I’m pleased to announce that I just passed the Google Analytics “Individual Qualification” exam.  That basically means that I know (at least 94% of) this material.  It was a challenging exam, but at the same time it was fun to go through the various tutorials and brush up on the nuts and bolts of GA setup and configuration as well as its strategic usage.

I highly recommend it.  You’ll learn new things and solidify existing knowledge as well.

Molstad Consulting Case Studies, Molstad Consulting News, Web Analytics Google Analytics, Molstad Consulting News, Web Analytics

THE CHALLENGE
Assist a top-notch interactive agency with redefining the information architecture and user experience of a major global corporation’s flagship website, integrating the content and functions of multiple external sites, and designing over 400 screens within an aggressive timeframe. Read more…

Molstad Consulting Case Studies Expert Review, Information Architecture, Molstad Consulting News, Prototypes, User Interface Design, Web Analytics, Web Project Management, Wireframes

The Challenge
Lead the effort to overhaul the web presence for a major Milwaukee law firm with nearly 200 attorneys. Bring a fresh approach to the firms content and the site’s information architecture, and ensure the proper migration of thousands of publications, press releases and news features as well as extensive practice area content and attorney biographical information.

The Solutions
Godfrey and Kahn has been providing expert law services to major businesses and industries for over 50 years with offices in Milwaukee, Madison, Appleton, Green Bay and Waukesha, Wis.; Washington, DC; and Shanghai, PRC. Over that time, their ranks have swelled along with their web content.

Molstad Consulting was brought in by regular partner, CI Design to design and define all information architectures and content requirements and act as liaison to Godfrey & Kahn and the firm’s external development resource. Initial meetings with Godfrey & Kahn focused on key audiences and user tasks as well as project logistics to ensure the varied and occasionally daunting committee structure within the firm didn’t slow the process down. An information architecture was designed to streamline access to key content as well as focus on the benefits of a career with the firm.

From there, interface specifications and wireframes served to bridge the gap between the new information architecture and legacy systems and content. Functions to be re-thought and adapted included a full content management system, robust attorney search, overall site search, practice area content database, career opportunity system, and an extensive news and publications resource area. Molstad Consulting worked closely with the development team mapping new pages and sections to key functions and enhancing overall usability.

The Careers section of the site features a unique brand designed to demonstrate a focus on the needs of this crucial audience. A custom Flash animation showcasing the profiles of successful attorneys and staff members was combined with a new web video and social media delivery system. All this was coordinated around a CI Design photo shoot for nearly 200 attorneys across multiple offices as well as multiple video production sessions.

Once key screen templates were confirmed, all content to be created, collected, and repurposed was outlined and Molstad Consulting led weekly status review meetings tracking each element and resolving issues through to launch.

Next Steps
Godfrey & Kahn enjoyed an enthusiastic response to the new site both internally and from its clients. Molstad Consulting and CI Design continue to collaborate to increase and enhance Godfrey & Kahn’s overall business intelligence and marketing ROI via a targeted web analytics methodology.

Flash, Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Development, Web Graphic Design, Web Project Management, Web Strategy Consulting Flash, Information Architecture, User Interface Design, Video, Web Project Management

The Challenge
Guide and lead the definition, launch, and expansion of an extraordinary organization’s new web presence.

The Solutions
Discovery World at Pier Wisconsin provides immersive, experiential learning opportunites and entertainment for many thousands of visitors each year. Offering such attractions as a fresh and saltwater aquarium, the S/V Denis Sullivan, and elaborate exhibits dedicated to science, technology, water stewardship, and overall education, Discovery World is a truly unique destination with something for everyone.

Molstad Consulting worked closely with Discovery World senior management, art directors, developers, and content experts to define a new information architecture and overall website framework that would serve to increase public understanding and drive visitor action in a measurable and scalable way. The massive effort was broken into multiple phases with a focus on quick wins and revenue-driving features. Prototypes of interfaces and key templates were created to serve as context for decisions and blueprints for developers.

The site features detailed content supported by targeted imagery, Flash animations and video specifically tailored for each of the primary audiences. In addition, the development of a state-of-the-art ecommerce/order management system was managed utilizing agile methodology resulting in the ability for users to purchase tickets and buy/renew memberships online. The vast and diverse selection of Discovery World programs and published and managed via a customized, integrated blogging system. In addition to streamlined content management for the staff, site visitors can also take advantage of social media feature, search, tagging and bookmarking of content.

A web analytics methodology has been established which has measurably improved business intelligence and increased conversions. Business goals have been mapped to key audiences, and in turn, to specific metrics. Molstad Consulting regularly monitors site performance, summarizes insights gained from optimized analytics tools, and assists senior staff in prioritizing web initiatives. Email marketing campaigns are also regularly reviewed ensuring their alignment with the website and organizational marketing goals.

Discovery World now enjoys greater visibility than ever before into their site usage and marketing performance due to targeted web analytics and modernized site structure/coding standards.

All communication, tasks, and schedules were (and continue to be) orchestrated via Basecamp and Molstad Consulting’s proprietary methods for online/remote collaboration.

The Results
Discovery World now has a web presence that provides them the page real estate, scalable information architecture, design cohesion, and marketing intelligence befitting a highly visible and ever-evolving organization. The site serves as the foundation of all internet marketing efforts. Insights gained from web analytics has removed the guesswork from web initiative prioritization and keeps web team members focused on key audiences and visitor tasks.

Ecommerce, Flash, Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Analytics, Web Project Management, Web Strategy Consulting Basecamp, Ecommerce, Flash, Information Architecture, Market Research, Online Collaboration, User Interface Design, Web Project Management

The Challenge
Establish a new website architecture, showcase product lines more attractively, and bring the Klement’s Sausage online presence up to speed with their offline marketing campaigns.

The Solutions
Klement’s Sausage is well known nationally and in the Milwaukee area especially for their delicious sausage products and their beloved Racing Sausages that entertain crowds at every Milwaukee Brewers home game.

Molstad Consulting worked closely with the Klement’s IT and Marketing departments, advising on content strategy and presentation as well as leading discussions on graphic design direction. The Molstad Consulting team analyzed the company’s existing and upcoming marketing materials and designed a look and feel that combines the “taste and fun” as well as the tradition of excellence Klement’s is famous for. Flash animations were created to showcase products and their popular “Patio Daddio” television commercials.

The Famous Klement’s Racing Sausages, were featured on the site complete with their history, bios, downloadable wallpapers and a custom-designed Flash video game. The game allows site visitors to race as their favorite sausage through the streets of Milwaukee to the Brewers opening day game.

The Response
“I’m extremely pleased with the way our web site project went from concept to completion. The Molstad team took the time to listen in order to make sure we got what we wanted. Their great service, knowledge and art talent is incomparable. They have assisted in driving our brand image by offering exceptional ideas and a unique design that has also translated into sales. I’ll definitely be calling Molstad Consulting the next time I’m in need of the services they provide.”
- Jim Westerman, Marketing Director for Klement’s Sausage

Ecommerce, Flash, Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Development, Web Graphic Design, Web Project Management, Web Strategy Consulting Ecommerce, Flash, Information Architecture, User Interface Design, Web Development, Web Graphic Design, Web Project Management, Wireframes

The Challenge
Expand, enhance, and improve the online services of a world-class tea producer’s ecommerce website to satisfy a sophisticated and steadily growing customer base.

The Solutions
Rishi Tea is synonymous with quality. Partnering directly with tea artisans from China, Japan and other regions, they offer their products in fine food stores, restaurants, and coffee shops throughout the United States.

The third-party system powering Rishi Tea’s ecommerce website provides a core technical structure, however its default output sometimes falls short in the areas of layout and aesthetics. Rishi Tea approached Molstad Consulting to help optimize the overall user experience and expand the site’s offerings.

Molstad Consulting led discussions to prioritize short term and long term goals, mapped out requirements and implemented numerous custom solutions. Featured additions and enhancements include:

• Online, automatic credit card processing via a gateway
• Ability to process Canada orders
• Electronic gift certificates
• Retail locator search application
• Setup of Google Analytics including advanced ecommerce data tracking, local traffic exclusion and consulting
• Checkout process and customer experience optimization through many modifications and additions (improved navigation, information design, system response, form validation, shipping instructions, email content, and more)
• User account area enhancements
• Security and version upgrades
• Consulting on internet marketing techniques and technologies
• Troubleshooting and squashing of many system bugs

Operating as an exension of Rishi Tea’s internal staff, Molstad Consulting continues to make recommendations and provide services on a flexible, as-needed basis.

The Results
Rishi Tea enjoys improved business intelligence through analytics software, better customer relationships and fewer support calls, lightened internal staff responsibilities, and a clear, prioritized plan for future enhancements and internet marketing efforts.

Ecommerce, Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Analytics, Web Project Management, Web Strategy Consulting Ecommerce, Expert Review, Information Architecture, User Interface Design, Web Project Management

The Challenge
Create a new image befitting a high-end dermatology and skin care product center and allow them to offer and manage their products online.

The Solutions
Affiliated Dermatologists had recently expanded to open an aesthetics division and recognized the need for a quality online presence.

Molstad Consulting interviewed key stakeholders and laid out a plan for re-branding the enterprise and mapped out their site architecture and ecommerce strategy.

An elegant logo was designed and select images were matched with custom copywriting resulting in a new main company tagline.

The online branding has now been adopted throughout their existing print campaigns.

The site features a Flash branding area on the homepage as well as portal-based layout that highlights the company’s extensive service and product offerings. The Skin & Laser Center’s online store is adminstrated by its internal staff which uses a customized, dynamic ecommerce content management system. Orders are fully managed through to fulfillment and summarized via robust reporting options. Product details, photos and even entire brands can be easily and instantly added or modified.

With the staff in complete control of the site’s content for both products and services, the Skin & Laser Center enjoys both a visual and technical advantage in their local market and beyond.

The Response
“Molstad Consulting makes website development a process that truly works for your business. They are timely, organized and professional. They listen to the needs of the business and customer to develop a website that is uniquely your own and exceeds your expectations. Molstad Consulting is a great company to work with and they continue to communicate and serve us throughout the learning process of our website services.”
- Linda Gaertner, Manager

Ecommerce, Flash, Information Architecture, Molstad Consulting Case Studies, Web Development, Web Graphic Design, Web Project Management, Web Strategy Consulting Ecommerce, Information Architecture, User Interface Design, Web Development, Web Graphic Design, Web Project Management

The Challenge
Create a new website presence that is worthy of the level of quality the Lynn Duncan name stands for. The company needed a soothing and beautiful design that was also easy to navigate.

The Solutions
An elegant new logo was designed that helped to guide the rest of the look and feel. A Flash intro was created that allows users access to all major areas of the site without forcing them to wait for the animation to finish. To give the homepage an element of motion, a Flash module was incorporated that gently progresses randomly through a directory of images.

Each page in the site features a different randomly displaying testimonial, keeping the content fresh and showcasing Lynn’s glowing customer, student and physician responses.

Lynn’s extensive photo gallery was overhauled to increase visual appeal and ease of navigation and is introduced by a Flash presentation of featured case studies. The site also features a contact form which is seeing many submissions weekly both from prospective customers and students as well as a “Share This Site” form allowing users to spread the word about Lynn’s top-notch services and training.

Many new pages were added to the scalable architecture. In particular, training pages were created allowing Lynn to promote her classes that are becoming increasingly popular.

The Response
“Brian Molstad has proven to be innovative, bright, conscientious and organized. He took a stressful complex project and transformed it into an aesthetically pleasing website for my business. Brian took charge and sailed us through it together with ease and timeliness.”
- Lynn Duncan, Owner

“I just want to say that I love your website. It is very informative, easy to navigate and the design is pleasing to the eye (just like makeup should be)! It reflects the professional that you are.”
- Kathy, Contact form submission

Flash, Information Architecture, Molstad Consulting Case Studies, Web Development, Web Graphic Design, Web Project Management Flash, Information Architecture, User Interface Design, Web Development, Web Graphic Design, Web Project Management

The Challenge
Completely overhaul and improve the company’s online identity, both graphically and functionally, and enhance the home search experience.

The Solutions
HomeSale Realty’s previous site was quickly becoming too small to contain the content and functionality necessary to represent the fastest growing real estate brokerage in Wisconsin. The property search confused most users and was getting little traffic.

Molstad Consulting conducted a requirements analysis, fully documented the findings and prototypes and led a multi-disciplinary team in designing the new front-end and back-end interfaces.

Public site visitors now enjoy a much more robust and user-friendly property search of the entire Multiple Listing Service and can sign up to be automatically updated via email when properties that match their search criteria become available. A home search can begin right from the homepage by clicking on a county taking the user to a screen to see the number of listings available in each community. From there the search can be narrowed using extensive new search criteria options.

Each property allows a home buyer to view a dynamic notification of open houses, virtual tours and multiple property photos with a unique caption for each. They can also map the property, request a showing (sent directly to the listing agent) or click an agent’s photo or name to jump to that agent’s custom online vanity page.

The back-end automatically downloads all available MLS property data into the system on a nightly basis and allows the staff to manage the brokerage’s available properties, open houses, virtual tours, agent profiles and property update accounts. They enjoy instantaneous updates to the public site which previously had to be run through a separate agency.

Each agent has a separate login to manage their own properties, open houses and profile.

The public site also features an extensive “Newsroom” area giving the media and public easy access to notifications of HomeSale’s many and frequent accomplishments. These include HomeSale’s television commercials featuring Pat “Mr. Miyagi” Morita integrated into a custom-designed Flash video player.

The Response
“Without any extra clicks, the home buyer gets what they’re looking for the instant they land on our homepage.”

- Roy Scholtka, President of HomeSale Realty

Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Project Management Information Architecture, Market Research, User Interface Design, Web Project Management, Wireframes

The Challenge
Create an information space and central task area to bring together five offices, 200 agents, and piles of disparate documentation.

The Solutions
Along with HomeSale Realty’s impressive growth and success has come the challenge of maintaining efficient communication and uniformity of process and documents between multiple offices.

Molstad Consulting interviewed key decision makers, analyzed HomeSale’s methods and business practices and developed a portal-based, scalable information architecture to accommodate widely varied user needs, tasks and access levels.

A Web-based content management system was implemented giving particular staff members instant access to update the content they’re responsible for. With their agents constantly on the go, this content needed to be version-controlled, and immediately accessible. The role of publishing content has been shifted to its creator.

The intranet features a single sign-on gateway to essential real estate forms, listing data sheets, training and marketing materials, as well as their public site administration tool to manage listings, agent profiles, open houses and more.

Truly a company of friends and family, HomeSale wanted to create a closer bond with its community of staff and agents. The intranet helps accomplish this via a central area for discussion, social events and announcements.

The intranet has already taken on a life of its own and has the flexibility to grow in step with the ever-evolving HomeSale organization.

Information Architecture, Molstad Consulting Case Studies, User Interface Design, Web Project Management Information Architecture, Market Research, User Interface Design, Web Development, Web Graphic Design, Web Project Management