npp expectations for project websites – part 2 kirsti mijnhijmer 22 april 2009, copenhagen

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NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

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Page 1: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

NPP expectations for project websites – Part 2

Kirsti Mijnhijmer22 April 2009, Copenhagen

Page 2: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

Summary Part 1

Projects have a communication strategy, which forms an integral part of project implementation

Project websites meet the EU publicity requirements

Project websites focus on project outcomes: products/services: Attributes are clearly defined (marketing arguments) Project websites demonstrate what is under development The operation/cooperation is of secondary importance Project websites demonstrate the business potential of products/services and

by that demonstrate their viability

Page 3: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

Target Audiences

It is essential for the viability of project outcomes that projects can communicate their products and services to the relevant target audiences (end users/financiers).

Good websites are always designed from the user’s point of view

This means that you need to clearly define your target audiences in order to have a successful message

Page 4: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

Target Audiences

Different scenarios, different target audiences: Project website showcases the project: main communication channel Project website forms platform for main project outcomes: online database, e-

learning tool, GIS tool, etc. Project website is tool for information exchange between partners

Potential target audiences: End users Other stakeholders Policy makers General public Financiers Own organisation

Page 5: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

What does this mean for Project Websites? Define the target audiences for your website

Based on your project objectives and communication strategy Be realistic: you cannot be everything to everyone

Define their goals Define what it is your target audiences want to find on your website Which tick boxes do they have in their heads Your web design should let them know that they are in the right place and that

they will get what they want: reassurance

Try to combine their goals with your goals How to bring them to the next step

Page 6: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

What does this mean for Project Websites? Adjust your design: brand

Adjust your writing style

Adjust your content: what do they wish to find/achieve? What do they already know?

Adjust other features: navigation, accessibility, etc.

Tick the boxes: affirm their expectations/needs

Page 7: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

How to Reassure your Visitors

Scent of goals Let the user find the trail to what s/he wants to find Filter information by becoming more specific deeper into your site

Simplicity More features/elements = more distractions = higher risk of losing visitors Enough and no more than necessary to reach your goals

Conventions/standards Are well tested and have proven to be best practice: being different is not always

better Applies especially to layouts, navigation

Page 8: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

How to Reassure your Visitors

Brand Sum of everything people perceive when they experience the website Visitors should quickly understand if they are in the right place Getability: what is it, what is it for, who is it for Applies to logo, name, tagline, headings, colours, images, navigation

Layout Logical relationships between elements: ownership From general to specific Static vs. dynamic Use white spaces and other techniques to make things more noticeable

Page 9: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

How to Reassure your Visitors

Navigation Where am I, what options do I have and how do I get there Optimise intuitive navigation: clear labels, clear logic, connected to goals Follow the standards: navigation bars should be clearly clickable

Content A text should also tick boxes in the user’s head: where am I, can I find what I

need, etc. Less is more Carefully consider the use of pictures: sometimes words are more efficient Remember the inverted pyramid: most important message at the top, from

general to specific

Page 10: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

Other Expectations

Your website should demonstrate your project’s right to exist Justify use of tax payers money Value for money and ROI: for general public but also for investors such as the PMC Transparency and accountability

Your project website speaks for the programme and for the EU (and Non Member States)

Communication measures are expected to meet a professional standard Similar to other parts of project implementation

Page 11: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

What does this mean for Project Websites?

Your website should be more than an online version of your project application/progress report

Focus on (expected) outcomes in return for invested funding

Show that things are ongoing: up-to-date news section, etc.

Make a professional impression: you are an ambassador for the programme and the EU (and Non Member States)

Page 12: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

Summary

Project websites are adapted to different target audiences: Project websites keep the goals of their end users in mind Project websites reassure end users that they will get what they are

looking for

Project websites justify the invested funding

Project websites make a professional impression

Page 13: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

Discussion Points

Who are your real target audiences?

Web design from the user’s point of view: how could you adapt your project website to the expectations of these users?

How could your website justify the funding invested in the project?

Possible discussion of concrete project websites

Page 14: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

Thank You for Listening!

www.northernperiphery.eu

Page 15: NPP expectations for project websites – Part 2 Kirsti Mijnhijmer 22 April 2009, Copenhagen

References

“Save the Pixel. The Art of Simple Web Design”, Ben Hunt, 2008www.savethepixel.org