The document is a proposal for redesigning the website of Kenall Manufacturing. It discusses strategy, scope, structure, skeleton, and surface as the key elements of an interactive marketing website redesign. The proposal emphasizes creating an experience that facilitates user needs through experimentation, comparison, collaboration and conversion opportunities.
3. JOHNSON DIRECT: WHO WE ARE
Meet our team leaders
Executive Account Service / Creative / UX Programming
Project Management
Grant A. Johnson Denise Hearden Clay Konnor David Glyzewski
Thursday, January 27, 2011
4. JOHNSON DIRECT: AN EXTENSION OF YOUR MARKETING TEAM
Multichannel Expertise; Unrivaled Responsiveness
Google “Marketing thatʼs Measurable” and the first page of
results will take you to a Johnson Direct web page, blog or
microsite. Thatʼs because we not only boast Marketing thatʼs
Measurable – after all, it is our tagline – but we actually DO
Marketing thatʼs Measurable.
Thursday, January 27, 2011
5. JOHNSON DIRECT: AN EXTENSION OF YOUR MARKETING TEAM
Multichannel Expertise; Unrivaled Responsiveness
You can rely on Johnson Direct to continue to be an extension of
your marketing, communications and IT teams with:
• Unwavering focus on measurable marketing
• Strategic, responsive marketing counsel
• Building your brand through online marketing
• Full-service design and development
• Persistent emphasis on search
• Designing for increased conversion
• Your partner for analytics beyond the launch of your site
Thursday, January 27, 2011
6. INTERACTIVE
SERVICES
Thursday, January 27, 2011
7. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
Thursday, January 27, 2011
8. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
strategy
Thursday, January 27, 2011
9. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
scope
strategy
Thursday, January 27, 2011
10. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
structure
scope
strategy
Thursday, January 27, 2011
11. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
skeleton
structure
scope
strategy
Thursday, January 27, 2011
12. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
surface
skeleton
structure
scope
strategy
Thursday, January 27, 2011
13. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
surface
skeleton
structure
scope
user needs
strategy
marketing objectives
Thursday, January 27, 2011
14. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
surface
skeleton
structure
content requirements
scope technological requirements
user needs
strategy
marketing objectives
Thursday, January 27, 2011
15. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
surface
skeleton
structure information architecture
content requirements
scope technological requirements
user needs
strategy
marketing objectives
Thursday, January 27, 2011
16. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
surface
user experience
skeleton
navigation design
structure information architecture
content requirements
scope technological requirements
user needs
strategy
marketing objectives
Thursday, January 27, 2011
17. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
visual design
surface
interface
user experience
skeleton
navigation design
structure information architecture
content requirements
scope technological requirements
user needs
strategy
marketing objectives
Thursday, January 27, 2011
18. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
visual design
surface
interface
user experience
skeleton
navigation design
structure information architecture
content requirements
scope technological requirements
user needs
strategy
marketing objectives
Thursday, January 27, 2011
19. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
visual design
surface
interface
user experience
skeleton
navigation design
structure information architecture
content requirements
scope technological requirements
user needs
strategy
marketing objectives
abstract
Thursday, January 27, 2011
20. JOHNSON DIRECT: WHAT WE DO
The elements of interactive marketing
concrete
visual design
surface
interface
user experience
skeleton
navigation design
structure information architecture
content requirements
scope technological requirements
user needs
strategy
marketing objectives
abstract
Thursday, January 27, 2011
21. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
The elements of interactive marketing
strategy scope structure skeleton surface
Thursday, January 27, 2011
22. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Strategy
Marketing strategy sets the bedrock for
the entire project and beyond.
Thursday, January 27, 2011
23. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Strategy
Thursday, January 27, 2011
24. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Strategy
Thursday, January 27, 2011
25. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Strategy
Corporate viewpoint
• Elevate the brand
• Create more conversions (sales)
• Create more impressions through search
• Facilitate in-house maintenance
Thursday, January 27, 2011
26. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Strategy
Corporate viewpoint
• Elevate the brand
• Create more conversions (sales)
• Create more impressions through search
• Facilitate in-house maintenance
Customer viewpoint
• Quickly and easily find what they are looking for
• Ability to manipulate data “their way”
• Experiment
• Collaborate
• Feel confident about brand and product
Thursday, January 27, 2011
27. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Scope
Accurate scoping and scope documents,
including project timelines, create
expectations that are shared, thus
eliminating mystery and surprises.
Thursday, January 27, 2011
28. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Structure
Information architecture
Where does the content go in the site and how
is it connected to other content?
Thursday, January 27, 2011
29. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Structure
Information architecture
Where does the content go in the site and how
is it connected to other content?
• Wireframes
• Content weight diagrams
Thursday, January 27, 2011
30. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Creating a user experience that facilitates
experimentation, comparison, collaboration,
discovery, recovery and conversion.
Thursday, January 27, 2011
31. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
The skeleton phase also includes building
delivery methods for the content that
facilitate the user experience goals.
Thursday, January 27, 2011
32. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
33. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
34. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
35. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
36. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
37. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
38. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Your competitorʼs site!
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39. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
40. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
41. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
42. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
asynchronous
Thursday, January 27, 2011
43. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
asynchronous
javascript
Thursday, January 27, 2011
44. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
asynchronous
javascript
& xml
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45. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
46. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
http request
json
dom
xslt
flash
javascript css
xml iframe
Thursday, January 27, 2011
47. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
49. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
50. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
51. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
52. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
53. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
54. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
55. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Thursday, January 27, 2011
56. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton
Web pages feel more responsive by
exchanging data with the server behind
the scenes so that the entire page does
not have to be reloaded to give
information.
Thursday, January 27, 2011
57. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - robust drop-down navigation
Thursday, January 27, 2011
58. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - robust product information
Thursday, January 27, 2011
59. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - robust product information
Thursday, January 27, 2011
60. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - robust product information
Thursday, January 27, 2011
61. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - robust product information
Thursday, January 27, 2011
62. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - product selection wizard
Thursday, January 27, 2011
63. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - product selection wizard
Thursday, January 27, 2011
64. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - product selection wizard
Thursday, January 27, 2011
65. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - product selection wizard
Thursday, January 27, 2011
66. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - product selection wizard
Thursday, January 27, 2011
67. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - site search
Thursday, January 27, 2011
68. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - site search
Thursday, January 27, 2011
69. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - site search
Thursday, January 27, 2011
70. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - user type navigation
Thursday, January 27, 2011
71. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - user type navigation
Thursday, January 27, 2011
72. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - simplifying complex decisions
Thursday, January 27, 2011
73. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - collaboration
Thursday, January 27, 2011
74. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - expediting conversion
Thursday, January 27, 2011
75. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - product comparison, the userʼs way
Thursday, January 27, 2011
76. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skeleton: some examples - product comparison, the userʼs way
Thursday, January 27, 2011
77. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skin
Thursday, January 27, 2011
78. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skin
1/20th of a second
Thursday, January 27, 2011
119. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skin
Trust?
Thursday, January 27, 2011
120. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Skin
Even if a website is highly useable
and provides useful information
presented in a logical fashion,
it may still fail to impress a user
whose first impression of
the site was negative.
Thursday, January 27, 2011
121. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Top reasons for site abandonment
Found it difficult to locate product(s) 36
Did not trust the site 32
Forms required too much information 22
Thursday, January 27, 2011
122. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
The consequences of poor design
76 74
71
54
45
24
Never visit Unsubscribe Never View the Complain to Complain to
the site again from purchase company others company
promotions from the negatively
and emails company
Thursday, January 27, 2011
123. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Thursday, January 27, 2011
124. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
which carrots taste better?
Thursday, January 27, 2011
125. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
which carrots taste better?
Thursday, January 27, 2011
126. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
which carrots taste better?
Thursday, January 27, 2011
127. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
which carrots taste better?
transference
Thursday, January 27, 2011
128. JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING
Your website now has a portal-like relationship to all your marketing efforts
Thursday, January 27, 2011
129. JOHNSON DIRECT: THE POSSIBILITIES
How can we help you?
Thursday, January 27, 2011
130. JOHNSON DIRECT: THE POSSIBILITIES
How can we help you?
Three possibilities
• Retrofit the current site with some fixes
• Create a great site from scratch
• Create a great site from scratch in phases
Thursday, January 27, 2011
131. JOHNSON DIRECT: THE PROPOSALS
Retrofit the current site with some fixes
Thursday, January 27, 2011
132. JOHNSON DIRECT: THE PROPOSALS
Retrofit the current site with some fixes
Whatʼs needed?
• Recoding for better search performance
• A look and feel that establishes user trust and elevates the brand
• Navigation that allows the user greater control
• User experience design that allows the user to use the data “their way”
• User experience design that creates greater conversion
• Improved search functionality and results
• Product comparison functionality
• Administrative controls that remove tedium and cost of updates
Thursday, January 27, 2011
133. JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
134. JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Whatʼs possible?
• New site search functionality and search results
• New top navigation bar with robust drop-down functionality
• New multi-purpose image / product or user type wizard
• New product category page layout
• New product detail page layout
• New comparison feature
• Collaboration tools such as PDF compiler or link bundler
Thursday, January 27, 2011
135. JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
136. JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
137. JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
138. JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Thursday, January 27, 2011
139. JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Whatʼs not possible or cost prohibitive?
• Full recoding for better organic search
• New look and feel
Thursday, January 27, 2011
140. JOHNSON DIRECT: THE PROPOSALS
Retrofit current site
Whatʼs not possible or cost prohibitive?
• Full recoding for better organic search
• New look and feel
• Cost / Benefit analysis demonstrates that the combined retrofit
components would cost as much or more than a full redevelopment
Thursday, January 27, 2011
141. JOHNSON DIRECT: THE PROPOSALS
Create a great site from scratch
Thursday, January 27, 2011
142. JOHNSON DIRECT: THE PROPOSALS
Create a great site from scratch
Whatʼs possible?
• Complete recoding for better search performance
• A look and feel that establishes user trust and elevates the brand
• Navigation that allows the user greater control
• User experience design that allows the user to use the data “their way”
• User experience design that creates greater conversion
• Improved search functionality and results
• Product comparison functionality
• Administrative controls that remove tedium and cost of updates
Thursday, January 27, 2011
143. JOHNSON DIRECT: THE PROPOSALS
Create a great site from scratch in phases
Thursday, January 27, 2011
144. JOHNSON DIRECT: THE PROPOSALS
Create a great site from scratch in phases
Whatʼs possible?
• Recoding for better search performance
• A look and feel that establishes user trust and elevates the brand
• Navigation that allows the user greater control
• User experience design that allows the user to use the data “their way”
• User experience design that creates greater conversion
• Improved search functionality and results
• Product comparison functionality
• Administrative controls that remove tedium and cost of updates
Thursday, January 27, 2011
145. JOHNSON DIRECT: THE PROPOSALS
Ballpark estimates
Op#on
1:
Retrofit
the
current
site
with
some
fixes
• New
site
search
func#onality
and
search
results
• New
top
naviga#on
bar
with
robust
drop-‐down
func#onality
• New
mul#-‐purpose
image
/
product
or
user
type
wizard
• New
product
category
page
layout
• New
product
detail
page
layout
• New
comparison
feature
• Collabora#on
tools
such
as
PDF
compiler
or
link
bundler
Ballpark
Es#mate:
$82,500
to
$180,000
Thursday, January 27, 2011
146. JOHNSON DIRECT: THE PROPOSALS
Ballpark estimates
Op#on
2:
Complete
redevelopment
• Complete
recoding
for
beOer
search
performance
• A
look
and
feel
that
establishes
user
trust
and
elevates
the
brand
• Naviga#on
that
allows
the
user
greater
control
• User
experience
design
that
allows
the
user
to
use
the
data
“their
way”
• User
experience
design
that
creates
greater
conversion
• Improved
search
func#onality
and
results
• Product
comparison
func#onality
• Administra#ve
controls
that
remove
tedium
and
cost
of
updates
Ballpark
Es#mate:
$160,000
to
$220,000
Thursday, January 27, 2011
147. JOHNSON DIRECT: THE PROPOSALS
Ballpark estimates
Op#on
3:
Create
a
great
site
from
scratch
in
phases
Same
as
Op#on
2,
but
executed
in
phases
over
a
longer
#meline.
Addi#onal
account
management
to
span
over
the
extended
engagement
($3,500
to
$7,500/mo).
Thursday, January 27, 2011