Research and Idea Generation

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					Web Design Chapter 3
     Idea Generation
Four Phases of Web Design

   Preparation
   Design
   Implementation
   Maintenance/Continuous Improvement
Research and Idea Generation
   Main goal is to define
    – the users
    – the information they are likely to want or
   Products of Research and Idea
    – Definition of expected information for
      each user group
    – Statement of the presentation’s
    – List of information sources
The Information Domain

   The totality of information collected
    for a Web presentation
   Definition is loosely defined in the
    beginning, but becomes clearer and
    takes shape as the project progresses.
Defining the Information Domain

    Several different techniques can be
     used to define the information

     –   Brainstorming
     –   Interviewing
     –   Virtual value chain analysis
     –   Web research
Role of the Information Steward

   Information Steward
    – Plays the role of idea generation
    – Knows the most about the possible
    – Knows the information those users
      would most likely want
    – Knows the information available to be
      put on the site
Role of the Designers

   Designers are usually the
    – Stewards and Presenters are usually
      the interviewees
    – Conduct brainstorming sessions and
      interviews with Information Stewards
    – Ensure completeness of content and
Defining the Information Domain

   Who are the users?
   What information should the Web
    presentation contain?

    – The first question offers a user-centered
      approach, while
    – The second offers a more information-
      centered approach.
User-Centered Approach

   Identify each user group
   Determine what type of information
    each group might need and the
    actions they might take based on
    that information
Information-Centered Approach

   Identify specific topics or categories of
   Define each type of information in
    general terms

    Here is where the integration of User-Centered
    and Information-Centered approaches begins.

   Identify the users to which each type of
    information would appeal
Questions to Ask

   What do potential users want to
    know about our company (or
   What do we want users to know
    about us?
   What might Web users want to ask
    about our company and its
   How might a Web user interact with
    our company?
Site Functionality

   What the Web pages actually do
    – Place an order
    – Request information
    – Etc.
   Once received, what is to be done
    with the information?
   Where is it to be stored?
   Is a response required?
        Hold a meeting with all
         participants present
        Moderator introduces the
         topic and sets rules
        Part one: everyone throws out
         every single idea they can
         think of
        Moderator lists all ideas
        Part two: ideas are discussed
         and evaluated
     Designers are usually the interviewers
     Information Stewards and Presenters
      are usually the interviewees
     Structured interviews
      – Same questions with little variation are
        asked of all respondents
     Unstructured interviews
      – Same starting questions may be asked, but
        follow-up questions vary depending on
        responses obtained
Virtual Value Chain Analysis
Three levels of VVCA
 Level 1
    – Automate the way business information is
      processed and received
   Level 2
    – Automate the way a customer receives information
      and services
   Level 3
    – Offer a completely new service that can only be
      obtained via the Web
Web Research

    Search engines
    Active index
     – Spiders
    Passive index
     – Listings submitted by
       the webmaster
    Push Technology
The Final Outcome

   The outcome of the idea generation
    process is detailed information about the
    – The goal of the Web presentation
    – User groups
    – Actions to be taken on information or by
    – Information domain
    – Information sources

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