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B2B Experiences in a Consumer-Oriented Web World
Tips for designing world-class corporate web experiences without going broke
- New York: Friday, April 11
- London: Friday, May 23
- San Francisco: Friday, June 20
- Melbourne: Not offered
Martin Hardee
Marilyn Salzman
Full-Day Tutorial
Consumer-oriented websites such as Facebook, Amazon, Flickr, and Google are setting high expectations for all websites—especially
for business-to-business (B2B) and corporate sites, whose customers and internal executive sponsors expect the business web to mirror the
ease of use of these consumer world supersites. Yet, running B2B and corporate websites can entail many complex challenges unknown to the
business-to-consumer (B2C) Web world.
This one-day course covers a wide-range of topics and new techniques to help you apply user-centered design on your corporate or B2B website.
We’ll show numerous examples and pictures from real-world case studies of companies who’ve successfully integrated B2C lessons
into their website designs.
What You’ll Learn
In this session, you’ll learn:
- A more effective design process: How to realign classic user-centered design methodologies with the realities of the fast-paced B2B world.
- Nimble integration tips: How to build the worlds of community and participation using video and other Web 2.0 themes in your design.
- What’s working elsewhere: An overview of successful user-experience organizational models.
- Collaboration and communication techniques: How to enlist non-designers to support your mission.
- Managing upward: How to “think like a VP” when planning and pitching your projects.
Course Outline
- Eye Opener: 10 Tips for a Dazzlingly Effective Web Presence (even without redesigning everything).
- Why Experiences Need to Be Designed.
- Web 2.0: Designing Your Web Experience Outside In and Inside Out.
- Case Study: A Complete Product Catalog Redesign.
- User Experience 301: A Deep Dive into Discover, Design, Develop, Deploy.
- People and Skills: Capabilities you need—including user research, IA/user experience, and visual design—and how to buy these skills from vendors if your team members don't have them.
- Discovery Tools and Techniques: Key techniques for user research. Working with research vendors. How to create a good research plan, recruiting plan, test plan, interview guide, persona, comparative assessment, and site audit. How to use metrics in your discovery plan.
- Bridging Discovery to Design: Designing to meet your business and user objectives. How to use conceptual models, assumption stories, and flows.
- Hands on: Creating a design map.
- Pitching and Evangelizing: Thinking Like a VP.
- Communicating design needs in business terms: brand, sales acceleration, ROI, multimodal marketing, and customer satisfaction.
- Stakeholder analysis techniques.
- Generating grassroots support to build a groundswell.
- Hands on: Creating design storyboards and comics for B2B.
- Design tools: Key components of good design briefs, conceptual models, wireframes, flow diagrams, wireflows, swimlane charts, site maps, visual comps, and online design centers.
- The hard stuff: Designing B2B direct and partner commerce experiences. Aligning portals and extranets with your overall site strategy.
- Development: Facilitating group discussion and working within your company’s development methodology (Agile, Spiral, Waterfall).
- Measuring Success: Site metrics, conversion, flows, usability research, surveys, and site ratings.
- Hands on: Designing a measurement plan.
- Budgeting: What to expect to pay for small, medium, and large design projects, and how to manage your vendors.
- Extending your user’s experiences:
- Search: Designing your users’ external search experiences with Google, Yahoo, MSN.
- Mobility: Creating a mobility strategy with your users in mind.
- Personalization: Mapping personalization strategies to personas to make your user experience more relevant
- RSS, Content Syndication, and Your “Extended Internet” Strategy.
- Customer Participation: Integrating blogs, wikis, customer forums, and social networks and profiles into your overall Web strategy. Why a solid design framework is essential to providing context for communities.
Format
This full-day tutorial includes illustrated lectures, hands-on exercises, group discussion, and Q&A.
Handouts
Copies of the presentation slides, along with:
- Examples of effective design briefs
- An ROI calculation sheet
- Templates for storyboarding and graphic storytelling
- Examples of launch sequences for new deployments.
- Numerous check lists to make your processes more effective
Who Should Attend?
This course is suited to any user experience or web professional who works on B2B or Corporate web sites.
Instructors
Martin Hardee is Director of User Experience Design for Cisco.com, where he leads online user experience strategy across Cisco.com and is
involved in strategies for online marketing, commerce, personalization, online workspaces and web services. Martin has more than 20 years experience in
online design, and previously led the user experience web teams for Sun Microsystems’ Sun.com and Java web sites where he helped shape Sun’s
design systems as well as forging strategies for online community, commerce, and content delivery.
Marliyn Salzman is Manager of Web Experience Design at Sun Microsystems, Inc., where she leads online experience and information
architecture efforts, and is heavily involved in B2B commerce strategies. Prior to joining Sun, Marilyn worked for companies such as Genomica,
US WEST Advanced Technologies, and American Institutes for Research where she designed and evaluated a range of online, consumer, and business
products. Marilyn has a Ph.D. in applied cognitive psychology and human factors engineering from George Mason University and a B.S. in human
factors engineering from Tufts University.
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