Taming the HiPPO: The Art and Science of Web Design for ROI
Website design is often seen as a realm of creatives, and design decisions often rely on (and stop with) stakeholder preference and reviewing competitors’ sites. Often, decisions come down to the HiPPO (highest-income person’s personal opinion).
There are many challenges with this approach: stakeholder preferences may not be aligned to user or business value, and competitor sites may not be performing well either, so emulating their approach means there is the risk of inheriting their bad decisions.
In this presentation, we will talk about how to design websites for maximum ROI, using time-honoured conversion concepts like size, colour, shape and orientation, supplemented by user research, to ensure visual design is strongly aligned to user and business needs. We will also discuss strategies for positively influencing your institution’s design process to avoid poor design outcomes. Case studies will be presented throughout to reinforce core concepts.
By the end of this presentation, participants will be able to:
- Explain six key concepts to help ensure efficient design outcomes that meet business and user needs
- Identify activities structured to provide maximum ROI to the project
- Identify techniques for addressing stakeholder resistance and anxiety