactive @nikofthehill

Peter Lee Editorial Director, GeorgiaGov Interactive @peege43

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CHALLENGES

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

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“Good designers redesign, great designers realign.”

- Cameron Moll, New Media Designer

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We did both!

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Strategic Objectives and user needs

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

- Prof. Michael Porter, Harvard Business School

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Data rules.

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Don’t be afraid to start from scratch.

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Data rules. Content rules.

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Simplify.

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

we remove it.”

- Steve Hafner, CEO of Kayak

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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.

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55 REDESIGNS?

• Template based • Styletiles • Demo websites

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BRAND GEORGIA

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BRANDING 101

• Recognition • Differentiation • Authority

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COLOR PALETTE

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COLOR PALETTE

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COLOR PALETTE

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BRANDING 101

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REDESIGN

Classic Patriotic Friendly Official

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TRANSLATING STYLE TILES TO WEB SITES

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Data rules. Content rules. Mobile rules.

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MOBILE

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RESPONSIVE DESIGN

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RESPONSIVE DESIGN

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TAKEAWAYS

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

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QUESTIONS?