do(n't) make me think - online fashion marketing
DESCRIPTION
Presentation for BA Fashion Marketing Students at winchester School of Art. Looking at principles of online fashion marketing, the tyranny of usability and a strategic approach to the big questions and changing practices.TRANSCRIPT
Don’t make me think?
Tuesday, 7 February 12
outline
• Usability and accessibility... what does it mean?
• ‘Old’ rules of ‘good’ content... and what do they mean?
• The who, what, where, when and why of web presences
• Looking (not too far) ahead
Tuesday, 7 February 12
Tuesday, 7 February 12
design
Tuesday, 7 February 12
Tuesday, 7 February 12
Tuesday, 7 February 12
• Learnability: How easy is it for users to accomplish basic tasks the first time they encounter the design?
• Efficiency: Once users have learned the design, how quickly can they perform tasks?
• Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency?
• Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors?
• Satisfaction: How pleasant is it to use the design?
• Utility: Does it do what users need?
Tuesday, 7 February 12
• e-commerce
• productivity
• speed
• utility
• lean forward
Assumptions• Learnability: How easy is it for
users to accomplish basic tasks the first time they encounter the design?
• Efficiency: Once users have learned the design, how quickly can they perform tasks?
• Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency?
• Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors?
• Satisfaction: How pleasant is it to use the design?
• Utility: Does it do what users need?
Tuesday, 7 February 12
• Show the company name and/or logo in a reasonable size and noticeable location.
• Include a tag line that explicitly summarises what the site or company does.
• Emphasize what your site does that's valuable from the user's point of view, as well as how you differ from key competitors.
• Emphasize the highest priority tasks so that users have a clear starting point on the homepage.
• Clearly designate one page per site as the official homepage.
• Design the homepage to be clearly different from all the other pages on the site.
Tuesday, 7 February 12
• brand as advert
• utility
• journey
• ‘home’
assumptions• Show the company name and/or logo
in a reasonable size and noticeable location.
• Include a tag line that explicitly summarises what the site or company does.
• Emphasize what your site does that's valuable from the user's point of view, as well as how you differ from key competitors.
• Emphasize the highest priority tasks so that users have a clear starting point on the homepage.
• Clearly designate one page per site as the official homepage.
• Design the homepage to be clearly different from all the other pages on the site.
Tuesday, 7 February 12
Tuesday, 7 February 12
Tuesday, 7 February 12
Tuesday, 7 February 12
• We don’t read pages. We scan them.
• We don’t make optimal choices. We satisfice.
• We don’t figure out how things work.We muddle through.
Tuesday, 7 February 12
• We don’t read pages. We scan them.
• We don’t make optimal choices. We satisfice.
• We don’t figure out how things work. We muddle through.
assumptions
• information
• utility
• speed
• ‘home’
Tuesday, 7 February 12
Tuesday, 7 February 12
content
Tuesday, 7 February 12
Tuesday, 7 February 12
Tuesday, 7 February 12
Tuesday, 7 February 12
words and pictures
• active• positive• specific• avoid monotony• cliches• redundancies• structure and composition• news values
Tuesday, 7 February 12
assumptions
• active• positive• specific• avoid monotony• cliches• redundancies• structure and composition• news values
• utility
• speed
• journey/story
• attention
Tuesday, 7 February 12
... and mine
• V is Voice
• I is for I with a small i
• S is for simple
• I is for improvise
• O is for Open Source
• N is for Narrative
Tuesday, 7 February 12
so...
• Who?
• What?
• Where?
• When?
• Why?
Tuesday, 7 February 12
who...is the user?
Tuesday, 7 February 12
Tuesday, 7 February 12
what...do they do/want to do?
Tuesday, 7 February 12
Tuesday, 7 February 12
where...do they want to do it?
Tuesday, 7 February 12
Tuesday, 7 February 12
when...are they here?
Tuesday, 7 February 12
Tuesday, 7 February 12
why...are they here?
Tuesday, 7 February 12
Tuesday, 7 February 12
web presence(s)
• Brand story
• CRM
• Sales
• Content relationships
• Crowd-sourcing
• Networking
Tuesday, 7 February 12
looking ahead
Tuesday, 7 February 12
the best?http://fashionablymarketing.me/2012/01/style-coalition-
unveils-fashion-2-0-nominees/
Tuesday, 7 February 12
Tuesday, 7 February 12