DESIGNING WEBSITE ARCHITECTURE WITH REAL HUMANS IN MIND Valerie Neumark Mickela Co-Founder & Brand Strategist Rootid
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
Professional Givers/NPO Allies Influencers Connection Seekers Denise is the executive Rafael is a leading Arctic Scott works in finance director of a large policy expert in Alaska and is deeply involved Foundation and prior to and professor at with multiple non-profit this position spent many Fairbanks University. He organizations both years in a Development is a well known expert in financially and in advisory and/or Communications the field so is often paid roles. role at a 2 different to consult with a variety foundations (one large, of organizations and for one medium size). legislative purposes. Group Target Audiences Into Personas
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]
THE MARKETING FUNNEL Unaware: Focus on being helpful, Build Awareness/Spread the Word competent & a valuable member of your audience’s community; far & wide Aware: Focus on nurturing a Build Interest/Inspire relationship; inspire with interesting content, build a connection Considering: Focus on case studies Decision/Engage that illustrate value; engage directly and get them to take a minor action Joins: Focus on making it easy for Develop Membership/Connect them to join, sign-up, attend an event, volunteer, etc. Loyalty: Focus on making it easy for Retain & Nurture them to further share your content and advocate
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
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