Problem: Web Design Audit Exercise
A set of web design principles should enable both good design and identification of areas for improvement of existing designs. This exercise in web design auditing will illustrate the latter.
First, find a website for a local service provider of any kind: plumber, photography, chiropractor, family practice doctor, landscaper, housekeeper, etc. Any functioning website (great, terrible or in between) can be used, or even your own business website or the website of a family member you know.
I. Show the website to the class and describe what is about.
II. Use the Three Questions framework to analyze the homepage in detail. That is, answer the following questions. (Provide a screenshot of the homepage on the slides so you can be as specific as possible.)
i. How well does the above-the-fold content on homepage answer the question, What are you offering? Give a detailed answer.
ii. How well does the above-the-fold content on homepage answer the question, Why should I pick you?
iii. How well does the above-the-fold content on homepage answer the question, What do you want me to do next?
III. Choose another web design framework from the one explained in class (e.g. design for usability, design for conversion, design for segments) and apply it for some pages on the website to see if the criteria of this hallmarks fit or not
IV. Make three recommendations for changes in the homepage design or the website design in general that you believe will improve its conversion rate. Be as specific as possible. For example, if you suggest adding a call to action, state what the call to action should be, where it should go, whether it should have a box around it, the text color, etc. If possible, use a graphics application to indicate the changes on the PowerPoint.