digital experiences that build brand, loyalty and sales

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INTERNET SUMMIT 2011Pre-Conference Intensive Program: Design, Content & Usability

DIGITALEXPERIENCESTHAT BUILDBRAND, LOYALTY& SALES

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All companies strive to create positive, seamless, online and offline customer experience in hopes of moving their prospects through the all-important Marketing Funnel – from awareness to consideration to preference to purchase – and maximizing the customer’s lifetime value.

ONE BRAND. MULTIPLE CHANNELS.

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Consistency…the degree to which a brand is experienced , without fail, across all touch points or formats.

Relevance…the level of fit between a customer needs, desires, and decision criteria and a brand’s offerings.

WHAT MAKES SOME BRANDSSO GREAT?

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You leave someone a little better or a little worse. - Dale Carnegie

THERE ISNO SUCH THING ASA NEUTRAL EXCHANGE

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AwarenessSpread the word about your company and offerings.

STEP 1GET NOTICED

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TransformationConvert curious browsers into paying customers.

STEP 2:SPARK INTEREST

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EngagementTurn one-time buyers into loyal repeat customers.

STEP 3INVITEREVISITS

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AllegianceInspire your best customers to evangelize your products and/or services.

STEP 4MOTIVATEADVOCATES

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What percentage of people admit to making a judgment about an organization’s credibility based solely on the design of their Website?

Q:

75%A:

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What is the average length of time it takes for someone to judge your Website’s visual design?

Q:

milliseconds(1/20th of a second)

50A:

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Great customer experiences don’t just happen. They are carefully evaluated, planned and executed. And while they are being consumed, they are evaluated again to ensure everything is working to plan. And then they are revised and adjusted and executed again. Over and over. It never ends because responding to customer needs should never end.

WORK AS A TEAM

THREE IMPORTANT PILLARS

Definition: The Web design title is used interchangeably for both visual designers and code developers, perhaps because both roles focus on “front-end” issues: the skills they practice and use are very different.http://en.wikipedia.org/wiki/Web_design and

http://en.wikipedia.org/wiki/Website-Design

Definition: The structural design of shared environments, methods of organizing and labeling websites, intranets, and online communities, and ways of bringing the principles of design and architecture to the digital landscape.

http://en.wikipedia.org/wiki/Website-Design

Definition: The textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations. http://en.wikipedia.org/wiki/Web_content

CONTENT DESIGN INFORMATION ARCHITECTURE

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USABILITY

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“Anyone interested in communicating more effectively should reflect on the degree to which the format — or lack thereof — of their content supports or undermines the content’s message.” - Smashing Magazine Christopher Butler October 17th, 2011

EVEN BASIC FORMATS CARRY MEANING

CONTENTINFORMATION

ARCHITECTURE DESIGN

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Web users are universally known to be task oriented and goal driven. Anticipate the ways they want to interact with your site and then build the functionality that enables them to do them.A visit to your Website should leave users saying (or thinking), “I did what I came to do.”

HELPYOUR USERS SUCCEED

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The HOW

DESIGN TOEVOKE AN EMOTIONALRESPONSE

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The WHAT

ENGAGE THE USER WITH RELEVANT CONTENT

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The WHERE

MAKEYOUR CONTENT FINDABLE

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The WHY

EARN A LIFETIME OFLOYALTY BYINSPIRING &REWARDING YOUR BESTCUSTOMERS

THE INTERFACE IS THE BRAND

Usability becomes the art of making visitors persistent – meaning they will stay on a site until they've achieved some goal of their own. Likewise, Brand becomes the art of making the customer trust you and want to know you.

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DESIGN FUTURE-READY WEBSITESResponsive Web design and other concepts are preparing designers and developers to meet the growing challenges.

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“We are indeed entering a new age of Web design and development. “

“We will need to constantly work with new devices, resolutions and technologies to continually improve the user experience as technology evolves in the coming years.”

- Smashing Magazine Kayla Knight January 12, 2011

NOBODY PROMISESIT WILL BE PAINLESS

BECAREFULOUTTHERE...

SHERRY BASTIONWeb Creative Director, Lenovo US

Follow me on Twitter: sbastionTweet reviews to: #ISUM11

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