Simple Design Tips That Will Help You Tell a Better Story on Your Website

Transcription

1 Simple Design Tips That Will Help You Tell a Better Story on Your Website Fri Nov 10, :00 AM - 12:00 PM Board Room Harbor Ballroom G-I

2 ACTIVITY Turn to a neighbor. Tell them your name. Recommend them to a recent restaurant or place you ve visited.

3 CONTACT Jessica Connect with me on Linkedin Website

4 I m an experience designer.

5 a what?

6 I create experiences for a living.

7

8 I create experiences for a living.

9 People hire me to design things for them.

10 Photo credit:

11 Er less artsy, more techy.

12

13 People hire me to design things for them.

14 You know the apps you use on your phone? Or sites you visit? Oh, yeah. Uh huh. Well, I design those app or site experiences for a living!

15 Photo credit:

16 Photo credit:

17 Team of one Too many stakeholders Limited technology Lack of access to the right assets (i.e., photography) Lack of the right specialized skills (i.e., writing) Done in a time crunch Lack of understanding who the REAL audience is Adopted project by someone else No alignment on vision and story

18 When we tell stories to our friends, we prove we're all natural born storytellers. These experiences show that we all have an innate sense of what makes a good story, but we tend to forget it at work. N I C O L E K A H N, I D E O

19 What does natural storytelling look like?

20 Storyteller Audience

21 Gestures Props Inflection Feedback Storyteller Audience

22 Gestures Inflection Feedback Props You know the apps you use on your phone? Or sites you visit? Gestures Inflection Oh, yeah. Uh huh. Feedback Well, I design those app or site experiences for a living! Inflection Gestures Inflection

23 What do website versions of storytelling commonly look like?

24 Website Internet

25 Unengaging or CTA tunnel vision Over-edited or under-edited message Flat voice & tone Too much or too little info Website Internet

26 What stories on websites feel like (for both storytellers and visitors).

27 Let s reconnect natural storytelling best practices to our website experiences.

28 Flat voice & tone Inflection

29 Flat voice & tone Inflection Label-mania (2-3 word titles, everywhere) All caps all the time Typography and punctuation = personality

30 ACTIVITY Flat voice & tone Inflection Ask your neighbor to read the main headlines of their website out loud as if they were naturally talking to you (ad lib if needed). Give feedback how to close the gap based on inflection heard.

31 ADDITIONAL TIP Flat voice & tone Inflection Get in a room with those who understand your brand the best. Come up with key adjectives that capture the tone you want to give. Use those words as a north star.

32 Too much or little info Feedback

33 Too much or little info Feedback The 10 second impression How much scrolling until the ah ha moment The right content in the right place

34 ACTIVITY Too much or little info Feedback Ask your neighbor to skim your website in <1 minute. Then ask: 1) what do you remember the most? 2) what would like to learn more about and why?

35 ADDITIONAL TIP Too much or little info Feedback Regularly talk to the people who are coming to your site. Collect feedback and adjust your story.

36 Over-edited or under-edited message Props

37 Over-edited or under-edited message Props Grandiose or vague statements Context is king A picture is worth 1000 words

38 ACTIVITY Over-edited or under-edited message Props Tell your neighbor in one sentence, what you want them to take away from your website. Then ask them to point out 2 things that seem out of place from that takeaway.

39 ADDITIONAL TIP Over-edited or under-edited message Props Make a list of what evidence or props compel people to having a wow moment with your cause. Spend more time surfacing this on your site.

40 Unengaging or CTA tunnel vision Gestures

41 Unengaging or CTA tunnel vision Gestures CTAs everywhere (or nowhere) All words, no play Finding delightful interactions

42 ACTIVITY Unengaging or CTA tunnel vision Gestures Ask your neighbor what the top two actions are that they want you to take. Tell them what would compel you to consider taking them.

43 ADDITIONAL TIP Unengaging or CTA tunnel driven Gestures Determine what the primary two actions are that you want your visitors to take. Connect props to these actions as gracefully as possible.

44 I m not serving a dish. I m serving a story. DOMINIQUE CRENN

45 CONTACT Jessica Connect with me on Linkedin Website

46 Thank you!!!