1. September 2002 Page 1 EVERYTHING I T TAKES TM © 2002 Fry, Inc. Must Functional = Ugly? (How to design for results) Bridget Fahrland Executive Creative Director Fry, Inc.

2. September 2002 Page 2 EVERYTHING I T TAKES TM © 2002 Fry, Inc. Take a look at some of the most successful sites today...

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6. September 2002 Page 6 EVERYTHING I T TAKES TM © 2002 Fry, Inc. Now think about what you might consider a “well designed” site...

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10. September 2002 Page 10 EVERYTHING I T TAKES TM © 2002 Fry, Inc. 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

11. September 2002 Page 11 EVERYTHING I T TAKES TM © 2002 Fry, Inc. 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

12. September 2002 Page 12 EVERYTHING I T TAKES TM © 2002 Fry, Inc. 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

13. September 2002 Page 13 EVERYTHING I T TAKES TM © 2002 Fry, Inc. 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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17. September 2002 Page 17 EVERYTHING I T TAKES TM © 2002 Fry, Inc. Q&A