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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.

BusinessEducation
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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
Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Scope of the research ,[object Object],[object Object],[object Object],[object Object],[object Object]
Content ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand and Communication ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Practices (not a process) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
USER SEGMENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GOALS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
KEY VALUES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Values operationalize the brand by distilling the communication goals in terms of „expected impact“ on the different user segments
INFORMATION UNITS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INFO UNITS vs KEY VALUES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
INFO UNITS vs USERS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Practices (not a process) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Benefits ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Ongoing and Future Work ,[object Object],[object Object],[object Object],[object Object],[object Object]
END Thank you for your attention! Contacts: [email_address]

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Branding and Communication Goals in Web Application Requirements

  • 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
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  • 16. END Thank you for your attention! Contacts: [email_address]