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金沙下载app送68, we have experience building websites and digital strategies for clients of all sizes and we know firsthand the amount of work that goes into every project. Though each project comes with its own quirks and challenges, designing and building an enterprise website is an especially involved process that requires upfront investment in planning and 策略.

Existing enterprise websites 可以 often comprise thousands of pages of content, 甚至数百个完全不同的微型网站, and overhauling the design and information architecture of such sites 可以 quickly become overwhelming. Building an enterprise site from the ground up is also challenging in that it requires the foresight to plan for a range of situations and use cases that may not have actually occurred yet.

工作ing with our enterprise clients over the years has given us deep insight into what works and what doesn’t when it comes to designing digital experiences at this level. Below we share a few of the strategies we know make a difference.

被无情地更加

在进行重新设计时, 甚至是一个全新的网站建设, it’s common that companies fall into the trap of prioritizing the story they want to tell over conveying the information their users need to hear.

Though the website should be considered the face of your company online, 它要做的远不止是看起来不错. Remember that when you boil it down, the website exists for one purpose: to serve your users. Every decision made about the website should be predicated on whether or not the end result will benefit users.

It’s helpful to return to this question routinely throughout the 策略 和规划阶段, asking what more you 可以 do to exceed the user’s expectations, 让他们的体验更愉快, and ensure they leave the site with a positive impression of your company, having achieved what they came to the website to do.

理解用户角色和内部涉众

为了做到无情 更加,你必须首先了解你的用户群体. At the enterprise level this audience is likely wide-ranging, including people from all over the country or all over the world, 在不同的角色和职能, and with a variety of tasks they arrive at the site hoping to achieve. While you probably 可以’t find a way to speak effectively to all of them, with a little work you 可以 identify and isolate the most important segments of your audience so that you 可以 design the site to address their needs.

Internal stakeholders will also play a big role in determining site architecture and design direction. Stakeholders from different departments bring valuable knowledge about what customers want and need from the site experience. 与销售相比,市场营销的观点, 和人力资源相比, 例如, 会有所不同. Visibility into these differences will give you a more holistic understanding of where the greatest opportunities lie.

关注内容的广度、深度和布局

At the enterprise level content needs are usually complex. 正如上面了, there are a number of distinct user groups you need to reach and content flows must be tailored to each of them.

In terms of what content you need to provide, aim to strike a balance between breadth and depth. 过于宽泛的内容会缺乏有意义的重点, while a 策略 that’s too narrow will risk alienating users who don’t see their questions or needs reflected. Go too deep and your audience becomes lost in the weeds. 深度不够,你就不能提供价值.

Almost equal in importance to the types of content you create is the way you choose to present it to users. Remember that attention spans online are getting shorter all the time, so assume that most people do not read or watch your content the whole way through. Design content layouts that make text easy to skim and highlight the most salient takeaways so they’re hard to miss.

总是优先考虑移动

By now every business with a website understands that the mobile experience is equally as critical to the user, 如果不是更多的话, 而不是桌面体验. Mobile usability is also core to your brand’s visibility in search.

从用户的角度来看, bad mobile usability is interpreted as an indication that the brand either doesn’t care what the experience is, or is stuck in a past where desktop was the only thing that mattered. Both of these assumptions erode user trust and 可以 depress site conversions and tarnish your brand’s image if they go unchecked.

当然, designing mobile experiences--and especially retrofitting existing desktop experiences to perform on mobile--only gets more complex at the enterprise level where content is robust and there may be many layers of navigation. But prioritizing mobile is worth the effort to keep users satisfied, and it’s been shown to have a positive impact on sales. 这同样适用于B2B和B2C的环境.

打造更好的企业体验

Though designing effective digital experiences for the enterprise presents unique challenges in terms of scale and complexity, with a bit of strategic planning and a properly executed process, 这个目标当然是可以实现的.

通过关注用户的需求, returning regularly to the question of what will make the experience faster, 更高效的, 和更令人满意的, you 可以 ensure that regardless of scale you’ll be building something that will both engage and delight.

 

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