Remodeling: Need to Have vs. Want to Have

Tiffany's Under Construction, by tachyondecay via Flickr Creative Commons

I’m stuck. A long-standing client has tasked us with redesigning their website. Actually, as their marketing consultant of record, it’s part of our overall strategy that ties to their business goals, brand stewardship, and a new product launch. Suffice it to say, we were all in agreement it was past time to re-think some messages.

This is usually the kind of project I find stimulating. Who doesn’t like ‘new’ stuff? Market research and competitive analysis were completed months ago. A new sitemap was created based on what we want the site to achieve. Fresh new design concept was approved, and content development/storyboarding began.

And this is where we came to a slogging halt. In an effort to find the ‘perfect’ new tools to use on the site – it’s a financial advice service, so it involves some regulations, calculators, multi-audience messaging – I suddenly got lost in the technology possibilities. It also seemed very important not to ‘be like everyone else’. After all, this client has been an innovative market leader for over a decade, and we need to maintain that brand promise!

So this weekend I stepped away from things and took many deep breaths. Tried to get past the overwhelming number of options for both messaging and ‘cool tools’ to deliver the message.

What we really need the site to do is no different than any other functional business site: Effectively deliver information that is important to the reader, and then prompt action. Simply, easily, with as few barriers as possible. Of course, that’s not as easy as it sounds. Communications is about engagement as much as simplicity. But as I’m bombarded by ‘too much’ information every day, I’m in a ‘less is more’ frame of mind.

Starting with the bare minimum of needs is helfpul. It’s also helpful to list some things we DON’T need:

1. I don’t need the site to win design awards – but I do want ‘form to serve function’.
2. Video can be useful to tell stories more effectively than a long white paper – but it doesn’t need to be a YouTube hit.
3. Catchy headers pull people in – but we needn’t strive to be the next historic case study aka ‘Just do it.’
4. Fancy Flash and JavaScript games can increase traffic – but is it the kind of traffic we’re looking for?
5. Twitter, Facebook and blogs can be important community building tools – but only if you have a strategy and the manpower to execute. Plus patience and desire to engage. Go slow.

Now I’m ready to get things moving forward a little more rapidly. When we have this ‘new house’ built, I’ll post a link so you can give your opinion on the results.

–Donna