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INF6012: WEBSITE DESIGN AND SEARCH ENGINE OPTIMISATION COURSEWORK - 2023/24

Redesigning a website using UX and user-centred approaches – Yorkshire Escapes

Table of Contents

Introduction to the client’s website and rational for redesign............................................................................... 1

Requirements ..................................................................................................................................................1

Deliverables.....................................................................................................................................................2

Group Analysis................................................................................................................................................ 4

Group Analysis – Marking Scheme ....................................................................................................................5

What do we mean by “annotated screenshots/sketches”? ................................................................................. 6

Introduction to the client’s website and rational for redesign

This task is to investigate and redesign a website to implement a set of requirements outlined by your client. For this task, your client is Yorkshire Escapes a “ bespoke Holiday Lettings and Management Company for Owners in Yorkshire and to offer the dream holiday and Yorkshire experience for guests” . Users of the site can either Rent their own properties, or they can book into an available property for a vacation. The site owner, Victoria Bilborough, currently outsources her design services to an online firm and feel that the site looks dated and tired. They are particularly concerned about how accessible the site is and how easy to use it maybe for international visitors.

Finally, the owners feel that the site is not as ‘mobile friendly’ as they would like, and believe that a growing number of visitors wish to book a stay directly through their smartphones.

Yorkshire Escapes would like your design team to compare their site to other companies, with similar services in the rental sector, and feel that the current site needs updating to reflect modern Web practices. They are also keen to ensure the site is accessible to all and is easily discoverable on search engines.

Requirements

There are four main areas they would like your team to address:

1. Many new visitors say they do not easily discover the website from a search engine’sresults pages (SERPs), they would like you to perform a brief ‘SEO requirements analysis’ to discover or change ‘keywords’ to use in their website. Please also make any other SEO (search Engine Optimisation) suggestions that might help them rank higher

2. The owners feel the site is cluttered and confusing; this maybe down to the information hierarchy of the site. For example, they do not feel the ‘message’ of the site is represented by its global navigation and that important content (such as information in ‘collections’ and ‘services’) can sometimes be hidden or hard to find

3. The current website looks and feels poorly designed with significant reliance on a dated layout and a lack of ‘signposting’ and ‘consistency’, it gives the impression Yorkshire Escapes is an unprofessional organisation. The owners would like to consider adding revenue from advertising; however, they feel unsure how this would be embedded within the content, to avoid detracting from the aims of the site. The site owner is also concerned that the site is not accessible to all users, particularly those with smartphones.

4. The site owners mention that ‘Google Analytics’ information suggests that guests often visit the site from overseas (international visits appear to be mainly Chinese, French and Spanish) all current webpages are in English with few ‘Globalisation features’. Victoria’steam at Yorkshire Escapes are keen to address this issue and would like any suggestions on how to make the site more compatible with a Global audience.

Deliverables

The Owners of Yorkshire Escapes would like you to design a ‘ better’ website to address the issues mentioned above. For this task, the client would like to see:

. A new, detailed mock-up design for the homepage

. A new single overall wireframe design (‘template’ i.e. not a full design) that could be used for all pages in the website (not language or webpage specific)1

. An outline of a better ‘site map’ (or ‘information architecture’) - this should be informed by a brief user- centred requirements analysis of the site and a competitor analysis

. Wireframe examples of two other pages2 within the website not in English - and having different content – you may wish to think about ‘navigation for internationalisation’ throughout the site

. A brief SEO analysis and recommendations for a ‘white-hat’ (i.e. ‘keywords’, effective use of ‘HTML’ such as headings and semantic tags, and ‘Accessibility’) strategy for the owner to implement

. An analysis the sites current HTML & CSS with a view to any possible improvements that can be made3

Using the knowledge and skills gained in INF6012 (from ‘requirements analysis’ to ‘website evaluation’) design this business a better website. Please create wireframe mock-ups (or prototypes) of your design to show how the redesign would change the appearance and layout, these can be hand drawn, or you may use mock-up software (such asFramer,BalsamiqorMoqups– see useful prototyping bloghere). These mock-ups do not need to be detailed, but representative of how the changes you wish to make will impact the design and use of the site.

Your ‘deliverables’ should have been informed by what you have learnt in INF6012. As a Microsoft Word document, identify, explain and justify the design features of your new website design. More generally:

. The ‘deliverables’- please ensure you justify any changes you make by explaining what has changed and

supporting this with recognised theory (please evidence what you say), in order to do this you will need to …

. …add detailed labels to the designs to identify, explain and support/justify your design decisions4 (from ‘requirements analysis’ to ‘website evaluation’) - when justifying your decisions, you need to explain ‘why’ the design decision was made according to the theory you have learned - do not simply ‘describe’ the change.

. Note that this will not be a standard essay submission,a report style is expected (including annotated – i.e. cited explanations of your choices with arrows pointing to the specific area you are discussing on

screenshots) - to demonstrate changes – please remember that the word limit for annotations is open- ended

. Try to attribute any design decisions to an authoritative source using an accurate reference. Do not reference lecture or laboratory slides/presentations

. At some point, you will cover most INF6012 lecture strand topics

Group Analysis

“During the final sessions (Teaching Week 12), students will be introduced to a website that needs to be re-designed based on the outcomes of a ‘requirements analysis’. Students will sign-up to groups of four members before the first session of Week 12. Each group will work together from Wednesday the 13th December (Week 12), to consider the redesign.

The Marking Scheme below outlineshow this analysis should be structured and how it will be graded. A nominated leader of each group will be expected to submit a Microsoft Word report (saved as a PDF) to Turnitin on Blackboard by 10AM on Monday the 8th January (note this is achange to the originally published date) . This report should be up to 1500 words in length.” (INF6012 Module Outline 2023/24)

Important notes

a) You must be signed up to a group before you begin work, you will need to nominate a ‘group leader’ to submit the final PDF submission to Turnitin

b) You are encouraged to use a Google Drive ‘Shared Folder’ for all of your work – each group member will need access to this for both the duration of the analysis, one group member will act as ‘group leader’ and submit the work for the entire group

c) Any sketches will need to be digitised and incorporated into your report – please allow time for this

d) Your group redesign task should be submitted as a PDF file (‘save as’ from the ‘file menu’ and ‘PDF’ from the ‘file type’) to INF6012 Blackboard Turnitin before 10:00AM on Monday the 8th January 2024. If you are late, your submission will incur late penalties as described at:

https://sites.google.com/a/sheffield.ac.uk/information-school-student-handbook/general-assessment/late- submission-and-penalties.

e) Work submitted through Turnitin should be reviewed to ensure it appears as you intended.

f) Before the submission deadline, you can submit coursework to Turnitin numerous times. Each submission will overwrite the previous submission. Only your mostrecent submission will be assessed. However, after the submission deadline, the coursework can only be submitted once.

Group Report (100 marks) - Due in class on Monday the 8th of January 2024 at 10:00 (GMT) via Turnitin (Blackboard) - Maximum of 1500 words (excluding annotations)

Group Analysis - Marking Scheme

Heading	Contents	Marks awarded for	Number of marks	Marker
User-centred Design	Description of the user-centred design process undertaken.	Effective utilisation of a ‘user- centred’ (persona, task, goal) approach to the redesign brief.	15	PH
Requirements	Analysis of the design requirements of the brief with proposed actions	Evidence of INF6012 teaching including theoretical underpinnings.	15	PH
Information Architecture	An analysis of the current site structure and a list of potential improvements	Justifications for any analysis and potential improvements	15	PH
Web Page Design	A brief analysis of the current site’s web page design and annotated / labelled sketches (or annotated Mock-up designs), indicating potential improvements to the site’s home page and three (two if you have only three members in your group) other lower level pages	Justifications for any analysis and potential improvements.	25	PH
HTML and CSS	Analysis of the current web site HTML and CSS, with a list of potential improvements that affect the user experience (UX)	Evidence of INF6012 teaching and appreciation of issues such as Search Engine Optimisation and Accessibility	20	PH
		Overall presentation	5	PH
		Academic Writing	5	PH

What do we mean by “annotated wireframes/screenshots/sketches”?

Here is an example of a ‘mock-up template page’ from a previous coursework submission (please note this is a different website – with different ‘requirements’) …

NB: This mock-up was created using Balsamiq – but you can use a different ‘mock-up’ tool if you prefer or even hand sketch (then digitise) your designs.

NB2: Please make sure to annotate your mock-up designs and justify the changes you have made (preferably by citing the literature to support your comments).