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“If you want to know your past, look into your present conditions.
If you want to know your future, look into your present actions.”
- Padmasambhava, Buddhist philosopher
Where you are today determines where you will be tomorrow. In order to have an impact on this equation, you must be conscious of both your current actions and your future goals.
The same concept applies to a website. In order to build a successful site, you must create a roadmap. A roadmap will help guide your creative decisions. Drafting these ideas is very similar to creating a marketing plan. In fact, you should approach this stage of design with a marketing-mindset.
1. Define your product.
Ex. A presidential hopeful for the 2008 elections
A graphic designer looking for freelance opportunities
A Recycled Cotton-Acrylic Blend Knit Tie manufacturer
2. Define your objectives.
Ex. Increase awareness of political campaign
Display portfolio to prospective clients
Increase business revenue with online storefront
3. Define your user.
Ex. Age: 41 – 55
Income: 80 – 120k/ annual
Sex: Male
Status: Married
Location: America, Midwest
Computer skill: Limited
Existing relationship: Very little preexisting relationship with the product
Personality: Conservative
4. Define the user’s current perception of the product.
Ex. Unaware of potential candidate, yet similar political views
An oversaturated market of designers; few stand out
Ties are standard business/ formalwear
Now that you’ve made a list, you can begin to see paths emerge. The paths may lead you to focus development on particular sections of your site.
Have you even seen the image of a labyrinth? A simple pathway complicated by detours... Once you enter the maze, you must avoid pitfalls, find trap doors and navigate your way to the other side.
A website is similar to a labyrinth. Correction: a poorly designed website is similar to a labyrinth. It's confusing, difficult to navigate and the target is unclear. These sites make the user feel stupid – even if they end up at the proper destination.
As a designer, it’s your responsibility to make sure that everything makes sense. A well designed website has clear pathways to any destination. Whatever the user’s task may be, you should make them feel empower by a successful journey.
TIP: create a detailed site map.
A site map is one of the most important features of your website. It clearly outlines the way each page is connected. Every time you add a page to your site, think of how it relates to the other pages. Make sure there is a logical connection.
For advanced users:
Public sitemap documents are highly effective for SEO purposes. You should consider posting a file titled “sitemap.xml” in your website’s root folder. For further instructions on creating the sitemap document, visit sitemapdoc.com.
Web design is not a science. A science, by definition, is a system of knowledge covering general truths. Unfortunately for designers, there are no creative absolutes.
Designers approach a website the same way painters approach a canvas. They see the potential of each untold detail. The difference? Designers create for interaction; not just observation.
"Design is where science and art break even."
– Robin Mathew
Web designers must create with the user in mind.
Over the next two weeks, I will be discussing several approaches to web design. I will be sharing some strategies that will help you effectively communicate information on the web while maintaining superb aesthetics.
