IME 375 Design

1
IME 375 Design

• Design

2
IME 375 Design
Client Logo
Introduction to Digital Design This topic is
unique in that its not technical but applies to
technical and non-technical people alike.
Designers have the responsibility of creating a
webpage that captures the imagination of the user
while presenting the requested information in an
easy to understand format. This is a daunting
task given the increase in web technologies that
developers like to showcase (i.e. Flash,
JavaScript, DHTML, XML and multimedia). Digital
Design is about the information architecture of a
website, can a user find what they are looking
for quick and easy all while feeling like theyve
spent time interacting with the firms desired
experience.
3
IME 375 Design
Stanford Persuasive Technology Lab found that
when people assessed a real Web site's
credibility they did not use rigorous criteria, a
contrast to the findings of Consumer Reports
WebWatch's earlier national survey, A Matter of
Trust What Users Want From Web Sites, released
April 16, 2002.
The data showed that the average consumer paid
far more attention to the superficial aspects of
a site, such as visual cues, than to its content.
For example, nearly half of all consumers (or
46.1) in the study assessed the credibility of
sites based in part on the appeal of the overall
visual design of a site, including layout,
typography, font size and color schemes.
4
Content
Design
Technology
5
Web Site Evolution

• Web Site Evolution
• Electronic Brochure Site Model
• Content coded into the Web page HTML code, any
  changes to content required that the Web site
  code itself be updated.
• Work flow --gt one viewable page at a time. Any
  change to site design, content or code, required
  that one or more developers be involved in a mini
  (or sometimes major) development project.
• Labor-intensive and time-consuming --gt doesn't
  scale well.
• Knowledge of html or html publishing tool
  required to publish.
• Minimal cohesive visual consistency and user
  interface design.

6
Web Site Evolution

• 2. "E-Commerce" Web Site Model
• Body of relatively static information.
• Technical knowledge needed to publish.
• But more complex than brochure site. Addition of
  
• Virtual includes
• Stylesheets
• Forms
• Shopping cart functions.
• Main focus at this stage of the web sites
  evolution was the addition of dynamic transaction
  capabilities.
• etc.

7
Web Site Evolution

• 3. Web-based Business Application Model or
  (Dynamic Content Centric Model)
• Content driven.
• Separation of application from content enables
  content to be freely added to a site without
  affecting the design, and allows redesign to
  occur without impacting on content.
• An automated publishing process allows content
  creators throughout an enterprise to create and
  contribute their own content to a Web site
  without relying on technical resources. Content
  can be submitted to the Web sites directly from
  within their browsers.
• Content and design elements of the Web site are
  stored in a relational database on a server. The
  Web pages are created dynamically as they are
  requested.
• Allows contributors who have little or no
  technical knowledge about web site construction
  and design to contribute easily to a site and to
  manage contributions from their web browser.
• Automated content management. Ease of frequent
  content updates.
• Information is classified correctly and fits into
  an overall information architecture.
• Information can be personalized for specific
  users or user groups.
• Layout and visual design of pages is consistent
  and of the quality required.
• Treats the content as application data that can
  be altered as needed without any need to modify
  the underlying site.

8
Methods of Evaluating Sites

• Criticism judges quality through close reading,
  introspection and taste. Criticism, when
  practiced with care and consideration, can yield
  subtle insights and answer complex questions no
  other method can match. On the other had,
  critical judgments are inevitably open to censure
  as arising from personal affection (or
  affectation), idiosyncrasy, political affinity,
  or poor judgment. Subjective.
• Usability studies judge quality by measuring the
  performance of a document, in actual use, against
  conventional figures of merit. How quickly can
  readers find facts in the hypertext? How well do
  they score on tests? Do readers report liking or
  disliking their encounter with the work? Strives
  for objectivity.
• Source http//www.eastgate.com/HypertextNow/archi
  ves/Merit.html

9
Methods of Evaluating Sites

• The Web, we can argue, is a vast marketplace
  whose currency is attention
• Effective Web sites are those that gain and hold
  an audience.
• An unusable Web site should also be unpopular
• A site's ability to gain and hold an audience
  might be viewed, in effect, as a large-scale
  usability experiment.
• Similarly, some people judge the quality of
  published works by their sales figures.
• A best-seller, some think, is bound to be better
  than a less-read title.

• We might measure a Web site's effectiveness by
  bottom-line performance
• how much product does a commercial Web site sell?
  
• How many adherents does an issue-oriented Web
  site recruit?
• Where it applies, the performance metric is
  indeed attractive.
• we might instead measure the amount of time
  readers spend examining a Web site.

10
Methods of Evaluating Sites

• In the final analysis there is ONE primary thing
  to consider.
• CUSTOMER CENTRIC DESIGN

11
Performance
Ease of use
Brand Value
Customer Centric Design
Content
Satisfaction
12
Design and Corporate Identity

• Corporate Identity is the result of all
  impressions that the organization makes on its
  employees, customers, and everyone who interacts
  with it.
• Users need a strong and consistent sense of
  place.
• A web-site should be consistent, well-edited and
  organized around a congruous visual design and
  content theme.
• In strong identity programs, everything is an
  expression of the overall design system and
  always designed and understood within the context
  of the larger goals of the institution.
• Effective identity programs have two goals to
  communicate the purpose of the enterprise both
  internally and externally, and to create a sense
  of common purpose for those who work with the
  organization.

13
Design and Corporate Identity

• Web-based identity programs should have three
  basic aims
• Coherence presents the enterprise as clearly and
  comprehensively as possible.
• Symbolism provides functional evidence of social
  cohesion and purpose.
• Positioning A clear and recognizable identity
  program helps distinguish an enterprise from
  peers and competitors.
• A strong and consistent enterprise identity can
  aid in establishing or legitimizing institutions,
  creating trust and authority.
• Many successful traditions are the result of
  novel situations that adapt the symbols of past
  traditions.
• The goal is to both preserve continuity with past
  traditions and to drive the enterprises identity
  and core values into the future.

14
Customer Centric Sites
ALABAMA CASE STUDY
http//www.houseofstaunton.com/index.html IS OLD
SITE   http//www.houseofstaunton.com/index.shtml
IS NEW SITE
15
Customer Centric Sites

• Customer centric site lab

16
Customer Centric Sites
University sites
http//www.jsu.edu/depart/ccba/featherstone/index.
htm http//www.jsu.edu/ http//www.phoenix.edu/ ht
tp//www.scu.edu.au/ http//www.wsu.edu/
http//www.harvard.edu/ http//www.ya
le.edu/ http//www.uchicago.edu/ http//www.stanfo
rd.edu/ http//www.umich.edu/ BUSINESS-SCHOOLSs ht
tp//www.hbs.edu/ http//www.bus.umich.edu/ http/
/www.wharton.upenn.edu/ http//www.kellogg.northwe
stern.edu/ http//www.gsb.stanford.edu/ http//www
.london.edu/ http//www.jsu.edu/depart/ccba/ DESIG
N SCHOOLS http//www.risd.edu/ http//www.scad.edu
/