Design Principles, Session 2


  • Assignment review
  • Revisit site choice
    • Not Big Site/Company! (Remember my plea last week)
    • Not a single page or very small section (as a general statement)
  • Revisit site goals
    • The reasons for a redesign are not what we are looking for with site goals. Site goals help you assess the success of the project.
    • How does web site or application support bricks-and-mortar business? A virtual business?
    • Examples:
      “This site purpose [is] to attract new students for the academy and also [to] be used as a resource for its current students.”
      “The purpose of this website will … [include serving] as a tool for customers to order tea in bulk and sign up for a monthly newsletter.”
  • Revisit SMART goals
    • 10% increase in click through rate to contact in first six months after launch
    • 3 events scheduled through the site in the first month
    • Metrics are proxies for what (IOW, why are we measuring this thing?)




Class projects

  1. Arts with a Purpose – Victoria (in sample folder)
  2. Boutique Hotel – Donez
  3. Cepae La Parisienne French Bakery (new website) – Rachelle (in sample folder)
  4. Fenty – Vivian (remember, pls avoid big/ecommerce sites)
  5. Flower World, Inc – Erica
  6. Kitty Catfe – Jingyu (in sample folder)
  7. Intranet / Snowball – Lauren
  8. Red Cup Café – Imani
  9. Lombardo’s Pizzaria – Miles
  10. Monga Café – Derrick
  11. Sharetea’s Tea – Brandon L (remember, pls avoid big/ecommerce sites)
  12. Yuen Lui Studio – Yi Jin (remember, pls avoid big/ecommerce sites)
  13. Resubmit – Anna
  14. Missing – Brandon M, Jiayu, Kristina, Sara





  1. Complete week two skill check (Dropbox)
    Upload completed form (PDF or .docx, no Notes) to Canvas
  2. Bring ideas about color and what needs to be on the home page
  3. Come prepared to give a 2-3 minute presentation on your project to a small group of classmates. This will take place in the second half of the class.
  4. Read the remainder of the book, The Elements of User Experience

Your week 3 assignment will be two deliverables:

  • the final skill check and
  • a final design brief that incorporates the questions from all three skill checks.


Design principles sessions

  1. Session 1
  2. Session 2
  3. Session 3