UX Design 1: How To Design a Website: Site Audit

Summary

En este episodio, Chris y Jose se embarcan en un análisis profundo de la experiencia del usuario (UX) para el sitio web de 'Oles', un alojamiento de pesca en Canadá. Exploran la importancia de la auditoría de sitios, las necesidades de los usuarios y la creación de historias de usuario. Discuten cómo abordar la gran cantidad de contenido existente y la necesidad de simplificar, manteniendo al mismo tiempo la relevancia y la calidad del contenido. Además, presentan perfiles de usuario detallados para comprender mejor las expectativas y necesidades de los clientes.

Takeaways

• 🎥 El video es una discusión profunda sobre la experiencia de usuario, dirigida por Chris y Jose, quienes exploran el proceso de diseño para un sitio web de un alojamiento turístico llamado 'Oles'.
• 🏭 'Oles' es un cliente canadiense con un alojamiento de pesca familiar, que ha solicitado una revisión y mejora de su sitio web existente.
• 🔍 Se menciona la importancia de la auditoría de sitios web, incluyendo la revisión de la estructura actual y la comparación con competidores para establecer estándares y prácticas efectivas.
• 👥 Se destacan los perfiles de usuarios, que son esenciales para entender las necesidades y objetivos de los visitantes del sitio, y que guían en la creación de historias de usuario y experiencias de usuario.
• 📊 Se abordan los atributos de marca, como la cultura, la voz y el valor, que son fundamentales para mantener la coherencia con la identidad del cliente en el nuevo diseño del sitio.
• 🛠️ Se discute la importancia de la simplificación y la gestión de contenido en el sitio, destacando la necesidad de reducir la cantidad de contenido para mejorar la experiencia del usuario.
• 🗣️ Se enfatiza la necesidad de comunicar con el cliente la importancia de la calidad del contenido y la gestión de expectativas sobre lo que se puede lograr con un rediseño de sitio web.
• 📝 Se sugiere la creación de historias de usuario y mapas de sitio para estructurar mejor el contenido y las funcionalidades del sitio, facilitando así una mejor navegación y experiencia para los usuarios.
• 👨‍👩‍👧‍👦 Los perfiles de usuario presentados abordan una variedad de tipos de clientes, desde ejecutivos ocupados hasta aventureros y familias, resaltando la diversidad de necesidades que deben ser atendidas en el diseño del sitio.
• ⏰ Se destaca la importancia de la planificación y la gestión de tiempos en el proceso de diseño web, ya que la gestión de contenidos y la interacción con los clientes pueden ser tiemposas y complejas.

Q & A

¿Quiénes son Chris y Jose y qué hacen en el video?

Chris y Jose son presentadores de un programa donde exploran temas de diseño y experiencia de usuario. En el video, están realizando un análisis profundo de una página web para un cliente llamado Oles.

¿Qué tipo de cliente es Oles?

Oles es un alojamiento de pesca en la costa oeste de Canadá, para el cual Chris y Jose han diseñado una página de destino y ahora están trabajando en el resto del sitio web.

¿Cuáles son las fases que deben completar Chris y Jose para el proyecto de Oles?

Las fases incluyen una auditoría del sitio, revisión de necesidades de los usuarios, creación de historias de usuario, elaboración de un mapa del sitio y diseño de bocetos.

¿Qué es un 'core' en el contexto del proyecto de Oles?

El 'core' se refiere a un conjunto de ejercicios para entender las necesidades fundamentales del cliente, incluyendo atributos de la marca, perfiles de usuario y objetivos de negocio.

¿Cómo abordan Chris y Jose la organización de la navegación en el sitio web de Oles?

Consideran la jerarquía de la información y las prioridades de los usuarios, organizando la navegación de tal manera que los elementos más importantes estén en la parte superior izquierda.

¿Qué aspectos importantes se deben tener en cuenta al diseñar un sitio web para un alojamiento de pesca?

Se deben tener en cuenta aspectos como la facilidad de reserva, la presentación de paquetes turísticos, la inclusión de contenido relevante para los visitantes y la facilidad de uso para diferentes tipos de clientes.

¿Qué es una 'auditoría del sitio' y cómo se realiza en el proyecto de Oles?

Una auditoría del sitio es el proceso de evaluar el sitio web actual, identificando qué funciona bien y qué puede mejorarse. En el proyecto de Oles, se comparan con competidores y se evalúan aspectos como la estructura de información, la facilidad de uso y la presentación de contenido.

¿Cuáles son algunos de los atributos de la marca de Oles que Chris y Jose han identificado?

Los atributos de la marca incluyen una cultura familiar, un tono de voz encantador, un beneficio de sentirse recargado y un valor de acceso exclusivo a áreas prístinas.

¿Cómo abordan Chris y Jose la gestión de contenidos legados en el sitio web de Oles?

Discuten la importancia de la gestión de contenidos y la necesidad de posiblemente reescribir o actualizar el contenido existente para que sea más conciso y en línea con las prácticas modernas de diseño web.

¿Qué estrategias sugieren Chris y Jose para convencer a un cliente de simplificar el contenido en su sitio web?

Proponen ser directos desde el inicio del proyecto, discutir abiertamente los desafíos de la gestión de contenidos y sugerir la contratación de un especialista en contenido para ayudar en el proceso de simplificación y actualización del sitio.

Outlines

00:00

🎥 Introducción al programa de experiencia de usuario

El primer párrafo presenta a Chris y Jose, quienes están listos para explorar la experiencia de usuario (UX) en profundidad, como lo han solicitado sus audiencias. Chris y Jose son presentadores de un programa que aborda temas de diseño y negocios, y en este episodio, están animados por la idea de trabajar en un proyecto real con un cliente llamado 'oles'. Este cliente es una posada de pesca en la costa oeste de Canadá y ya han trabajado en su página de destino. Ahora, el cliente ha solicitado que se ocupen del resto del sitio web, que incluye una serie de características como un blog y álbumes de fotos. El equipo también incluye a Adam Sandler como director musical y a Andrew encargado de las cámaras, mientras que Jamie y Sang gestionan las preguntas de la audiencia.

05:04

🔍 Análisis de la experiencia de usuario y la relación con el cliente

En el segundo párrafo, se discute cómo abordar la relación con el cliente y se presenta la importancia de la alineación en el proyecto. Se destaca la necesidad de comunicarse con diferentes partes interesadas, como el gerente general y el contacto secundario. Se sugiere que es crucial entender las necesidades de los clientes y se menciona un flujo de trabajo que incluye una auditoría del sitio, la creación de historias de usuario, la generación de mapas del sitio y la creación de bocetos. Además, se habla sobre la importancia de definir los atributos de la marca y se presentan cinco elementos clave: cultura, voz del cliente, beneficio y valor. Se describe la cultura familiar y el enfoque en el servicio de alta calidad y acceso exclusivo a una zona protegida para la pesca.

10:06

🏞️ Revisión de la competencia y análisis del sitio actual

El tercer párrafo se enfoca en el análisis de la competencia y en cómo otros alojamientos de alta gama organizan su sitio web. Se evalúan diferentes sitios web de posadas, identificando qué funciona bien y qué no, y se sugiere que los sitios deben ser limpios y tener una narrativa clara. Se discute la importancia de la jerarquía en la organización del contenido y se menciona la tendencia de los submenús con información adicional. Se sugiere que los sitios deben ser lo suficientemente simples para que los visitantes no se sientan abrumados y puedan encontrar rápidamente la información que necesitan. Se destaca la importancia de comprender las intenciones de los usuarios y cómo estos pueden influir en la estructura y el contenido del sitio web.

15:06

👥 Perfil de usuarios y sus necesidades

En el cuarto párrafo, se presentan perfiles de usuarios ficticios y se analizan sus historias y necesidades. Se describe a Joe Johnson, un CFO que ha visitado la posada varias veces, y se habla sobre su historia personal, sus intereses y cómo estas características pueden influir en su experiencia en el sitio web. Se sugiere que, dado que es un cliente repetido y analítico, es posible que necesite ver paquetes completos y descargar información. Se discuten las soluciones que podrían satisfacer sus necesidades, como un servicio de alta calidad y la facilidad de reserva. Se enfatiza la importancia de comprender estos perfiles para poder diseñar un sitio web que cumpla con las expectativas y necesidades de los usuarios.

20:09

📊 Análisis de perfiles de usuarios adicionales y sus implicaciones para el diseño del sitio

El quinto párrafo continúa con el análisis de perfiles de usuarios, presentando a otros tipos de visitantes como un exprofesor y un ejecutivo de negocios. Se discuten sus historias personales, sus razones para visitar la posada y cómo estas historias pueden influir en la estructura y el contenido del sitio web. Se sugiere que los usuarios como Phil, un ejecutivo de negocios, pueden requerir características personalizadas y un proceso de reserva fácil de usar. Se enfatiza la importancia de adaptar el sitio web a las necesidades de diferentes tipos de usuarios y de comunicar estas necesidades al cliente para asegurar que el diseño del sitio sea efectivo y satisfactorio para todos.

25:10

🗣️ Desafíos en la gestión de contenido y cómo abordarlos con el cliente

El sexto párrafo aborda el desafío de la gestión de contenido en proyectos de diseño web. Se discute cómo convencer a los clientes de la importancia de actualizar o reducir el contenido existente, ya que a menudo asumen que todo el contenido puede transferirse a un nuevo diseño sin cambios. Se sugiere ser franco con el cliente sobre los desafíos de contenido y se recomienda incluir la gestión de contenido en el alcance del proyecto desde el principio. Se enfatiza la importancia de trabajar con especialistas en contenido o agencias que puedan asumir esta responsabilidad, y se invita a la audiencia a compartir sus experiencias y enfoques para manejar el contenido en sus propios proyectos de diseño web.

Keywords

💡Experiencia de Usuario (UX)

La Experiencia de Usuario (UX) se refiere a la interacción de un individuo con un producto, sistema o servicio. Es fundamental en el diseño de sitios web y aplicaciones, y se centra en la facilidad de uso, la satisfacción del usuario y la eficacia de la navegación. En el guion, se menciona que van a realizar un 'deep dive' en la UX, lo que implica un análisis profundo y detallado de cómo mejorar la interacción del usuario con el sitio web de un cliente, Oles.

💡Landing Page

Una landing page es una página web a la que se dirige un visitante después de hacer clic en un enlace, generalmente en un anuncio o correo electrónico. Es crucial para la conversión de visitantes en clientes, ya que su diseño y contenido deben ser atractivos y relevantes para el usuario. En el guion, se menciona que han 'diseñado la landing page' para Oles, lo que indica que forma parte de su estrategia de marketing en línea.

💡Rediseño de Sitios Web

El rediseño de sitios web implica la actualización y mejora del diseño, la estructura y la funcionalidad de un sitio existente. Es un proceso que puede incluir la mejora de la UX, la optimización para motores de búsqueda (SEO) y la modernización del aspecto visual. En el guion, se discute el rediseño del sitio web de Oles para mejorar la experiencia del usuario y adaptarlo a las necesidades actuales.

💡Perfiles de Usuario

Los perfiles de usuario son representaciones ficticias de los usuarios típicos de un producto o servicio. Se crean basándose en datos demográficos, comportamientos y necesidades reales, y ayudan a los diseñadores a comprender y atender mejor a sus usuarios. En el guion, se mencionan varios perfiles de usuario como 'Joe Johnson', 'Jan Arden' y 'Phil', cada uno con características y necesidades específicas que deben ser consideradas en el diseño del sitio.

💡Auditoría de Sitios Web

Una auditoría de sitios web es un análisis exhaustivo del contenido, la estructura, la accesibilidad y la funcionalidad de un sitio web. Se utiliza para identificar problemas y oportunidades de mejora, y para garantizar que el sitio cumpla con los estándares de diseño y UX. En el guion, se habla de realizar una 'site audit' para Oles, lo que implica revisar su sitio actual y compararlo con los estándares y las prácticas actuales.

💡Mapa del Sitio

Un mapa del sitio, también conocido como site map, es una representación visual de la estructura de un sitio web. Muestra cómo se organizan las páginas y la relación entre ellas, y es una herramienta útil para planificar y navegar el contenido del sitio. En el guion, se menciona la creación de un 'site map' como parte del proceso de diseño UX para Oles.

💡Historias de Usuario

Las historias de usuario son descripciones breves y concisas de las tareas que un usuario quiere realizar en un sitio web o aplicación. Se basan en los perfiles de usuario y se utilizan para guiar el diseño y el desarrollo del producto. En el guion, se sugiere crear 'user stories' para Oles, lo que indica que se centrarán en las necesidades y objetivos de los usuarios en el proceso de diseño.

💡Diseño de Bocetos (Wireframes)

Los bocetos, o wireframes, son representaciones esquemáticas de las páginas de un sitio web que muestran la estructura y la disposición de los elementos de la interfaz sin estilos gráficos. Son una etapa crucial en el diseño de UX, ya que permiten a los diseñadores planificar y ajustar la organización de contenido antes de la fase de desarrollo. En el guion, se menciona que van a crear 'wireframes' para Oles como parte de su enfoque en la UX.

💡Competencia

En el contexto del diseño de sitios web y la UX, la competencia se refiere a otros sitios o empresas que ofrecen productos o servicios similares. Analizar a la competencia ayuda a los diseñadores a comprender las prácticas actuales, identificar tendencias y encontrar oportunidades para diferenciarse. En el guion, se discute la importancia de examinar a la competencia en el sector de alojamientos turísticos para informar el diseño del sitio web de Oles.

💡Taxonomía del Sitio

La taxonomía del sitio es la organización y la clasificación lógica del contenido de un sitio web. Define cómo se agrupan y se relacionan los diferentes tipos de contenido, y facilita la navegación y la mantenibilidad del sitio. En el guion, se menciona la 'site's taxonomy' de Oles, lo que sugiere que están evaluando cómo se organiza el contenido actualmente en su sitio web.

Highlights

Introduction to a deep dive on user experience, focusing on a real client case study.

Discussion on the importance of understanding user experience in web design.

Introduction of the client, Oles, a fishing lodge on the west coast of Canada.

Overview of the work done so far for the client, including the redesign of their landing page.

Explanation of the next steps in the project, including a site audit and wireframes.

Discussion on aligning with different stakeholders within the client organization.

Importance of understanding the client's brand attributes and how they influence the design process.

Analysis of the client's current website and its structure.

Review of competitor websites to identify industry standards and best practices.

Insight into creating user profiles to better understand the client's customers.

Discussion on the needs and expectations of different user types for the client's website.

Importance of storytelling in user experience design to connect with the audience.

Challenges in managing legacy content during a website redesign.

Strategies for convincing clients to simplify content and focus on user experience.

The role of content management in the website redesign process.

Conclusion and预告 of the next episode where user stories will be created.

Transcripts

you wanna Shh when he says rolling we're

rolling dude okay stop kill that tape

I don't worry I hate you dude hey

everybody it's Chris and I'm here with

Jose today we're gonna do a deep dive on

user experience is what you've been

asking for and today we're going to look

at oles and diving deep I can't wait to

get this going

stick around let me try this again I

want you guys to listen to me yeah I did

Lance sandwiches my name is Jose cayenne

and I talk about the business of

distances I talk about a lot of stuff my

name is Chris doe and I talk about the

business of design at the center of this

operating system it's about understand

was it can we just tell them what the

show title is I hate you dude you are

watching the process all right a lot of

people on set today as you can see it's

the ever-evolving set of our show and

hopefully you're catching the little

differences that we've added the flares

but today for the first time we have

musical director Adam Sandler in the

house she's going to be doing some sound

effects Adam give us a little something

well come on up Dylan Randy I love

grandiose all right okay so as always we

have Andrew running the cameras

directing our show and behind the camera

and sang and Jamie with your questions

hopefully representing the audience so

last week we had a question yeah the ADI

case from Jamie the audience okay

pointing at the audience so and it was

about user experience because we did a

redesign or we were doing a design of a

landing page and it's like okay that's

great that's a page but how do you

define a site so we're doing oles which

is a real client a blind client and I

wanted you to introduce who the client

is and what you've done for them so far

and talked a little bit about the client

relationship and what we need to do next

on the project okay let's make this

really brief cos and then we'll jump

into yeah yeah all right yeah okay so

all these is a client that we develop a

relationship with they're a Canadian

base kind of on the central west coast

of Canada and it's a wonderful fishing

lodge we've designed the landing page

for them and now they've come back and

asked us to take care of the rest of the

site it's a rather robust site there's a

blog

there's photo albums there's a whole

bunch of features to it and so I thought

I would turn to you and get some

guidance on how to do that and we're

going to do this in real time with you

yeah as we're doing it the slide that I

have on here is really one about

alignment and that's that's what what I

asked you earlier when it came to when

it came to the client yet who is it that

you're talking to so you're talking all

the way to the top you have general

manager and you have secondary manager

who's a point of contact primarily so if

you guys are out there doing a website

or doing a web project you know that

you're going to have different

stakeholders it was a small client you

might only have you know direct access

to the business stakeholder which is a

guy with a goatee and the purple square

on top on our on our graphic there but

specifically you're going to also be

talking to tech and to design so we have

the designer on the project sitting

there and we also have you probably

representing marketing and let the tech

do looks just like me which is hilarious

except they're not bolt that's ball so

the goal is that you want to get to this

you want to get to everybody

a green because that's what happens with

a website when you just have no process

and you're just kind of giving them

deliverables a lot of revisions like lot

or revisions have you gone a lot of

registration I have gone to it when I

didn't run core got it so so for me you

know here's a here's a brief outline I'm

going to I'm going to share with you

guys this is what we're going to be

doing so this is a user experience

overview you've already done the brand

attributes with this client you've

already done the user profiles you've

already done what their business goals

are what we're going to do next is we're

going to do a site audit we're going to

reviews user needs we're going to create

user stories we're going to do a site

map and we're going to do wireframes

so what what Chris just mentioned you

know core is the first part of this it's

those exercises where you get the core

of what the client their needs are so

basically the who they are as a brand so

we've broken the brand attributes into

five things culture customer voice

benefit and value and if you tune into

the show before you've seen this and

this is nothing new and this is from a

stack of words that we do together with

the client we identify the top five and

then we pick the top one so the culture

is familial the customer is a friendly

person the voice is charming

the benefit is they're recharged and the

value is exclusive access to this very

kind of pristine area called heck I pass

the x-factor is their family-owned

old-fashioned thoughtful with unmatched

surface service exclusive access in

protected waters you want to look at the

oles website first right right so what

they have apparently so first this is

what they have currently which is a site

that was probably built about seven or

eight years ago and then you recently

redid their landing page and you made

this beautiful responsive and so this is

the this is what blinded Indian trim of

a full site redesign to manage the new

identity its landing pages I think it's

important finding page you find out who

the customers are the voice you find out

what the objections are and you answer

them in the landing page and these links

go to their main site and so now the

challenge is how do we design the main

site so the right system so now it's

actually an entire experience okay so if

you click on any of those links you're

going to come to this side decide your

existing site so from the main site and

we have it right here we put up the

current sections of the site and we

called the site's taxonomy and that

could be a site map basically how it's

organized how structured a time our

children or something like an org chart

you want to get a sense of where the

current site is and what content and

what features they already have existing

and then next we're going to do an audit

of their competitors and here's what

we're going to look for so here's the

first one Chris talked to me about this

one whoa this is a very high-end Lodge

it's called West Coast resorts they're

not in the same area so they're not

necessarily competing for the same

customer but this is at the very high

sand the picture of the helicopter to

actually helicopter people in to the

lodge and it's on land and then they

bring them out these boats so I'll give

you a quick assessment at a comparison

standpoint what I'm looking for is

what's working well here okay for them

and what doesn't work well I think

something that works well for them here

is that they have up here they have the

phone number ready to go in the case

people cause a little small but it's

there

the main sections are home lodges

packages about promotions events booked

now already contact okay question yeah

is the idea that you would design the

sequence of menus based on the hierarchy

or the journey like I want to know first

look what the lodges look like and then

the packages and then what is that one

called about so less important it is the

more on the right side it is is that

yeah it's really based on priority the

the l-shaped the left top left is the

most important thing that's why the logo

goes in the top left and right below

that they chose to put their navigation

below the image is it good or bad why

isn't why it was a choice it was oh why

the top left is because in the Western

world we read from left to right exactly

on the top is what you say rules apply

for a newspaper or a book layout that's

the same thing so so and you're correct

that the hierarchy is from left to right

and you have to prioritize those overall

the site is clean it looks good it does

have certain narrative to it it does new

specials read fishing reports free photo

gallery these are all the things that

somebody's going to need to look at in

order to choose whether they're going

there so and then you can book I'm just

going to look at their form of their

booking form I'm not going to see how

how they're actually doing the booking

and how detailed their form is how easy

it is to do is to type big enough you

know for their particular customer types

its solid this whole site is very solid

um they got their stuff together here's

the second one

this is Lin Guerra Langara so again a

lot of these are probably using

templates like wordpress templates you

can actually even you can say see it

that there's some similarities between

them already what do they have

everybody's going to have something

similar so our experience our lodges

plan your trip stay connected okay so

they did something different a little

different they can suck they made it

simpler

they made a menu simpler also this

submenu is a very popular menu it's been

popular for the last couple of years

where it has an additional amount of

information so as a picture of the phone

number and it has the submenu everything

is there

it's like boom you can see it right away

you don't have to spend a lot of time

you know looking for what you want you

don't go to another section except a

question I didn't feel about a submenu

that almost there's like almost 12 items

there that's a lot of stuff to me let me

share just my point of view and I would

love to hear yours is I think people try

to make their sites do too much you're

trying to replace a whole bunch of

different things and I get into that and

it starts and you can just sub menus and

sub pages I get really confused I want

to know what this is what the experience

is like I probably want to hear some

testimonials I want to know what a cost

and I want to book my trip after which I

think there may be other sections and

ways to handle all the other information

that you need to your itinerary and all

that other kind of stuff so the question

is who's actually the person who's going

to be planning the trip in this case

there's there's the one of two people

it's either it's either the individual

and chances are it'll be if it's a

husband or wife it'll be the husband who

plans a trip or to be a corporate event

planner but those are not that common

with my client right so then what the

next thing is you're going to look at

this is intent because the attitude you

have is very common especially with

people like us creatives we're a little

bit shorter attention span you know

they're the fight is going to be to make

it as simple as possible I brought up

Sandals Resorts which is a really large

corporate resort again you can look at

competitors outside of the industry or

the direct competitors but that are

still in the general category so travel

it's a category and if you look at this

they have actually even more menus menus

and it's too much but again what I'm

saying is who is the person looking and

what is the intent that they have so I'm

showing you how a really pro company

that spent a lot of money on their site

is doing it so that's it but you and you

said that you really wouldn't want a

weak glean from that because I'm

overwhelmed by those kind of sites well

again who's a user is so if the user is

looking in this case scenario sandals

has a lot of locations

oles doesn't and all these might not

need to have that type of menu right I'm

just like this one does and this is this

has a traditional sub menu and now

there's even the trend for this one has

multiple not having menus like you know

people like with you guys imply it it'll

simplify health stories but again it's a

conversion issue so it becomes what is

the function that you want the site to

do okay is the site about booking

or as a site about convincing and it has

to do both

you can even separate it maybe you want

it to like blue Kylie's comet versus

like the experience or something like

that all right

then you get into content management

what platform are they going to be using

and all this kind of stuff all right all

right so we looked at the sites and what

we did is that we put the current

structure up here for oles so we go back

to Ali's always has contact us welcome

your destination great fishing our Lodge

trip planning your adventure it has too

many sections so we already know that it

needs to be consolidated and it has a

lot of content and is somewhat dense but

you know overall it's not a bad site and

those little icons on the Left column

there yeah there's our other links like

the Trip Advisor that look no keep on

right there that's another link so we

have links within links and it's a

massive site so here's what you're going

to get from the client you're going to

really the clients going to want to make

sure that a lot of this legacy content

is still addressed so the biggest

challenge with web sites is content I'll

give you an example this same issue on a

redesign with multiple stakeholders we

did a work session a live work session

with the client in the room where we put

up what our new recommended content

structure is and we asked them to get up

and move things around and they did the

client got out oh no I want to have this

over here no I won't have this over

there literally the same way that like

if I go back here to our set these are

stickies so they're movable no I want to

put that over here etc there's all these

exercises that you can do to determine

what the navigation is but let's keep on

moving because we need to keep the flow

going so what you're looking for in the

up in the audit in the site audit what

works well what's the industry standard

so the next thing is the next thing is

after the site audit is let's talk about

the user needs Chris can you show us a

user profiles so use the profiles here's

one his name is Joe Johnson we pick a

fictitious name he is CFO we're house

were kind of a big corporation right so

his story is he came first as the first

time as a guest has been back several

times five over the last seven so he's

pretty consistent not always and this is

his first time with kids but as they got

older

he goes with his clients okay because

they're moving on to college and have

other lives to leave so he's an active

outdoors when they describe him as a

hunter and we even get into things like

what kind of hunting whitetail deer goes

to Argentina and a hunt with college

buddy so this is he's a big-time guy

obviously he has money because he's

doing things that require money in order

to do and the story goes on his father

passed away and in 2008 the company took

a little bit of a dive so he skipped a

year so his story too is he comes to get

away from pressure the the busy life of

the CEO type CFO type he needs to relax

and kind of reset his clock so when it

pertains from the site here are the

things that I'm actually gleaning from

that profile he's a repeat customer so

he might be somebody who requires you

know maybe like a login like you're

already logged in and you have an

account potentially we wanted to also

he's the CFO so he's going to be

analytical and potentially somewhat cost

conscious so if I were to go deeper and

defined the needs on there he needs to

see packages like he needs to see what

total package is on one page he's

probably gonna want to download it and

print it because he's older and he's

also CFO I have an assistant do it he

might not be the one doing it that's the

other thing remember somebody else might

be thinking about how we're doing it

he's used to that to not doing it so

already just out of that profile I

gleaned a lot of information on how and

what content needs to be done and you

need to be able to tell that story of

what you are understanding from the

customer profile to your client and then

you need to be able to say this is why

we made these decisions because our

customer profile in this case X with

names so let's go to the next one okay

do you want to go into his needs or

solutions or you figure that out uh well

no oh you have oh happy so why don't you

do this spend less time on the other

stuff and go straight to this okay

what'd I miss mean his needs is he's

used to having everything looked after

for him he wants White Glove service no

hassle he doesn't want to think about

anything because that's why he went to

the launch in the first place so don't

make his life complex he wants to have

the feeling of accomplishment

so making dishes decisions going an

instinct getting away from analytic

thinking go with his gut intuition I

think that's what hunting and fishing is

about is reconnecting to more kind of

primitive time so and get away from the

sterile environment so he appreciates

outdoors

it's reconnecting with nature that's

what it is and he has an emotional need

to get scented to decompress and he

wants to be heard so here even though

he's a 58 year old man he wants to feel

like a kid because this is a way for him

to remember what it's like to be young

to go fishing or hunting with his dad

and relive those kind of memories so it

makes him feel younger

so do we do the solutions sure so these

solutions are more what the lodge can do

so I'm curious to how you interpret this

for the website he wants personalized

service and they do this they greet you

by a first name basis from the very

beginning 24 hour response he wants to

be heard and do not let a long time go

by without somebody attending to his

needs and he doesn't to worry about

everything so everything has to be

all-inclusive and what's great about all

these is they provide the rain gear the

tackle a licensed arrival everything

that you need if you have a special

dietary needs like for me got like a low

carb diet I made a comment the next time

my plate came out different instead of

eating the rice and the mashed potatoes

I got greens and I was really happy I

was really surprised and I forgot that I

told him that so he needs reminder

emails trip planner that kind of stuff

so you just have to think fish

processing basically is after they catch

the fish they're going to gut clean and

back and box these guys for you and he

enjoys kind of meeting and socializing

with other people talking with them

barbecue night create the illusion of

the perfect world he wants five-star

service that's it that's it so you asked

me the question of what did I get out of

it so really simple things like you know

you you talked about how he's he wants

White Glove service

he was be called by his name so we need

an easy login so that he can actually

register and sign up for the site

whether it's just name an email or

whether it's using Facebook whatever it

is sure

we need easy login so that they can I

have his name loyalty program some sort

of like welcome back personalized kind

of landing Bay personalized you see how

this is already just this is already

creating implications to scope

- the what platform you actually use so

email you said that like a consistent

emails to Rome on occasions

maybe content may be like guidance you

know it could be short emails to remind

them about things with links to cool

content that he might want to like sneak

in a little bit it could be a lot like

well how you do your webinars there's a

two-month notification the one month the

two week one week and three days before

your trip just make sure you're already

so that's periodic email and email

marketing kind of implications not so

much marketing but once you book the

trip email communications

that's right communication so he doesn't

have to think so so already has a

platform kind of thing there are

platforms that have fully integrated

email marketing and fully integrated

custom personalization which is what's

called when you come in and says hey

welcome John site core is an example of

that there's a bunch of us like gore

calm or something yes eyeko combo those

are those are expensive the license for

site court costs whatever $25,000 Wow

all right so let's just wait Adams

fasten on one good job Adam alright yeah

nice job all right so let's move on

let's go through the neck look no no no

that's too much yeah we crash in the

chef all right so read the next one real

quick just go through it like okay so

here's a user to bullet point boom boom

you want his story we want his needs and

his Chum who is named and by age I know

what he does for a living all right and

jump to the Jan Arden is a retired

school teacher he comes to always with

his wife appreciates time together

this is his 14th visit so he's in the

decade club he goes every single year

it's something that he marked on his

calendar considers holy as family he

books before they even leave the current

trip so he's already booking one year in

advance his friend referred him tried

others but this is part of a larger

holiday for him spends time in Vancouver

in Chinatown okay so much his needs any

knives just see ya judge exactly what

you did I don't know is that's why I'm

scared of raising no J where's the fight

Bell come on man yeah I see I did

exactly what he wants neat knees loves

to travel and looks forward to vacation

with wife and family friends with with

many guests and books accordingly enjoys

sharing his bountiful catch with friends

post on face

stays connected with always throughout

the year once high-res pictures once

change in scenery enjoy seeing wildlife

mealtime is important high bar

expectations of service so very high bar

hey I'm just no no you didn't get I was

good what I gleaned from this user was

his name we can talk to him by name yeah

his name is Dan so Dan his his profile

is a little bit more active than the CFO

so and he's a family guy so no the CFO

goes hunting and killing things right

but this guy's has Facebook oh yeah

socially out yeah I look so you

community community picture sharing you

know 50 more tech-savvy it's going to be

like that's going to be around and a

little bit and that's why plot

classifying what type of user helps you

drive the narrative so this is what's

what kind what kind of users is going to

be and why are you smiling like if I'm

saying something I'm trying to bring

positive energy no right you can just

turn this come on do you have three

minutes left let's get two we haven't

done a single thing yet we're just going

through the profiles that's it come on

alright let's go to the final one you

want another profile oh you have three

yes so let's bring this back up why

don't you read it the way you think you

okay here I'm gonna do the ATD version

of it okay so well that's a good idea

just mirrored so Phil that feels the

guys name Phil he's a business guy these

are all business guys comes to oldies as

a marketing opportunity so he's doing it

for lis business crazy he has a TV he's

self-centered he talks really fast he

makes a lot of money he sounds like

anybody we know I don't know all right

go to the next page let's see what what

his sandwiches he's gonna my next page

sorry yeah so his needs a wine and dine

so he's gonna need a lot of the

facilities although it looks fun to be

happy high maintenance diet okay he

needs to get input identified VIP

customer understand his goals provide so

what I'm seeing here is that he needs

customizable booking like where he has

every single form like and everything

that that he can the booking process is

going to be important for him so so okay

so what was

let's go back to his name his name is

Phil Phil so we got filled with single

syllable names so Phil Dan and John

right correct

so John is if a holder holds oh and

again I'm going to name them I'm going

to give them a customer type a user type

not based on anything but their overall

kind of age and kind of what their needs

are so John is going to be a little bit

he's going to have less interaction with

the website so we'll call him up for now

just called the older user then Dan is

going to be the savvy tech savvy user

I'm just family sadly family guy yes

savvy family oh that's even better

family guy and then he'll read that

nobody's reading it this is for my notes

oh it's like a hieroglyphic and we hold

it up for people check this out guys can

anybody read this I could totally be

like a doctor

keep writing diner it was Phil Phil is

the he's the he's the marketer fast roll

a high roller fast roll and roll fast

pace and what he gonna come he's the

schmoozer the schmoozer I like that yes

my name is heightened the look on high

maintenance high maintenance networker

you want to you want everything to be

positive don't say the schmoozer high

maintenance is not a positive word by

the way

what's that remanding the man do you

thank you demanding demanding networker

there you go demanding you gotta saw how

that was done

what am I do that the reason why I'm

doing that is because now I can

reference these in my design process I

can say okay for Dan the savvy Family

Guy we need to have features that allow

him to share on Facebook fulfilled the I

can't read this it's a landing network

or the demanding networker

I don't like China's the older user yeah

he was a busy executive is the executive

perfect I got one it's toast good

where's the sound effect I got one John

is the executive the busy excited a busy

executive we reviewed the brand

attributes we reviewed the user profiles

and we reviewed the competition what do

you guys think as an audience was that

helpful at all to start the process with

that yeah

so all the users you introduced seemed

like they were more uh or returning

customers I'm on a good point a lot of

the examples you showed were about

really selling the destination maybe to

someone who hasn't been there yes before

so is that a user that should be another

User Profile the desired customer so so

I think that's actually a really great

question yes that should be another user

profile the first time customer

basically somebody who hasn't attended

yet now we can make one of these guys

like we can say that Phil has never been

so that's easy enough because we then

have to convince him he's been to other

resorts and we can talk about what

resort she's been to or we can find out

and do a profile around him so that's

great it's a good question so what I

wanted right there's not a question of

the question uh since their original

site has tons of content and you earlier

in the show you said they might want to

keep the legacy but we would like to

simplify this site down how do you speak

to the client convince them great

freaking question so what you just asked

by the way if you're out there and

you're comes and you are designing

websites for clients you felt this

before this pain the content issue so

content is the what screws up every web

project because you might actually build

a really nice site with no content like

just with lorem ipsum and then the

client supposed to put the content in

because it's in like a content

management thing like wordpress and

they'll take six months to do the

content or three months they're busy do

they have a web team in-house no no

right so so you have to nip that in the

bud right at the beginning so both from

a budgetary standpoint and also from it

what are we going to do content do you

want to keep all that content or would

you like us to rewrite it for you

do you have any writing resources who

wrote it in the past you know was it

your you know web agency or your

marketing person was an internal with

external how did you write it all that

comes up and then the content audit

could be done separately which is taking

all the content off the site

and organizing it very similar to this

and we're going to Google about let's

keep it real here our audience are not

working for Visa or Virgin Airlines

which you love this is this is the kind

of typical smaller mom-and-pop

operations they don't have a writer - of

course enough content manager and all

these kinds of things so a lot of this

stuff is going to fall on us so given

that context how we're on the cloud

would you answer that question then

which is how do you convince them to

take a you know everything in the

kitchen sink approach their website -

paring it down how do you talk about

that how do you I'd like to work

convinced because it's like trying to

tell somebody something that's not in

their own best interest so let's talk

about how to do that and then we should

wrap up the show because we're over so

this this this particular this

particular client you have a very good

relationship with and you can have a

very open conversation about it

in most traditional cases you just need

to be really blunt and bring it up at

the beginning it's like look content is

going to be our biggest challenge you

know in Mike how I did it like exactly

how I did it I said that content is

gonna be a big challenge do you want

that in the scope so what I would say is

let me introduce you to a Content person

and introduce them directly to hire

somebody that I knew already to do the

copy so or we hire them through us and

they wait hold on basically what's

happening I think I'm going to project

for our audience here and tell me if I

get it wrong you can comment below you

guys is if my client is asking me to

just redesign their site they're

assuming all the content can port over

and just give it a new facelift that's

the probably more typical challenge here

right I have a site let's see how is

your doing

let's see what you guys get when you're

redesigning a site I think that if you

leave that as an assumption and if you

assume it's not even assumption it's

look it's Amanda at the beginning of the

project but also responsibly speaking if

the site was designed so long ago you

want to update the content you want to

make it shorter you want to make it more

concise you want to make it more web

friendly they have a freaking null okay

so like it's you're you're being asked

as a professional to redesign a site if

you look at it as just design the design

without content is like weird like if

they ask you to do a book design a book

but you don't deal with the you know

there's typos so something I designed

the job of the designer in this case is

not to give it a facelift

which is using an existing copy and

updating the graphics and the color

palette and keeping it more in line with

what's happening today you're talking

about content design well it depends

with you hire new presenter here so

let's talk about our audience so like if

they hire somebody like Elise who has an

agency aster agency and in a Bend Oregon

they are the type of agency that's going

to position themselves as will do the

content for you all so if you're one

individual freelancer you're probably

not going to position yourself to the

content so let's do this we're way over

time just to help settle the debate

comment below what should the question

be and then comment is the will not yet

what do you guys deal with when it comes

to content do you do content you don't

do content it's good to find out okay

great all right boom so alright guys I

meant for this same thing we're going to

continue and we're going to actually do

create user stories so thanks for tuning

in for episode one of the UX design for

oles and we're going to keep going here

thanks guys see you next time