Digital design

Client goals and user journeys

I’ve been designing websites and associated online processes, of escalating complexity, since the late ‘90s. Trends have waxed and waned but the key has always been to accurately assess client goals and produce something that directs the user successfully to the right information or the desired action.

There’s a set of core challenges that I’ve addressed in producing the work:

Prioritising usability

Focusing on making sites easily navigable and easy to read, with established hierarchies of interest and information on the page – applying visual styling and page functions consistently across the site.

Managing brand integrity

Assess the direction given in brand guidelines, and adapt colour, image styling, page composition and typography appropriately, consistent with offline. Where brand is unclear go back to the client and make it so.

Map User Journeys

Agree a clear set of desired outcomes from the user’s visit. Work through information architecture to build a flexible sitemap that accommodates all data and functionality. Consult client departments and personnel to reach the clearest, simplest solution.

Practical limitations

Establish technical parameters with in-house and client teams. Consider how and where the user will access the site. For special functions and behaviours give clear instruction to the technical department. Use wireframing and prototyping to work through site processes