Where "Brand" meets "Internet

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Today we will talk about

Web 2.0

Joost LandsheereSweet Lemon

Sweet Lemon

Today we will talk about

Web 2. 0

Sweet Lemon

Today we will talk about

Web 2. 0

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Today we will talk about

Web 2 0

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What is Web 2.0

User Participation User Generated Content User Centric Design (social) Networking Rich Internet Application A never ending story ...

} USER EXPERIENCE

source: Mike Wesch

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What is User Experience

CONTEXT

USERS

text

videosound

informative

interactive news

blogs

CONTENT

user generated content

audio

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What is an “experience”

sensation

interactionproductservice

event

through all of our sensesover time

physical & cognitive

EXPERIENCE

source: Nathan Shedroff

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source: Natalie Dee

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Internet as Platform

Content Commerce Community Context

Web = VS + 4C’s + P

Personalization Vertical Search

}

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So ?

source: Natalie Dee

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Where ‘Internet’ meets ‘Brand’

Content Commerce Community Context

= INTERNET

= BRAND

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and become ‘one experience’

INTERNET BRANDEXPERIENCE

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The fun can start ...

source: Natalie Dee

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How to build a website ...

that supports my brand ?

that communicates the right message ?

that can reach the right people ?

that activates interaction with the brand ?

that detects new prospects ?

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And the story never ends ...

maintenance

updates

evolution

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The answer is

a good story

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What’s the scope ?

Do we want to inform ?

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What’s the scope ?

Do we want an experience ?

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What’s the scope ?

Is it a campaign ?

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What’s the scope ?

Is it a campaign ?

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What’s the scope ?

Is it the result of a communication strategy ?

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Anyway...

The user needs the experience You need to define the scope

Create a conceptOffer an experience

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Creative Brief

Creative Brief (client) Creative Briefing (interna) Brainstorm Creative Team Review P&K

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Who are we talking to ?

Who are the (main) target groups ?

• Prospects• Clients• Jobs• Brand lovers

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What does our client want ?

Be a luxury brand: experience Present new products Present collections Registrations

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What do our users want ?

What do they want ?

• Information About ? What kind of information ?

• Pre-sales or Post-sales ? Inform before buying a product ? Confirm choice

• Search for dealers• Win ...• Participate

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How do people find you ?

Communication campaigns Search Incoming Links (from other websites) Direct URL Returning visitors Brand reputation

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How ?

Define Content Strategy

• Desk research: Competitors Existing offer online Analysis of existing website statistics or user tracking Research (InSites, Forrester, ...)

• Workshop to define user needs With clients With users: focus groups

• Know-How

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Content overview

List all content items List functionalities

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Information Architecture

Structure the content (user-centric)

• Flowchart: Bottom-up• Navigation scheme

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Landing Page(language Selection)

Homepage News & EventsContact Us Using the Fabrics

Design With our Fabrics

About JDC JDC Agents

Browse by Quality Color picker

References

Results List(color option)

Product Detail (focus production)

Quality Certificate Detail Agent

FormTech Sheet Download

Results List(quality option)Product Detail(focus design)

Request Color Charts

opening text Europe mapName

Address

Email 1

phone

Route

Contact UsAbout JDC JDC AgentsNews & Events

List items

Detail article

Article

References

List items

Reference x

Detail reference

Using the Fabrics

Design With our Fabrics

News & Events

References

Homepage

Download document

Form

opening text

IA Proposal JDC Website - jan.2008

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Wireframes

Mock-up of homepage with navigation scheme Mock-up of all pages and/or templates

Basis for:• designers• development• copywriting

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Color charts Using our fabrics Design with our fabrics

nl fr en

Subscribe Newsletter

about JDC Contact us JDC Agents

Banner

News & Events

Visual Used to set the corporate Image: the design Focus on results.

JDC is not only selling fabrics, we also stay in touch with the market. And we want to share this with you

List of news & events

Subscribe Newsletter

Name

Company Name

e-mail address

subscribe >

Color Picker preview

Colorpicker

Address information

IA Proposal JDC Website - jan.2008

Send to a colleague

Print

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Content & Web Copy

Long copy• as short as possible

Structure

Essential info in titles & on top

Translations

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Content

Text

Animation

Video

Photo

Audio

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Who ?

New web copy (soon)

Freelance copywriters

Content Producers

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Interface design

Conceptual design

Apply housestyle

Art Direction

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How ?

Homepage + sub pages

After approval: design all pages (based on wireframes)

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Software Architect

Functional Analysis

How are we going to produce it ?• Which techology• Describe functionalities

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Dynamic vs Static

Content changes frequently ? How many languages ?

Dynamic:• Content in database

CMS:• Manage content without technical knowledge• Partly / complete site

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Back-end

Administration Pages to manage content Login with different user roles Database-driven

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Front-end

Interface production:

• html / css

• flash

• hybrid

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Scripting: Front-end & Back-end

ASP Php Open source / closed source CMS

Integration

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Testing

Internal testing & debugging

External testing & debugging: client

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Live

Production server

Live server• Hosting

Maintenance

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Timing

2 to 3 months

more ...

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Budget

depends ...