Ken JD Preso

WEBSITE REDESIGN PROPOSALKENALL MANUFACTURING

December 9, 2010

Thursday, January 27, 2011

welcome

JOHNSON DIRECT: WHO WE ARE

Meet our team leaders

Executive

Grant A. Johnson

Account Service / Project Management

Denise Hearden

Creative / UX

Clay Konnor

Programming

David Glyzewski

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.

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

INTERACTIVE SERVICES

JOHNSON DIRECT: WHAT WE DO

The elements of interactive marketing

strategy

structure

strategy

skeleton

structure

strategy

surface

skeleton

structure

strategy

surface

skeleton

structure

strategy user needsmarketing objectives

surface

skeleton

structure

strategy

content requirementstechnological requirements

user needsmarketing objectives

surface

skeleton

structure

strategy

information architecture

surface

skeleton

structure

strategy

user experiencenavigation design

surface

skeleton

structure

strategy

visual designinterface

surface

skeleton

structure

strategy

surface

skeleton

structure

strategy

abstract

surface

skeleton

structure

strategy

concrete

abstract

JOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

surfaceskeletonstructurescopestrategy

Strategy

Marketing strategy sets the bedrock for the entire project and beyond.

Strategy

Corporate viewpoint

• Elevate the brand• Create more conversions (sales)• Create more impressions through search• Facilitate in-house maintenance

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

Accurate scoping and scope documents, including project timelines, create expectations that are shared, thus eliminating mystery and surprises.

Structure

Information architecture

Where does the content go in the site and how is it connected to other content?

Structure

Information architecture

Where does the content go in the site and how is it connected to other content?

• Wireframes• Content weight diagrams

Skeleton

Creating a user experience that facilitates experimentation, comparison, collaboration,

discovery, recovery and conversion.

Skeleton

The skeleton phase also includes building delivery methods for the content that facilitate the user experience goals.

Skeleton

Your competitorʼs site!

Skeleton

asynchronous

Skeleton

asynchronousjavascript

Skeleton

asynchronousjavascript

Skeleton

http requestjson

cssjavascript

xml iframe

Skeleton

4.35 3.17 3.06 1.37 0.19 0.11 0.03 0.05 0.20 1.22 2.86 3.095.35 4.03 3.77 2.51 1.84 1.59 0.85 1.22 1.94 3.25 5.65 6.001.53 1.36 2.69 3.64 3.32 3.78 3.66 4.22 3.82 2.41 2.92 2.473.17 3.02 3.59 3.90 3.80 3.65 3.80 3.41 3.30 2.88 3.65 3.422.01 2.08 2.39 2.85 6.21 9.33 5.70 7.58 7.63 5.64 2.66 1.83

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.

Skeleton

Skeleton: some examples - robust drop-down navigationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton: some examples - robust product informationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton: some examples - product selection wizard

Skeleton: some examples - site search

Skeleton: some examples - user type navigation

Skeleton: some examples - simplifying complex decisions

Skeleton: some examples - collaborationJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

Skeleton: some examples - expediting conversion

Skeleton: some examples - product comparison, the userʼs wayJOHNSON DIRECT: THE ELEMENTS OF INTERACTIVE MARKETING

1/20th of a second

Trust?

Even if a website is highly useable and provides useful informationpresented in a logical fashion,

it may still fail to impress a userwhose first impression of

the site was negative.

Did not trust the site

Forms required too much information

Top reasons for site abandonment

Found it difficult to locate product(s)

717476

Unsubscribe from

promotions and emails

Never purchase from the company

View the company negatively

Complain to others

Complain to company

The consequences of poor design

Never visit the site again

which carrots taste better?

transference

Your website now has a portal-like relationship to all your marketing efforts

JOHNSON DIRECT: THE POSSIBILITIES

How can we help you?

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

Retrofit the current site with some fixes

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

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

Whatʼs not possible or cost prohibitive?

• Full recoding for better organic search• New look and feel

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

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

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

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

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

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).

thank you

Ken JD Preso

strategy marketing

product selection

interactive

interactive

interactive

interactive

interactive

interactive

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