do(n't) make me think - online fashion marketing

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


design


• 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?


• 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?


• 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.


• 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.


• 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.


• 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’


content


words and pictures

• active• positive• specific• avoid monotony• cliches• redundancies• structure and composition• news values


assumptions

• active• positive• specific• avoid monotony• cliches• redundancies• structure and composition• news values

• utility

• speed

• journey/story

• attention


... 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


so...

• Who?

• What?

• Where?

• When?

• Why?


who...is the user?


what...do they do/want to do?


where...do they want to do it?


when...are they here?


why...are they here?


web presence(s)

• Brand story

• CRM

• Sales

• Content relationships

• Crowd-sourcing

• Networking


looking ahead


the best?http://fashionablymarketing.me/2012/01/style-coalition-

unveils-fashion-2-0-nominees/


http://fashionablymarketing.me/2012/01/style-coalition-unveils-fashion-2-0-nominees/




paul caplan@theinternationale

[email protected]/theinternationale


mailto:[email protected]

mailto:[email protected]

do(n't) make me think - online fashion marketing

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