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September 2002 Page 1 EVERYTHING IT TAKES TM © 2002 Fry, Inc. Must Functional = Ugly? (How to design for results) Bridget Fahrland Executive Creative Director Fry, Inc.
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September 2002 Page 1
EVERYTHING IT TAKESTM
© 2002 Fry, Inc.
Must Functional = Ugly?
(How to design for results)
Bridget FahrlandExecutive Creative Director
Fry, Inc.
September 2002 Page 2
EVERYTHING IT TAKESTM
© 2002 Fry, Inc.
Take a look at some of the most successful sites today ...
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Now think about what you might consider a “well designed” site ...
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Why such disparity?
Most sites don’t balance form with function
Most site designers don’t view brand as an experience
Many Web designers believe in Web design myths
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Top Web Design Myths
•Design is simply a “layer” we paint on to look good
•Branding just means a logo and proper palette
•Sites are about the company or product
•eCommerce sites can be hideous as long as they sell
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How do you design a site that conveys a brand and “does something” (e.g., sell)?
•Understand business goals
•Address user needs
•Identify key brand characteristics and messages
•Use design elements to highlight content and functionality
•Don’t fall in love with the technology
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And ask tons of questions ....
•Why are we designing site X?
•What can the site accomplish?
•Who is the audience? What are their diverse needs?
•What do we want users to think/feel/do?
•How we will know the site is a success?
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Q&A
