Designing your
own website

Author: Animish Raje

Designation:

Business Manager – Lifesciences

“Hustle and Heart set you apart”

In the fast-paced world of internet, visibility is the key for all the customers to know us and find us on the world-wide web. A website is self-sufficient and accomplishes many different marketing and sales strategies and of course, helps the business grow.  As a business owner, we need to know where our customers are. But, the customers also need to know what our business offerings are.  A website is one of the major aspects of letting them know about the same.

So, we have to create a tool kit, interaction design, usability tests and user experience combined with connect and marketing strategies. Sounds complex doesn’t it and ‘yes! it is’. The basic reason when I began writing this was when we create websites or apps for anyone it’s important we feel heart and soul of the customer’s business.

“Good Design drives growth, improves customer satisfaction and promotes continuous innovation” –  Laura Klien

The amount required to design is really high of course, because of the skill and time required. But unfortunately, the rapid and cross functional collaborations are driven by traditional approaches. So, we need to create the design discipline through support, speed, collaboration and experimentation.

The only possible way to create and get out own ideas is we become ‘involuntary entrepreneurs’ and create the design ourselves. But, the major part is delivering the website to ourselves and then giving out the idea to customers. Being a biotechnologist and then a marketer, the only learning or experience that this article will provide is through my own thoughts of creating some faster and better websites.

So, let’s begin with a cheer!

“To the Future, rapidly innovating beyond and forever”

The first step, ‘Get in touch with the real world’. I do not literally mean leave your desk and go on a long road trip (This would actually work) but just get in touch with the heart and needs of your user. This is not a wireless conference or a survey or a brainstorming session but actually connecting and speaking with your customer. This validates your thoughts and learning with them. People have actually made a job/business out of it. They are called ‘User Researchers’ (They get the Right Information from the Right audience). The only problem ‘They charge a lot of money’ (Of course, they should! ‘Interaction’ is fundamental that we have missed out on).

The Motto

“Designing it in Agile mode”

Let’s just continue to assume this is really hard (which it really is). Then comes the next step ‘What is this fast process?’ It is the fundamental change in how we design it all together. We validate hypotheses i.e. we bring out the vision of the user or what the user wants.

The basics is to address the problem and solve it, rather than focusing on comments and innovations at the first glance. The advantage we derive from this is, the right feature is built long before we have to spend our extra money and most importantly time on it. Thus, the created website can have an experience design figuring out the validate hypothesis we had taken into consideration. We can clearly state the way we design our website is not about adding features but figuring out which metrics can drive a business through understanding a customer.

Remember: A/B test is not the single test to validate the design

Trained Designers from UCD (User centric Designs) will be creating prototypes and talking to users but, it is still lacking the connect and expectation off our business. We need to borrow a lot from UCD but, it is here where we have to figure out to learn on our own and then help the user centric designers to create what we want. The main features lacking in UCD are frequent iterations, agile teams and measurement of the design outcomes.

Making the design data driven is one of the most important aspects we have to make mandatory. We should not assume the new design or feature is better. We test everything and more importantly create a feedback loop.

Belief that Designing is fast and cheap is the biggest misconception. But once we have focused on eliminating waste that would save a lot of money during testing and prototyping.

The basic conclusion being designing requires lot of investment in tools and people. And they are the one who bring out The Good Experience

So, let’s get the basics up and start

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