|
When Yahoo! Inc. embarked on a massive redesign
of its front page last year, just about every department at the company
suddenly had an opinion. As expected, conflict arose. While Sales would
want to place ads front and center, Yahoo's Mail department would dispute
this idea by explaining how that could potentially cannibalize their
business. To avoid design by committee, Yahoo deferred almost every
decision to an impartial judge: data generated by users' clicks.
The Face Begins to Wrinkle
The Yahoo front page causes a ripple effect throughout Yahoo and is
a very important driver of revenue for the company. As such, getting
the home page right is crucial for a portal like Yahoo, especially since
the company's advertising revenue has been slowing. Consequently, Yahoo
made a commitment to improving the usability on the front page in an
effort to drive business.
The Procedure
Throughout the redesign, the company used a blend of focus groups, one-on-one
interviews, test pages, and data mining. From this, it was revealed
that what people said they wanted, wasn't what they actually clicked
on. For example, in focus groups, users consistently said they wanted
serious world news, but when Yahoo studied users' clicks, world news
got little attention while pages on pop culture were among the most
heavily trafficked.
The Final Result
Mixed messages led to important insights, and, in the end, Yahoo kept
world news prominent on the front page because users felt secure knowing
that it's easily accessible, even if they don't often click on it. Eye-catching
placement also went to entertainment, but was balanced with other areas
of interest such as finance. But perhaps the best feature of the redesign
was the Personal Assistant, which lets users hover their pointers over
icons to see preview boxes of content such as email.
The Maintenance
Although Yahoo's front-page redesign is finished, the testing is not.
In fact, testing at Yahoo is part of their DNA and there is always test
running. The company is devoted to continual improvement for the best
user experience possible as well as the greatest revenue gain.
Dynamic Digital Advertising (DDA) is a professional custom website design
and development company offering a 14-step development process to clients
from all industry segments. Equipped with creative minds, fast fingertips,
and the latest technology, we take pride in our diverse and exciting
custom website designs. At DDA, we understand the process Yahoo went
through to develop a new front-page design. In fact, we have been utilizing
this user-based approach for many of our clients. We invite you to browse
our website and learn more about our services and see what sets apart.
«
BACK |
| |
| Marketing
in the 21st Century | Latest
& Greatest
Learn
| Enjoy
| Glossary |
DDA Timeline
| Pricing
| Careers
Medical
Advertising and Marketing | Corporate
and Medical Videos | Corporate
and Medical Training
Search Engine
Marketing | Custom Software
Programming | USA Marketing
and Advertising
Interactive Media Design
Copyright © 2004
by Dynamic Digital Advertising All rights reserved
The Original Custom
Website Design Company™
CUSTOM WEBSITE DESIGN AND DEVELOPMENT
Dynamic Digital Advertising, a custom website design company,
often incorporates 3D models into e-commerce websites as well
as corporate websites. Because DDA is also a search engine
optimization company and search engine marketing firm, Dynamic
Digital Advertising has an intrinsic understanding of how
3D models can be incorporated to enhance the user’s experience
without detracting from search engine rankings. Armed with
a proprietary professional website development process, DDA
is able to create the type of website that earns maximum search
engine rankings and that impresses every visitor. |
 |
 |
GRAPHIC DESIGN SERVICES
Dynamic Digital Advertising does more than generate high-end
3D models: as a full-service advertising agency, Dynamic Digital
Advertising can create just about any type of print or web-based
media to help clients launch more successful ad campaigns.
A client gets the image for the medium of his or her choosing;
Dynamic Digital Advertising, after all, does have one of the
most expansive and diverse graphic design service offerings
in the United States. From show-stealing trade show displays
to eye-catching web graphic designs, Dynamic Digital Advertising
can help you grow your business today. |
|
 |
|
|
