Design Principles, Session 2


  • Assignment review
    • You must complete all assignments to get credit for the class.
      Check Canvas.
    • Small groups: Discuss mission and example of competitor website that has three features that your site must match/include.
    • Large group: we’ll discuss needed features
  • Lecture/discussion
    • 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?)
    • What is information architecture? (
    • Should I use a carousel?
    • Why do users visit our websites or download or apps? How do we identify their pain points?
      I want to [ …] because […].
      When I try […this…],
      […that…] happens instead.
      I wish […].



Competitive sites


Prior class redesigns




  1. Complete week two skill check (Dropbox)
    Upload completed form (PDF or .docx) to Canvas
    Please name your document
    your-name-skill-check2 (with hyphens, no spaces)
  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