The UX philosophy behind the Canadian Olympic Team’s new Web site

Over the last couple of years, we’ve been thinking of Web sites in a very different way. They used to be online brochures and a source for contact information, but now, they’re your online customer service rep, your 24/7 storefront and maybe even your point of sale. Web sites are often the first – and for some, the only – interaction many customers will ever have with your brand.

So, how do we make an impact? How do we define that first impression? We start by making sure the user experience (UX) and design is practical, welcoming and seamless. The focus must first be on function and practicality, followed by engaging visuals. We approach UX planning by trying to make the experience as intuitive as possible, building the site to transform based on the size of any screen, and providing content that is logically organized and connected throughout.

Zync’s recent rebuild of the official Canadian Olympic Team responsive Web site  is a perfect example of this approach. Responsive design and a keyword tagging system offer up relevant dynamic content throughout the site based on what the user is looking at in that moment. The site is dynamic, fresh and focused on the UX.

Our customized UX design guide has three key steps:

1. Gather insight on users, usage and content

Our questions include:

• Who is using the site?
• What is its purpose?
• Are users tech-savvy?
• Are sales done on-site?
• Is there existing content that can be re-purposed?

Our goal is to get to know the users, remove irrelevant information, create an organized content structure and focus on function first.

2. Create the site map and use it as the table of contents

Before a Web site moves into the prototyping stage, all content should be organized based on the site map. Understanding what content types are required throughout the site (text, picture, video, etc.) will help determine the best design structure (placement, visuals, colours, type size etc.).

3. Bridge information throughout the site

When all content is organized and easy to find, the site can dynamically generate related information across all pages – allowing cross selling of material users might never have seen.

Now, Web sites must be more than an online brochure. The new focus is on providing an interactive experience and a window into the organization from anywhere at anytime. Perfect for modern web users.