DESIGNING WEBSITE ARCHITECTURE WITH REAL HUMANS IN MIND Valerie - - PowerPoint PPT Presentation

Valerie Neumark Mickela Co-Founder & Brand Strategist Rootid

DESIGNING WEBSITE ARCHITECTURE WITH REAL HUMANS IN MIND

Think about a commercial/ad/ music video/soundtrack that has really resonated with you. Please share with your neighbor who you are, your organization/ company, what you chose & why.

TODAY’S SESSION

Target Audiences Personas & Engagement Building a Rough Hierarchy Developing Workflows

CASE STUDY

Pacific Environment

ID/ Review Target Audiences

Scott works in finance and is deeply involved with multiple non-profit

• rganizations both

financially and in advisory roles. Rafael is a leading Arctic policy expert in Alaska and professor at Fairbanks University. He is a well known expert in the field so is often paid to consult with a variety

• f organizations and for

legislative purposes.

Group Target Audiences Into Personas

Professional Givers/NPO Allies Influencers Connection Seekers Denise is the executive director of a large Foundation and prior to this position spent many years in a Development and/or Communications role at a 2 different foundations (one large,

• ne medium size).

Group Target Audiences Into Personas

Build a Rough Hierarchy & Home Page Outline

Build a Rough Hierarchy & Home Page Outline

Home Page Designs Based on Needs & Conversions

CASE STUDY

[people. power. media]

Build Awareness/Spread the Word Build Interest/Inspire Decision/Engage Develop Membership/Connect Retain & Nurture

Unaware: Focus on being helpful, competent & a valuable member of your audience’s community; far & wide Aware: Focus on nurturing a relationship; inspire with interesting content, build a connection Considering: Focus on case studies that illustrate value; engage directly and get them to take a minor action Joins: Focus on making it easy for them to join, sign-up, attend an event, volunteer, etc. Loyalty: Focus on making it easy for them to further share your content and advocate

THE MARKETING FUNNEL

Developing User Experience Workflows: Inside-out

Workflows That Drive Conversions

CLOSING

Where Website Design & Developers Miss the Mark: Audience Assumptions Content Hierarchies Curated Workflows

Valerie Neumark Mickela valerie@rootid.com @GetRootid facebook.com/rootid pinterest.com/rootid