Project BriefCompetitive Analysis

PersonaSitemap

fourmost accessories

Sarah Kim / VMD 152 / Project 1

PRE-PRODUCTION PACKETfor a potential accessories wesbite

Project Brief

PROJECT TIMELINE:(Gantter Timeline)

(2/15/16 - 4/18/16) part 1 Design & Approval(4 - 12w) (3/25/16 - 6/13/16) part 2

Content Wrting & Assembly(5 - 12w) (5/17/16 - 7/15/16) part 3

Development & Programming(2 - 6w)

(7/15/16 - 8/15/16) part 4 Testing & Review(2 - 6w) (8/15/16 - 8/19/16) part 5

Launch (1d - 2w)

(8/19/16 onwards) part 6Maintenance

PART 1. Design & Approval, includes wireframe (4-12 weeks)PART 2: Content Writing & Assembly (5-15 weeks, overlaps with PART 1)PART 3: Development & Programming (6-12 weeks, overlaps with PART 2)PART 4: Testing & Review (2-6 weeks)PART 5: Launch (1 day - 2 weeks)PART 6: Maintenance (Ongoing, after launch)

Project Brief (continued)

VISUAL PERSONALITY:

Young Elementary School Art Teacher who buys handmade accessories because each piece is unique. A minimal site that makes it easy for her to purchase the product with a short but descriptive “about” page appeals to her most.

TARGET AUDIENCE:

Young women, perhaps specifically professionals who have studied liberal or creative arts in college, ages 20-30 who appreciate cutesy handmade accessories. They frequently browse sites like Etsy and ArtFire.

COMPETING SITES:

• Dinosaur Designs (sells housewares and jewelry)• Leif (sells housewares, jewelry, greeting cards, kids products)• Mignon (sells housewares, beauty products, accessories, gift

boxes, and stationery)

Project Brief (continued)

SITE GOALS:

• Simple navigation, easy for customer to browse through products

• Have a small online market for better exposure for handmade accessories

• Have regular visitors

SITE CONTENT:

• Shopping Cart• User Login• About & Contact• Scarves• Hats

• Sale Items• New Items• Jewelry (Necklaces,

Rings, Bracelets, Earrings)

SITE FEATURES:

• Image Galleries• Responsive Site for Mobile• Search Function• Ecommerce functions (shopping cart, online

monetary transactions)• Social Media Integration (Instagram, Pinterest)• Contact Form• User / Customer accounts• Site Analytics

GOAL MEASUREMENT:

• Site Visits per month• Sales per month• Customer Reviews

Competitive Analysis

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DESKTOP MOBILE

Dinosaur Designshttp://www.dinosaurdesigns.com/

Liefhttp://www.leifshop.com/

Mignonhttp://www.mignon-shop.com/

CONTENT

New Products

Collections

Sale Items

About & Contact

TECHNICAL

Shopping Cart

Responsive on Mobile

Member Login

Soc Media Integration

LOOK & FEEL

Multiple Nav. Menus

Minimal

Aesthetically Cohesive

Targets Age Group

Competitive Analysis (continued)

DINOSAUR

• “Account” & “Login” have the exact same content

• “Login” page has a separate “subscribe” box underneath; confusing, could be changed to a check box in the “new account”

• “The Designers” = About, and the description is lengthy

• FB icon has no hyperlink

• Looks to be targeting a more mature group than Leif and Mignon

LEIF

• Navigation Bar is good in Desktop Mode

• I would prefer “New” to be the first list on the Nav Bar

• Didn’t realize landing pg image was one image and one link

• “Login” layout is simple, gives simple checkbox option for new members

• Soc Media Links do not open in new tab

• Target age group is probably 20-30, and also maybe includes older teens

MIGNON

• Vertical Navigation Bar

• Each slideshow image on the landing page links to organized categories of content/products

• “Shipping+Returns” is helpful

• Seems to be same demographic as Leif

Persona

GENDER & AGE ...................................................... 22 y/o Female

EDUCATION ......................................................... BA in Studio Art

OCCUPATION ................................Elementary School Art Teacher

INCOME ................................................................... $43,000/year

RESIDENCE .............................................................. Oakland, CA

DEFINING ADJECTIVES ....... Creative, Quirky, Outgoing, Nurturing

PERSONAL PROFILE

Esther loves seeing her kids express themselves through arts and crafts activities. During her free time, she draws with her friends in the park, or sits in cafes to look over student work or browse the web for class project inspirations.

When this non-materialistic teacher makes the occasional purchase, she favors local handmade products. She especially loves uniquely repurposed materials. She often receives compliments on her one-of-a-kind accessories by her students’ parents.

SITE APPEAL

• Site easy to navigate

• Minimal, product focused

• Allnecessaryinfofitsontoonepage(little to no scrolling)

• Site has customer registration so loyal customers can shop easily

• Site has a shopping cart so she can buy all of her products at once

POTENTIAL FRUSTRATIONS

• Customer Service/Returns is not easytofindonthesite

• Misleading hyperlinked images on the landing page leads to unexpected product category

• More than one main navigation bar gives Esther information overload

CONCLUSIONS

A simple and easy-to-use shopping site is ideal for Esther. She is interested in knowing about the artisan behind the work and her process and materials. If she likes the product enough, she will buy it, and trusts that the purchase process will be smooth.

TECHNICAL PROFILE

• Macbook• Web browsing for mostly work

DEVICE USE

• Instagram for showing off children’s artwork• Uses Google Maps often• Occasionally forwards interesting pictures/

sites to co-workers

Sitemap

Homepage will feature a logo and tagline, a slideshow, which effectively showcases featured products

Just like the competing sites, this website will have a shopping cart in the upper-left hand corner of every page on the website, as well as a user log-in Shipping & Returns can

be in the Contact page