Ngised bew: Web design backwards
Got a product to sell? Only a fool would say that packaging doesn't matter. But would you design the packaging before you design the product?…
Got a product to sell? Only a fool would say that packaging doesn't matter. But would you design the packaging before you design the product? Yes, folks point at Apple's knack for gorgeous design. But understanding what people desire (not just need) is the secret to their success.
What has this got to do with web design?
Well, there is a tendency for both designers and clients to begin the design process with the visuals. Understandable. If you hire a designer then surely that's what they're here to do for you? And, being all about graphics, it makes sense to start the ball rolling by talking colours, sifting through mood boards and creating mock-ups doesn't it?
Does it?
Source: BBC2
Enter the dragon…
Let's imagine you're launching a new product, service or business. It doesn't matter what it is… anything you like. Now imagine yourself walking up the stairs into the Dragon's Den and pitching for those angel investors' money.
They're going to grill you and ask some crucial questions. Questions like:
- Who on Earth would buy it?
- Why will they buy it?
- Why will they buy it from you?
- What's going to really sell this puppy?
- How are you going to achieve decent sales?
They ask these kinds of questions because it's only worth investing money into something that's going to yield a good return. They might of course ask about the packaging, but it's not a deal breaker.
Obvious. Of course you knew that. Why the 'egg sucking for geriatrics 101'? Because this seems to go out the window when it comes to web design.
Return On Investment
In any aspect of business, ROI is vital. Investments have to justify the time, money and resources spent on them. With the crucial role websites play in this digital world, your website has the potential for huge returns.
You need to know who potential customers are, what flicks their switches, how to reach them and what will make the sale. What do your target customers want or need? Who's in your target market? What kinds of things do they respond to? How will you reach them and how?
By understanding your business and your target market, knowing who your potential customers are and what they will respond to… this is where the design process begins. Not with choosing colours.
A better design process
1. Know your audience:
Figure out your different audiences. What do they want to hear and see? Nail the right sales approach and messages for them.
2. Plan the content
Every page on your website should be engaging visitors, informing, persuading and guiding them toward a sale. The messages, layout, pages, site architecture etc. should be coherent, integrated and lead people to the right response. What you say and how matters.
3. Build a wireframe
You want to deliver great user experiences. Engage visitors and make it easy for them to do what they came for. From smooth, simple navigation to funky functionality – what your website does and how matters. Build a fully-functional site with only a few critical placeholder graphics.
4. Add some zing
Bring the wireframe to life with creative copy supported by engaging images and ensure the structure, layout and functionality are perfectly in-tune.
5. 'Design'.
And now the final 'packaging' can be looked at…