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Anatomy of an Effective Website Redesign

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Here's an understatement: website redesigns are challenging. Completing a highly successful redesign can be a daunting process down an unpaved road filled with potholes. If you've been down that road you know the drill – they need to be strategic and tactical. This presentation was first given at the 2014 Ingeniux User Conference and covers the 9 stages of an effective site redesign. We cover the gamut from the design process (IA/UX) to establishing a strategic foundation, content strategy and content management, stakeholder engagement and leadership buy-in, governance and decision-making, technical considerations, analytics and measuring success, mobile and social waves upon us, and the next wave (accessibility) soon to come. http://www.theprimacy.com

Publié dans : Design, Technologie
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Anatomy of an Effective Website Redesign

  1. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 1
  2. #IGXUC14 Thank you for coming today! #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 2
  3. #IGXUC14 Sharing today? #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 3 @ZigZagJeff @thePrimacy #igxuc14
  4. #IGXUC14 Embarking on website redesign journey Daunting process Strategic and tactical Sprints, in context of marathon Cross functional teams with competing agendas #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 4
  5. #IGXUC14 Common theme: This stuff is hard! #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 5
  6. #IGXUC14 Informational Transactional Experiential #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 6 { { { {
  7. #IGXUC14 No other category of website has a greater range of relevant target audiences than a college or university. #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 7 Feel free to tweet this. 
  8. #IGXUC14 Typical Website Redesign Takes 9-18 Months! #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 8 …Once you actually start!
  9. #IGXUC14 See your life somewhere in here? #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 9 Website not meeting expectations Plan for overhaul Attempt to accomplish internally Meet with groups around campus No one can agree on anything Consider hiring outside firm Fight for budget RFP process Put on hold to wait for new incoming VP of Marketing New VP hired VP puts project on hold to assess overall needs Budget reallocated to pressing need Admission and Alumni teams scream for help with the website New VP secures the budget RFP process Outside firm hired
  10. #IGXUC14 See your life somewhere in here? #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 10 Website not meeting expectations Plan for overhaul Attempt to accomplish internally Meet with groups around campus No one can agree on anything Consider hiring outside firm Fight for budget RFP process Put on hold to wait for new incoming VP of Marketing New VP hired VP puts project on hold to assess overall needs Budget reallocated to pressing need Admission and Alumni teams scream for help with the website New VP secures the budget RFP process Outside firm hired And suddenly a year has gone by!
  11. #IGXUC14 All too familiar result… #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 11
  12. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com Foundation for Website Redesign Where teams should spend MORE of their time Where organizations should spend MORE of their time Where teams spend MOST of their time Where organizations spend MOST of their time Communication & Content Strategy Information Architecture Technology Visual Design 12
  13. #IGXUC14 Disclaimer #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 13 3 hours of content Thought provoking Not a tutorial
  14. #IGXUC14 What is most important? #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 14 Usable Desirable Viable
  15. #IGXUC14 VIABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 15
  16. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 16 Executive sponsorship Decision- making team Advisory group
  17. #IGXUC14 Website of the Future 17 Business • Admission • Advancement • Academic Reputation Brand • Mission & Values • Community • Expanded Reach Audience • Student Engagement • Influencers • Brand Ambassadors #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com Aligned with strategic objectives and defining attributes
  18. #IGXUC14 Strategic Phase #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 18 Fact-finding • Business requirements • Real differentiators Vision- creation • Strategic view • Drives a tactical roadmap Consensus- building • Shared objectives • Ladders to organizational vision
  19. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 19
  20. #IGXUC14 Digital Roadmap #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 20 User Experience Quality and Focus BrandCohesionandDifferentiation Today Phase I Phase II Phase III
  21. #IGXUC14 DESIRABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 21
  22. #IGXUC14 Content and Context Drives Desire #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 22
  23. #IGXUC14 Content and Context Drives Desire… #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 23
  24. #IGXUC14 Content and Context Drives Desire… #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 24
  25. #IGXUC14 Content and Context Drives Desire… #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 25
  26. #IGXUC14 Content and Context Drives Desire… #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 26 to spend more time figuring it outDesire Time Willing to Spend
  27. #IGXUC14 www.IGXUC14.com Offerings Outcomes Proof Points Nuts and Bolts What How Why Informational Transactional Experiential #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 27
  28. #IGXUC14 USABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 28
  29. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 29 The problem is there are no simple “right” answers for most Web design questions (at least not for the important ones). What works is good, integrated design that fills a need—carefully thought out, well executed, and tested. ― Steve Krug, Don't Make Me Think: A Common Sense Approach to Web Usability ” “
  30. #IGXUC14 More navigation does NOT mean more usable #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 30
  31. #IGXUC14 Often, the structural “bones” are there… #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 31 There’s only so many ways to name and organize these sections
  32. #IGXUC14 We’ve forgotten about the reason “they” are here. #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 32 To consume, experience and interact with… content!
  33. #IGXUC14 …and every page works against itself #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 33 Navigation Contextual Links Factoids and thematic content AKA: “I read somewhere about a 3-click rule, so lets put navigation everywhere” AKA: “We have added too many things and now the IA isn’t intuitive” AKA: “I know you came looking for something specific but maybe click on me instead”
  34. #IGXUC14 Vision and Requirements Experience Design UI Design/ Wireframing Visual Design #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 34
  35. #IGXUC14 Usability = #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 35 Empathy for the Site Visitor
  36. #IGXUC14 Test early, and as often as possible 36#igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com
  37. #IGXUC14 37#igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com
  38. #IGXUC14 Usability is different than like-ability #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 38
  39. #IGXUC14 LAUNCH-ABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 39
  40. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 40 Content
  41. #IGXUC14 Waterfall #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 41 Agile Watergile
  42. #IGXUC14 Project Kick Off Client Provided Data Stakeholder Interviews, Research Digital Plan and Scorecard IA & SEO Strategy Wireframe Development Functional Requirements Visual Design (Look and Feel) Visual Design (Tier Page System) HTML Build, QA CMS Build Application Development QA/Testing Content Migration Launch Process & Context #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 42
  43. #IGXUC14 High Level Timeline 43 Deliverable M 1 M 2 M 3 M 4 M 5 M 6 M 7 M 8 M 9 M 10 M 11 M 12 Project Planning Technical Requirements wCMS Recommendation Research and Discovery Digital and Content Strategy Design Content Development HTML Buildout wCMS Buildout Testing and Go- Live #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com
  44. #IGXUC14 And there’s this thing called: SEO #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 44 Page Element Meta Titles Meta Descriptions Site Content Navigation & URL Structure Social Media Sitemaps & Robot.txt Headers (h1, h2,h3) Images
  45. #IGXUC14 And the oft-forgotten 301 redirects #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 45
  46. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 46 Content
  47. #IGXUC14 MANAGEABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 47
  48. #IGXUC14 Technology will never solve an organizational challenge. #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 48 “ ”
  49. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 49
  50. #IGXUC14 The Governance Pendulum #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 50
  51. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 51 Decentralized No single owner Organic technology and procedures Distributed content ownership Often the Wild West Federated Single owner backed by a ‘central services’ team Centralized technology, templates and policies Combine Dept. SMEs with Content and Visibility Specialists Builds on what’s working in current state Centralized Single owner or cross functional team owner Centralized technology, templates and policies Centralized content ownership Too controlling and bureaucratic to enable participation/usage
  52. #IGXUC14 Move to a Modular Framework 52 Balance evergreen and fresh content. #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com
  53. #IGXUC14 Shift to content “modules” 53 Utilize a balance of evergreen and fresh content to create a modular site experience. #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com
  54. #IGXUC14 SUSTAINABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 54
  55. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 55 Preserving the Home page from promotional overload requires constant vigilance, since it usually happens gradually, with the slow, inexorable addition of just...one...more...thing. ― Steve Krug, Don‘t Make Me Think Revisited: A Common Sense Approach to Web Usability (3rd Edition) ” “
  56. #IGXUC14 Avoid iterating back to the starting point #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 56 Starting Point Grand Vision 9-12 months of blood, sweat and tears
  57. #IGXUC14 Less Org Chart. More Content-Centric. #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 57
  58. #IGXUC14 Project Management Process Model #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 58 Vision and Leadership ContentWeb Print Social
  59. #IGXUC14 Subject Matter Experts and Storytellers #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 59
  60. #IGXUC14 SME and Storyteller 60 Storyteller “Service Line Editor” Marketing Team Subject Matter Expert Service Line SME Name Subject Matter Expert Service Line SME Name Organization Marketing Web Content Syndication, SEO, Social Content Direction Content Standards & Support Content Development #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com
  61. #IGXUC14 1403 Content Strategy[TM] 140 Characters 140 Words 140 Sentences #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 61
  62. #IGXUC14 1403 Content Strategy #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 62 Bite-sized Mid-sized Super-sized • 30-60 seconds • 1-2 minutes • 5+ minutes
  63. #IGXUC14 1403 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 63 Top Level Deep Level Bite Size Mid Size Super Size
  64. #IGXUC14 CONSUMABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 64
  65. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 65 Small, digestible chunks of content are most frequently clicked Direct headlines resonate with users
  66. #IGXUC14 2 minute storytelling #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 66
  67. #IGXUC14 Pulling in, vs. pushing away #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 67
  68. #IGXUC14 Pulling feeds in, not pushing away #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 68
  69. #IGXUC14 Social Hashboard #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 69
  70. #IGXUC14 Responsive Design #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 70 Content optimized across devices.
  71. #IGXUC14 Adaptive approach #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 71
  72. #IGXUC14 Anticipating the next wave #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 72 1 Social 2 Mobile 3 Accessibilityhttp://www.theprimacy.com/blog/changes-in-web-accessibility/
  73. #IGXUC14 CUSTOMIZABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 73
  74. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 74 Content is king (queen). Context is heir to the throne.
  75. #IGXUC14 Allow visitors to: “explore” on their terms “discover” with your guidance 75#igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com
  76. #IGXUC14 Geo-Targeted Content #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 76
  77. #IGXUC14 Aggregated topical content 77 In the topic area In News Any other place in the site #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com
  78. #IGXUC14 Contextually relevant throughout experience #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 78 Conveniently, all wired and ready to go for DMS
  79. #IGXUC14 Using high-value “journey” stages #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 79
  80. #IGXUC14 Empathetic anticipation #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 80
  81. #IGXUC14 Audience-focused, high-value navigation #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 81 Audience selector changes links in menu
  82. #IGXUC14 Work toward “super-personalized” #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 82
  83. #IGXUC14 MEASUREABLE #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 83
  84. #IGXUC14 MEASURING SUCCESS #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 84 Identify measures at the outset
  85. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 85 Activity-based Measures Performance- based Activity- based
  86. #IGXUC14 It’s not a page. It’s not a website. It is a digital platform. It is the hub for all communications. #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 86
  87. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 87
  88. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 0 20 40 60 80 100 120 140 160 180 200 0 10 20 30 40 50 60 rc/visit rc/apply rc/studyabroad Landing Pages are effective router pages Road Piece Vanity URL Visits New Users Ave. Time on Page Pages/Visit Ave. Session Duration rc/studyabroad 1,340 470 0:28 5.8 6:22 rc/academics 274 31 0:25 35.9 5:14 rc/visit 261 112 1:33 2.5 3:26 rc/studentactivities 162 18 0:48 17.4 3:13 rc/apply 94 33 1:17 1.9 2:14 rc/netprice 22 12 0:26 6 5:43 Total 2,153 676 0:49 11.6 4:22  Users tend to spend little time on the landing page but navigate to other pages  Ave. site duration and pages/visit are high, inferring that users are engaged passed the initial page ?? 88
  89. #IGXUC14 Email remains an effective marketing channel #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com Source Visits Bounce Rate Pages / Visit Avg. Visit Duration Application Start (Goal 1 Conversion Rate) Application Start (Goal 1 Completions) Regis University Employees 7,850 49.5% 3.3 04:53 0.04% 3 ruffalocody 3,022 47.2% 3.0 02:01 0.83% 25 Eloqua 3,008 45.9% 4.2 06:47 0.00% 0 visit 1,839 66.2% 2.5 02:54 0.11% 2 Humanities and Social Sciences 1,808 67.6% 2.4 02:47 0.00% 0 apply 1,078 50.8% 4.2 05:31 3.71% 40 Admissions 488 43.7% 4.3 03:48 0.00% 0 hs_email 363 51.5% 3.1 04:46 0.00% 0 accept 235 49.4% 4.6 05:39 0.00% 0 committed_students 114 78.1% 2.0 01:46 0.00% 0 application_started 39 100.0% 1.0 00:00 0.00% 0 January 28th 2014 21 57.1% 1.6 03:24 0.00% 0 regisreport 18 55.6% 4.1 08:49 0.00% 0 SB-CompTIAEB 14 14.3% 6.3 05:14 0.00% 0 survey 14 100.0% 1.0 00:00 0.00% 0 0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 Primacy Emails Delivered: 130,943 Open Rate: 32.4% CTR: 5.2% Visits from All Email Efforts: 19,376 WebsiteVisitsfromEmails 89
  90. #IGXUC14 Even tangible, dimensional aspects… #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 90
  91. #IGXUC14 …can drive social initiatives #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 91
  92. #IGXUC14 Business Objectives 1. Enrollment: Increase conversion and *qualified enrollments *%enrollments that fulfills financial commitment 2. Awareness & Perception: Enhance brand awareness and perception 3. Satisfaction: Increase visitor satisfaction Success Definition  Increase in Task completion rates by Audience (b)  Lift in Visitor Satisfaction ratings by Audience (a)  Increase in Return Visit Share  Reduction in exit rates for key content pages  Increase in Engagement rate (visit depth and duration)  Increase in Enrollments (b)  Increase in %enrollments that fulfill financial commitment (b)  Increase in Application submissions online  Increase in Inquiries to main recruiting number  Increase in visits to Prospective Students content areas  Increase in Website Visits (b)  Increase in organic branded search visits (b)  Increase in overall and positive social mentions (b)  Increase in visits from target geographies  Lift in NPS score ― (a) = attitudinal (e.g., social monitoring, consumer satisfaction/ visitor survey) ― (b) = behavioral (e.g., Google Analytics, Student database) ― (f) = financial (e.g., Organization) Digital Scorecard Data Sources ‐ Google Analytics ‐ Student database Current Performance xx,xxx enroll XX% % app Benchmark xx,xxx enroll XX% %app 2015 Target +10% +10% ‐ Google Analytics ‐ Google WMTs ‐ Social Monitoring 4.4MM monthly/ visits xx,xxx monthly/ organic xx,xxx monthly/ visits xx,xxx monthly/ organic +15% +10% ‐ Google Analytics ‐ Visitor Surveys XX% task rate xx% visitor sat XX% task rate xx% visitor sat +10% +10% #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 92
  93. #IGXUC14 more inquiries – up 13% more applications – up 7% more campus visits – up 57% more deposits – up 42% great feedback from focus groups great feedback from parents great feedback from campus great feedback from awards shows #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 93
  94. #IGXUC14 #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 94
  95. #IGXUC14 Recap #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 95 Viable Desirable Usable Launch-able Manageable Sustainable Consumable Customizable Measureable
  96. #IGXUC14 Are you ready and “able”? #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 96
  97. #IGXUC14 QUESTIONS ? #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 97
  98. #IGXUC14 THANK YOU #igxuc14 | @thePrimacy | @ZigZagJeff | thePrimacy.com 98 @thePrimacy @ZigZagJeff Jeff.Johnson@theprimacy.com

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