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