The (simple &) strategic approach to web design

The Strategic Approach to Design
Raheel Gauba

1

why?
Raheel Gauba © 2010 Blackbaud

“ Charity websites are poor
campaigning tools and
often fail to use the most
“
effective web - Precedent (Communications agency in UK)
March 19, 2010
technologies

...found the sites often lacked basic
information about the charity and
appeared to have little overall strategy

3 Raheel Gauba © 2010 Blackbaud

68%
of U.S. online shoppers agree that
they will distrust a site that doesn’t
have a professional appearance


75%
of web users admit making judgements
about the credibility of an organization
based on the design of its website


it’s simple
when users find information quickly and easily,
they will return
repeat users are extremely valuable,
they are more likely to “convert”
when users have a positive user experience,
they will recommend your site to others

really?
that simple?

yes.
1. Who is your target audience? (audience analysis)
2. What do you want them to do? (tasks)
3. How do they do it today? (usability testing)
4. What to change? (analysis)

Who is your target
audience?
1. Check your CRM
2. Interview staff members (at all levels)
3. Think about new categories of audiences
4. Prioritize!

Audience Analysis
1. Supporters
Donors (online, offline), team fundraisers, previous donors, members, email recipients, d.m. recipients,
advocates of cure for AIDS, corporate donors, sponsors
2. Event Participants / Consumers
Auction participants, event attendees, ticket buyers, email recipients, fans
3. Grantees
Grant recipients, stakeholders within health related services, other organizations
4. Prospects
Corporate, foundations, sponsors, researchers, broadway fans, celebrities, portfolio managers, AIDS
researchers, past volunteers, members, email recipients, planned givers
5. Young Adults
Actors, theatre/entertainment fans, social network participants

What do you want
them to do?
1. Be thorough...
2. Current activities + future desired activities
3. Prioritize!
4. Select top 5

Tasks
1. Supporters
1. Donate 2. Subscribe 3. How were the funds used? 4. Learn about sponsorships 5. Share
2. Event Participants / Consumers
1. What’s for sale? 2. Buy Tickets 3. Purchase items 4. Order cards 5. Learn about events/merchandise
3. Grantees
1. Ways to become a recipient 2. View other grantees 3. Apply online 4. Receive email 5. Feedback
4. Prospects
1. Learn about sponsorships 2. How funds have been used 3. Giving opportunities 4. Event info
5. Young Adults
1. Get involved via social networks 2. Become a team fundraiser 3. Ways to create awareness 4. Share


Usability Testing

1. Invite individuals from target audience
2. Ask them to perform the tasks
3. Record clicks, actions, expressions, questions
4. Don’t help - ask questions instead!

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Capture screen activity Add chapter markers on-the-fly

Video the tester’s face Control recording with the
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Export to Quicktime

Features in 2.0 include
2. Ask them to perform the tasks Preview Batch Export

3. Record clicks, actions, expressions, questions
Watch sessions within Save selected sessions, tasks,
Silverback highlights or projects in one go

Tasks & Highlights Performance

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moments within a session

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2. Ask them to perform the tasks
Record onscreen activity Edit into a professional screencast video Share it anywhere

3. Record clicks, actions, expressions,Windows
Camtasia Studio screen recorder and editor for questions

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Usability Testing - example


Usability Testing cont.
1. Create card sets containing top pages of site
2. Ask audience to organize information (most
important to least + create groups)
3. Observe the flow, record final iterations
5. Ask audience to organize info as one group

Usability Testing - card sorting example


Analysis >
What to change?
1. Look for trends
2. Tackle the quick and easy fixes first
3. Work on navigation > labels > layout > design
4. Repeat!

Amazon.com added $2.5B to their
revenue stream by adjusting the sort
order of user comments.


Microsoft’s Bing.com search engine
increased their revenue by $80M just by
adjusting the color of their hyperlinks


American Heart Association enjoyed a
60% increase in donations after
conducting a usability analysis and
making adjustments to the homepage,
updating the design and improved the
sign-in process.


why,
thank you!
raheel gauba
brand leader & creative director blackbaud
email: raheel.gauba@blackbaud.com twitter: @raheelgauba
facebook: Raheel Gauba

The (simple &) strategic approach to web design

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