UNDERSTANDING OUR TARGET MARKET EXAMPLE: USER PROFILES DOCUMENT
We will seek to understand the target market and segment your customers into user profiles. These user profiles will direct the creative brief and the information architecture for the entire web site. The following analysis is conducted at the very the outset of the project. - User Profiles - User Goals - User Journeys
EXAMPLE: INFORMATION ARCHITECTURE WITH SEARCH ENGINE OPTIMISATION KEYWORD STRATEGY
site map : selbyjennings.com - information architecture & keyword strategy USER GROUP KEYWORDS / PHRASES How would a client describe your services when searching in Google?
‘CLIENT’ Search terms...
Who can provide my resource need?
‘JOB SEEKER’
I need a job?
‘NON SEEKER’
I want credible information
Search terms...
Search terms...
M&A JOBS
EXECUTIVE SEARCH
CONTINGENT SEARCH
TRADING JOBS
SEARCH AND SELECTION
RETAINED SEARCH
FRONT OFFICE JOBS
SEARCH SELECTION
CANDIDATE DRIVEN SEARCH
BANKING JOBS
HEAD HUNTING
FINANCIAL RECRUITMENT
QUANTITATIVE ANALYST JOBS
HEAD HUNTERS
BANKING RECRUITMENT
QUART ANALYST JOBS
CITY HEAD HUNTERS
?
QUANT ANALYST
WHITE PAPERS
PRIVATE EQUITY JOBS
? RESEARCH ?
EQUITY ANALYST JOBS
? QUANTITATIVE ANALYITICS
HOME
? QUANT ANALYITICS ?
SITE SEARCH RESULTS
?
SENIOR BRAND MANAGER TOP LEVEL / PARENT PAGES
ABOUT US
SERVICES
MARKETS
VACANCIES
CLIENTS
NEWS
INDUSTRY WHITE PAPERS
CONTACT US / OFFICES
TRADING OUR OFFICES
CONTINGENT SEARCH
TRADING JOBS
BANKING CLIENTS KEYWORD?
INDUSTRY KEYWORD NEWS KEYWORD?
SUBJECT 1 ON KEYWORD KEYWORD?
INDUSTRY KEYWORD NEWS
SUBJECT 2 ON KEYWORD KEYWORD?
SALES
HOME
KEEP IT SIMPLE • Avoid cramming in awkward keywords into the main site navigation. Certain nomenclature has become convention that users are familliar with and understand. • It should also be consise, ‘scannable’ and consistent with subsequent landing page title.
MANAGEMENT PROFILES/THE BOARD
MARKETS LINKS? KEYWORD?
EXTRANET
RETAINED SEARCH
FRONT OFFICE JOBS CANDIDATE DRIVEN SEARCH
CANDIDATE DRIVEN SEARCH
HEAD HUNTING
BANKING JOBS STRUCTURING & ORIGINATION
INDUSTRY KEYWORD CLIENTS KEYWORD?
QUANTITATIVE POSITIONS & STRATEGY
QUANTITATIVE ANALYST JOBS
RISK
QUANT JOBS
EXECUTIVE SEARCH & SELECTION
FINANCIAL SERVICES CLIENTS KEYWORD?
INDUSTRY KEYWORD CLIENTS KEYWORD?
KEYWORD? INDUSTRY KEYWORD NEWS KEYWORD?
SUBJECT 3 ON KEYWORD KEYWORD?
CITY HEADHUNTERS INTERVIEW KEYWORD?
SUBJECT 4 ON KEYWORD KEYWORD?
DUPLICATION?
CLIENT NAME
OPERATIONS & PRODUCT CONTROL
• Could these be broken down into an appropriate heirarchy?
PROJECT
BLOG & RSS FEED Possible with minimal effort ‘create’ or blog existing industry papers or articles rich in keywords. It will also insure that we capture current industry buzzwords.
M&A JOBS INVESTMENT ANALYTICS
FUND MANAGEMENT & ALTERNATIVE INVESTMENTS
CLIENT NAME
PROJECT FOLDERS
M&A, CORPORATE FINANCE AND PRIVATE EQUITY
COMMENTS
J Porter
PRIVATE EQUITY JOBS
EQUITY ANALYST JOBS
LEGEND CONTENT AVAILABLE
LOCAL WORDPRESS PAGES
POP-UP
KEYWORDS/PHRASES
NOTES
EXTERNAL URL
FORM
Version 0.2 CLIENT NAME
CLIENT NAME
EXAMPLE: USER JOURNEY
CONTACT DETAILS
SUMMARISED DUPLICATE TEMPLATED BLOG PAGES
SEARCH QUERY
user-centred design
PPT .Doc PDF
14
making brands online