@keljar @guidecreative Your website is more than just a pretty picture. It should be created for your unique audience as a tool to engage, and ultimately inspire action. Artistic talent alone is not enough, you need a web design rooted in a clear strategy and driven by results.
Session focuses on the importance of designing for your audience.
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The Importance of Analyzing Your Audience in Strategic Nonprofit Web Design
1. presents
The Importance of Audience Analysis
How designing for your audience will improve
engagement and impact
Hosted by
Kelley Jarrett, Marketing Manager and Web Strategist, GUIDE Creative
Guest Panelist: Andrew Fort, Interactive Design Manager, GUIDE Creative
3. Do You Need to Analyze Your Audience?
WHO ARE YOU TRYING TO ENGAGE?
WHAT DOES YOUR AUDIENCE CARE ABOUT?
WHAT INFORMATION DO THEY LOOK FOR FIRST?
HOW DO THEY ACCESS
INFORMATION?
WHO DO YOU RELY ON
MOST TO FULFILL YOUR
MISSION?
4. The Process
IDENTIFY YOUR AUDIENCE
TEST YOUR CURRENT SITE
CREATE PERSONAS AND OUTLINE TASKS
FIND COMMONALITIES
OUTLINE YOUR TOP THREE GOALS
PRIORITIZE MESSAGING – COMMON AUDIENCE GOALS + YOUR NEEDS
5. Identify Your Audience
LIST YOUR AUDIENCE GROUPS
DETERMINE HIERARCHY OF
IMPORTANCE
Online communication
Who do you need to engage most?
CHOOSE A REPRESENTATIVE FROM
EACH GROUP FOR TESTING
represent the group
be ready and willing to share information
CONDUCT INTERVIEWS
How does your audience use your site?
What do they need from your website?
What sort of things do they hope to find on your site?
6. Analyze Behavior
LOOK AT GOOGLE ANALYTICS
How are your users accessing your site?
What pages are they visiting most often?
What are the demographics?
What user behavior trends can you find?
What browsers are they using?
How many mobile users are accessing the site?
7. Analyze Behavior
CURRENT SITE USABILITY
Usability Hub – Audience tasks – how
to users access information?
Live – What is their navigation process?
How easy (or hard) is it for them to find
what they need?
10. Create Personas
CREATE A SAMPLE – REAL PERSON
DEFINE USER HABITS
OUTLINE BEHAVIOR
MAP OUT THEIR DAY
DOCUMENT SOCIAL ACTIVITY
NOTE TECHNOLOGY SAVVY-NESS (IE, % MOBILE, ETC.?)
DOCUMENT HOW AND WHEN THEY ACCESS YOUR SITE
NOTE THEIR TOP 3 TASKS, IN ORDER
12. Prioritize Content
ASSIGN PRIORITY TO TASKS BY PERSONA
TAG TASKS BY HOW MUCH IT’S MENTIONED
DETERMINE TOP THREE MOST COMMON TASKS
PRIORITIZE TASKS ACROSS ALL PERSONAS FOR HOMEPAGE AND
NAVIGATION PRIORITIZATION
13. Audience task analysis
The Audience Task Analysis expands upon the Audience Segments identified and adds a detailed analysis of
the tasks each audience segment will be expected to perform on the new site. This data is crucial in designing a
interface that best targets the needs of each segment, and in providing the information needed to design and
build compelling section landing pages and internal content pages.
16. WHILE AUDIENCE-CENTRIC DESIGN IS KEY, YOU MUST NOT FORGET
ABOUT YOUR GOALS AND WORK THEM INTO THE DESIGN.
YOUR AUDIENCE’S GOALS + YOUR ORGANIZATION GOALS = WELL
PRIORITIZED SITE
REDUCING THE NOISE
18. Next Steps
CREATE A VISUAL HIERARCHY
INFORMATION ARCHITECTURE AND SITE MAP
DETERMINE MOBILE PRIORITY
19. How Can You Learn More?
Audience-Centric Design - How to Get There – Andrew Fort
Get Better Results from Your Website (Blog by GUIDE Creative Designer,
Katherine Till)
The Importance of Strategic Web Design (Blog, webinar recordings and slide
downloads) – Kelley Jarrett (TechSoup, GUIDE Creative, npENGAGE)
21. Wireframe
The Homepage Wireframe
provides more fleshed out
representation of the interface,
navigation and content that the new
design will utilize, based off of the
audience analysis, card sorting, and
usability testing.
