For a brand's online destination to be effective, for its marketing message to connect with its audience, it has to be properly constructed. To reach this state, the right blending of interactivity, usability, and design needs to be determined and then achieved. Otherwise, a brand runs the risk of an off target, off-putting interactive experience.
industry research
Utilizing Personas to make Interactivity,
Usability and Design Satisfy a Target AudienceContributors Contacts Content
Sales Inquiries Introduction 04
Scott MillionVice President, Business Development The Three Pillars 06
Phone: 502.212.1388smillion@leapfroginteractive.com Personas: Designing for the Audience by Defining the Audience 10
Conclusion 15
Interactive Marketing Resources 16Jeremy Williams Michael WunschDirector, Interactive MarketingJeremy is LeapFrog Interactive's Art Phone: 502.212.1378Director. He leads a creative team that mwunsch@leapfroginteractive.comdesigns distinct and unique online destinations for LeapFrog's clients.
Press and Media
Ryan FertigPress LiaisonPhone: 502.212.1369rfertig@leapfroginteractive.com
General
Phone: 502.212.1369contact@leapfroginteractive.com
Alan Gilleo
Alan is LeapFrog Interactive's Chief Digital Officer. He helps steer the integration of creative initiatives and branding strategies for LeapFrog's client base.
2 www.leapfroginteractive.com Industry Research: Utilizing Personas to make Interactivity, Usability and Design Satisfy a Target Audience 3introduction
For a brand's online destination to be form. Because for the right site to be created for a
effective, for its marketing message to specific audience, the design team needs some way to become as familiar with not only who they are, connect with its audience, it has to be but how they would react to and interact with the properly constructed. To reach this state, final product.the right blending of interactivity, usability,
and design needs to be determined
and then achieved. Otherwise, a brand
runs the risk of an off target, off-putting
interactive experience.
Each of these key elements hinges on the type of audience a brand is trying to reach. The amount and type of interactivity a specific consumer group may want or even need can vary by the makeup and tendencies of the group. While there are general standards of usability, certain demographics may require heightened degrees of usability in order to successful interact with a site. And the overall look and layout of a site's design is the most demanding of all, as even the colors used can impact the effectiveness or failure of the site.
So for a destination to be properly conceived, it is vital that its designers have a clear understanding of the target audience. This sense of audience, however, needs to be inflated from a two dimensional rundown of statistics and generalizations to a more specific and defined
4 www.leapfroginteractive.com Industry Research: Utilizing Personas to make Interactivity, Usability and Design Satisfy a Target Audience 5The three Pillars The three Pillars
The success or failure of an online destination the users and their specific needs must not be need to find the right balance of useful interactivity hindered by slow loading pages, and it's likely the depends on how well the site's interactivity, included in the site's final design. that helps push forward the brand's marketing site's target audience will abandon the page before usability, and overall design appeal to a brand's intent and search engine readiness to make sure it even initially loads.intended audience. These three pillars are the The degree of interactivity utilized also depends on the site is found by its target audience.support a website needs to properly connect with the needs of the brand. A brand will be better able At the core of website usability is how easy it is its targeted consumers. to make interactivity decisions if it knows going into Usability for visitors to navigate the site and get to the the project what it wants from its online presence. The more usability a site provides, the easier it will information they want. There are several key Interactivity For example, a brand with a more product-based be for visitors to quickly and efficiently find what components that will ensure navigation usability Interactivity provides users with a means to site will be more focused on selling this product they are looking for on the site. How much and is maintained.interact and engage with a website in a meaningful and getting the product out in front of site visitors what kind of usability are determined by a number ways. When properly ap... [download for more]
