How we do it / Philosophy

We can never say this enough: Websites should be based on organization goals and made for the targeted visitor group.

The goals for a website should be based on organization goals
Many companies simply ask for a website because their competitors has one. Without specific goals for a site, you can not know whether you site has been successful or not. Goals has to be set, and performance has to be evaluated. Only then will you be able to see the return on your investment in a website.

Some examples of website goals
- Reach 100,000 visits before December 2005
- Get 5,000 registered users of the site by end of Quarter 3
- Reduce customer support calls by 30% by 1st March
- Increase sales requests by 30% in one year
- Reach 10,000 downloads of a specific file in 4 months
- Reduce requests for printed brochure by 15% in 1 year

The website should be made for the targeted visitor group
Most usability experts considers the web as an information delivery medium, while most designers considers the web as a medium to deliver an experience. BlueTree considers the web as both, and the choice between effectively delivering information and giving an experience should depend on the goals of the website.

Depending on your website goals, visitors can get quick information, a brand enhancing - experience, or both. However, combining information and website experiences usually means sacrifices in information delivery efficiency or experience satisfaction.

Google is a pure information delivery service. If you had to go through a flash intro before you used Google you used it, you might have remembered the brand better for a while, but you would most likely stop using the service. Google knows this, and keeps it clean, fast and simple. (See Google.com).

Absolut is a premium vodka brand. There is very little information that they need to deliver to their target market. Their purpose of Absolut.com is to create a positive experience that would create positive feelings towards the brand, and thereby build preference for the brand in the visitor's mindset. The return of investment is in brand equity. (See Absolut.com)

Some examples of where we would support the decision to make a site for information delivery:
- Product support
- B2B E-commerce
- Government services

Some examples of where we would support the decision to make a site for a visitor experience:
- Entertainment
- Building brand equity
- Competitions
- Information poor product promotion. (Usually FMCG)
- Brands with high emotional equity (Perfume, Fashion, Luxury brands)

Insights /

Business in the new economy is a steep learning curve for most businesses. We have collected some links to articles that is worth reading for Taiwanese businesses that want to grasp the new opportunities that are available these days.