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Look Ma, No Tables!!
Part One: Redesign in Theory

BY ILENE SANDLER

Why the gotomedia redesign?
We aimed to deliver a site that bridged the gap between usability, aesthetics and functionality. We also wanted to showcase the work we've completed for our clients - a group of particularly innovative companies providing cutting edge products and services. We were committed to showing how a site could be designed which would display on all types of devices - phone, PDA, computer, etc. - without sacrificing aesthetics. Finally, this was also an opportunity to apply a new standards based site building approach using XHTML and CSS.

Bridging the gap between usability, aesthetics and functionality
gotomedia is first and foremost a design company. At our core, we strive to create beauty and evocative interfaces -- while making practical and usable sites. We know that an effective online experience is derived from both aesthetics and functionality. If a site provides an intuitive and easy experience, it conveys credibility in the company and extends the value proposition of the company almost seamlessly. So with gotomedia.com, as with our clients' sites, we planned on blending usability testing, audience research, branding expertise and visual design. The end goal was to launch a site that delivered on all 3 fronts: a site that was easy to use, aesthetically inspiring, and functionally well designed.

PREVIOUS SITE

Highlighting gotomedia's work for our clients
gotomedia has continued to evolve as a company by refining our technical, visual, usability and research expertise. Our focus has expanded to provide more global capabilities as well as more education resources such as workshops, training, and a newsletter. However, we were most interested in showing off the work we've accomplished with our clients. We wanted the new portfolio to feature a comprehensive database of projects - searchable by company or type of business. The featured projects would highlight how the designs produced measurable business results for our clients.

Delivering the site content across media
gotomedia has been experimenting with the notion of extending the reach of content to media other than the web. While standards continue to evolve, the web is still the de facto standard. However, instead of considering the web as the end display device, the web can be considered the primarily medium for transfer to multiple devices (watch, PDA or phone). Our goal with the site was to deliver a positive experience across a variety of platforms and eventually across cultural barriers. We aimed to translate content in ways our audiences can use now and in the future. The next phase of web design may not be web design at all - but more about developing fluid ways for people to interact intuitively and appropriately not only to the device they are using but from wherever they are (office, home, in transit, Thailand or Brazil.)

Few design firms currently apply the best practices for both multiplatform considerations as well as top-notch visual design. For gotomedia as a company, we make it a priority to be as immersed in emerging technologies as we are in aesthetics. Complex projects for our high technology clients help push our technical skills in new directions. Designing the gotomedia site so that it was truly cross medium provided an opportunity to showcase those skills.

Next: Part 2: Redesign in Practice                                                  View entire article

Ilene Sandler was the Producer on the gotomedia site redesign. She has worked over the past 12 years as Executive Producer for E*TRADE's International Division, Sr. Producer on macromedia.com, and Sr. Designer at Farallon. She specializes in managing creative and technical teams and in getting projects over the finish line.