Branding and Communication Goals in Web Application Requirements

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How to take into account brand assets and values in the design of the communication strategies on the web. How this influences information architecture and other types of requirements.

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Branding and Communication Goals in Web Application Requirements

  1. 1. Branding and Communication Goals for Content-Intensive Interactive Applications Davide Bolchini TEC-Lab, Faculty of Communication Sciences University of Lugano, Switzerland Franca Garzotto, Paolo Paolini Hypermedia Open Centre, Dept. of Electronics and Information Politecnico di Milano, Italy International Requirements Engineering Conference RE 2007 - India
  2. 2. Outline <ul><li>Scope of the research </li></ul><ul><li>“ Infosuasive” applications </li></ul><ul><li>AWARE+ </li></ul><ul><li>Real-life projects </li></ul><ul><li>Conclusions </li></ul><ul><li>Ongoing and future work </li></ul>
  3. 3. Scope of the research <ul><li>A WARE [RE03, REJ04] : goal-oriented method for eliciting-organizing requirements for content-intensive (multimedia) applications: delivering (multimedia) content over a variety of channels is one of the main purposes </li></ul><ul><li>AWARE+ : an extension for INFOSUASIVE applications: on top of delivering information there is a (declared or not declared) intention of persuasion. </li></ul><ul><li>Most websites fall in this category: </li></ul><ul><ul><li>e.g. museums, tourism .. .universities </li></ul></ul><ul><li>Also information points, content mobile applications, …. </li></ul>
  4. 4. Content <ul><li>Content can be delivered to users for a variety of motivations </li></ul><ul><li>It is an intrinsic part of the business: e.g. program of classes for a University Web Site </li></ul><ul><li>It is needed in order to support operations: e.g. Enrollment of students to classes </li></ul><ul><li>It is needed for legal reasons such as legal, liability, informed consent, privacy, security, … e.g. University Regulations </li></ul><ul><li>It may useful for establishing „brand“ and for communication purposes </li></ul><ul><li>The same piece of content may have several (all) the above motivations! </li></ul>
  5. 5. Brand and Communication <ul><ul><li>Brand: the unique identity of the organization </li></ul></ul><ul><ul><li>User Segment: as usual </li></ul></ul><ul><ul><li>Stakeholder : as usual </li></ul></ul><ul><ul><li>Business/Communication Goal: the expected outcome (for each user segment or in general) </li></ul></ul><ul><ul><ul><li>Both aspects are intended within the scope (limits) of the application being developed </li></ul></ul></ul><ul><ul><li>Key Value: the desired communication impact </li></ul></ul><ul><ul><li>Information unit : “chunks” of content of the proper size (granularity) </li></ul></ul>
  6. 6. Practices (not a process) <ul><ul><li>Identification of relevant User Segments (>=1) </li></ul></ul><ul><ul><li>Identification of Goals for each user segment </li></ul></ul><ul><ul><ul><li>For each stakeholder or </li></ul></ul></ul><ul><ul><ul><li>As a compromise between stakeholders </li></ul></ul></ul><ul><ul><li>Identification of Key Values for each user segment </li></ul></ul><ul><ul><ul><li>Key Values “interpret” goals! </li></ul></ul></ul><ul><ul><li>Information units are identified: in any preferred manner </li></ul></ul><ul><ul><li>Two important matching (e.g. matrixes) </li></ul></ul><ul><ul><ul><li>Information Units vs. Key Values </li></ul></ul></ul><ul><ul><ul><ul><li>What the client is expecting </li></ul></ul></ul></ul><ul><ul><ul><li>Information units vs. User Segments </li></ul></ul></ul><ul><ul><ul><li>What the user is expecting </li></ul></ul></ul>
  7. 7. USER SEGMENTS <ul><ul><li>Example for the University Websites </li></ul></ul><ul><ul><li>Internal students </li></ul></ul><ul><ul><ul><li>Bachelor </li></ul></ul></ul><ul><ul><ul><li>…… </li></ul></ul></ul><ul><ul><li>Prospect students </li></ul></ul><ul><ul><ul><li>Bachelor </li></ul></ul></ul><ul><ul><ul><li>…… .. </li></ul></ul></ul><ul><ul><li>Funding Agencies </li></ul></ul><ul><ul><li>Local Media </li></ul></ul><ul><ul><li>…………………… </li></ul></ul><ul><ul><li>>>> </li></ul></ul>
  8. 8. GOALS <ul><ul><li>Originated by interviews to Stakeholders </li></ul></ul><ul><ul><li>towards “Internal Bachelor”: </li></ul></ul><ul><ul><ul><li>keep them satisfied as members of a community </li></ul></ul></ul><ul><ul><ul><li>use them as a “word of mouth” recruiters </li></ul></ul></ul><ul><ul><ul><li>encourage them to pursue their studies with specialization curricula (masters) </li></ul></ul></ul><ul><ul><li>towards “Prospect Bachelor”: </li></ul></ul><ul><ul><ul><li>represent USI as an attractive place (to students and their families) to come for studiesFunding Agencies </li></ul></ul></ul><ul><ul><li>towards “Funding Agencies”: </li></ul></ul><ul><ul><ul><li>represent USI as a key contribution to the growth of the Swiss scientific arena as a place for research excellence </li></ul></ul></ul><ul><ul><li>towards “Local Media”: </li></ul></ul><ul><ul><ul><li>represent USI as a an active cultural partner for the Region </li></ul></ul></ul><ul><ul><li>>>> </li></ul></ul>
  9. 9. KEY VALUES <ul><ul><li>Specific “messages” (from stakeholders) implementing the goals </li></ul></ul><ul><ul><li>towards “Internal Bachelor”: </li></ul></ul><ul><ul><ul><li>Identify with USI as global entity </li></ul></ul></ul><ul><ul><ul><li>Friendly and familiar </li></ul></ul></ul><ul><ul><ul><li>Transparent </li></ul></ul></ul><ul><ul><li>towards “Prospect Bachelor”: </li></ul></ul><ul><ul><ul><li>Quality of education </li></ul></ul></ul><ul><ul><ul><li>Good relations with faculty </li></ul></ul></ul><ul><ul><ul><li>Effective, innovative </li></ul></ul></ul><ul><ul><ul><li>Safe environment </li></ul></ul></ul><ul><ul><li>towards “Funding Agencies”: </li></ul></ul><ul><ul><ul><li>Excellence of research </li></ul></ul></ul><ul><ul><ul><li>Well connected </li></ul></ul></ul><ul><ul><ul><li>Very young, multidisciplinary </li></ul></ul></ul><ul><ul><li>towards “Local Media”: </li></ul></ul><ul><ul><ul><li>center of culture </li></ul></ul></ul><ul><ul><ul><li>Well connected </li></ul></ul></ul><ul><ul><ul><li>innovative </li></ul></ul></ul><ul><ul><li>>>> </li></ul></ul>Key Values operationalize the brand by distilling the communication goals in terms of „expected impact“ on the different user segments
  10. 10. INFORMATION UNITS <ul><ul><li>Welcome (to this University) </li></ul></ul><ul><ul><li>About the university </li></ul></ul><ul><ul><li>Organization </li></ul></ul><ul><ul><li>Mission statement </li></ul></ul><ul><ul><li>Statistics </li></ul></ul><ul><ul><li>The University and the city [“The city name“] </li></ul></ul><ul><ul><li>Campus </li></ul></ul><ul><ul><li>Institutes / departments / laboratories </li></ul></ul><ul><ul><li>Faculties </li></ul></ul><ul><ul><li>Bachelor programmes </li></ul></ul><ul><ul><li>Master programmes </li></ul></ul><ul><ul><li>… </li></ul></ul><ul><ul><li> 53 </li></ul></ul>
  11. 11. INFO UNITS vs KEY VALUES <ul><ul><ul><li>Key Value “ Good relations with the faculty members ” can leverage upon: </li></ul></ul></ul><ul><ul><ul><ul><li>Mission Statement </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Bachelor programmes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Master Programmes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Executive Master Programmes </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Testimonials… </li></ul></ul></ul></ul><ul><ul><ul><li>Info Unit “ Executive Master Programmes ” can be used to communicate: </li></ul></ul></ul><ul><ul><ul><ul><li>Good relations with faculty members </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Quality of content taught </li></ul></ul></ul></ul><ul><ul><ul><ul><li>We focus: well specialized curricula </li></ul></ul></ul></ul><ul><ul><ul><ul><li>… </li></ul></ul></ul></ul><ul><ul><ul><li>>>> </li></ul></ul></ul>
  12. 12. INFO UNITS vs USERS <ul><ul><ul><ul><li>Prospect “Master students” are interested in: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Mission statement (*) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>University and the city (*) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Campus (***) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>.. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Executive master programmes” are relevant to: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Alumni (**) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Prospect Master students (***) </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>>>> </li></ul></ul></ul></ul>
  13. 13. Practices (not a process) <ul><ul><li>Identification of relevant User Segments (>=1) </li></ul></ul><ul><ul><li>Identification of Goals for each user segment </li></ul></ul><ul><ul><ul><li>For each stakeholder or </li></ul></ul></ul><ul><ul><ul><li>As a compromise between stakeholders </li></ul></ul></ul><ul><ul><li>Identification of Key Values for each user segment </li></ul></ul><ul><ul><ul><li>Key Values “interpret” goals! </li></ul></ul></ul><ul><ul><li>Information units are identified: as you prefer </li></ul></ul><ul><ul><li>Two important matching (e.g. matrixes) </li></ul></ul><ul><ul><ul><li>Information Units vs. Key Values </li></ul></ul></ul><ul><ul><ul><ul><li>What the client is expecting </li></ul></ul></ul></ul><ul><ul><ul><li>Information units vs. User Segments </li></ul></ul></ul><ul><ul><ul><li>What the user is expecting </li></ul></ul></ul>
  14. 14. Benefits <ul><ul><li>Systematic, lightweight and reliable “practices” </li></ul></ul><ul><ul><li>Very effective in elicitation and “consensus building” among stakeholders </li></ul></ul><ul><ul><li>Bridging the gap between General Brand and </li></ul></ul><ul><ul><ul><li>Brand made operational: Key Values </li></ul></ul></ul><ul><ul><ul><li>Content requirements and Info Architecture [IDM]: Info-Units vs Users and KVs </li></ul></ul></ul><ul><ul><ul><li>Content writing (in multimedia sense): Info-Units vs KVs </li></ul></ul></ul><ul><ul><ul><li>Quality assessment (beyond usability): actual impact vs KVs </li></ul></ul></ul><ul><ul><ul><li>Interface/Semiotics Design </li></ul></ul></ul><ul><ul><ul><li>Graphics (consistent with key values) </li></ul></ul></ul><ul><ul><li>Agile transfer to industry (e.g. REPLY) </li></ul></ul>
  15. 15. Ongoing and Future Work <ul><ul><li>Systematic quality assessment based on key values </li></ul></ul><ul><ul><li>Guidelines for content writing based on key values </li></ul></ul><ul><ul><li>Better use of key values for information architecture </li></ul></ul><ul><ul><li>Matching key values not only with info-units but also with scenarios : e.g. “selecting my master program” </li></ul></ul><ul><ul><li>Key value-driven guidelines for semiotics and graphic design </li></ul></ul>
  16. 16. END Thank you for your attention! Contacts: [email_address]

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