Research • Know what you are designing for!
Dec 13, 2015
Research
• Know what you are designing for!
Research Answers ???sResearch Provides Answers to the Unknowns
Knowing the Brand’s Customer Demographic wants and needs are valuable in:
Selecting the type of content/features (scope) goes on the website
Organization of large information blocks and screen layout the content (information architecture) and designing interactivity of the project website (user experience)
Design Concerns
Why should a Client Business care about design concerns?
Great design reinforces Brand
Great design encourages customer loyalty - creates a long term relationship with the Brand
Great design makes it easy for people to use the website
Business Concerns
Where does this get a designer?
Designers are interested in what a final design LOOKS like
But a good looking website also HAS TO FUNCTION in the way a specific audience is expecting or they will never use it
If Customers don’t use a Business’s website it is the same as a Customer not entering a Business’s on-ground store
Branding
The Identity of a Business
What DETERIORATES A WEB BRAND PRESENCE?
Long confusing URL addresses
Poor usability design (NOT EASY TO USE)
Stale content
Inconsistent branding on the site
Failure to meet consumer expectations - not adding value
Failing to understand web media structure and dynamics
Failure to provide a way for customers to interact with company
Failure of company to respond to web customers in timely way
What ENHANCEs A WEB BRAND PRESENCE?Well organized content that makes services easy to find
Value-added services tailored web media
Integrating web brand message with on-ground brand
Creating a community and relationship around brand
Clearly labeled link navigation that leads users to where they want to go - make the site “sticky”
Appealing visual design to engage the user in first impressions and makes them feel attached to the brand
BRANDING VS BRAND IDENTITY
Branding: a set of ideas, qualities and attributes promised and delivered in a persons experience with the company - its about how it makes you “feel”
Qualities inform the way a Brand presents itself and conducts business with it’s publics & stakeholders - must be clear and well stated.
Brand Identity: visual expression that reflect its’ qualities through symbol (logo), typography and layout
Effective Brand Identity Must:• MEMORABLE
• APPROPRIATE & HAVE ENDURING VALUE
• IMMEDIATELY RECOGNIZABLE
• PROVIDE A CLEAR CONSISTENT COMPANY IMAGE
• COMMUNICATE A COMPANY’S PERSONALITY
• BE LEGALLY PROTECTABLE
• WORK WELL AT VARIOUS SIZES
• WORK IN BLACK & WHITE AS WELL AS COLOR
• WORK WELL ACROSS VARIOUS MEDIA
Kinds of Brand Identity Marks
Letterform Mark
Logotype or Word Mark
Abstract or Symbolic Mark
Non-representational Mark
Combination Mark
Letter Marks
Initials
Typography carefully selected to communicate a personality that matches the company image of itself
Logotype
The entire company name
Commonly used for new companies
Can be sustained for centuries with effective marketing strategy
Abstract/Symbol Mark
A “Symbol” is something that represents something else - usually a visual image and an idea
Culture & their institutions establish meaning of SYMBOLS
A corporate identity mark is a simplified image that SYMBOLIZES a complex organization
Non-Representational Marks
Ideographs
Use of geometric lines & shapes: inorganic to represent an idea rather than an image
Combination Marks
Combinations of the previous described letter marks
LogosWhen designing - be sure their shape “Reads” on the web as well as print
Color: Brand Expression of Emotion
Color triggers an emotion & evokes an immediate brand association
Colors need to be chosen carefully - to build brand awareness as well as express the difference between brand products
Typography: Brand Expression of PersonalityType has a VOICE - expresses a personality central to logo design
Must support the brand strategy & information hierarchy
Typography choice avoids fads and trends
Selected typeface must be flexible & provide a wide range of expression.
READABILITY & LEGIBILITY are the KEY selection drivers
StrategizeKnow the Purpose & Goals for Project
STRATEGY: Define website purpose & goals
Without definition the designer doesn’t know the PERIMETERS to design for.
Without definition the finished web site will not reflect the client’s VISION.
Without definition a finished web site will not meet BUDGET.
Purpose StatementA summary of the website - bottom line statement for the busy CEO about his Brand’s focus on the website.
Communicates uniqueness of the website - value to the company - relationship to the user for: Client, Marketing & Design team, Technical staff
Assists marketing & design team with clear focus on the company’s mission & brand direction
Assists technical staff in understanding focus of company - creates functional tool for users and stakeholders
Captures top level management’s attention in 3 seconds - engage them to look further at the Proposal details:
Web Site GoalsWeb Site FeaturesUser Impact & Relationship to BrandWebsite Scope & StructureWireframes & Visual Design
Purpose Statement
A good Purpose Statement is short, to the point & specific.
Purpose Statement includes the following components:
The Brand Statement
What the website does
Why it is unique - especially to users
What it can do for the business
Website Purpose Statement
EnergyUP.com provides nutrition/fitness/weight advice and tracker to Inquisitive users in an Educational and Expert way to help them feel Empowered and reduce Health Costs.
BRAND STATEMENT
EnergyUP.com provides nutrition/fitness/weight advice and tracker to Inquisitive users in an Educational and Expert way to help them feel Empowered and reduce Health Costs.
The EnergyUP.com website offers nutrition, fitness & weight loss programs that uses interactive tools, support and advice to help members make lifestyle changes.
WHAT WEBSITE DOES
Website Purpose Statement
EnergyUP.com provides nutrition/fitness/weight advice and tracker to Inquisitive users in an Educational and Expert way to help them feel Empowered and reduce Health Costs.
The EnergyUP.com website offers nutrition, fitness & weight loss programs that uses interactive tools, support and advice to help members make lifestyle changes.
EnergyUP.com provides users a personal space to make their own fitness and nutrition goals with their own timeline for personal target results. The site gives recommendations and creates a personalized plan with support from experts and other registered users. Social networking features such as member pages, user team challenges and blogs.
WHY IT IS UNIQUE
Website Purpose Statement
EnergyUP.com provides nutrition/fitness/weight advice and tracker to Inquisitive users in an Educational and Expert way to help them feel Empowered and reduce Health Costs.
The EnergyUP.com website offers nutrition, fitness & weight loss programs that uses interactive tools, support and advice to help members make lifestyle changes.
EnergyUP.com provides users a personal space to make their own fitness and nutrition goals with their own timeline for personal target results. The site gives recommendations and creates a personalized plan with support from experts and other registered users. Social networking features such as member pages, user team challenges and blogs.
EnergyUP.com revenue is based on loyal user traffic to company products from apparel & fitness DVDs to gift certificates. Another stream of revenue is sponsor advertising.
WHAT IT CAN DOFOR THE BUSINESS
Website Purpose Statement
Goals
PREVENT “FEATURE CREEP” - Create specific business goals to concentrate the business financial resources for the best ROI - Return on Investment.
Website goals must have measurable outcomes that fit in a time period.
In this case you will brainstorm 3 business areas: revenue generation, operational efficiency & brand awareness.
CLIENTS ARE FAMOUS FOR WANTING EVERYTHING ON THEIR WEBSITES WITHOUT UNDERSTANDING THE TIME & EXPERTISE IT TAKES TO CREATE THEIR CONTENT & DYNAMIC FEATURES.
Business Goal Rate SystemTimeline “Term” column:
Short term (S): can accomplish in 3 months
Mid-term (M): can accomplish in 1 year
Long term (L): can accomplish in 3-5 years)
Goal column: description of possible goals to be considered for the business website
Goal Desirability column: rate between 1-10 (10 is the highest value)
Goal Obtainability column:rate between 1-10 (10 is the highest value)
Total column: obtained by adding numbers in desirability and obtainability columns which gives the final rating for the feature concept under consideration
Increase Impact On Business Bottom Line
(Revenue, Donations, Profit)
Term Goal Description Desirability Obtainability Total
SSponsor Advertising and Partnerships for Discounts on Product and Services
10 10 20
SMarket EnergyUP fitness & health products
10 8 18
SIncrease EnergyUP membership by 20% the first year
10 10 20
M Market EnergyUP personal trainer clubs 10 6 16
L Market EnergyUP teen camps 8 6 14
Operation Efficiency (Easy Info Access, Effective Business Process with Sponsors, Improve P2P connections)
Term Goal Description Desirability Obtainability Total
SEnergyUP.com mobile presence to highlight special promotions during peak summer months
10 10 20
SPersonal fitness trainers expert advice to lose weight and plan healthy meals
5 6 11
S Create secure member account services 10 10 20
LProvide members with expert advice and information on health related topics
10 4 14
MEstablish EnergyUP online store to purchase EnergyUp products
10 10 20
Brand Awareness (Raise Market Share through word of mouth, useful information on website, promotions, friend sharing, group challenges, charity events, etc.)
Term Goal Description Desirability Obtainability Total
SEstablish social networking community for members
10 10 20
SIncrease Brand loyalty by 10% in the first 6 months.
10 10 20
LMember Rewards system with participating partners
8 6 14
SProvide new members with incentives to earn points toward healthy lifestyle goals
5 8 13
MPartner EnergyUP with corporate promotions to employees to increase healthy lifestyle.
10 10 20
SProvide current members with ways to include friends in the EnergyUP experience.
10 8 18