Strategic Design: 6 Steps For Building Successful Websites | How-To | Smashing Magazine

29 Nov 09

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Web design isn’t art. It involves a whole collection of different skills — from copywriting and typography to layout and art — all fused together to create an interface that not only features a pleasant aesthetic but that communicates function and facilitates easy access to its content.

But in order to combine all these elements of Web design together and achieve successful results you must have a clear direction, a direction that will guide each and every aspect of your design towards common goals. You must think strategically.

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strategic design?
You’re designing an interface that will help you accomplish your organization’s objectives.
26 more annotations...
- There are many websites out there that look fantastic and sport the latest trends in design yet often fail miserably in their intended function. Design trends are, of course, important because they give you fresh inspiration and new techniques, but the implementation of those techniques and styles needs to be intelligent and focused.
- When the designer simply implements a look and feel that is fashionable at the moment (think Web 2.0 trends) without any thought of how they fit the function of the website or the business behind it, the end result is unlikely to be very effective.
- Web design is all about crafting an interface that communicates function, is usable and accessible and exudes the right emotion and feeling. Effective Web design needs all of these elements to be in tune with the goals of your website and in sync with the organizational objectives behind the website. Strategic design is all about identifying those goals and using them to guide your design.
- goals
- What are you trying to achieve with the new website or redesign? What is the website’s main purpose?
- an interface that serves a function
- why you are doing the redesign: are you looking to grow the number of sign-ups, decrease the bounce rate or maybe increase user participation?
- Identify your audience
- age, gender, profession and technical competency.
- Who your audience is will not only influence the general aesthetic of the website but will also determine a lot of smaller details, like font sizes, so make sure you’re clear about who will be using your website.
- is kids
- brand image
- Think about color. Think about the feel you want to achieve and emotions you wish to elicit.
- Everything has a brand;
- website aimed at helping people
- how do you make design decisions sync with your strategy?
- Make the “About” snippet on your landing page as clear and concise as possible. Your visitors must not have any confusion about the function of your website.
  Use color and contrast to make the registration button or link stand out. If people can’t find it, then you won’t get many sign-ups.
  Streamline the registration process by removing unnecessary and optional elements; people can fill those out later. If the form looks long, people may be put off of filling it in.
- shape and focus all the design elements towards meeting those goals.
- if you’re designing a website that is focused on information consumption, for example, a blog or a magazine, then focus on usability and readability. Create an interface that fades away and doesn’t distract the user from accessing the content.
- explain what the service does and get people to sign up.
- large imagery and diagrams to illustrate the function of your product or service.
- sign-up link accessible from all pages.
- content straight into the front row.
- If your goal is to increase the number of sign-ups to your service, measure it and see if your changes are making a positive impact. If you want to increase the number of subscribers to your blog, check your RSS stats. If you want to increase user involvement, see if you get more comments or more forum posts or whatever else is relevant in your context.
- Kaizen
- continuous improvement using small steps.

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Establish your goals
Identify your audience
4 more annotations...
- Determine your brand image
- Goal-driven design direction
- Measure results
- Kaizen

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Strategic Design: 6 Steps For Building Successful Websites

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webdesign webdev_>Strategic Design: 6 Steps For Building Successful Websites | How-To | Smashing Magazine<_A>

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05 Nov 08

Ben Chinn

By Dmitry Fadeyev Web design isn’t art. It involves a whole collection of different skills — from copywriting and typography to layout and art — all fused together to create an interface that not only

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