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in managing the web design process, it is common to jump directly into choosing your favorite colors and designing your home page.
Instead, it makes more sense to start with what your users are trying to achieve with your website, and to be a functional web design.
Let’s see how your website can be attractive and functional.
Imagine you’re designing a website for your gym. Start by thinking about your target audience. A college student will have a really flexible schedule, while someone who is working full-time will need all-day classes.
So your concerns when they come to your site and try to sign up will be slightly different. If your main focus is on women, you may know that more women than men take yoga classes, so you’ll want those classes to be more eye-catching when you sell them to them.
One of the general rules you can use is to concentrate on a very small number of 1 to 3 target audiences and really find out what their needs are.
If you do that, you are more probably to succeed than if you try to please everyone.
One of the most important things I like to ask my customers is, they tell me what their users or audience to captivate are trying to accomplish when they come to their website.
When users come to your website, they are usually trying to do one of two things: find some information, or perform some task.
It is possible that new users are looking for something very different from their current users.
Because they are not yet familiar with your products and services, they will be looking for information that will help them make a decision: sign up for your class, get a membership in your studio, etc.
Some users are really interested in price and wonder if they can afford your service.
If that is the case, presenting your promotions and the fact that you can beat your competitors’ prices will be very important.
There may be users who really want to try a class before committing.
Thinking about that information in advance will help you figure out what to prioritize on your home page, what should be on your navigation, and whether you want to focus on different things when you talk to these user groups.
One of the mistakes commonly made is to focus all the information on the website on getting new customers. It’s just as important to think about what your current users need.
They probably come to your website to do a very quick task, something like sign up for tonight’s class, or pay your membership fee. They look to get there very quickly and then they don’t have time to look for information.
Even with a website that will ultimately have hundreds of pages, it helps to start by figuring out what the few high priority key user tasks will be for your new and existing users.
To create an effective design, it is necessary to take into account the user’s environment; something we call “Usage Context”.
They are probably running out the door or sitting in your car, so your website has to help them achieve what they are trying to do, very quickly and efficiently
Related: Matching web desing
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