For the Brand and Digital Marketing team that I extend, everything we do is an opportunity for us to demonstrate customer obsession–our messaging, imagery, market, and digital programmes where our patrons engage with us. Which is precisely why we had to do what every busy marketing team feelings: Admit “its time” for our site to be better.
Our brand-new area needed to mirror our corporation, but this wouldn’t be a vanity project or a simple reskinning–it had to be a total rebuild to create the kind of resource our customers demand and need.
Give Your Customers Be Your Guide
As Andy Crestodina, CMO of Orbit Media greenbacks, “Every website must be redesigned eventually. Technology mutates. Visitor apprehensions reform. And if a website bides still, the implementation of its of it gradually erodes.” It’s why many companies refresh their websites every three to five years–and why every redesign needs to start with getting inside your users’ psychology.
To do that, we exerted motif imagining to show our customers’ key problems, wants, and needs. Design thinking is pretty amazing. It can help any crew designing with more meaning–whether it’s a city park, a toothbrush, a infirmary, or a website. It’s meant to solve problems with design and, when done right, it can facilitate the kind of innovation that manufactures useds feel like you’re reading their minds.
Ideally, you’ll end up with a proved winner before you’ve even gone to production. This is key when most of us are under tight timelines, and it’s critical when your goal is to outdo purchaser expectations.
For us, it was a natural vein to sounds before we tackled three important areas: our intelligence architecture( IA ), search engine optimization( SEO ), and the user interface( UI ).
Your IA Is More Than a Menu. It’s Your Recipe for Success
As Pure expanded over its first year from a hardware corporation to a application companionship as well, the website developed a bit of an identity crisis. It’s easier to bolt on brand-new pages as business evolves instead of wholly restructuring. But as we grew, we’d accumulated 22 different product pages.
The new IA would need to clearly articulate who we are now.
“Every website needs to do various things well or it fails. It needs to attract visitors, frequently from search. It needs to convert guests through tourist psychology, clarity of messaging, and usability. It needs to be easy to update. It is therefore necessary to beautiful and on-brand.” -Andy Crestodina, Orbit Media
We partnered with Power Digital Marketing to conduct used the studies and a series of card-sorting and tree-testing discussions to better understand how consumers categorized intelligence so we could match our IA to their mental examples. This gave us outside perspective and penetrations for our IA mapping exercise and guidance for relationships between the pages.
The result: Twenty-two sheets became nine. Useds can now readily find what they’re looking for and discover relevant material in a very natural way. And search engines can, too.
Proactively Address SEO at Every Stage
We live in a search-engine-driven world. Success or downfall in business today is often immediately proportional to search result positions. So how do you match two priorities: customers and search engines? If your IA is excellent, you’ll attain both.
A website is an organization’s largest digital asset. It’s critical to optimize it from the ground up to maximize incoming traffic. Locates with a clearly defined and effective site design not only dedicate users exactly what they’re looking for but too perform better in search results.
To shunned missing any possibilities, we conducted SEO research early on to surface what beings are looking for and then exercised that to our IA and all subsequent content. This customer-focused approach, plus the tactical exert of graphics and navigational clues, helps to reduce bounce frequencies, prop up rank, and build search engine connections while reflecting exactly who we are as a company.
Don’t let SEO become an afterthought: Your website ranking will reflect it. Proactive SEO policies can ensure you 😛 TAGEND
Improve engagement and communication with various audiences Create the liberty kind of content and unionize it instinctively Avoid missing the mark–and having to figure out why after the fact Optimize hunting productivity by organizing and structuring content for crawling, thereby enhancing your visibility on search engine develops sheets
Learn to Collaborate on UI Design Remotely
If your locate isn’t easy to navigate, consumers are likely to assume working with you won’t be easy either. Pure clients cherish our simple storage mixtures so much better that to some it can feel like it passes them superpowers. We wanted to stimulate that feeling on our site.
“Intuitive design is how we give the user brand-new superpowers.” –Jared Spool
These guiding principles were at the forefront of every designing decision we originated. At each step we queried ourselves, “How can we make this complex interaction simple? How can we make it more intuitive for humans? ” This also influenced design decisions such as a new, secondary emblazon palette and typefaces. A neutral canvas background complexion decreases austere, white-on-black contrast to improve legibility, and wayfinding ingredients are used with purpose , not whimsy.
Perhaps most important: We worked web-based UI-design tool Figma to collaborate remotely on the redesign. Think Photoshop but with a file formation like Google Docs. This connote no more site-FINAL-Latest.psd file versioning matters. That was a big deal. Our lead designer said, “I can’t even begin to wrap my memory around how this would have gone with file handoffs.”
The tool too cures designers and developers stay aligned throughout the process, which is a game-changer with the complexities of accept scheme. For us, Figma was the difference between launching the place now and six months from now. When we’re all making from residence, it dedicated the part unit a super-accessible way to weigh in–like sounding over a designer’s shoulder, but better.
If Content Is Royalty, Give It a Throne
Blogs and FAQ sheets might take a backseat to homepages and portfolios, but that can be a mistake. Case in point: at Pure, more than 24% of our entanglement commerce comes through our blog.
Ideally, material will be represented a dual objective: to answer top search queries and to give clients high-quality, educational material. Doing this fosters a natural, value-added conversion funnel for users–customer-centricity at its best. For us, that’s content that leveragings our manufacture expertise and value overtures to answer our audience’s questions and pain parts. In other statements, “unicorn content.”
So, how do you home in on the best content your area should serve up? SEO research should perfectly help you surface up unicorn content, but don’t stop there.
Content leader Larry Kim shows mining Quora for relevant topics, blog upright plans, and FAQ page content. “Quora is an underrated goldmine of the information contained precious, ” he documents. “You’ll find common questions as well as late research you may not have thought of before. You might even learn something about the topic yourself.” Follow relevant hashtags on social; subscribe to industry blogs; and scour Facebook, Reddit, and video paths for topics that are generating buzz.
For our refresh, two robust content canals got top priority: Pure Knowledge, which provides up educational content, and our company blog. We were sure to organize certain material into schemata for rich snippet ensues, and modernise our blog to better engage visitors and dish up associated content. Use a redesign as a chance to reevaluate your categorization and labelling strategies to ensure they reflect your current business, and to improve UX and your ability to gather metrics.
Review at Your Redesign as Both a Journey and a Destination
“The pillars of Pure’s Modern Data Experience–simple, seamless, fast, and future-ready–link the site knowledge to the product experience and grant visitors a glimpse to seeing how we “ve been thinking about” produces and solutions.” Lisa Oda, Creative Content
Design thinking has a way of uncovering more than you’d expect. In her clause “Why Design Thinking Works, ” Jeanne Liedtka greenbacks, “In most makings, intend seeing involves seven tasks. Each generates a clear output that the next activity converts to another yield …[ but] at a deeper tier, something else is happening–something that managers generally are not aware of.”
Liedtka excuses, “Though ostensibly geared to understanding and molding the experiences of patrons, each design-thinking activity also reshapes its own experience of the trailblazers themselves in profound ways.”
That’s the thing about a website redesign. It’s both excursion and end. You’re orchestrating change throughout the planning process while keeping an seeing on deliverables and milestones.
What stunned me most? It wasn’t the new factors or the updated graphics–although impressive, for sure–but what happened along the way. The parties and crew who banded together made something mystical. I like to think we’ve come out the other side as a better, bolder squad with even more confidence to tackle the next big thing.
Our site redesign may be complete, but the job of creating extraordinary patron events is never done. We’re more excited than ever to see the next round of awesome innovation now at Pure.
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