Corporate Design ist kein Kinderspiel – Teil 3

Mal eben locker flockig eine neue Website programmieren –schön wär’s!

Wie ihr inzwischen mitbekommen habt, gibt es eine Vielzahl an Regeln für den Umgang mit dem neuen Design. Für unsere Website haben wir ein grobes Template programmieren lassen, welches an unser Design angepasst ist. Die Abteilung Digitale Medien ist nun dafür verantwortlich, dass das Template an unsere Wünsche angepasst wird. Diese „Wünsche“ sind zusammengefasst Usability, Content und SEO.

Usability – Findet der Nutzer was er sucht?

„Der Mensch mag alle Situationen, in denen er weniger denken muss.“ Das Zitat habe ich vor kurzem im Webdesign-Seminar an der Hochschule gehört und ist mir im Kopf geblieben. Warum? Weil es einfach stimmt. Unser Alltag sieht quasi so aus: Wir gehen auf eine Website, und wissen genau wo wir draufklicken müssen, um zu unserem Ziel zu gelangen. Wir denken gar nicht nach, sondern klicken instinktiv aus Gewohnheit auf „Ansprechpartner“ wenn wir wissen wollen, mit wem wir Kontakt aufnehmen können oder auf „News“ um Neuigkeiten zu lesen. Seit Jahren ist es für uns selbstverständlich,  dass oben eine Navigationsleiste mit den Hauptpunkten zu finden ist und sich hinter diesen Hauptpunkten verschiedene Unterpunkte befinden. Wenn wir diese baumdiagrammartige Struktur auf einer Website nicht vorfinden, sind wir erst einmal verwirrt. Seit noch nicht allzu langer Zeit versuchen viele Unternehmen, sich von diesen Standard-Seiten abzugrenzen. Beispielsweise ist eine Navigationsleiste nicht mehr fest positioniert, sondern fährt sich aus, wenn man auf ein Menu-Icon klickt. Wenn man im Menü etwas anklickt gelangt man nicht auf eine nächste Seite, sondern der Browser scrollt ganz schnell nach unten bzw. oben zur gewünschten Stelle. Der Nutzer bekommt keine harten Fakten serviert, sondern wird durch Storytelling unterhalten. All das sind Charaktereigenschaften von verschiedenen neuen Website-Konzepten. Bei guten Konzepten und Umsetzungen weiß der Nutzer nach kurzer Orientierung wieder, wo er sich befindet und wie die Seite funktioniert. Wichtig ist, dass der Nutzer sich zurechtfindet, obwohl er nicht seine gewohnte Struktur vorfindet, und dass er so unterhalten wird, dass er die Seite nicht sofort wieder verlassen will. Das alles muss bei der Planung und Programmierung durchgehend begleitend geprüft werden. Der Trend allgemein geht dahin, sich vom Website-Aufbau der letzten Jahre zu trennen und neue Ideen zuzulassen.

BWH als Trendsetter?

BWH hat sich bei der Strukturierung der Website neu orientiert und es sind nur noch wenig Parallelen zur gewohnten BWH-Seite zu finden. Als ich unsere neue Homepage das erste Mal gesehen habe, musste ich gleich daran denken wie ich mich gefühlt habe, als ich nach meiner langjährigen Windows XP-Zeit das erste Mal an einem Windows 8 Rechner arbeiten musste. Mehr wird dazu noch nicht verraten, nur so viel: an Windows 8 habe ich mich ganz schnell gewöhnt!

Jedenfalls musste an unserem Template echt einiges optimiert werden um eine gute Nutzerführung zu erhalten. Dafür haben sich Mediengestalter und Informationsmanager, Geschäftsbereichsleiter und eine Werkstudentin 😉 zusammengesetzt und gemeinsam in InDesign Seite für Seite einen Dummy erstellt, der die Homepage benutzerfreundlicher darstellt. Fragen, die es dabei zu beantworten galt, waren:

  • Wie müssen einzelne Rubriken benannt werden, damit der Nutzer weiß, wo er ist und wohin er gelangen kann?
  • Wie kann ein Menü-Icon inkl. Menü integriert werden, damit es übersichtlich aussieht und trotzdem dem Design entspricht?
  • Wie können Navigationselemente übersichtlich angeordnet werden?
  • Wie kann man unterschiedliche Bereiche logisch durch Farbgebung voneinander abheben?

Ich war am Ende ein Versuchskaninchen und durfte einen Usability-Test anhand der InDesign-Folien durchführen. Der lief so ab, dass mir Fragen gestellt wurden und ich erklären sollte, wo ich als nächsten draufklicken würde oder wo ich was suchen würde. Anhand solcher Benutzertests können Websites immer weiter optimiert werden. Es hat ein wenig gedauert, aber das Resultat ist inzwischen echt zufriedenstellend.

Ein Ausblick – Was ist nun mit dem Content und der SEO?

Zwei weitere spannende Punkte, die ebenso aufwändig sind wie die Struktur der Website. Was hier unsere Intentionen sind und wie parallel zur Website der Print-Bereich mit der Umsetzung umgeht, erfahrt ihr in meinen nächsten Beiträgen. Jetzt genieße ich aber erst einmal meine Semesterferien!

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I’ll gear this review to 2 types of people: current Zune owners who are considering an upgrade, and people trying to decide between a Zune and an iPod. (There are other players worth considering out there, like the Sony Walkman X, but I hope this gives you enough info to make an informed decision of the Zune vs players other than the iPod line as well.)

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Zune and iPod: Most people compare the Zune to the Touch, but after seeing how slim and surprisingly small and light it is, I consider it to be a rather unique hybrid that combines qualities of both the Touch and the Nano. It’s very colorful and lovely OLED screen is slightly smaller than the touch screen, but the player itself feels quite a bit smaller and lighter. It weighs about 2/3 as much, and is noticeably smaller in width and height, while being just a hair thicker.

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The new Zune browser is surprisingly good, but not as good as the iPod’s. It works well, but isn’t as fast as Safari, and has a clunkier interface. If you occasionally plan on using the web browser that’s not an issue, but if you’re planning to browse the web alot from your PMP then the iPod’s larger screen and better browser may be important.

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