Understanding the user
We always spend time considering the user. How your site communicates with them and how they engage with your site is key to online success. We understand that the user is different from case to case and we research customer profiles as the starting point to our process.
Planning and wireframing
To create a successful, easy to use website requires careful planning. We like to plan. Before a pixel is placed on the page we will discuss structure, requirements and user journeys here and with the client. From this we are able to create detailed wireframe diagrams that act as the content and functional blueprint of the website.
Ecommerce user experience
Our approach to eCommerce design strives for a balance between brand experience, practicality and the ability to merchandise products. This allows us to capture the interest of all user groups and direct them to the appropriate place within the site. The broad aim is to increase the number of key actions as a proportion of overall visits to the site.
We like to provide different content for different user groups at the homepage level. Instead of having very separate brand experience and online shop areas, we prefer to place eCommerce functionality within the brand experience pages seamlessly. Instead of using a single full-screen image, or relying on gimmicky concepts and animations, we argue that content can be segmented on the homepage to match specific customer profiles, based on the usual demographic, geographical and behavioural data used for segmenting visitors.
This strategy will enable us to gather valuable user data behaviour in the future. Over time we can ascertain the value of different visitors and influence the balance of content appearing in the homepage panels accordingly. We recommend continual analysis of the range of potential site visitor types using the different content panels, prioritising audiences according to their volume of visits and revenue generation.
Content Rich Online Experiences
Practically speaking, the strategy of weaving rich content for different user groups into the shopping pages makes commercial sense for two reasons. Firstly, the homepage is valuable real estate in terms of natural search and more searchable text and images on the homepage will increase the site’s visibility to the search engines (Google’s image search is now receiving over 1bn page views each day, according to NetImperative). Secondly, the different panels on the homepage enables you to publish plenty of social content, providing fans and followers with plenty of social currency to share/embed with their friends.
Right now email newsletters, social profiles and micro-blogging are the tactics most likely to result in improved online customer engagement according to cScape’s Customer Engagement Survey. We believe that the rich content should not be off-site or housed deep in the website; we believe the rich content should be accessible and visible on the homepage.
Graphic Alliance believes that user experience is vitally important for converting visitors into customers. If your creative juices thrive on the excitement of working with the best user experience designers and the smartest technologists, why not consider joining us? Explore careers here.