5. MOBILE vs DESKTOP:
DESKTOP MOBILE
- More information is included as more text and
images can fit on the screen.
- Full website access.
- Can be easier to navigate as less sections are
hidden in a burger menu or dropdown menu.
- Can be easier to use for people with disabilities
when it comes to typing on a keyboard compared
to a phone screen.
- Most people on a computer will search through a
search engine such as Google.
- Less likely to be distracted due to things such as
social media notifications that pop up on mobiles.
- A mobile screen is a lot smaller than a desktop so some
features will be changed to fit the screen. For example,
the navigation bar will be removed and replaced with a
burger menu. Less information is included.
- Can include a click to call function.
- Can open the address in maps for easy directions.
- Clicking the email address could open a draft email.
- Downloadable data may be restricted due to the phone
network.
- People use their phones for other reasons compared to
desktop which affects how they interact with your site.
- Easily portable.
7. WEB STANDARDS
“Web standards are blueprints –or building blocks– of a
consistent and harmonious digitally connected world.”
(W3, 2023)
W3C Standards are the list of guidelines/recommendations that are
recognised internationally as being ‘best practices of web development’
(Oxford Semantic, 2023). The standards look at creating a positive user-
experience by covering all aspects of the web including accessibility,
privacy, security, internationalisation, HTML (Hyper Text Markup Language),
URL (Uniform Resource Locator), content, and language.
It’s important to follow the guidelines if you want your website to be
available and accessible to a wider audience. By not complying to the
standards, users who are disabled, not comfortable with technology and /
or are elderly may not want to use or may not be able to use your website.
The aim is to have a user-friendly website that accommodates the needs of
your users. This includes the users who user assistive technology to navigate
the internet.
8. Accessibility
Aim: To design and create a website for mobile and desktop that is fully accessible to users of all abilities
and meets the needs of my users.
Fonts and Typography:
Different fonts are better for different
situations. To be accessible, the font
shouldn’t have characters that
could be easily mistaken for other
characters. Letters such as I J L A C
G E S can easily be mistaken for
others if written in an inaccessible
font.
Colour:
Use of colour can impact how a
user navigates and interacts with
your site. Some colour
combinations make it difficult to
read text or understand what a
button does.
Captions and Subtitles:
Captions and subtitles are useful
for everybody regardless of ability.
In loud settings, subtitles make it
easier to understand what you
are watching. For some people,
it’s easier to process what they’re
hearing if they can read along as
well.
Labels:
Labels can be used in many
situations. Labelling an image can
help the user understand what
they’re seeing. For people with
visual impairments, labels on
images are important to allow
them to have the same level of
information as someone who has
no impairment.
Headings:
Headings help distinguish the start
of a new section, new article or
product. They draw your eye to
that area and highlight that what
you’re about to read is different to
what you’ve previously been
reading.
Other Considerations:
- Language: is it understandable?
- Layout
- Sizing
- Imagery
- Does your site allow the use of
assistive technology?
- Operable: Can people type
using their voice?
- Perceivable: can the content be
seen and heard?
- Consistency
9. COLOUR PALETTES AND DESIGN PRINCIPLES
Dyslexia and Visual Impairments:
Black text on a white background makes it difficult for those with
dyslexia to read. To be suitable for dyslexics, it’s recommended
that a light background that isn’t white is used with a dark text.
Other considerations include:
- Using a solid colour background
- Avoid using green / red
- Ensure there’s enough contrast between the background and
foreground
Font choice is also important to ensure the user can easily read
your text and understand what they are reading. Fonts such as
Times New Roman, Verdana and Calibri are usually
recommended as they are easy to read and available on most
sites. However, Times New Roman may not be the best decision for some
people with dyslexia as the serif fonts can be more difficult to read due to the
added strokes on each character.
Beyond font choice, there’s other issues such as:
- spacing between lines
-spacingbetweenl e t t e r s
- ALL CAPITAL VS no capitals
- FontSize
To be compliant to WCAG, the recommendation is a ration of 4.5:1
11. AWARENESS CONSIDERATION ACQUISITION SERVICE LOYALTY
USER ACTIONS
- User searches on
Google for a specific
band, concert tickets or
band merchandise.
- User searches for record
subscription services.
- User decides if they want to
become a member.
- User looks at subscription
options.
- User decides what tickets/
product they want to buy.
- User successfully purchases
products / tickets.
- Signs up for subscription.
- Signs up for rewards
account.
- Repeat Purchases.
- Continues with member’s
account.
- Redeems member points /
coupons on multiple orders.
GOALS
&
EXPERIENCES
- To find tickets and/or
specific merchandise.
- To find a subscription
service that is reliable
and affordable.
- Finds artists that they want
to search.
- Finds tickets for a concert
they want to attend.
- Finds subscription plan that’s
suitable for them.
- To have a smooth
transaction without any
issues.
- To purchase valid tickets.
- Have quick delivery after
purchase.
- To feel like a valued
customer by receiving
incentives and perks.
- To receive records each
month that they enjoy and
for a reasonable price.
- To earn enough points to get
discount on products.
- To receive monthly discounts
and exclusive offers.
FEELINGS
&
THOUGHTS
- Customer feels like
they’ve found a website
that potentially sells the
items they’re looking for.
- Customer feels satisfied
that they’ve found an
affordable subscription.
- Customer feels happy that
they’ve found tickets but are
curious if there would be a
price difference.
- Customer has found the
product they want but
wonders what other options
there are i.e., pre-sale or pre-
orders?
- Happy that the transaction
was relatively easy, and the
items were available to buy.
- Unhappy that their
preferred payment was
unavailable.
- The customer is happy
with the mystery selection
as it’s still tailored to their
interests.
- Customer is happy they can
get discounts just for being a
member.
- Customer feels happy
because they’ve got exclusive
perks.
PAIN POINTS
- Had to search through
many results on Google
to find Anthem Apparel.
- Couldn’t find the artist
that they were looking
for.
- Tickets have sold out for a
particular event so they
aren’t able to continue with
transaction.
- Merch is unavailable in their
size.
- Had to use a different card
than they’d have preferred.
- International shipping costs
more than UK shipping.
- Customers find
cancelling the subscription
service more difficult than
it should be.
- Customers can’t view the
points they’ve acquired.
- The benefits don’t change
long-term for customers so
there’s no new incentives to
stay.
OPPORTUNITIES
- Add more artists to the
site, expand product
selection.
- Change ‘Top Bands’
each month so new
artists have the ticket
options.
- Allow pre-order for new
merchandise coming out.
- Collaborate with ticket
company to allow presale
access through the website.
- Notify customer when the
item they want is in stock.
- Have more payment
options such as Klarna and
AMEX.
- As a member, the customer
could get cheaper shipping
or pay a certain amount for
free shipping for a year.
- Create a page showing
available points, vouchers
and rewards.
- Make the ‘cancel’
button and all information
regarding the service is
clear.
- Have a tiered membership so
long-term members can get
different perks and benefits.
- Allow members to choose
what reward their points are
worth i.e., they can choose
between a discount or free
item.
12. FLOW DESIGN:
Sign In
Sign up
Click on
log in
button
Clicks
Navigation
Bar
Home
Subscription
About
Us
All
Products
Apparel
Points
Artists
Become
A
Member
Music
Band
Merch
New In
SALE
Pick
A
Plan
Add
To
Cart
Checkout
Choose
A
Product
Select
Tickets
Filter
Products
Add
To
Cart
Add
To
Cart
13. SEO:
BAD SEO:
- Tagging words unrelated to your website.
- Not matching what your customer is searching
for.
- Using jargon or complicated words that
wouldn’t be used by your customer.
- Having a slow website that is not user-friendly.
- Not enough backlinks
SEO (Search Engine Optimisation) is what determines where your website shows up when customers
search on Google. Improving your SEO will help increase your website’s visibility across different search
engines. 53% of traffic on a website is generated by organic searches (Bright Edge Research, 2023)
There are 3 types of SEO; technical, on-site and off-site. On-Site SEO is the type of SEO that you have the
most control over as it refers to the anything you create on your website.
To optimize your webpage and content you should:
- Make sure the content is relevant to your site.
- Include keywords (for example, records, vinyl, band merchandise)
- Is readable and structured well
- Is up to date
14. SEO:
KEYWORDS:
- Music
- Merchandise
- Artists
- Records
- CDs
- Cassettes
- Vinyl
- Tickets
- Clothing
- Musicians
- Band Merchandise
It’s important to have good SEO to ensure my website comes up as a top result when consumers search for
relevant topics. As my website is brand new, I will have to rely on SEO to direct customers to my site to then
create the traffic on my site. To work out my keywords, I looked at what my site sells picked the words used
to describe it. Then, I went on Google Trends to find out what is being searched and how often people are
searching for it.
15. DATA TRACKING:
Using Google Analytics, I would be able to track different events happening on my site. GA4 automatically tracks
certain events when you set up your website on your account such as ‘first visit’ and ‘session time’.
Events I’d Track and Why?
Buy_Tickets This event would include parameters that also track the specific artist, date and venue. I’d track
this event because I’d like to see whether people are using my site to purchase to tickets or just
merchandise. Also, buy tracking the venue and artist I’m able to see which artists are popular and
approximate where my users are located.
Product_BandMerch The parameters for this event would be product type and the artist. The reason for
tracking this event is to show me what products are my best-sellers and which artists are being shopped
compared to others.
16. DATA TRACKING:
Sign_Up vs Sign_In These events would tell me how
many people already have accounts on my site
and how many new users I am gaining. I’d also be
able to see how many people use my site as
guests rather than members. If I included certain
parameters, I could track who signs up through
the button at the top of the page or through the
‘Apparel Points’ page.
I’d want to know how my users are becoming
members because it would show me how the user
is navigating the site. Are they seeing the button
right away? Is it too small so it’s unnoticeable? Are
people reading through the perks of being a
member before deciding if they want to join?
Other Events:
- Abandoned Carts
- Subscriptions
- Mailing Lists
- Desktop vs Mobile
- Location
- Conversions
17. SEGMENTATION:
Demographics:
Available for any income level, education level, employment status, religion and ethnicity.
Age: Whilst the merchandise and tickets are for any age, it is an online store so customers should be over
16 to be able to purchase items. Customers under 16 should have parents purchase on their behalf. Also,
some content may contain bad language such as album titles and song titles that contain swear words
which isn’t suitable for under 16’s.
Gender: Any gender can shop on my site. All the clothing is unisex so there is no set men and women’s
clothing options. This could an option in the future but now it’s just small, medium, large, etc. This means
anyone of any gender can shop freely without feeling restricted to one category.
Location: The site ships internationally so anyone can order. Tickets are restricted to wherever the band is
playing.
Psychographics:
- Likes music, concerts, records, musicians, merchandise.
- People who enjoy live music and buying the merchandise to remember the moment.
Behavioural:
- Supports musicians of all career sizes.
- Shops at places like Impericon, EMP and Band Camp.
- Looks for affordable ticket pricing
19. FILE TYPES:
MP3 MP4 PNG JPEG SVG
- Uses lossy
compression meaning
it produces a smaller
file size but loses some
of its data in the
process.
- Used exclusively for
audio.
- Supported by most
platforms and
devices.
- Can be used for audio,
video and text (such as
subtitles).
- Supported by most
platforms and devices but
relies on codecs.
- The audio and video may
be out of sync due to the
codec compatibility.
- Produces relatively small file
sizes by using lossy
compression.
- Lossless compression means none of
the quality is lost but the image is still
high quality.
- Uses a wider colour palette (16 million
colours precisely).
- Can be slower to load.
- Handles images with transparent and
non-transparent backgrounds.
- Any software can open a PNG file.
- Doesn’t support CMYK so printing
PNG images can be tricky.
- Uses lossy compression: small
size, worse quality.
- Uses RGB and CMYK
colouring.
- Sharp lines in the image may
become fuzzy.
- Quick to load.
- Good for icons, logos and
other two-dimensional
graphics and illustrations.
- Stores text as text rather than
shapes.
- Always maintains its
resolution.
- Not suitable for actual
images.
- Only supported by modern
browsers.
- Small file sizes.
20. File Types:
.webP:
.webp is a format created by Google in order to make loading times faster across the internet. Files in a .webp format
allow for high-quality images but are smaller than files such as PNG and JPEG. When using this file type, you have the
option of lossy or lossless compression, so you have more choice over the quality of your image. According to
developers at Google, lossless WebP images can be 26% smaller than PNGs (Adobe, 2023).
Advantages:
- Fast to load.
- Compatible with various
browsers.
- Choice between lossy and
lossless compression.
- Smaller sizes than available with
PNGs and JPEGs.
- Designed with the internet in
mind.
Disadvantages:
- Not as useful if you’re
wanting to print images.
- Older browsers might
not support .webp
- Any compression
reduces the quality no
matter how little data is
removed.
21. Optimisation:
Most of the issues with my mobile site are to do with the code. As of now, I am not confident with
code so struggled with trying to improve my mobile sites performance. If I was to continue with my
site then I’d like to learn more about coding and JavaScript so I could fix my performance issues.
22. Optimisation:
There is still room for improvement with the
performance of my website but it’s better than my
mobile site. My website scored a 100 for SEO which
shows my website has an effective use of SEO.
The main performance issues include cache and code
problems. In the future, I’d like to fix these problems to
improve the performance further but right now I don’t
know enough about coding to fix it.
I dropped accessibility points for things such as
elements not having accessible names which means
that if read out by a screen reader, the element
wouldn’t have a clear purpose. Again, to fix this I
would have to edit the code.
23. WEB SECURITY: Creating my website on Wix means I’m limited on how
much control I have over the security however, there
are a few things I can do to create a safe and secure
website. Wix allows you to create your own privacy
policy and add a cookie consent banner on your site.
After publishing my site, HTTPS is automatically added to
the front of my web address. HTTPS encrypts data
between the web browser and the website meaning if
the information is intercepted, it won’t be understood
by anyone other than the intended receiver.
Data Privacy:
When collecting data from users, I
should be clear and transparent
about why I’m collecting their data
and what it will be used for. I would
make sure customers could easily find
our privacy policy and it would be
explained in a way that anyone could
understand it. I would also make sure
I’m not trying to collect unnecessary
data for example inputting your birth
date wouldn’t require adding your
phone number. At all times, my
website needs to comply with the
GDPR rules and regulations.
24. COPYWRITING:
Effective copywriting should captivate your reader and keep them interested in your article, post, etc.
Depending on what it is you’re writing, the length of text should accurately reflect its purpose. For
example, a newspaper article should be considerably longer than an Instagram caption. However,
social media is now being used more in professional settings so it’s more important than ever to
determine the correct length of copy.
Good copy should be engaging and appropriate for its purpose. ß Example: I’ve said the same thing
twice, one version is a lot more concise and to the point.
CLEAR - CONCISE - COMPELLING - CREDIBLE
Things to Avoid:
- Repetition
- Jargon
- Slang
- Technical Terms
- Filler Content
- False or Misleading Claims
- Being too aggressive
- Saying the same things (Another Example)
Do Use:
- Headers
- Bullet Points
- Space
- Valuable text
- Short, Simple Words
- Contractions
- Positivity
- Sense of Urgency, Scarcity
- Social Proof, Testimonials
As my website is an online
store, there isn’t many large
sections of text. Most of the
text on my site is labels,
headings, prices and
product details. The largest
section of text I have is on
the ‘About Us’ page where I
briefly explain the history
and purpose of Anthem
Apparel.
25. Origin:
This paragraph explains
how the business has
expanded its product
portfolio over time.
User’s can read this
and understand what
Anthem Apparel sells.
ANTHEM APPAREL is a London based company that
sells merchandise from different bands and music
genres. Starting with one small store in Camden
Market, the company now has 10 stores across the UK
and has started shipping internationally.
Originally starting with UK based bands, ANTHEM
APPAREL now sells merchandise from bands and
musicians around the world. As well as a variety of
bands, ANTHEM APPAREL also offers different genres of
music to choose from. The products range from
clothing, music formats, and merchandise from
current and past tours.
‘London’:
This tells the reader where the company is based and where it’s from. Specifying
‘Camden’ gives the reader more information about Anthem Apparel creating a
personal connection between business and customer.
Shipping:
The reader is instantly
told that the website
now ships
internationally so they
don’t have to wait until
the end of their
transaction to find out if
they can have their
order sent to them or
not.
’10 stores’:
This shows the scale of the company. Anthem
Apparel is not as big as global companies like H&M
however, it’s slowly growing.
26. The purpose of this paragraph is to explain
why Anthem Apparel exists and what it’s
trying to achieve.
When writing this piece of text, I wanted
to emphasize the fact that Anthem
Apparel is a company for anyone who
enjoys music regardless of their
background. Anthem Apparel is a space
without negative judgement from others. I
wanted my site to be more than a site as I
wanted to eventually create a
community of people who have the same
interests.
The informal tone of the text creates a
more personal connection with the user.
However, words like ’strive’ show that
Anthem Apparel is serious about not
straying from their aim. I wanted the
customer to feel like they would be
listened to and have their wants and
needs accommodated.
At ANTHEM APPAREL, we want to ensure everyone
can enjoy music and can feel part of a community.
Not everyone gets the chance to go see their
favourite musician or maybe they enjoy music from
decades before they were born. Everyone deserves to
express their musical interest in a way they choose,
whether it's through wearing a hoodie with a band on
it or celebrating a festival from 2003 with a poster
that's not been made in 20 years.
Fast fashion brands turn bands like Nirvana into a trend
that comes and goes but what is available for
consumers who remember 1988 when Nirvana
released their first album? ANTHEM APPAREL strives to
create a community of authentic music lovers who
each have memories of their favourite band and wear
their merchandise with pride.
27. Issues, Solutions and Extensions:
An issue I had with my website is in order to go further with its development, I would have to pay to be able
to use certain features.
This means I have ideas I would like to fully implement in the future if I choose to pay for the features. For
example, I wanted to create a member's section where people could track the points they’ve earned, see
the rewards they’d collected and connect with other members. By being a member, they would earn
exclusive discounts and rewards such as birthday discounts and free shipping all year. However, when I
tried to set up the points page, it wouldn’t allow me to continue with set up of the pages. People can
become a member but currently there’s no way to track your points or see your rewards besides getting
email notifications. If I was to develop this further, I’d create a profile page where customers can add their
birthday and other details. They’d also be able to follow other members and see what interests' other
members have such as favourite artists, albums, songs, etc.
To further develop, I’d like to add my WIX site into
Google Tag Manager so I can actually track how
well my website does.
Other developments would be:
- Creating social media pages for the business
- Adding other categories leading to more specific
search results.
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