UX Design 1: How To Design a Website: Site Audit
Summary
TLDREn 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
🎥 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.
🔍 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.
🏞️ 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.
👥 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.
📊 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.
🗣️ 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.
Mindmap
Keywords
💡Experiencia de Usuario (UX)
💡Landing Page
💡Rediseño de Sitios Web
💡Perfiles de Usuario
💡Auditoría de Sitios Web
💡Mapa del Sitio
💡Historias de Usuario
💡Diseño de Bocetos (Wireframes)
💡Competencia
💡Taxonomía del Sitio
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
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