The second stage in the web development life cycle is the creation of the Customer Conversion Architecture™. This part of the process has the primary objective of developing an information design model which delivers actionable and measurable business results. The Customer Conversion Architecture™ design is an AdditionalView process which structures a website to assist users in achieving their end goal. The process considers each stage of the Additional View online decision making process:
- Awareness
- Expectation
- Engagement
- Interaction
- Conversion
- Maintenance
During the Customer Conversion Architecture™ development phase the following usually occurs:
- Information gathering and sorting to build an overall picture of the website content and context.
- Affinity diagramming workshops to help understand how information is related to the marketing objectives
- Information card sorting into categories and subsections to classify the information based on the decision points
- Application of the AdditionalView online customer conversion decision making model to identify customer website entry and exit points
- Wireframe development of the website which involves the creation of website blue prints to develop design briefs and page structure to meet the needs of the user and achieve the marketing objectives.
- Customer persona walkthroughs - a simulation of how your users will access the information they need. This involves building story boards and paper prototypes of the website and stepping through the screens to identify issues, design challenges and points within the site which require a customer call to action.
Read more about Additional View's Customer Conversion Architecture™ process.
Stage 3 - Interaction website design and specification >>
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