Designing sites people love - balancing emotion with business reality

Elizabeth Pek, Andy Coffey

This presentation will discuss the difficult task that IAs and Designers do to balance the competing business and user objectives in the user experience.

Using a case study of the recently re-designed smh.com.au and theage.com.au, we will describe the challenges of the many competing objectives, the strategies that were developed in design and the early results that we’ve achieved.

In this presentation, we will cover:

  • The media environment - Our business context
  • The IA and Design challenges we faced
  • How we developed the design
  • The outcome and results from the design
  • Practical learnings for your next project

Elizabeth PekElizabeth Pek heads the User Experience Architecture team at Fairfax Digital and has been working in the field for the past 10 years. Building on her degree in Psychology, she has developed a methodology through her various roles that combines user advocacy and research with business drivers.

Elizabeth has applied her user-centered design techniques on a range of projects, from complex eCommerce and business applications such as the classifieds’ advertiser centre, to large information sites such as The Sydney Morning Herald website. She is passionate about designing compelling user experiences that have a positive impact on key business metrics.

Andrew CoffeyAndrew Coffey heads up the Fairfax Digital Design team who are responsible for the visual design, front end code, JavaScript and online marketing for Fairfax Digital full suite of sites. After completing a Bachelor of Arts (Fine Arts) degree and post graduate studies in Graphic Design he spent several years in the print industry before moving exclusively to Web Design in 2000 at Fairfax Digital.

Andy has lead the design on the last three redesigns of Fairfax Digital’s flagship news sites (The Sydney Morning Herald and The Age) and was part of the team that pioneered the company’s move to Standards Based Design. He believes that a simple, refined and functional design philosophy coupled with flexible, accessible code-base yields the best results.

2 Responses to “Designing sites people love - balancing emotion with business reality”

  1. Who let the dogs out — IAs getting together at Oz-IA 2007 « Matt’s Musings says:

    [...] Designing sites people love - balancing emotion with business reality - Elizabeth Pek & Andy Coffey [...]

  2. Marie-Laure says:

    Hi Elizabeth and Andy,

    Looking forward to hearing you talk on Sat! I get the “designing compelling user experiences that have a positive impact on key business metrics” however whether this leads to web sites that people love is another matter ;-)

    Maybe it was a directive from ‘on-high’ but imho the new smh pages aren’t very lovable - tabloid city is here…