Before webpages can be excellent, those who make them need to understand their function in creating specific user experiences. It this talk he reviews ideas from UX luminaries, and provides tools and examples of how to make websites both more simple and effective.

1. UX Makes Webpages Excellent Dave WienekeMarch 30, 2010

2. Experience Exchange CSMonitor.comAd / Cir Site : 8M visits / 250k pages Mass.govPublic Service Site: 70 agency sites to one 500k pages Compumark.Thomson.comLaw Marketing Lead Gen in 7 languages

5. iBoston.org (1997)Boston History & ArchitectureSince 1997

7. Who we are is how others experience us.

8. Broadcast is Regulated from Fifty Sides.

10. Why Experiences Matter Brands are vessels that hold the sentiments generated by experiences created by staff or products. Experienceshave to be placed in front of the brand. Brands don’t create their own love; experiences do.

13. Your Work Online Makes User Experiences. UX

14. It defines what we stand for.

15. Sokolove Law Will Spend Millions of Dollars Staffing a Team Backing Them With Agencies Providing An Array of Systems UX The Experiences You Make.

18. It is our digital value chain.

21. Define Your Site Strategy Scope Structure Skeleton Surface

22. It all starts with Shoes

23. Educate: Focus on Need

24. #2: Audiences Are Specific What knowledge do visitors bring with them? How much experience do they have? What kind of time do they have? What kind of personalities do they have? How much support will they need, and how? Universal Metrics are lame…..specifics are powerful.

25. User Intent Drives Design

26. Users Needs are Squishy.

27. What is Marketing’s Output?

28. What is Marketing’s Output? DESIRE To Sell the Shoe,Show the Shoe.

33. What is Marketing’s Output?

34. What is Marketing’s Output? CLARITY Clarity > Desire

38. Breaking Down Pages

39. Breaking Down Pages There is a Formula

40. Breaking Down Pages C = 4M + 3V + 2 (I-F) / 2A

41. Breaking Down Pages C = 4M + 3V +2 (I-F) / 2A C = conversion (a step closer to the site’s goal.) M = motivation V = your value proposition I = incentive F = friction A = anxiety

42. Create Overwhelming Desire Clarify Your Value to Visitors Have an Incentive Make the Next Step Easy Remove Any Risk C = 4M + 3V +2 (I-F) / 2A

43. C = 4M + 3V + 2 (I-F) / 2A

44. C = 4M + 3V + 2 (I-F) / 2A

45. Content is King 95% of Visitors Will Ignore80% of Page Content.

46. Content is King 95% of Visitors Will Ignore 80% of Page Content. The 20% they notice is huge.

47. Don’t Make Visitors Think See, Learn, Act Joseph Carrabis, NextStage EvolutionPsycho-Kinesthetic Flow

48. Work Together: 4 Steps of Critique Confirm the objective of the work. Observe what works or doesn’t towards the objective. Reflect on what might be learned from the current implementation. Propose variation to get it to the next step.

49. Tools You Can Use Start with Clarity. Consider visitors. Use Consistency. Leverage: position brevity / voice size composition White space

50. Functionalist Approach

51. Sites and pages have functional parts Motivators Closers Routers Converters Convincers Confirmers Explainers Re-Assurers Informers Page type drives what they are designed to do: Classify | Action Metric| Design | Measurement | Adaptation

52. Evaluate Content by Functional Goal Aggregate metrics are often useless.

53. Personality adds to Desire

54. Personality is a Site Asset

55. Attributes Pillars

56. Site (re)Design Process

58. Start By Hand Drawing

63. Take Aways Start with Function + Audience Segment: gross numbers mean little. Brands don’t create their own love. To Sell the Shoe, Show the Shoe. Marketing Creates Desire + Clarity Clarity > Desire C = 4M + 3V + 2 (I-F) / 2A Personality Adds to Desire See Learn Act Draw Sites First