Creative criteria*
focus on the execution of the online initiative. They
concern key elements of Web design and development ?
the nuts and bolts of what makes a website succeed in
the “real world.”
Strategic
Criteria
Objective:
Objective defines what the website is aiming to achieve.
A strong Objective is clearly defined, significant, and
achievable. It identifies a challenge, explains the
significance of that challenge to the Web site’s
success, and outlines relevant and achievable outcomes.
A strong Objective demonstrates an extraordinary
understanding of the challenge and presents a solid
roadmap for surmounting that hurdle. It is
simultaneously courageous and practical. It emphasizes
quality in execution and results. It adds value to the
person, organisation or company.
Innovation:
Innovation abounds on the Web and we are here to
recognize the companies writing the future. True
Innovation reveals a new approach, a gem of an idea, a
breakthrough in the way a website operates,
communicates, succeeds in meeting its objective.
Innovation makes heads turn and forces competitors to
follow. It makes a significant impact on the success of
the Web site and the market at large.
Market
Situation: Market Situation evaluates whether a Web
site faced any particular market challenges in
developing a site. Did it make it more difficult for you
to succeed? Did it make the significance of your work
more important to the person or company? If forces in
the broader market posed significant challenges, we want
to know!
Resources:
Resources evaluates the material assets available to the
company or developer. Did a site achieve extraordinary
results despite significant limitations? With
exceptional resources, did a site achieve exceptionally
extraordinary results? Here, judges examine the success
of a site relative to the resources available, to ensure
fairness for all regardless of budget size..
Success:
Success evaluates the ROI of a site in relation to the
strategy and objectives it aims to achieve. Success is
demonstrated through quantitative and/or anecdotal
evidence that reveal the effectiveness of your website
and how these results relate back to the stated
objective. We understand that this may include sensitive
or classified information; thus we ask for a summary of
the results you have seen. You may be as detailed or
general as you like, based on your level of comfort,
although the more information provided the better able
the judges will be to evaluate your success. Note that
all information will be kept secure and confidential.
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Creative Criteria
Content:
Content is the information provided on the site. It is
not just text, but music, sound, animation, or video --
anything that communicates a site’s body of knowledge.
Good content should be engaging, relevant, and
appropriate for the audience. You can tell it's been
developed for the Web because it's clear and concise and
it works in the medium. Good content takes a stand. It
has a voice, a point of view. It may be informative,
useful, or entertaining but it always leaves you wanting
more.
Structure
and Navigation: Structure and navigation refers to
the framework of a site, the organization of content,
the prioritization of information, and the method in
which you move through the site. Sites with good
structure and navigation are consistent, intuitive and
transparent. They allow you to form a mental model of
the information provided, where to find things, and what
to expect when you click. Good navigation gets you where
you want to go quickly and offers easy access to the
breadth and depth of the site's content.
Visual Design/Branding: Visual
Design is the appearance of the site. It's more than
just a pretty homepage and it doesn't have to be cutting
edge or trendy. Good visual design is high quality,
appropriate, and relevant for the audience and the
message it is supporting. It communicates the core
values, benefits, character, and personality of a
company or product. It reflects the values, interests
and character of the target audience. Through good
visual design, the site generates loyalty and increases
the perceived value of the brand beyond the tangible
product or service.
Functionality: Functionality is
the use of technology on the site. Good functionality
means the site works well. It loads quickly, has live
links, and any new technology used is functional and
relevant for the intended audience. The site should work
cross-platform and be browser independent. Highly
functional sites anticipate the diversity of user
requirements from file size, to file format and download
speed. The most functional sites also take into
consideration those with special access needs. Good
functionality makes the experience center stage and the
technology invisible.
Interactivity: Interactivity is
the way that a site facilitates communication and allows
users to get things done more quickly and easily. Good
interactivity makes a site more efficient by leveraging
multiple activities in a single user session:
input/output, as in searches, email and instant
messaging, e-commerce, notification agents, and
real-time feedback. Interactive elements are what
separate the Web from other media.
*Certain Creative Criteria may be
more or less relevant to certain sites and business
initiatives. Interactivity, for example, might be less
relevant if a sites intention is improving operational
efficiency. Home pages may not need to be as objective
based. Judges will take this into account in their
evaluation. However, certain criteria of good interface
(design, content, navigation, etc.) is important
regardless of a site’s intention or whether the
audience for a site is consumers, business
partners/vendors, company employees or the public at
large.
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