I think this slide captures the essence of effective website designs / redesigns.
Participants in the web design process – whether customers / business users, targeted site users, site architects, visual designers (visual / UI), web developers – often have different perspectives and priorities.
At the end of the day (or the site visit by your targeted end user!), the real measure of effectiveness / ROI is how well the site meets your targeted business and marketing goals. All the content, design & branding elements, layout, “cool ideas”, development technologies etc. are either supporting those goals or in some cases, detracting from them.
This slide lays out the major ingredients along the dimensions of visibility and impact. I believe this view can help resolve dilemmas and prioritize challenges – getting all contributors aligned and their energies focused on creating an effective website. [I said "helps" ... yes, it's not a magic wand!]
Visibility - More easily observed, experienced, and thus, commented upon.
Having a good ear for user feedback will help with these aspects.
Impact - Could take some time to percolate through but ultimately makes the difference.
Having a good sense of business / marketing goals, strategies, competitive analysis
will help with these underlying factors!
While both are important, the former without the latter is like (OK, time to bring up a colorful analogy / metaphor here!) … an attractive gift box with nothing inside … enticing – but eventually forgettable or even disappointing! As as we strive to achieve a good balance, perhaps it’s helpful to remember that it might be better to err on the other side!
For more, click on the slide to visit the Quick Guide to Building Effective Websites.