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Microsite User Experience Design

Jenna Yim, profile picture
Jenna Yim

This document discusses microsites and user experience design for microsites. It defines a microsite as a smaller, focused website that supports a primary website. Microsites typically focus on one main topic or theme and target a specific audience. The document outlines common characteristics of microsites and discusses their purpose and desired user actions. It then covers key elements of user experience for microsites, including design, content, usability, and functionality. Finally, it provides considerations for planning and collaborating on successful microsite projects.

Related topics:
User Experience Design
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Microsite ! User Experience by Publicis Canada UX Team © 2010 Publicis Canada!
What is a Microsite? © 2010 Publicis Canada!
A Microsite is n. An individual web page or group of web pages which are used to support, enhance, or supplement the primary or parent website. By Chris Slocumb, Principle of Clarity Quest Marketing http://www.squidoo.com/bestmicrosites © 2010 Publicis Canada!
Example of Parent Sites and Microsites Coca-Cola PRIMARY OR PARENT SITES! MICROSITES! Coca-Cola Canada | http://www.cocacola.ca/ Happiness Factory | http://hf3.coca-cola.com iCoke | http://www.icoke.ca Coca-Cola Zero Live Cycle | http://cocacolazero.com © 2010 Publicis Canada!
COMMON CHARACTERISTICS OF A MICROSITE © 2010 Publicis Canada!
Common characteristics of a microsite #1 Focus on one main topic or theme CIBC Run for the Cure | http://runforthecure.com/ © 2010 Publicis Canada!
Common characteristics of a microsite #2 Target specific audience group Coca-Cola Canada SOGO Challenge | http://www.sogoactive.com/ © 2010 Publicis Canada!
Common characteristics of a microsite #3 Target a new market Samsung Galaxy Tab | http://galaxytab.samsungmobile.com © 2010 Publicis Canada!
Common characteristics of a microsite #4 Engaging & Experiential Click image to play the video Toyota The Auris Hybrid | http://www.auris-hybrid.de/ © 2010 Publicis Canada!
Common characteristics of a microsite #5 Story Telling Satorisan Name That Sneaker | http://satorisan.com/namethatsneaker/ © 2010 Publicis Canada!
The Microsite experience depends on its purpose and desired user action. © 2010 Publicis Canada!
Microsite Primary Purpose! INFORM Tell me! EDUCATE Help me understand! ENGAGE Make me a part of it! © 2010 Publicis Canada!
Microsite Desired User Action! INTERACT PARTICIPATE Read, watch, play, listen! Post, comment, vote, rate! TRY SHARE Product trial, product demo! Email, facebook, twitter! PROVIDE DATA OPT-IN Personal information! Subscribe to email, newsletter, mobile! PURCHASE BRAND ADVOCACY Buy products, visit stores! Become a brand advocate! © 2010 Publicis Canada!
Old Spice http://www.oldspice.com/ Why Microsite? Create an experiential, immersive online experience that drives sharing. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! Old Spice in P&G.com © 2010 Publicis Canada!
Pepsi Refresh Project http://www.refresheverything.com Why Microsite? A social hub that supports the functionality of Pepsi s specific initiative. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! Pepsi.com © 2010 Publicis Canada!
Samsung Galaxy Tab http://galaxytab.samsungmobile.com Why Microsite? Go beyond feeds and speeds to hero the product and demonstrate how it fits into your daily life. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Samsung USA Brand Advocacy! © 2010 Publicis Canada!
NFB Water Life http://waterlife.nfb.ca Why Microsite? Specific initiative focus. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! nfb.ca © 2010 Publicis Canada!
The Shift More and more brands are redesigning their primary sites to be more engaging and marketing focused. © 2010 Publicis Canada!
The Shift at&t.com Homepage Product Experience Destination © 2010 Publicis Canada!
The Shift LGE.com Product Experience Destination Homepage © 2010 Publicis Canada!
The Shift Apple.com Experience Destination Splash Page © 2010 Publicis Canada!
The Shift Rogers.com Experience Destination Homepage © 2010 Publicis Canada!
Do brands still need a microsite? © 2010 Publicis Canada!
Yes. Microsites still play a role for marketers. © 2010 Publicis Canada!
Primary Site! Microsite ! CONTENT •  Broader content and •  Focuses on one main scope! topic or theme! TARGET •  All customers / site •  Targets a specific AUDIENCE visitors! audience group! TARGET •  Often targets a new MARKET •  Mainly existing market! market! CORE •  Information / •  Experience / ROLE Transaction! Engagement! BRAND MESSAGE •  Corporate Information! •  Story Telling! © 2010 Publicis Canada!
Primary Site! Microsite ! •  Consistent page STRUCTURE •  Flexible structure! structure / organization! TECHNOLOGY •  May have technical •  No technical constraints depending constraints! on CMS / Ecommerce •  Often delivers platform! interactive and dynamic functionalities! •  Frequently requires a DEVELOPMENT •  Could be developed EFFORT lot of effort to develop with a minimum of and deploy if the effort depending on layout is not following the scale and scope! the standard template! © 2010 Publicis Canada!
Role of a microsite IKEA IKEA Primary Site IKEA Microsite for Small Business Community © 2010 Publicis Canada!
3. Designing a Microsite User Experience © 2010 Publicis Canada!
The user experience is primarily made up of four factors: Design, Content, Usability, and Functionality. © 2010 Publicis Canada!
Elements of the User Experience Independently, none of these factors makes for a positive user experience; however, taken together, these factors constitute the main ingredients for a website s success. ! © 2010 Publicis Canada!
Elements of the User Experience DESIGN •  All aesthetic and creative elements within a Website •  Site s creative projection of desired organizational image and messages. KEY   First Impression! CONSIDERATIONS   Visual Treatment!   Branding!   Use of Media!   Engaging! © 2010 Publicis Canada!
Designing a microsite user experience: Design BRANDING Four Possible Solutions to Microsite Branding! Solution 1: No Secondary Branding Solution 2: Prominent Company Branding Solution 3: Prominent Microsite Branding Solution 4: No primary company branding By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
Designing a microsite user experience: Design BRANDING Solution 1: No Secondary Branding! •  The primary company s branding is featured prominently •  Pros: No confusion as to the ownership of the microsite, less potential for usability issues •  Cons: The marketing of the product or service may be limited by primary site branding Use this solution when: •  Targeting existing primary site visitors •  The core user flow is dependent on the primary site (shopping cart, buy flow, etc) Rogers Product Experience Destination By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
Designing a microsite user experience: Design BRANDING Solution 2: Prominent Company Branding! •  The primary property of the microsite is clearly defined •  Pros: Provides enhanced marketing benefits and traffic source for the primary site •  Cons: May cause navigation complexity and design issues from the integration of two separate branding Use this solution when: •  Unique branding is required for a corporate program, initiative or campaign within a primary site Home Depot Eco Options By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
Designing a microsite user experience: Design BRANDING Solution 3: Prominent Microsite Branding! •  The microsite site branding is featured prominently •  Pros: More potential for creating a unique and memorable experience •  Pros: Ability to provide more consistent campaign branding with other media •  Cons: Minimum branding of primary site Use this solution when: •  To create a self contained experience within the microsite and the ability to link back to the primary site Samsung Galaxy Tab By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
Designing a microsite user experience: Design BRANDING Solution 4: No Company Branding! •  Microsite branding only •  Pros: Lots of creative freedom •  Pros: The microsite brand becomes easily identifiable •  Cons: Minimum or no relationship with primary or parent site Use this solution when: •  To create a unique experience and branding for a particular product or service Old Spice By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
Elements of the User Experience CONTENT •  Actual content of the site (text, multimedia, images) •  Quality and structure based on user needs and business requirements KEY   Well Targeted CONSIDERATIONS Content!   Helpful & Guiding!   Quality!   Original & Fresh!   Persuasive! © 2010 Publicis Canada!
Designing a microsite user experience: Content PERSUASIVE Persuasive Design Techniques to Deliver Content! © 2010 Publicis Canada!
Elements of the User Experience USABILITY •  General ease of use of all site components and features •  From overall site interaction and flow to individual page structure. KEY   Site Organization CONSIDERATIONS & Labels!   Navigation!   User Flow!   Consistency!   Responsiveness! © 2010 Publicis Canada!
Designing a microsite user experience: Usability USER FLOW Call to Action Button Design Considerations! •  Prioritize! •  Size and colour! •  Language! •  Create urgency! •  Provide extra information! •  Icons and images! •  Use of negative space! By Cameron Chapman http://www.hongkiat.com/blog/call-to-action-buttons-guidelines-best-practices-and-examples/ © 2010 Publicis Canada!
Elements of the User Experience FUNCTIONALITY •  All technical and behind the scenes processes and application •  Site s delivery of interactive services and tools to all end users KEY   Appropriate CONSIDERATIONS Features!   Effectiveness of Features!   Use of Technology!   Performance!   Target Environment! © 2010 Publicis Canada!
Designing a microsite user experience: Functionality APPROPRIATE FEATURES Choosing appropriate functionality to deliver the content ! •  Game! •  Interactive Demo! •  Video Tour! •  Gallery! •  Calculator! •  Comparison Tool! •  Quiz! •  Mobile App! •  Desktop widget! •  And more! © 2010 Publicis Canada!
Final Thoughts… © 2010 Publicis Canada!
A Successful Microsite Requires
 Planning • Target Market & Target Audience! • Key Business Objectives! • Competitive Analysis & Research! • Role & Purpose of Digital! • Desired User Actions & Key Takeaway! • Measures of Success! © 2010 Publicis Canada!
A Successful Microsite Requires
 Process 1! Plan 2! Define 3! Deliver 4! Measure © 2010 Publicis Canada!
A Successful Microsite Requires
 Collaboration Brand Insights & Planning & Digital Strategy Strategy! Project Scope, Project! UX ! User Experience budget & schedule Management! Client! Design! Planning & Design ! Business ! Objective Experience Creative Creative Strategy & Technology! Development Design! Visual Design © 2010 Publicis Canada!
About Publicis 
 User Experience Team We are specialized in a multi-disciplinary process of User Experience Design to create •  Corporate Websites! •  Ecommerce! •  Marketing / Campaign Microsites! •  Community Sites / Social Media! •  Intranet / Extranet / CMS System Interface! •  Mobile Sites & Applications! We provide Complex UX analyses & solutions throughout the project lifecycle Contact: Jenna.Yim@Publicis.ca! •  Discovery, Definition, Design, and Development! Twitter: @Publicis_UXD! © 2010 Publicis Canada!

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Microsite User Experience Design

  • 1. Microsite ! User Experience by Publicis Canada UX Team © 2010 Publicis Canada!
  • 2. What is a Microsite? © 2010 Publicis Canada!
  • 3. A Microsite is n. An individual web page or group of web pages which are used to support, enhance, or supplement the primary or parent website. By Chris Slocumb, Principle of Clarity Quest Marketing http://www.squidoo.com/bestmicrosites © 2010 Publicis Canada!
  • 4. Example of Parent Sites and Microsites Coca-Cola PRIMARY OR PARENT SITES! MICROSITES! Coca-Cola Canada | http://www.cocacola.ca/ Happiness Factory | http://hf3.coca-cola.com iCoke | http://www.icoke.ca Coca-Cola Zero Live Cycle | http://cocacolazero.com © 2010 Publicis Canada!
  • 5. COMMON CHARACTERISTICS OF A MICROSITE © 2010 Publicis Canada!
  • 6. Common characteristics of a microsite #1 Focus on one main topic or theme CIBC Run for the Cure | http://runforthecure.com/ © 2010 Publicis Canada!
  • 7. Common characteristics of a microsite #2 Target specific audience group Coca-Cola Canada SOGO Challenge | http://www.sogoactive.com/ © 2010 Publicis Canada!
  • 8. Common characteristics of a microsite #3 Target a new market Samsung Galaxy Tab | http://galaxytab.samsungmobile.com © 2010 Publicis Canada!
  • 9. Common characteristics of a microsite #4 Engaging & Experiential Click image to play the video Toyota The Auris Hybrid | http://www.auris-hybrid.de/ © 2010 Publicis Canada!
  • 10. Common characteristics of a microsite #5 Story Telling Satorisan Name That Sneaker | http://satorisan.com/namethatsneaker/ © 2010 Publicis Canada!
  • 11. The Microsite experience depends on its purpose and desired user action. © 2010 Publicis Canada!
  • 12. Microsite Primary Purpose! INFORM Tell me! EDUCATE Help me understand! ENGAGE Make me a part of it! © 2010 Publicis Canada!
  • 13. Microsite Desired User Action! INTERACT PARTICIPATE Read, watch, play, listen! Post, comment, vote, rate! TRY SHARE Product trial, product demo! Email, facebook, twitter! PROVIDE DATA OPT-IN Personal information! Subscribe to email, newsletter, mobile! PURCHASE BRAND ADVOCACY Buy products, visit stores! Become a brand advocate! © 2010 Publicis Canada!
  • 14. Old Spice http://www.oldspice.com/ Why Microsite? Create an experiential, immersive online experience that drives sharing. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! Old Spice in P&G.com © 2010 Publicis Canada!
  • 15. Pepsi Refresh Project http://www.refresheverything.com Why Microsite? A social hub that supports the functionality of Pepsi s specific initiative. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! Pepsi.com © 2010 Publicis Canada!
  • 16. Samsung Galaxy Tab http://galaxytab.samsungmobile.com Why Microsite? Go beyond feeds and speeds to hero the product and demonstrate how it fits into your daily life. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Samsung USA Brand Advocacy! © 2010 Publicis Canada!
  • 17. NFB Water Life http://waterlife.nfb.ca Why Microsite? Specific initiative focus. PURPOSE OF DESIRED USER MICROSITE! ACTION! Inform! Interact! Educate! Participate! Engage! Try! Share! Provide Data! Opt-in! Purchase! Brand Advocacy! nfb.ca © 2010 Publicis Canada!
  • 18. The Shift More and more brands are redesigning their primary sites to be more engaging and marketing focused. © 2010 Publicis Canada!
  • 19. The Shift at&t.com Homepage Product Experience Destination © 2010 Publicis Canada!
  • 20. The Shift LGE.com Product Experience Destination Homepage © 2010 Publicis Canada!
  • 21. The Shift Apple.com Experience Destination Splash Page © 2010 Publicis Canada!
  • 22. The Shift Rogers.com Experience Destination Homepage © 2010 Publicis Canada!
  • 23. Do brands still need a microsite? © 2010 Publicis Canada!
  • 24. Yes. Microsites still play a role for marketers. © 2010 Publicis Canada!
  • 25. Primary Site! Microsite ! CONTENT •  Broader content and •  Focuses on one main scope! topic or theme! TARGET •  All customers / site •  Targets a specific AUDIENCE visitors! audience group! TARGET •  Often targets a new MARKET •  Mainly existing market! market! CORE •  Information / •  Experience / ROLE Transaction! Engagement! BRAND MESSAGE •  Corporate Information! •  Story Telling! © 2010 Publicis Canada!
  • 26. Primary Site! Microsite ! •  Consistent page STRUCTURE •  Flexible structure! structure / organization! TECHNOLOGY •  May have technical •  No technical constraints depending constraints! on CMS / Ecommerce •  Often delivers platform! interactive and dynamic functionalities! •  Frequently requires a DEVELOPMENT •  Could be developed EFFORT lot of effort to develop with a minimum of and deploy if the effort depending on layout is not following the scale and scope! the standard template! © 2010 Publicis Canada!
  • 27. Role of a microsite IKEA IKEA Primary Site IKEA Microsite for Small Business Community © 2010 Publicis Canada!
  • 28. 3. Designing a Microsite User Experience © 2010 Publicis Canada!
  • 29. The user experience is primarily made up of four factors: Design, Content, Usability, and Functionality. © 2010 Publicis Canada!
  • 30. Elements of the User Experience Independently, none of these factors makes for a positive user experience; however, taken together, these factors constitute the main ingredients for a website s success. ! © 2010 Publicis Canada!
  • 31. Elements of the User Experience DESIGN •  All aesthetic and creative elements within a Website •  Site s creative projection of desired organizational image and messages. KEY   First Impression! CONSIDERATIONS   Visual Treatment!   Branding!   Use of Media!   Engaging! © 2010 Publicis Canada!
  • 32. Designing a microsite user experience: Design BRANDING Four Possible Solutions to Microsite Branding! Solution 1: No Secondary Branding Solution 2: Prominent Company Branding Solution 3: Prominent Microsite Branding Solution 4: No primary company branding By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  • 33. Designing a microsite user experience: Design BRANDING Solution 1: No Secondary Branding! •  The primary company s branding is featured prominently •  Pros: No confusion as to the ownership of the microsite, less potential for usability issues •  Cons: The marketing of the product or service may be limited by primary site branding Use this solution when: •  Targeting existing primary site visitors •  The core user flow is dependent on the primary site (shopping cart, buy flow, etc) Rogers Product Experience Destination By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  • 34. Designing a microsite user experience: Design BRANDING Solution 2: Prominent Company Branding! •  The primary property of the microsite is clearly defined •  Pros: Provides enhanced marketing benefits and traffic source for the primary site •  Cons: May cause navigation complexity and design issues from the integration of two separate branding Use this solution when: •  Unique branding is required for a corporate program, initiative or campaign within a primary site Home Depot Eco Options By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  • 35. Designing a microsite user experience: Design BRANDING Solution 3: Prominent Microsite Branding! •  The microsite site branding is featured prominently •  Pros: More potential for creating a unique and memorable experience •  Pros: Ability to provide more consistent campaign branding with other media •  Cons: Minimum branding of primary site Use this solution when: •  To create a self contained experience within the microsite and the ability to link back to the primary site Samsung Galaxy Tab By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  • 36. Designing a microsite user experience: Design BRANDING Solution 4: No Company Branding! •  Microsite branding only •  Pros: Lots of creative freedom •  Pros: The microsite brand becomes easily identifiable •  Cons: Minimum or no relationship with primary or parent site Use this solution when: •  To create a unique experience and branding for a particular product or service Old Spice By Louis Lazaris http://www.webdesignerdepot.com/2010/08/designing-microsites-factors-to-consider/ © 2010 Publicis Canada!
  • 37. Elements of the User Experience CONTENT •  Actual content of the site (text, multimedia, images) •  Quality and structure based on user needs and business requirements KEY   Well Targeted CONSIDERATIONS Content!   Helpful & Guiding!   Quality!   Original & Fresh!   Persuasive! © 2010 Publicis Canada!
  • 38. Designing a microsite user experience: Content PERSUASIVE Persuasive Design Techniques to Deliver Content! © 2010 Publicis Canada!
  • 39. Elements of the User Experience USABILITY •  General ease of use of all site components and features •  From overall site interaction and flow to individual page structure. KEY   Site Organization CONSIDERATIONS & Labels!   Navigation!   User Flow!   Consistency!   Responsiveness! © 2010 Publicis Canada!
  • 40. Designing a microsite user experience: Usability USER FLOW Call to Action Button Design Considerations! •  Prioritize! •  Size and colour! •  Language! •  Create urgency! •  Provide extra information! •  Icons and images! •  Use of negative space! By Cameron Chapman http://www.hongkiat.com/blog/call-to-action-buttons-guidelines-best-practices-and-examples/ © 2010 Publicis Canada!
  • 41. Elements of the User Experience FUNCTIONALITY •  All technical and behind the scenes processes and application •  Site s delivery of interactive services and tools to all end users KEY   Appropriate CONSIDERATIONS Features!   Effectiveness of Features!   Use of Technology!   Performance!   Target Environment! © 2010 Publicis Canada!
  • 42. Designing a microsite user experience: Functionality APPROPRIATE FEATURES Choosing appropriate functionality to deliver the content ! •  Game! •  Interactive Demo! •  Video Tour! •  Gallery! •  Calculator! •  Comparison Tool! •  Quiz! •  Mobile App! •  Desktop widget! •  And more! © 2010 Publicis Canada!
  • 43. Final Thoughts… © 2010 Publicis Canada!
  • 44. A Successful Microsite Requires
 Planning • Target Market & Target Audience! • Key Business Objectives! • Competitive Analysis & Research! • Role & Purpose of Digital! • Desired User Actions & Key Takeaway! • Measures of Success! © 2010 Publicis Canada!
  • 45. A Successful Microsite Requires
 Process 1! Plan 2! Define 3! Deliver 4! Measure © 2010 Publicis Canada!
  • 46. A Successful Microsite Requires
 Collaboration Brand Insights & Planning & Digital Strategy Strategy! Project Scope, Project! UX ! User Experience budget & schedule Management! Client! Design! Planning & Design ! Business ! Objective Experience Creative Creative Strategy & Technology! Development Design! Visual Design © 2010 Publicis Canada!
  • 47. About Publicis 
 User Experience Team We are specialized in a multi-disciplinary process of User Experience Design to create •  Corporate Websites! •  Ecommerce! •  Marketing / Campaign Microsites! •  Community Sites / Social Media! •  Intranet / Extranet / CMS System Interface! •  Mobile Sites & Applications! We provide Complex UX analyses & solutions throughout the project lifecycle Contact: Jenna.Yim@Publicis.ca! •  Discovery, Definition, Design, and Development! Twitter: @Publicis_UXD! © 2010 Publicis Canada!