• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)
 

MCAD 2009 - Future of Advertising: session #05 recap (Feb 23)

on

  • 1,973 views

Here's an edited recap of my in-class presentation for the fifth session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). This week we continued a ...

Here's an edited recap of my in-class presentation for the fifth session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). This week we continued a series of Building Blocks sessions--this time focusing on websites and the role they can play in marketing. Big thanks to Jamey Erickson from Sevnthsin and TJ Shaffer from Popular Front for coming by and talking about how they approach website design. Please note the Creative Commons license. Thanks. Jamey Erickson's slides embedded within this presentation are copyrighted to Jamey Erickson.

Statistics

Views

Total Views
1,973
Views on SlideShare
1,963
Embed Views
10

Actions

Likes
6
Downloads
0
Comments
0

3 Embeds 10

http://usefullunacy.typepad.com 8
http://static.slideshare.net 1
http://www.timbrunelle.com 1

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    MCAD 2009 - Future of Advertising: session #05 recap (Feb 23) MCAD 2009 - Future of Advertising: session #05 recap (Feb 23) Presentation Transcript

    • The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #05 BUILDING BLOCKS: WEBSITES Creative Commons Attribution & Non-Commercial License Takashi Murakami “Panda” (2002). Photo by JPellgen via Flickr http://www.flickr.com/photos/jpellgen/2869482426/sizes/l/
    • Today: 1. Assignment #1 presentations 2. Guest speaker: Jamey Erickson Sevnthsin BREAK 3. Websites overview BREAK 4. Guest speaker: TJ Shaffer Popular Front 5. Next steps
    • Assignment #1 “Rethink your current portfolio and put it entirely online.” DUE: Monday, February 23 + Use at least two of any tool/system you want (flickr, YouTube, Extendr, Tumblr, etc.) + Include name, title, bio, contact info, tags, descriptions, links. (Spell check!) + Customize as you see fit + Have a friend click through it for you + Be “Always in beta”
    • Assignment #1—Presentations Five minutes per person 1. Which tools/systems did you employ? 2. Brief tour of everything (top line) 3. One specific example + Description + Tags + Links 4. What did you learn?
    • Website Design Guest speaker: Jamey Erickson http://sevnthsin.com
    • MCAD PRESENTATION 02.23.2009
    • WHERE’D HE COME FROM? MCAD PRESENTATION Mantorville, MN St. Paul, MN 2 WWW.SEVNTHSIN.COM PH: 612.236.1746 EM: YO@SEVNTHSIN.COM
    • WHERE’S HE NOW? MCAD PRESENTATION 3 WWW.SEVNTHSIN.COM PH: 612.236.1746 EM: YO@SEVNTHSIN.COM
    • SEVNTHSIN APPROACH MCAD PRESENTATION HOW WE DO! The Sevnthsin Process can be summed up in one simple word. FLEXABILITY (With SOME structure, that is...) We have a loose process that each project flows through based on its needs throughout the project. Not every project needs every component of this process, some projects require additional components we add as we go. 1. CLIENT RESEARCH -Live/Learn/Love 2. GOAL/OBJECTIVE DEFINING -Finding Purpose 3. SCOPING/TIMING -What and by When? 4. BRAINSTORMING/CONCEPTING -Idea Generating 5. IA/UX DEVELOPMENT -What’s my Content and How’s it Work? 6. DESIGN PROCESS -Making it Pretty 8. DEVELOPMENT PROCESS -Making it Work 9. TESTING/DE-BUGGING -Nothing Broken? 10. LAUNCH -Let’s Party! 4 WWW.SEVNTHSIN.COM PH: 612.236.1746 EM: YO@SEVNTHSIN.COM
    • WHAT’S JAMEY DO? MCAD PRESENTATION WHERE DID MY DAY GO? As the Founder of Sevnthsin, I wear many hats. My primary roles are OWNER & CREATIVE DIRECTOR (Being and ‘Owner’ is definitely a full time job) My day often brings lots of different tasks/challeneges. Here’s a general breakdown of my day: 7:00-9:00am OWNER CATCHUP TIME -Estimates/Proposals/Returning Emails from the night before 9:00-10:00am TEAM MEETINGS/DAILY KICKOFFS -Doesn’t happen every day, but most days there’s some sort of “what’re we doing today” chat or meeting depending on what day of the week it is. 10:00am-3:00pm DAILY WORKFLOW -This is when I work on whatever the day requires. It may be concepting meetings, it may be IA/UX Development, it may be presentations with a client, it may be New Business related tasks. 3:00-4:00pm BI-WEEKLY CREATIVE REVIEWS -Reserved time, twice a week for “Creative Reviews.” Anything that needs to be run past me in either the design or development phase gets run through this meeting. 4:00-7:00pm ESTIAMTES/PROPOSALS/NEW BUSINESS RESEARCH -The last part of my day is devoted to new business research, estimate and proposal writing. This typically gets wrapped up the following morning for AM send out. 5 WWW.SEVNTHSIN.COM PH: 612.236.1746 EM: YO@SEVNTHSIN.COM
    • WHAT’RE WE DOING? MCAD PRESENTATION A LITTLE BIT OF WORK BY SEVNTHSIN POS - NEVER BETTER ATMOSPHERE - YOU’RE SO UGLY http://rhymesayers.com/neverbetter http://youresougly.com OUR MESSAGE OF HOPE RED SHOE CLOTHING http://ourmessageofhope.com http://redshoeclothing.com TARGET - FACEBOOK - BACK TO COLLEGE TARGET - BOWIE BY DUFFTY http://targetfacebook.com/200807 http://archive.sevnthsin.com/target/bowie 6 WWW.SEVNTHSIN.COM PH: 612.236.1746 EM: YO@SEVNTHSIN.COM
    • Major building blocks: Websites Some issues for the creative person to consider before starting work... 1. Types (i.e. What are we building?) + Corporate + Product/Service-specific (i.e. Marketing) + e-Commerce + Community 2. Audiences & Goals 3. Process/Production
    • Major building blocks: Websites 1. Types + Corporate + Product/Service-specific (i.e. Marketing campaign) + e-Commerce + Community
    • Major building blocks: Websites 1. Types + Corporate Insight: Today, a corporate site can take almost any form, and often acts as a portal to other kinds of sites.
    • *You might consider this a prototypical “corporate” website.
    • *But this is a “corporate” site, too—it’s got a different audience + goals.
    • *This is a corporate site as well.
    • *So is this one.
    • *And this one. “Corporate” sites take many forms.
    • Major building blocks: Websites 1. Types + Corporate + Product/Service-specific (i.e. Marketing campaign) Insight: These days, “campaign” sites often exist within a corporate portal, which requires thinking how specific content connects (or doesn’t) with corporate and/or e-commerce content.
    • *Note how the Nike+ “campaign” site fits inside the Nike corporate portal.
    • *Or this Routan marketing concept fits inside vw.com.
    • *This isn’t just a section for one product, it’s literally another portal.
    • *But sometimes clients, products or situations require a standalone site.
    • Major building blocks: Websites 1. Types + Corporate + Product/Service-specific (i.e. Marketing campaign) + e-Commerce Insight: Is it integrated with the rest of the brand site(s)? Oftentimes, different technical requirements for e-comm force different design solutions.
    • *(Case in point.)
    • *Note how consistent the design details are here, from “corporate” to e-comm.
    • *And in some cases, e-commerce is the definition of a corporate site.
    • *Ditto.
    • *Ditto, part 2.
    • Major building blocks: Websites 1. Types + Corporate + Product/Service-specific (i.e. Marketing campaign) + e-Commerce + Community Insight: This is the new area, from a marketing perspective. How do you create and integrate community with corporate, e-commerce and specific marketing objectives?
    • *So these represent the standard definitions of “community” websites.
    • *But this is a community as well (as an e-commerce, corporate portal).
    • *Here’s another kind of community, tucked away inside a corporate site.
    • *Retailers like Zappos are quite keen on community.
    • *Here’s a quintessential marketing campaign site based on community.
    • Major building blocks: Websites 1. Types The lesson here is ask, “What kind of site are thinking of building?” What’s its purpose? What kinds of content, functionality, technology and integration should we be concerned about incorporating—and how will these factors influence architecture, design, copywriting and development?
    • Major building blocks: Websites 2. Audiences & Goals
    • Major building blocks: Websites 2. Audiences & Goals It starts with pretty basic questions... Who are we building this site for? What else do they do online? When? How? What do we want them to accomplish? What might they want to accomplish? How is this site connected to other content? What content+functionality is mandatory? Etc. (Always ask more.)
    • Major building blocks: Websites 3. Process/Production The basic order in building any site... Research+Strategy Architecture Wireframes, Tech Requirements, Content Structure, Connections Design+Content Development Coding/Development Quality Assurance (QA) Launch Optimization+Maintenance
    • Major building blocks: Websites 3. Process/Production The basic order in building any site... Research+Strategy Architecture Wireframes, Tech Requirements, Content Structure, Connections Design+Content Development (Here’s an example from a client project I worked on.)
    • *Here’s the site schematic we developed to clarify our goals.
    • *Here’s a wireframe outlining all the content required on the home page.
    • *And a wireframe for a deep page in the site. Think of this as a list of ingredients, not as a layout—it’s a checklist to help you design accordingly.
    • *This was initial design direction #1.
    • *This was initial design direction #2. (The figure represents employees filmed on green screen, introducing various topics throughout the site.)
    • *This is what is currently live. (The site launched two years ago; with the green screen employee videos. )
    • Major building blocks: Websites 3. Process/Production The basic order in building any site... Research+Strategy Architecture Wireframes, Tech Requirements, Content Structure, Connections Design+Content Development Coding/Development Quality Assurance (QA)
    • “ 5. Technical Considerations | Site Compatibility This site will be developed using a mixture of technologies including PHP, HTML and Javascript. The site will be optimized to work on the following operating systems and browser platforms: _ Windows XP, Vista _ Mac OS 10.4+ _ IE 7 on Windows _ Firefox 2.x on Windows _ Firefox 2.x on Mac _ Safari (latest) on Mac _ Flash 8+ Windows and Mac _ Standards-compliant xHTML, CSS2 and JavaScript ” Screen resolution will be 1024 x 768 px. *Here’s an example of a production spec that we’d test against in QA.
    • Major building blocks: Websites 3. Process/Production The basic order in building any site... Research+Strategy Architecture Wireframes, Tech Requirements, Content Structure, Connections Design+Content Development Coding/Development Quality Assurance (QA) Launch Optimization+Maintenance
    • Website Design Guest speaker: TJ Shaffer http://popularfront.com
    • Monday, March 2: “Social media—The Conversation Economy” The new building blocks? 1. Guest speaker: Paul Isakson, Space150 2. Guest speaker: Jim Cuene, General Mills usefullunacy.typepad.com tim_brunelle@mcad.edu
    • Thank you. Creative Commons Attribution & Non-Commercial License