1. JOMC 712 – Jennifer Graham
Saveur: Deliverables - Part 1
http://www.saveur.com/
Section 1: Mission + Goals
To review the current state of the site and note any features or sections that need improving as well as noting what is
Overview currently working for the site and building upon them in the re-design while maintaining consistency between the
printed version of the magazine and the site.
The primary goal is to better organize the site in order to make it more functional for the current users/readers.
Secondary goals would be to enhance the design and navigation to better facilitate the users' experience and hopefully,
Purpose + Secondary Goals somehow, draw in more users/readers. Also , making sure that the site is an extension of the printed version of the
magazine and maintaining consistency between the two.
Long term goals include making sure the re-design stands out amongst the competition by designing a site with a
Long-term Goals timelessness that transcends ever-changing design trends while ultimately increasing user flow/readership.
The web version of the printed magazine will allow for interaction between the readers and the site (as well as non-
readers of the magazine to become familiar with the site/zine). The site will allow readers to save and print recipes at
Web Presence their discretion and share recipes with other readers. The site will allow readers to take what they want from the
magazine from the various sections.
Section 2: Client's Vision
Of the many magazines and sites dedicated to food and cooking (including Cooking Light, Epicurious, bon appétit,
Saveur vs. Competition Taunton's Fine Cooking and Intermezzo) the most similar to Saveur appears to be Gourmet magazine.
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2. JOMC 712 – Jennifer Graham
Homepage: navigation, organization and layout and design. There is a clear hierarchy across the top of the page with
the utilization of the drop-down navigation bar. The organization of the site is well done as well making it easy for
the user to navigate and retrieve the information they are interested in. The layout and design is another strong point
Successes on this site reflecting a classic sophistication that represents the target audience; and offers striking visuals and
photography. As well as offering abundant content online featuring various topics besides cooking and recipes like
travel, culture and wine, the site also offers free membership services creating an interactive experience for the user to
save/retrieve recipes and chat with other members.
If the re-design incorporates a lot of the current design elements already in place, the client's goal should be easily
How the New Site Will Succeed met.
Adjectives Sophisticated, tasteful, cultured, well-rounded, lifestyle-oriented
The site currently uses striking visuals that grab the viewer without overwhelming the site so maintaining that element
would be ideal. Including the photos of the various foods/recipes enhances the user experience (many food/recipe
Visual Goals sites do not have this element). Another visual goal is to not overcrowd the pages with content/visuals, apply a 'less is
more' take on the re-design (don't overwhelm/bombard the view with flashy graphics or fill the page with too much
content...good organization/navigation should take care of this).
Section 3: Define the Audience
Adult males and females between the ages of 25-60; mostly college educated professionals with affluent lifestyles
interested in cultural/ethnic cuisines, wine and travel. They prefer high-end products (vehicles, clothing, homewares,
Target Audience etc), shops, and gourmet foods. They enjoy cooking and entertaining, dining out, taking cooking classes, gardening
and home design. They may participate in social clubs, attend church, consider themselves to be more informed and
educated, have better/more refined tastes and more cultured than the average person.
Start at homepage, review any new content/articles. If they are a member of the site, perhaps they will begin by
Typical Tasks Performed on the New Site logging into their member page to add/retrieve favorite recipes or chat with other members.
Will the new site be as functional as the current site or more so? Some of the target audience, particularly the older
sector, might have the feeling 'if it ain't broke...' so unless the site is really improving some functionality they may be
Concerns + Interests of the Target Audience annoyed if they have to come in and re-learn how to use a site they are already comfortable with using in the first
place (even if they did struggle with it early on).
They are interested in the content first and foremost, as well as the easy of use/navigation of the site and the
Why the Target Audience Visit/Return to the Site organization and design of the site. They like the level of interactivity with the site via the member services and
ability to save/retrieve favorite recipes and chat with other members with similar interests.
Section 4: Competitive Analysis
Homepage: navigation, organization and layout and design. There is a clear hierarchy across the top of the page with
Home page the utilization of the drop-down navigation bar. The page loads quickly (using LAN connection). The information
and content is relevant and the user should be able to move through the site fairly easily as is.
When the cursor is over the navigation bar, the section is highlighted in a contrasting color and within the dropdown,
Navigation the selection is highlighted in another contrasting color when the cursor is over the desired section making it clear to
the user where they are and where they are going. The navigation bar appears consistently throughout the site.
The organization of the site is well done as well making it easy for the user to navigate and retrieve the information
Site Organization they are interested in. The navigation and organization facilitates easy of use.
The navigation links are labeled clearly for ease of use. Other links aren't obvious unless the cursor is over them (the
Links + Labels links aren't necessarily screaming 'click me', but an intuitive user comfortable with using the web would quickly figure
it out).
The search function appears in the navigation bar throughout the website allowing the user to access this feature no
Search + Results matter where they are in the site. Searching is easy and results are posted in a list format across several pages if there
are several results.
The site is very readable using a serif font. The font compliments the style of the design nicely. There is a good use
Readability of white space on the page making for better readability. The content is organized in way that facilitates readability.
This site appears to perform well, quick-loading pages, appropriate use of graphics (not too flashy giving the site a
Performance more sophisticated feel).
The content is well suited to the site and readers/users. Even though the magazine is a subscription based zine, there
Content is abundant content on the site for free.
Target Message
Travel through the world of cuisine
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3. JOMC 712 – Jennifer Graham
Name Eric
Name Mary
Age/ Education/Health 30, active and healthy lifestyle, BS degree
Age/ Education/Health 50, active and healthy lifestyle, BS degree
Gender/Family Lifecycle stage Male; single, young adult, with/no kids
Gender/Family Lifecycle stage Female; middle-aged, married, with/married adult kids
Location & housing type Urban condo/townhouse, renter
Location & housing type Suburban single-family home, owner
Occupation Manager
Occupation Administrative
Working class – 38% – Those who lead a “working-class
Social Class
Upper middle class – 12% – Typically careerists, possessing lifestyle” regardless of income, education or job.
Social Class
neither family status nor unusual wealth.
Personality Relaxed, polite, gentleman
Personality Reserved, polite, lady
Attitudes Tasteful, detail-oriented
Attitudes Opts for the best of things (food, clothing, homewares, etc)
Ethnicity/Religion White, Protestant
Ethnicity/Religion White, Protestant Principle-oriented: Thinkers, believers – Place importance on
Status-oriented: Innovators, achievers, strivers, survivors – Lifestyle motivations abstract or idealized criteria rather than feelings, emotions or
Lifestyle motivations Strive for clear social position, place importance on opinions desire for social approval.
of others. Travel, architecture, home design, entertaining, dining out,
Hobbies
Gardening, home decorating, travel, dining out, cooking, music, wine, cooking
Hobbies
entertaining Type of computer user skilled
Type of computer user adept
Type of computer equipment multimedia
Type of computer equipment basic home use Email, communication, file sharing, personal business,
Type of Internet Usage
Type of Internet Usage Email, web browsing, personal business entertainment
User status regular user User status regular user
Usage rate medium user Usage rate heavy user
Loyalty status strong Loyalty status medium
Users want to engage with the site and they want to read about Users want to engage with the site and they want to read about
the newest and best products available and they want quick the newest and best products available and they want quick and
and easy access to buy them. They like to entertain and want to easy access to buy them. They like to entertain and want to feel
feel like they have a leg-up when having guests over because like they have a leg-up when having guests over because they
Usage goals they keep up with the latest and greatest in food and wine. Usage goals keep up with the latest and greatest in food and wine. They want
They want to find and post recipes quickly and easily and to find and post recipes quickly and easily and interact with
interact with other users of the site through the membership other users of the site through the membership service. They
service. They want to navigate the site without feeling lost in want to navigate the site without feeling lost in the various
the various sections. sections.
Usually unstated, these are emotional overtones accompanying Usually unstated, these are emotional overtones accompanying
specific usage goals, which when satisfied cause a product to specific usage goals, which when satisfied cause a product to
resonate with users. While these are most obvious in resonate with users. While these are most obvious in consumer-
consumer-facing products, these can be just as important for facing products, these can be just as important for internal
internal applications. They include: applications. They include:
Learning – Gaining knowledge or mastery
Emotional goals
Learning – Gaining knowledge or mastery Emotional goals
Doing – Engaging in desired action or activity Doing – Engaging in desired action or activity
Believing – Having faith or confidence, in a product, brand, Believing – Having faith or confidence, in a product, brand,
company, cause, etc. company, cause, etc.
Becoming – Personal self-transformation Becoming – Personal self-transformation
Entertaining – Being delighted, charmed, captivated Entertaining – Being delighted, charmed, captivated
Belonging – A sense of connection to a group Belonging – A sense of connection to a group
Mary, her husband and friends all engage and or benefit from Eric is a singular user, but his companions and friends all
Task Context her usage of the site. Mary regularly uses the site and refers to Task Context benefit from his usage of the site. He is a moderate user and
it for special occasions and entertaining. refers to the site for special occasions and entertaining.
Accessibility No issues Accessibility No issues
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4. JOMC 712 – Jennifer Graham
Top Level Level Two Level 3 Link Document Type Notes
Overall well-designed, easy to navigate. The redesign will focus on creating some new
1.0.0 Saveur Magazine http://www.saveur.com/ Top level homepage, html
features on the homepage as well as slightly reorganizing the navigation for a more logical flow
Links to articles and recipes: seeing as one of the main features of the site focuses on
1.1.0 Recipes http://www.saveur.com/food.jsp Landing page, html
providing recipes, the redesign will keep the recipes in a prominent position on the site.
Links to articles and new recipes: new recipes will be more prominently positioned as a feature
1.1.1. New Recipes http://www.saveur.com/food_new_recipes.jsp articles, links
in the site redesign.
Links to recipes and articles about wine and drinks: currently the second stop in the navigation
1.2.0 Wine & Drink http://www.saveur.com/drink.jsp Landing page, html
bar, will be fifth in the redesign as other sections were re-organized in the navigation.
1.2.1 Wine http://www.saveur.com/drink_wine.jsp articles, links Links to articles about wine, wine reviews and a winery directory
Links to other sections and articles in the Technique section: this section is reorganized in the
navigation from third to second - this new organization makes more sense to have the
1.3.0 Technique http://www.saveur.com/technique_tips.jsp Landing page, html technique sections alongside the recipes section (i.e., the user goes from learning how to
prepare the recipes, to the techniques used in preparing the recipes to the kitchen tools and
organization, creating a more logical flow).
1.3.1 Selecting Ingredients http://www.saveur.com/article_listing.jsp?t=510&c=869&l=Selecting%20Ingredients&b=30a articles, links Links to articles about Selecting Ingredients
Links to other sections and articles in the Kitchen section: this section is reorganized in the
1.4.0 Kitchen http://www.saveur.com/kitchen.jsp Landing page, html navigation from fourth to third - this new organization makes more sense to have the kitchen
section alongside the recipes technique section (see technique section for further explanation).
1.4.1 Tools & Appliances http://www.saveur.com/article_listing.jsp?t=496&c=782&l=Tools%20%26%20Appliances&b=29a articles, links Links to articles in the Tools section
1.5.0 Saveur Travels http://www.saveur.com/travel.jsp Landing page, html Links to other sections/regions and articles in the Travel section
Links to articles in the Asia & Pacific section. Within the travel region articles, the user has to
1.5.1 Asia & Pacific http://www.saveur.com/travel_destination.jsp?ID=11290&t=3&p=1 articles, links go back in the browser to gain access to more articles; however there is a lot of un-used space
within the article pages that could be used to link to more articles.
Links to the products sold via the Marketplace as well as access for businesses to register to
1.6.0 Marketplace http://www.saveur.com/market.jsp Landing page, html
see and advertise their products.
1.6.1 Add Your Business to the Saveur Market http://www.saveur.com/market_registration.jsp Form page, html Form for retailers to sign up to sell their products on site via the Marketplace
Links to member sign up/sign in; links to Saveur favorites, member recipes and recent member
1.7.0 Members http://www.saveur.com/members.jsp Landing page, html
recipes and member recipe search
1.7.1 Member Registration http://www.saveur.com/site_registration.jsp Form page, html Membership sign up form and log in
1.8.0 Forums http://forums.saveur.com/ Landing page, html Forums page with links to discussion categories
1.8.1 Blogs http://forums.saveur.com/blogs/ Landing page, html Blog posts and links to recent blog posts
1.9.0 Contests http://www.saveur.com/contests.jsp Landing page, html Links to contests
1.9.1 “Escape to Finger Lakes Wine Country” Contest http://www.saveur.com/contest.jsp?ID=378 Form page, html Form to enter contests with description of contests
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