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GardenWorks Site Redesign Creative Brief



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  • 1. Lauren Baier Understanding Contexts for Internet Communications Spring 2008 GardenWorks Site Redesign
  • 2. GardenWorks Site Redesign Table of Contents Pages 1 Project Description 1 2 Audience 2 3 Peers/Competition 3 4 Objectives 4 5 Character Attributes 5 6 Mandatory Inclusions 6 7 Stakeholders 7 Appendices 8-9 i
  • 3. Project Description GardenWorks coordinates with gardeners to make gardens function bet- ter, identify and get resources they need, and be assets to their commu- nity (i.e. allowing the garden to be an informal community center). The existing GardenWorks website needs to be redesigned in order to ac- complish these things. 1
  • 4. Audience Current and potential community gardeners from all areas of expertise in the metro area and beyond. 2
  • 5. Peers/Competition There are community garden websites centered on many different com- munities throughout the country that seem to all have the same amount and type of information at the same level of technology. These are pri- marily non-profit organizations. One in the Twin Cities area is the Dowling Community Garden. “Dowling contains over 175 plots, serving more than 200 gardeners from six cit- ies and 15 neighborhoods in Minneapolis and St. Paul. Dowling School teachers and children garden four of the plots. Dowling gardeners are culturally diverse, of all ages and abilities. There is always a waiting list of gardeners for available space,” 3
  • 6. Objectives At the end of 5 minutes of website browsing a first time visitor to should be able to find a community garden near him/her by locating his/her home and the nearest garden using a custom Google Map API having completed the task with no more than five menu selections and clicks Upon 20 seconds of the site loading A first time visitor to Should be able to view it in a language that they understand By selecting from a few options of preferred languages At the end of an enjoyable browsing experience A first time visitor or casual reader of Will be able to get further information on a particular subject By signing up for a specialized email list 4
  • 7. Character Attributes Being that the audience covers a huge range, the tone of the site needs to be clearly perceived by all. The information will be presented in way that will be easy for every user to understand. Feelings that the site will invoke will be those of community, education, hard work, and responsibil- ity, also incorporating funkiness, fun, and solidarity. The site will not focus on one aspect of gardening, but on all benefits and how they fit together. 5
  • 8. Mandatory Inclusions Must be able to be viewed and edited in Dreamweaver and be uploaded to replace existing site. 6
  • 9. Stakeholders Client: Kirsten Saylor, Gardenworks Project Team: Lauren Baier, Lance Carroll, Miranda Rensch, Anastasia Suchkov 7
  • 10. Appendix A - Competitive Analysis #Employ Last year's Customers and/or Communication <Gen Organization Mission statement Year founded Products/services offered Major events Strengths Weaknesses Opportunities Threats Features Ease of use Look and Feel Navigation Tone/ mood ees [rev-exp] audience channels used Web> a lot of work with the a huge resource lots of history existing amount of We host a comprehensive community garden fairs, Parade scrolling and Gardening Matters is an organization driven by behind the content, content on a very non- inventory, hold community gardening events gardeners, of large areas community- community gardeners for community organization, not the most increase the large range of profit, we-don't- re-founded as and gardener get-togethers, provide web educators, and Community of text that web, email, voicemail oriented, GardenWorks/ gardeners. Tapping into the resources and good details well designed amount of subjects. have-a- Gardening Matters unknown $2,749,377 resources, and serve as liaison between students of all Gardens, were not requests, snail mail, public nonexistent terrible. supportive, Green Institute expertise of the gardening community, we serve about or user- available Articles, tips, professional- in June 2008 community gardens and the general public, ages in the metro various designed for ads educational, as a central clearinghouse for community services and friendly site. further and links for web-designer the public sector, and business advocating on area leadership readability positive gardening resources in the Twin Cities. events, links information every aspect feel behalf of community gardening. and advocacy could turn off to related and improve of community workshops the user sites design gardening. Dowling contains over 175 plots, serving more than 200 gardeners from six cities and 15 neighborhoods in Minneapolis and St. Paul. Dowling School teachers and children garden four of the plots. Dowling gardeners are lots of great culturally diverse, of all ages and abilities. redesign of historical poor There is always a waiting list of gardeners for visual background # Provide community garden space information top available space. shockingly appearance on site, info Dowling # Build a sense of community urban architecture navigation gardeners, large amount and on many top Community # Promote sustainable gardening practices such farming not the most ruins the can be very earthy, community- Through our web site and newsletter we educators, and of content in information web, email, voicemail events, good navigation Garden/ as organic gardening and on-site composting series, well designed validity and confusing at planty, oriented, all- 1920's unknown $2,592,853 distribute gardening and harvest advice. students of all all areas. architecture requests, snail mail, public insights as to problems Sustainable # Share produce with community organizations garden sale, or user- ease of use times, but historical, knowing, Dowling maintains demonstration gardens ages in the metro Something would give ads what is metnioned in Rescources # Provide a place of beauty for others to enjoy heirloom friendly site. of the HUGE ulimately established stable showcasing organic practices, holds area (lots) for access to a available in quot;ease of usequot; Center # Provide environmental education and plant sale amount of understanda informational events, distributes fact sheets everybody wealth of the garden outreach to Dowling gardeners content there ble and seeds. We are increasing wildlife habitat useful and is through bird and bat housing and native plant information accessibility gardens. matters. Produce is collected during June through September and donated to food shelves and meals programs. 8
  • 11. Appendix B - Semantic Differentials of Current Website 9