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The document analyzes several competitors' websites that sell vintage clothing and homewares. It examines the categories, features, content, and structure of each site to understand how they organize information and what they offer users. The analysis aims to help define the product range and categories for a new site, as well as identify opportunities to gain a competitive advantage through improved user experience and a more specialized selection. Key takeaways include focusing on underrepresented men's clothing, expanding the accessories selection, and considering unique products like fabrics and curtains.

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}informationarchitecture malcolm leyland Customer Motivations & Behavior Concept Modeling Prototyping Competitive Advantage STUDY THINK COMMUNICATE DELIVER
informationarchitecture }malcolm leyland STUDY THINK COMMUNICATE DELIVER design process an overview
Visual Design Development Information Architecture Rapid Iterative User Testing Marketing Brand Values Competitive Analysis Technology Assessment Heuristic Assessment Content Framework Customer Framework Analysis Strategy Business Framework Information Design Organisation of Information Content Mapping Metadata Taxonomies Search Systems Org Structure Navigation Design Prototyping Concept Modelling Customer Motivations & Behavior IMPROVING COMPETITIVE ADVANTAGE BY APPLYING USER-CENTERED DESIGN DesignGuidelines Build Programming GOALS Persona Creation User Experience Design IMPROVEDBUSINESSRESULTS © Malcolm Leyland 2009 Communication Task Flows Red Routes Scenarios DESIGN PROCESS OVERVIEW
USER-CENTERED DESIGN PROCESSES Based on The Elements of User Experience Design by Jesse James Garret Visual Design Navigation Design Research Site Objectives User Needs STRATEGY BUSINESS CONTENT USERS Strategy Report Competitive Analysis Heuristic Evaluation Content Analysis Usage Stats search log Analysis Customer Support Data Surveys Focus Groups Card Sorting Card Sorting Target Market User Research PersonasConcept Model Competitive Analysis Business Goals Technology Assessment Content Map Usability Testing (competitors) Functional Specifications Content Requirements SCOPE CONTENT INVENTORY FUNCTIONAL SPECIFICATIONS Requirements Report Information Architecture Interaction Design STRUCTURE INFORMATION ARCHITECTURE Content Development INTERACTION DESIGN Software Applications Labeling Systems Navigation Systems Search Systems Controlled Vocabularies Organisation Systems Flow Charts Information Design Interface Design SKELETON INTERFACE DESIGN INFORMATION DESIGN NAVIGATION DESIGN SURFACE Visual Design Guidelines Brand Concept Final Visual Design Direction Brand Look & Feel Colour Schemes Content Production DEVELOPMENT Technology Implementation Site Build LIVE SITE Design Guidelines ONLINE MARKETING REQUIREMENTS Value Propositions Cross-selling Up-selling Storyboarding Navigation Style Content Strategy Technology Strategy Marketing strategy High Level Blueprints Preview of relationships Architecture Diagrams Blueprints Wireframes Prototyping Content Mapping Information Presentation Interface Systems & Concepts Interface Style Guides Begin Content Inventory Content Inventory Plan product Presentation Product Presentation Styles Html / CSS build Design Prototyping Final Design Layout Iteration Design Site Prototyping Final Site Iteration Client Sign Off Continue Content Inventory Usability Reports Usability Test Plan Usability Reports Usability Test Plan Usability Reports Usability Test Plan Usability Reports Usability Test Plan Brand Values Online Brand Values Brand Values Establish Personas
informationarchitecture }malcolm leyland STUDY THINK COMMUNICATE DELIVER competitive analysis
Competitive Analysis The Competitive Landscape A Broad competitive analysis to understand the competitive landscape of six websites within the same market, selling the same or similar product range. This analysis compares the competitors across multiple contexts and multiple criteria to gage the 'best practice' and typical offerings of each. The analysis will show what the minimum expectations will be for users who use these competitors sites, and will tell us what to build and what not to build. This will provide a guide for the development of your site. It will inform us as to the presentation style of brand and product to, (a) capture the interest of the user and, (b) to create a pleasant and effective way of choosing and purchasing those products. All of which will increase the 'Competitive Advantage'. View The Key Take-a-ways on next page
CATEGORY TAKE-AWAY Proposition of each competitor: A general statement of their business Most attempt to present a tone of voice to their brand style. These show a passion of interest in their product offering. Every site talks about the product range in terms of period, and category. Some use enticements such as 'We have thousands of' - 'Devine' - 'Stylish' - 'Outrageous' - 'Inspired'. Typical nouns are; authentic vintage, retro, collectable, antique, kitsch, unique, quality, variety. Product ranges Most of the competition sells only clothing some both clothing and homewares, while only a few (one in our selection) that sell only home wares. All range from 20's to 80's. Type of Payment employed A variety of payment techniques are employed form various suppliers. All use a Shopping Cart but few have engaged a full merchant account system while most use payment systems such as PayPal / Worldpay. Two site offer other ways of paying for goods sauch cheques. Strength of brand displayed in home page First impression Apart from one competitor all sites are branded to some degree. But only half of the competition are strongly branded, this is because most rely upon the visual qualities of the shopping cart software tem plating. This is where we can gain a competitive advantage. Display of product/content on home page Only one competitor displayed product very well, in a compelling way. Most other again, relied on the template to dictate how to display their product offering - this dictates the first impressions of the company. One site relied entirely on text descriptions as links. COMPETITIVE ANALYSIS - THE COMPETITIVE LANDSCAPE Key Take-Aways
Home Page Features The purpose of this analysis is to establish the range of features the user would encounter when visiting each of our competitors. The comparison shows how each competitors site has deployed the use of Promotional Features such as, featured products or email a friend, and Information Features such as delivery information and a search facility. View The Key Take-a-ways on next page
THE CRITERIA Candy Says Viva Vintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle KEY TAKE -AWAY HOME PAGE PROMOTIONAL FEATURES CROSS SELING NO NO NO NO NO NO No competitor takes the opportunity to sell other products to customers who where looking to buy something else. FEATURED PRODUCTS NO YES NO NO NO NO This feature is not considered important by all but one site. NEW PRODUCTS YES NO YES NO YES NO Half of the site thought New Products as important. NEWSLETTER / MAILING LIST YES NO YES NO NO NO Only a third of our competitors wish to engage with their customers on a long term basis. OTHER DISCOUNT OFFER NO FREE PRINTED CATALOGUE NONE VIRTUAL TOURS NO Half of the competitors are atempting other directions when it come to promotions, user experience, and offline options. NEWS YES NO Next Big Thing Coming Soon NO NO NO Two thirds, are atempting to entice users to come back again by sugesting there will new things happening on their next visit. EMAIL A FRIEND Y N No competior attempts to promote viraly through user participation. HOMPAGE INFORMATION FEATURES ABOUT US N Y N Y N Y Surprisingly only half have an About Us page. HOW TO PLACE AN ORDER N Y N Y VIA INFO Y Again only half have this information available directly from the home page. CONDITIONS OF GOODS Y Y N N WITHIN PRODUCT DESCRIPTION WITHIN PRODUCT DESCRIPTION This seems an important piece of information. But only half offer it, and only one directly from home page. A competitive advantage would be if a condition of goods could be associated with every single product. DELIVERY INFORMATION N VIA ORDERING N VIA T&Cs VIA INFO Y Only one competitor considers this to an important piece of information. SECURITY & PRIVACY N Y (VERY DISCREET) N VIA T&Cs VIA INFO Y Again this information is considered by only one site to of any importance. CANCELLATIONS & RETURNS N VIA ORDERING N VIA T&Cs VIA INFO Y Apart from one site This information is available but hidden. CONTACT US Y Y Y Y VIA INFO Y Apart from one site, this is available from the home page. TERMS & CONDITIONS Y N VIA LEGAL NOTICES Y Y Almost all sites consider this to be important information. SEARCH FACILITY Y N Y Y Y N Two thirds have this feature. LOGIN Y N Y N N N Only one third od sites offer return login feature. This is an opportunity to capture regular customers and visitors, as well as personalisation and welcome features. OTHER HELP & INFO PRESS SIZING FAQs INFO PRESS RELEASE VENUES & ADDITIONAL SERVICES Info, and FAQs seem the dominant feature COMPETITIVE ANALYSIS - HOME PAGE FEATURES Analysis of the features on the home page only; to include Promotional and information based features. COMPETITOR SITES FOR COMPARISONS
Content Analysis The content analysis take an overview on the type of product sold on each competitors website. It will help define our product range and our competitive advantage - by offering a more varied or a more specialised product range. View The Key Take-a-ways on next page
THE CRITERIA Candy Says Viva Vintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle Percentage Key Take-a-ways CLOTHING - WOMEN'S 1 1 1 1 67% DRESSES 1 1 1 1 67% SKIRTS 1 1 1 50% NIGHTWEAR 1 1 1 50% SHOES 1 1 1 1 67% BLOUSES 1 1 1 50% KNITWEAR 1 1 33% ACCESSORIES 1 1 1 1 1 83% HATS 1 1 1 50% SCARF'S - DAY & EVENING 1 1 1 50% GLOVES 1 1 1 1 67% JEWELRY 1 1 1 1 67% HANDBAGS 1 1 1 1 67% CLOTHING - MEN'S 1 1 1 50% SUITS 1 17% HATS 1 1 33% SCARF'S 1 17% CRAVATS 0% TIES 1 1 33% CUFFLINKS 1 1 1 50% COATS 1 17% JACKETS 0% KNITWEAR 1 17% SHIRTS 1 1 33% WHAT PERIOD RANGE 20'S TO 80'S 20'S TO 80'S 30'S TO 80'S Between 20's and 80's FABRICS 1 17% CURTAINS 0% HOME WARES NONE AVAILABLE 1 17% KITCHENALIA 1 1 1 50% DECORATIVE ITEMS 0% LIGHTING 1 1 33% GLASSWARE 1 1 1 50% CERAMICS 1 1 1 50% CLOCKS 1 17% FIREGUARDS 0% TABLEWARE 1 1 33% GIFTS 1 17% PICTURES - PAINTINGS & PRINTS 1 17% OTHER 0% DESIGNER 0% STYLE 1 17% COLLECTABLES 1 17% WEIRD AND WONDERFUL 1 17% TINS, BOTTLES & PACKAGING 1 1 33% COMPETITIVE ANALYSIS - CONTENT Analysis of the content / product ranges available from all of our competitors. COMPETITOR SITES FOR COMPARISONS Men's clothing is not particularly represented across the competitors ranges. Only half of competitors sell Men's' clothing, with only one competitor standing out as a main competitor in this category. Accessories are very well catered for in this market - If considered separate from 'Women's Clothing', accessories are available from the Women's clothing is the category mostly sold online within the 'Vintage' market. If we include 'Accessories' then this sector of product line is largest sector. No competitor categorises / identifies product as 'Designer'. Collectables, the weird and wonderful, tins, bottle etc., are only available through on competitor. Al typical periods covered - up to and including the 80's only on competitor sells fabrics. Could this be a product sector with which we can develop a competitive advantage. No competitor sells curtains - certainly not as a separate category. This is because either, they don’t' buy such items or the competitors don't believe they are a sellable/profitable line of product. This category of product is not currently highly available online, with only one competitor selling both clothes and home wares, it seems competitors are specialising.
Category Comparisons The purpose for an analysis of categories is to fully understand how the competition have defined and structured their product range for ease of finding items through the navigation system. This will help to create a structure for our site that either compares with or improves upon the way our competitors do it. View The Key Take-a-ways on next page
Candy Says Viva Vintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle Vintage clothing & accessories Dresses New stock arrival Kitchen Handbags Bedroom (6) Vintage Accessories 1900's - 1920's Handbags Clothing Jewelry Accessories Tea & China Shoes Books & Music (21) Vintage Bags 1930's - 1940's Vintage Retro & Antique Handbags Dinning Room Boots Bric a Brac (21) Vitage Clothing 1950's - 1960's Living Room Clutch Bags Cocktails and Bar (10) Vintage footwear 1970's - 1980's Bedroom Dresses Fabrics & Linen (30) Vintage Unisex Separates Bathroom Accessories Furniture (7) Vintage Children's wear Blouses Antique Vintage & Retro Evening Bags Clocks Glass & Ceramics (13) Vintage menswear Pants Candle Lights Jewelry (22) Vintage for the home Skirts Outdoors Kitchenalia (13) Vintage for the home Sweaters Miscellaneous Lighting (7) Beach Beauty Suits & Jackets Pictures & Wall Plaques (6) Goodwood Revival Suits Vintage & Retro Women's Clothing Toys & Games (10) Jackets Travel (13) Outwear Jackets Coats Evening Vintage & Collectable Women's Accessories Lingerie Slips Nightgowns & Pajamas Robes Swimsuits, Bras, Misc Antique Vintage and Retro Costume Jewelry Hats Ladies Men's Purses Vintage & Collectable Men's Accessories Evening Day Shoes shoes Vintage & Retro Men's Clothes Boots Accessories Belts Aprons Vintage & Antique Children's Clothes Scarves Gloves Miscellaneous Jewelry Vintage Children's Accessories Sets Necklaces Bracelets Earrings Bargain Basement Pins Miscellaneous Men's Department Shirts Jeans & Jackets Collectables Furniture Housewares & Books Suits & Jackets Antique and Vintage Furniture Vests Men's Outerwear Men's Accessories Sale Antique Vintage and Retro Kitchenalia Women's sale items Antique, vintage, retro, kitsch and collectible kitchenware's and kitchenalia. Men's sale items Antique and Vintage Books Magazines and Comics Antique and Vintage Flatware and Cutlery Antique Vintage and Retro Tablewares Antique Vintage and Retro Linens and Textiles Antique Vintage and Retro Housewares Assorted Antique Vintage & Retro Collectables Recycled Vintage Design clothes & Gifts Antique, vintage, retro, kitsch, shabby chic and collectable housewares. Antique, vintage, retro, kitsch, weird, wonderful, unique and unusual pieces. COMPETITIVE ANALYSIS - A STUDY OF USED CATEGORIES Clothing, jewelry, accessories, handbags and evening bags, offered at reduced or low prices. These items are here because they are flawed, too modern, or reduced! Small pieces of antique and vintage furniture from Elegant Victorian Mirror to poptastic Atomic Fifties magazine and record racks. Antique, vintage, retro, kitsch & collectable tablewares, dinnerwares, tea and coffee sets. Antique, vintage, retro, kitsch and collectable household linens and textiles. Antique vintage retro and collectable evening bags, including some designer items, ranging from the Victorian Arts and Crafts era to the to the 1980s boogie nights! Antique, vintage, retro and collectable costume and estate jewelry, from the elegant Victorian era to the plastic fantastic 1980s! Antique, vintage, retro, unusual, unique, rare and collectible books, magazines and comics. Antique, vintage, retro, and collectable flatware and cutlery. Antique, vintage, retro and collectable gentlemen's accessories, including hats, cufflinks, tie clips, hankies, scarves and more. Antique vintage, retro and collectable Men's clothing. Stock includes: suits, Tuxedos, shirts, t-shirts, coats, waistcoats and more. Antique, vintage & retro accessories. Sunglasses, powder compacts, belts, hair clips, hatpins, scarves, shawls, hats, fans, gloves, stockings, shoes, umbrellas & more. Antique, vintage & retro women's clothes. Stock includes: day dresses, evening gowns, coats, jackets, capes, tops, blouses, jumpers, cardis, sweaters, skirts, suits, jeans & more. A range of antique, vintage and retro children's clothing. Stock includes day wear, night wear and dressing up outfits. Vintage and retro children's accessories and handbags. Lots of fun pieces to help you re- discover your inner child! Comparison of how each competitor presents category Blue indicates top-level navigation category COMPETITOR SITES FOR COMPARISONS Antique, vintage, retro, unique, kitsch unusual and rare handbags, day bags, clutch bags and shoulder bags, dating from the elegant 1800s to the plastic fantastic 1980s!
Br COMPETITOR SITES FOR COMPARISONS Candy Says Viva Vintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle www.candysays.co.uk www.vivavintageclothing.com/ http://steptoesantiques.co.uk/ http://www.dirtydollie.co.uk http://www.absolutevintage.co.uk/ http://www.homesweethomesty le.co.uk/ ESTABLISH CRITERIA Proposition of each competitor: A general statement of their business Candy Says contains a massive selection of the brightest and best vintage clothing and accessories from the 1920's, 1930's, 1940's, 1950's, 1960's, 1970's and 1980's. Designed to take the hassle out of shopping for vintage clothing, Candy Says is dedicated to providing you with the most unusual, eye-catching vintage items certain to turn heads. Here at Viva Vintage, we revel in the quality and variety of past fashions! We add new vintage items frequently, hunting high and low for vintage dresses ranging from the beaded beauties of the 1920’s to the tailored elegance of the 1930’s and 1940’s. We adore 1950’s little black cocktail dresses,1960’s designer suits, slinky 1970’s gowns and outrageous 1980’s party dresses. Separates like cashmere sweaters and circle skirts can be topped off with our stylish collection of coats and jackets. You'll find accessories from alligator handbags, to that perfect hat or pair of shoes to complement your vintage outfit, as well as a sparkling selection of vintage costume jewelry. For the vintage-loving man, we carry suits, shirts, neckties and more. We strive to supply the best vintage clothing to our customers, whether you’re dressed from head to toe in your vintage finery, or enjoy a single retro accessory as a glorious accent! Welcome to Steptoes Dog Vintage Retro & Antique Clothing & Collectables Online Boutique. Here you can chose from 1000's of authentic vintage, retro, collectable, antique, kitsch, unique and unusual items, all covered by our NO QUIBBLE GUARANTEE! If you're looking for divine vintage & retro handbags, evening bags, jewellery, accessories and clothing, then you've come to the right place, these are our speciality. We also do a great line in antique, vintage retro and collectable gifts for him and her, books, tablewares, porcelain, pottery, linens, textiles, glassware, silver, toys, postcards, homewares, kitchenalia and much more ..... so have a good root around, you're bound to find something you like! Aninspired collection of shabby chic and vintage style homeware carefully sourced throughout Europe and brought together here for your convenience. Our super range of rustic kitchenware, home accessories and items for the garden are to be featured on ITV'S Sixty Minute Makeover and all have a twist of a French 'brocante' antique market. You will find all Dollie's items are beauftifully made and are just the thing to brighten your home this winter! Quality Vintage clothing and accessories for men and women from the 1930's to 1980's Vintage Homeware Home Sweet Homestyle specializes in Vintage Homeware and Collectables. We just love the nostalgia of finding bygone treasures to add to our collection and style our home. We find vintage items that will bring back fond memories and make us feel good, whilst providing a unique and individual look to any decor. Whether you are a collector, enthusiast or seeking to decorate your home in an eclectic mix of past and present eras, come and visit our store and browse through the gorgeous 'delectables' on show. Whether you are a collector, enthusiast or seeking to decorate your home in an eclectic mix of past and present eras, come and visit our store and browse through the gorgeous 'delectables' on show. We are the ultimate in recycling! We love vintage homewares Product ranges 1920's to 80's Clothing 1920's to 70's Clothing vintage & retro handbags, evening bags, jewellery, accessories and clothing vintage retro and collectable gifts for him and her, books, tablewares, porcelain, pottery, linens, textiles, glassware, silver, toys, postcards, homewares, kitchenalia Homewares of varius periods. Quality Vintage clothing and accessories for men and women from the 1930's to 1980's Vintage Homewares and collectables Type of Payment employed Worldpay Americart shopping cart services American Dollar Worldpay Protx shopping cart services Unsure - process had faults Paypal Cheque option Strength of brand dispalyed in home page First impression Strong brand presence Strong brand presence Very weak branding Displays product without brand style Very strong brand presence and diplay, display ilustrates content very well - targeted product branded. Limited branding - display dictated by techology usages - ie, CMS uses low cost template. Banded styling Display of product/content on home page Weak display of content. Very wordy. Not compelling. Looks complicated. Heavy use of word links. Good display of content. Displays product immediatley by category. Plus latest product display below scroll. Graphic Display of all categories. One single centered, animated display of modeled dresses. No visual diplay of content or product. Worded links to categories and word links direct to selected products. A broad competitive analysis: to get a sense of competitive landscape and industry best practices COMPETITIVE ANALYSIS - STAGE ONE
informationarchitecture }malcolm leyland STUDY THINK COMMUNICATE DELIVER taxonomies
TAXONOMY of Vintage Collectables NAVIGATION CATEGORIES METADATA TOP LEVEL CATEGORY SECOND LEVEL CATEGORY THIRD LEVEL CATEGORY DESIGNER / STYLE CATEGORY Descriptions Types Period Period Style Advertising & Packaging CocaCola Enamel Signs Premiums & Give a ways Showcards & paper advertising Tins Biscuits Candy-sweets Provisions Miscellaneous Aeronautica Ground & Crew Equipment Sector Clocks Propellors Model & Plaques Photographs & Cards Programmes & printed Ephemera Uniform & Dress Assecories Amusements & Slot Machines Animation Art Deco Autographs Automobilia Badges / Pins Bicycles Black Memorabilia Books Childrens Books Modern First Editions Bottles milk bottles Assorted bottles Breweriana Cameras 35mm Cameras Cine Cameras Folding Cameras Ceramics Art Pottery Candy Ware Newcomb College Upchurch Pottery Belleek Belleek Beswick Beswick Animals & Birds Beatrix Potter Symcox Allbert Halam Colin Melbourne Carlton Ware Carlton Ware Teapots Buiscuit barrel Jam Pot Sugar bowl Chintz Ware Trefoil Dish Tea sets Butte Dish Tea pots Fruit set Clarice Cliff Clarice Cliff Jugs 30's Coffee pot Cup & Saucer Honey pot jam pot Plates Sugar Sifter Toast rack Vase Continental Figurines Gouda Figurines 30's Wall Masks Goebel pottery Wall masks 30's Susie Cooper Susie Cooper Butter dish 30's - 60's Dinner srevice Gravy boat Teapot cream jug Plate Cottage Wares 10's - 00's Crested China Crown devon Vase 30's Biscuit barrel Grounger jug Denby Stoneware Animals vase 30's - 70's bowls coaster Homewares T. G. Green Cornish Ware Homewares Homewares T. G. Green butter dish Storage jar Dreadnought jug Creut sets Mixing bowl Hornsea Animals Wedding vase Hummel Figurines Lenci Figurines Animals Llardo Figurines Animals Nao Figures Midwinter Jessie tate
Moorcroft Wedgewood Kieth Murray Myott Deco Painted Plates Studio Pottery Micheacl Cardew Peter Lane Stoneware Bernard Leach Slipware Porcelain US Ceramics Wet german Ceramics Christmas Cigarete & Trade Cards Comics Commemoratives Poloitical Royal Corckscrews Dolls Bisque Cloth Composition Effanbee Hard plastic Vinyl Miscellaneous Ephemera Magazine Programmes Flyers Newspapers Bills Menus Catalogues Fashion Dresses & Suits Day dress sequins Evening Suits Summer dress Two Pices dress & coat Coats Evening coats Housecoats Jackets, Jumpers & Blouses Skirts & Trousers Menswear - Shirst & Jumpers Menswear - Jackets , Trousers & Suits Ties Swimwear Fashion Accessories Buttons Costume Jewellery Bracelets Brooches Necklaces Eyewear Handbags Hats Top hat Feather & Silk Silk & straw Panama Straw hat Wood hat Felt hat Cotton plate hat Silk velvet hat American Union hat Felt hat Shoes Evening Platform Sandals Leather Boots Film & Entertainment Gardening Glass British Chance Bros Jane Charles Johnathen Harris Jane Charles Kieth Murrey Dartington Drink Sets Italian Lalique Mdina Monart Paperweights Pressed Galss Scandinavian Many designers in this group Whitefriars Unites States Gramaphones Kitchenware/Kitchenalia
Breadboards & Knifes Enamel ware Gadgets & Mothers helps Moulds Plastic Pyrex Oven-to-table ware Strtoage Lighting Ceilin & Floor Desk & Table Military & Navel Badges Caps & Helmets Medals Miitary Naval Publications & Ephemera Modern Technology Radios Bakelite 20's - 70's Telephones Televisions Money Money Boxes Pens Purfume boxes Pez Dispensers Postcards Posters Advertising Exhibition Film Health Rock & Pop Sporting Travel Wartime Powder Compacts Railwayana Rock & Pop Guitars Beatles Elvis Records Rocks & Fossils Scientific & Medical Shipping Smoking Cigarette packets Lighters Match books & Boxes Miscellaneuos Sport Stainless Steel Homewares Teddy Bears & Soft Toys telephone Cards Tools Toys Battery operated Britains Clockwork Construction Cult Animation Film Television Miscellaneuos Diecast Corgi Matchbox Dinky Ganes Puppets Tri-Ang Trains Watches & Clocks
informationarchitecture }malcolm leyland STUDY THINK COMMUNICATE DELIVER personas
The Enthusiast Key Point The enthusiast is someone who will 'live' the period or style in which they buy. There're not collectors - they wear or use the items purchased. They are knowledgeable but their purchasing is less restricted. "I the enthusiast will search out for that item of clothing or that piece of tableware that fully establishes my period of style. I am always on the look out for new items. Price is not an issue - owning these items is more important to me" "I would be very keen to establish a regular source for my items - being informed when an item is available would be ideal." Choice directed by period, This persona has aunique set of criteria. The Collector / Dealer The collector / dealer will buy special items which may not be period led. They will be interested in quality and value. Particularly the dealer who will wish to make a profit when he re-sells. " I am influenced by what is happening in the market place - what I see or think people will want to own - I have a keen eye for trends and I might even influence a trend." " Being in regular contact with my suppliers is important - I may ring for something in particular or, If time allows, I may browse to keep up with what a supplier may be buying." Price Quality Choice Requires quick easy finding A search facillity is key. The Knowledgeable Purchaser This person would like to own items that are usually of a particular period, or maybe of their favorite period designer. "Quality is important to me - I have already a number of items of my favorite designer and if I come across another item I would probably buy it." "If a friend tells me she has seen an item I really appreciate it - I'm known amongst my friends as a little mad as I have a lot of these items at home." Design / Designers Period The Random Purchaser This person is a browser. Choice is therefore random with the only criteria being "I like that!" "I like to walk around and browse all the items on view, form the large to the small - it's exciting and intriguing." " I don't mind buying 'old' things, but if I need some item for the home of practical use I would probably go to the high street." Chance For this persona the site needs to support casual browsing Professional & Researcher This group would be Students of fashion and product design - Designers for a fashion house - theatrical or film prop buyers. "I am a student of fashion and for my thesis I am studying period costumes - coming and buying actual items is simply fantastic - If I were a student of painting, I couldn't buy artist's work" " I research style for my clients. I make choices simply on what I think may add to their style for this year - I let this collection of period items inspire their creativity - I do add something" Professional needs. Search by: period? Style? Designer? Statement PERSONAS
informationarchitecture }malcolm leyland STUDY THINK COMMUNICATE DELIVER concept models
M ARK ET IN G Concept Model PURCHASING AIDED PURCHASING BUILDING TRUST MARKETING B U I L D I N G T RU ST Privacy Policy Returns Policy Easy Returns Quality Policy Q Qaulity Indicator View Large Image About Us How to order Contact Us Cancela- tions & returns A I D E D P U R C H A S I N G Email a Friend Email List For New Stock For Something Similar Ad to Favorites List Hold this till later Email my fav to me Press releases PAGE GRAPHICS Promotional & Teaser Visuals Value Propositions Category Teasers PURCHASING Search Catego- ries Top Level CONTENT GIFT SHOP CRM Email Newsletter Cross Selling Send as gift K I TCH E N RANGES New Content About Us Contemporary Traditional Product sheet pdf download Contact UsGallery Find Us Testimo- nials Home Page Flash Element: Rolling products shots Trade Protection Logo + link Trade Protec- tion site INTRO COPY Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. authentic Kitchen co Luxury Individual Kitchens WelcomeToYour New Kitchen NEFF logo Gallery Landing Page Mapping Site Email Form New Page Main View 2nd View 3rd View Kitchen Ranges View Our Gallery ‘Use Our Easy toView Design Finder’ ‘and Download printable product sheets’ Please Call 01565 631869 CALLTO ACTION Concept Modeling This concept model is very specific. It deals with patterns and elements such as the clients ‘value proposition’, call to action, and promotional items, such as downloadable product sheets. Specifically, it designs a clear route to product, so the user can make choices easily, and then to discuss product features directly with the business. The concept was partly driven by “Why go anywhere else - We’ll give you every bit of help you need”. This high level concept diagram, illustrated to the client four aspects of the site; Purchasing, Aided Purchasing (promotional), Marketing, and Building Trust. Each aspect included the elements to be included within the site. The diagram was used as a discussion document and subsequently as a design document. Kate Laing Collectables © Malcolm Leyland 2009 The Authentic Kitchen Company
M ARK ET IN G Concept Model PURCHASING AIDED PURCHASING BUILDING TRUST MARKETING B U I L D I N G T RU ST Privacy Policy Returns Policy Easy Returns Quality Policy Q Qaulity Indicator View Large Image About Us How to order Contact Us Cancela- tions & returns A I D E D P U R C H A S I NG Email a Friend Email List For New Stock For Something Similar Ad to Favorites List Hold this till later Email my fav to me Press releases PAGE GRAPHICS Promotional & Teaser Visuals Value Propositions Category Teasers PURCHASING Search Catego- ries Top Level CONTENT GIFT SHOP CRM Email Newsletter Cross Selling Send as gift
K I TCH E N RANGES New Content About Us Contemporary Traditional Product sheet pdf download Contact UsGallery Find Us Testimo- nials Home Page Flash Element: Rolling products shots Trade Protection Logo + link Trade Protec- tion site INTRO COPY Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. authentic Kitchen co Luxury Individual Kitchens WelcomeToYour New Kitchen NEFF logo Gallery Landing Page Mapping Site Email Form New Page Main View 2nd View 3rd View Kitchen Ranges View Our Gallery ‘Use Our Easy toView Design Finder’ ‘and Download printable product sheets’ Please Call 01565 631869 CALLTO ACTION
informationarchitecture }malcolm leyland STUDY THINK COMMUNICATE DELIVER wire frames
Home Page UP FRONTVALUE PROPOSITION Rolling Images Kitchen Ranges View Our Superb Kitchen Ranges ~ Call Us ~ Find Us Mapping Site Trade Protection Logo + link Trade Protec- tion site CALLTO ACTION Fold WelcomeToYour New Kitchen View the gallery Use our easy to view design finder View the kitchens we have built The Authentic Kitchen Company Ltd. Registered in England, registration No: 5415865 authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials INTRO COPY Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. w.authentickitchenco.co.uk
Kitchen ranges PRODUCT PRESENTATION Poduct Copy Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. Contemporary Kitchens From Kitchen Ranges Landing Page Title of product 1 2 3 image 1 View Our Superb Kitchen Ranges ~ Call Us ~ Find Us Mapping Site Testimonial One Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nos- trud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Trade Protection Logo + link Trade Protec- tion site CALLTO ACTION QUALIFICATION Fold View the gallery View the kitchens we have built Traditional kitchens Could be scrolling authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials
Gallery Page PRODUCT PRESENTATION From Home Page CALLTO ACTION Fold The Authentic Kitchen Company Ltd. Registered in England, registration No: 5415865 Indiana Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor in- cididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. Lorem ipsum dolor sit amet. Consectetaur adipisicing elit. View the Kitchens We’ve Built ~ Call Us ~ Find Us authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials
Testimonials Page TESTIMONIALS & KITCHEN IMAGES From Home Page Fold The Authentic Kitchen Company Ltd. Registered in England, registration No: 5415865 authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials These are just some of our satisfied customer comments. Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Testimonials Customer satisfaction Trade Protection Logo + link We are a member of the trade Protection. Lorem ip- sum dolor sit amet, consect- etaur adipisicing elit, Lorem ipsum dolor sit amet, consectetaur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Mrs Jones Lorem ipsum dolor sit amet, consectetaur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Mr Davies Lorem ipsum dolor sit amet, consectetaur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Mr & Mrs Smith Lorem ipsum dolor sit amet, consectetaur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Mr Dukworth TRADE ASSOCIATION Trade Protec- tion site GALLERY PAGE CALLTO ACTION View the Kitchens We’ve Built ~ Call Us ~ Find Us IMAGE IMAGE IMAGE IMAGE
Testimonials PageFrom Home Page Fold authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials We would like to here from you ......Please call us during working hours, or use the simple form below for simple enqiries. Lorem ipsum dolor sit amet, consectetaur ad- ipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ea commodo consequat. Contact Us Trade Protection Logo + link We are a member of the trade Protection. Lorem ip- sum dolor sit amet, consect- etaur adipisicing elit, TRADE ASSOCIATION Trade Protec- tion site GALLERY PAGE CALLTO ACTION View the Kitchens We’ve Built ~ Call Us ~ Find Us Email Enquiry: Showroom: High St Showroom: 119 King Street, Knutsford, WA16 6EH Factory Showroom & Mail address: Unit B, Stanley Trading Estate. Stanley Rd. Knutsford. WA16 0EG Tel: 01565 631869 Fax: 01565 652478 Find us: Click here for MultiMap directions FOR EMAIL FORMVIEW NEXT PAGE
EMAIL FORM CONTINUED The Authentic Kitchen Company Ltd. Registered in England, registration No: 5415865 Email Enquiry: Your Full Name: Your Email Address: Your Tel No: To help us address your query please answer these questions: (not obligatory) I will be building my new kitchen within the next: 1 month 2 months 3 months 3 + months Not yet, I’m just researching My approximate budget is in the region of: £ I have found a design/s I like on your site: Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor in- cididunt ut labore et dolore magna aliqua. ea commodo consequat. Lorem ipsum dolor sit amet, consectetaur ad- ipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ea com- modo consequat. Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor in- cididunt ut labore et dolore magna aliqua. ea commodo consequat. Lorem ipsum dolor sit amet, consectetaur ad- ipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ea com- modo consequat. Your enquiry: Some guidelines Submit enquiry Delete enquiry Yes No
Testimonials PageFrom Home Page Fold authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials About Us Trade Protection Logo + link We are a member of the trade Protection. Lorem ip- sum dolor sit amet, consect- etaur adipisicing elit, TRADE ASSOCIATION Trade Protec- tion site CALLTO ACTION View the Kitchens We’ve Built ~ Call Us ~ Find Us NEW CONTENT ? Kitchen Ranges View the gallery Use our easy to view design finder View the kitchens we have built
Wire Frame KATE LAING COLLECTABLES/VINTAGE WEBSITE Version: 1 (10.09.08) Branding Global Navigation Search Contact UsAbout Us How to order Quality policy Privacy policy Returns policy Categories Top Level GIFT SHOP send as gift GREAT PRODUCT IMAGES Promotional & Teaser Visuals - Value Proposition Statement of the business. PERSONA ‘B’ TEASERPERSONA ‘A’ TEASER 0123450678910 Home Page Gift Shop This is a teaser linked to a landing page aimed at the ‘Random Purchaser’ Persona. It is also serves as an ‘idea generator’ - we are saying here that why not browse and buy an item as a gift - from our unique choice of interesting and quirky product range. 1 1 2 2 2 3 3 4 Email this to a friend Create Favorite Lists Wait for something similar Tools (how this site can help you) 5 2 3 4 5 Promotional & Teaser Visuals - Value Proposition A well designed and photographed set of imagery presenting the style and the content of the site. A very first impression that will keep the visitor at the site and will prompt a desire to investigate further and browse. Persona Teasers This will be a graphic/statement - a proposition aimed at a spe- cific persona type. The idea is to talk to that persona directly, by saying we understand your specific needs and want to show you something special I know you will like. Telephone number The strong emphasis on the call number is important - prompt- ing the user to call if she feels it necessary before going further. The call number should be highly visible on all pages. This builds trust Tool Set Here we are showing the visitor how the site is able to help her in her quest to find that special item for themselves or for a friend or client.
Wire Frame KATE LAING COLLECTABLES/VINTAGE WEBSITE Version: 1 (10.09.08) Branding Global Navigation Search Contact UsAbout Us How to order Quality policy Privacy policy Returns policy Categories Top Level GIFT SHOP a unique place to find that unusual gift Gift Shop Landing Page GIFT SHOP a unique place to find that unusual giftValue Proposition Email this to a friend Create Favorite Lists Wait for something similar Tools (how this site can help you) 5 Send As Gift Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eius- mod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad 0123450678910
Wire Frame KATE LAING COLLECTABLES/VINTAGE WEBSITE Version: 1 (10.09.08) Branding Global Navigation Search Contact UsAbout Us How to order Quality policy Privacy policy Returns policy Categories Top Level fold Category Title Product Display Page Scroll 0123450678910 Product Name Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Product Code £35.00 Add to Cart Add to My Fav’s Email to a friend Q 1 Something Similar View larger Product Name Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Product Code £35.00 Add to Cart Add to My Fav’s Email to a friend Q 1 Something Similar View larger Product Name Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Product Code £35.00 Add to Cart Add to My Fav’s Email to a friend Q 1 Something Similar View larger
informationarchitecture }malcolm leyland STUDY THINK COMMUNICATE DELIVER various diagrams
A PROJECT HAS MULTIPLE TESTS Of Which There is one PLAN Objective Logistics Pre-Test & Post-Test Questions Functional Details Expected Behaviors one SCRIPT one REPORT PERSONAS DATABASE PARTICIPANT PROFILE PLANNING Screening EXECUTIVE SUMMARY ONE PROJECT GOAL ONE CLIENT MULTIPLE STUDIES / SESSIONS of each test PARTICIPANT ONE PARTICIPANT TWO PARTICIPANT THREE PARTICIPANT FOUR REPORTING Rapid Testing Reporting Test Summary Basic Observations Context for observations Level Two Reporting Summary of Observations Summary of Recommendations Severity Level User-Recommended Improvements SUS ~ System Usability Scale Graph Third Level Reporting Quantitative Data Qualitative Data User Profiles OBSERVATIONS RECOMMENDATIONS PARTICIPANTS DATABASE Screening Quantity Exclusion questions Internet experience Domain experience Demographic questions Note to recruiter Structure Of a Project.mmap - 13/12/2008 - Malcolm Lelyland
IA Components ORGANISATION SYSTEMS SCHEMES STRUCTURES EXACT AMBIGUOUS HIERARCHICAL DATABASE HYPERTEXT TAGGING TAXONOMY HETEROGENIOUS HOMOGENOUS Alphabetical Chronological Geographical Topic Task Audience Metaphor Hybrids LABELING SYSTEMS NAVIGATION SYSTEMS SEARCHING SYSTEMS INFORMATION ARCHITECTURE COMPONENTS Contextual Links Headings navigation System choices Index terms Iconic labels EMBEDDED SYSTEMS GLOBAL LOCAL CONTEXTUAL SUPPLIMENTAL SYSTEMS SITEMAPS INDEXES GUIDES ADVANCED NAVIGATION APPROACHES PERSONALISATION CUSTOMISATION VISUALISATION SOCIAL NAVIGATION WIZARDS SEARCH SEARCH ZONES INDEXING CONTENT COMPONENTS INDEXING BY AUDIENCE BY TOPIC BY RECENT CONTENT WORD WHEEL CANNED SEARCHES PATTERN MATCHING FACETS

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IA work samples - Malcolm Leyland

  • 1.
  • 2.
    informationarchitecture }malcolm leyland STUDYTHINK COMMUNICATE DELIVER design process an overview
  • 3.
    Visual Design Development Information Architecture Rapid Iterative UserTesting Marketing Brand Values Competitive Analysis Technology Assessment Heuristic Assessment Content Framework Customer Framework Analysis Strategy Business Framework Information Design Organisation of Information Content Mapping Metadata Taxonomies Search Systems Org Structure Navigation Design Prototyping Concept Modelling Customer Motivations & Behavior IMPROVING COMPETITIVE ADVANTAGE BY APPLYING USER-CENTERED DESIGN DesignGuidelines Build Programming GOALS Persona Creation User Experience Design IMPROVEDBUSINESSRESULTS © Malcolm Leyland 2009 Communication Task Flows Red Routes Scenarios DESIGN PROCESS OVERVIEW
  • 4.
    USER-CENTERED DESIGN PROCESSESBased on The Elements of User Experience Design by Jesse James Garret Visual Design Navigation Design Research Site Objectives User Needs STRATEGY BUSINESS CONTENT USERS Strategy Report Competitive Analysis Heuristic Evaluation Content Analysis Usage Stats search log Analysis Customer Support Data Surveys Focus Groups Card Sorting Card Sorting Target Market User Research PersonasConcept Model Competitive Analysis Business Goals Technology Assessment Content Map Usability Testing (competitors) Functional Specifications Content Requirements SCOPE CONTENT INVENTORY FUNCTIONAL SPECIFICATIONS Requirements Report Information Architecture Interaction Design STRUCTURE INFORMATION ARCHITECTURE Content Development INTERACTION DESIGN Software Applications Labeling Systems Navigation Systems Search Systems Controlled Vocabularies Organisation Systems Flow Charts Information Design Interface Design SKELETON INTERFACE DESIGN INFORMATION DESIGN NAVIGATION DESIGN SURFACE Visual Design Guidelines Brand Concept Final Visual Design Direction Brand Look & Feel Colour Schemes Content Production DEVELOPMENT Technology Implementation Site Build LIVE SITE Design Guidelines ONLINE MARKETING REQUIREMENTS Value Propositions Cross-selling Up-selling Storyboarding Navigation Style Content Strategy Technology Strategy Marketing strategy High Level Blueprints Preview of relationships Architecture Diagrams Blueprints Wireframes Prototyping Content Mapping Information Presentation Interface Systems & Concepts Interface Style Guides Begin Content Inventory Content Inventory Plan product Presentation Product Presentation Styles Html / CSS build Design Prototyping Final Design Layout Iteration Design Site Prototyping Final Site Iteration Client Sign Off Continue Content Inventory Usability Reports Usability Test Plan Usability Reports Usability Test Plan Usability Reports Usability Test Plan Usability Reports Usability Test Plan Brand Values Online Brand Values Brand Values Establish Personas
  • 5.
    informationarchitecture }malcolm leyland STUDYTHINK COMMUNICATE DELIVER competitive analysis
  • 6.
    Competitive Analysis The CompetitiveLandscape A Broad competitive analysis to understand the competitive landscape of six websites within the same market, selling the same or similar product range. This analysis compares the competitors across multiple contexts and multiple criteria to gage the 'best practice' and typical offerings of each. The analysis will show what the minimum expectations will be for users who use these competitors sites, and will tell us what to build and what not to build. This will provide a guide for the development of your site. It will inform us as to the presentation style of brand and product to, (a) capture the interest of the user and, (b) to create a pleasant and effective way of choosing and purchasing those products. All of which will increase the 'Competitive Advantage'. View The Key Take-a-ways on next page
  • 7.
    CATEGORY TAKE-AWAY Proposition ofeach competitor: A general statement of their business Most attempt to present a tone of voice to their brand style. These show a passion of interest in their product offering. Every site talks about the product range in terms of period, and category. Some use enticements such as 'We have thousands of' - 'Devine' - 'Stylish' - 'Outrageous' - 'Inspired'. Typical nouns are; authentic vintage, retro, collectable, antique, kitsch, unique, quality, variety. Product ranges Most of the competition sells only clothing some both clothing and homewares, while only a few (one in our selection) that sell only home wares. All range from 20's to 80's. Type of Payment employed A variety of payment techniques are employed form various suppliers. All use a Shopping Cart but few have engaged a full merchant account system while most use payment systems such as PayPal / Worldpay. Two site offer other ways of paying for goods sauch cheques. Strength of brand displayed in home page First impression Apart from one competitor all sites are branded to some degree. But only half of the competition are strongly branded, this is because most rely upon the visual qualities of the shopping cart software tem plating. This is where we can gain a competitive advantage. Display of product/content on home page Only one competitor displayed product very well, in a compelling way. Most other again, relied on the template to dictate how to display their product offering - this dictates the first impressions of the company. One site relied entirely on text descriptions as links. COMPETITIVE ANALYSIS - THE COMPETITIVE LANDSCAPE Key Take-Aways
  • 8.
    Home Page Features Thepurpose of this analysis is to establish the range of features the user would encounter when visiting each of our competitors. The comparison shows how each competitors site has deployed the use of Promotional Features such as, featured products or email a friend, and Information Features such as delivery information and a search facility. View The Key Take-a-ways on next page
  • 9.
    THE CRITERIA Candy Says VivaVintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle KEY TAKE -AWAY HOME PAGE PROMOTIONAL FEATURES CROSS SELING NO NO NO NO NO NO No competitor takes the opportunity to sell other products to customers who where looking to buy something else. FEATURED PRODUCTS NO YES NO NO NO NO This feature is not considered important by all but one site. NEW PRODUCTS YES NO YES NO YES NO Half of the site thought New Products as important. NEWSLETTER / MAILING LIST YES NO YES NO NO NO Only a third of our competitors wish to engage with their customers on a long term basis. OTHER DISCOUNT OFFER NO FREE PRINTED CATALOGUE NONE VIRTUAL TOURS NO Half of the competitors are atempting other directions when it come to promotions, user experience, and offline options. NEWS YES NO Next Big Thing Coming Soon NO NO NO Two thirds, are atempting to entice users to come back again by sugesting there will new things happening on their next visit. EMAIL A FRIEND Y N No competior attempts to promote viraly through user participation. HOMPAGE INFORMATION FEATURES ABOUT US N Y N Y N Y Surprisingly only half have an About Us page. HOW TO PLACE AN ORDER N Y N Y VIA INFO Y Again only half have this information available directly from the home page. CONDITIONS OF GOODS Y Y N N WITHIN PRODUCT DESCRIPTION WITHIN PRODUCT DESCRIPTION This seems an important piece of information. But only half offer it, and only one directly from home page. A competitive advantage would be if a condition of goods could be associated with every single product. DELIVERY INFORMATION N VIA ORDERING N VIA T&Cs VIA INFO Y Only one competitor considers this to an important piece of information. SECURITY & PRIVACY N Y (VERY DISCREET) N VIA T&Cs VIA INFO Y Again this information is considered by only one site to of any importance. CANCELLATIONS & RETURNS N VIA ORDERING N VIA T&Cs VIA INFO Y Apart from one site This information is available but hidden. CONTACT US Y Y Y Y VIA INFO Y Apart from one site, this is available from the home page. TERMS & CONDITIONS Y N VIA LEGAL NOTICES Y Y Almost all sites consider this to be important information. SEARCH FACILITY Y N Y Y Y N Two thirds have this feature. LOGIN Y N Y N N N Only one third od sites offer return login feature. This is an opportunity to capture regular customers and visitors, as well as personalisation and welcome features. OTHER HELP & INFO PRESS SIZING FAQs INFO PRESS RELEASE VENUES & ADDITIONAL SERVICES Info, and FAQs seem the dominant feature COMPETITIVE ANALYSIS - HOME PAGE FEATURES Analysis of the features on the home page only; to include Promotional and information based features. COMPETITOR SITES FOR COMPARISONS
  • 10.
    Content Analysis The contentanalysis take an overview on the type of product sold on each competitors website. It will help define our product range and our competitive advantage - by offering a more varied or a more specialised product range. View The Key Take-a-ways on next page
  • 11.
    THE CRITERIA Candy Says Viva Vintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle PercentageKey Take-a-ways CLOTHING - WOMEN'S 1 1 1 1 67% DRESSES 1 1 1 1 67% SKIRTS 1 1 1 50% NIGHTWEAR 1 1 1 50% SHOES 1 1 1 1 67% BLOUSES 1 1 1 50% KNITWEAR 1 1 33% ACCESSORIES 1 1 1 1 1 83% HATS 1 1 1 50% SCARF'S - DAY & EVENING 1 1 1 50% GLOVES 1 1 1 1 67% JEWELRY 1 1 1 1 67% HANDBAGS 1 1 1 1 67% CLOTHING - MEN'S 1 1 1 50% SUITS 1 17% HATS 1 1 33% SCARF'S 1 17% CRAVATS 0% TIES 1 1 33% CUFFLINKS 1 1 1 50% COATS 1 17% JACKETS 0% KNITWEAR 1 17% SHIRTS 1 1 33% WHAT PERIOD RANGE 20'S TO 80'S 20'S TO 80'S 30'S TO 80'S Between 20's and 80's FABRICS 1 17% CURTAINS 0% HOME WARES NONE AVAILABLE 1 17% KITCHENALIA 1 1 1 50% DECORATIVE ITEMS 0% LIGHTING 1 1 33% GLASSWARE 1 1 1 50% CERAMICS 1 1 1 50% CLOCKS 1 17% FIREGUARDS 0% TABLEWARE 1 1 33% GIFTS 1 17% PICTURES - PAINTINGS & PRINTS 1 17% OTHER 0% DESIGNER 0% STYLE 1 17% COLLECTABLES 1 17% WEIRD AND WONDERFUL 1 17% TINS, BOTTLES & PACKAGING 1 1 33% COMPETITIVE ANALYSIS - CONTENT Analysis of the content / product ranges available from all of our competitors. COMPETITOR SITES FOR COMPARISONS Men's clothing is not particularly represented across the competitors ranges. Only half of competitors sell Men's' clothing, with only one competitor standing out as a main competitor in this category. Accessories are very well catered for in this market - If considered separate from 'Women's Clothing', accessories are available from the Women's clothing is the category mostly sold online within the 'Vintage' market. If we include 'Accessories' then this sector of product line is largest sector. No competitor categorises / identifies product as 'Designer'. Collectables, the weird and wonderful, tins, bottle etc., are only available through on competitor. Al typical periods covered - up to and including the 80's only on competitor sells fabrics. Could this be a product sector with which we can develop a competitive advantage. No competitor sells curtains - certainly not as a separate category. This is because either, they don’t' buy such items or the competitors don't believe they are a sellable/profitable line of product. This category of product is not currently highly available online, with only one competitor selling both clothes and home wares, it seems competitors are specialising.
  • 12.
    Category Comparisons The purposefor an analysis of categories is to fully understand how the competition have defined and structured their product range for ease of finding items through the navigation system. This will help to create a structure for our site that either compares with or improves upon the way our competitors do it. View The Key Take-a-ways on next page
  • 13.
    Candy Says VivaVintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle Vintage clothing & accessories Dresses New stock arrival Kitchen Handbags Bedroom (6) Vintage Accessories 1900's - 1920's Handbags Clothing Jewelry Accessories Tea & China Shoes Books & Music (21) Vintage Bags 1930's - 1940's Vintage Retro & Antique Handbags Dinning Room Boots Bric a Brac (21) Vitage Clothing 1950's - 1960's Living Room Clutch Bags Cocktails and Bar (10) Vintage footwear 1970's - 1980's Bedroom Dresses Fabrics & Linen (30) Vintage Unisex Separates Bathroom Accessories Furniture (7) Vintage Children's wear Blouses Antique Vintage & Retro Evening Bags Clocks Glass & Ceramics (13) Vintage menswear Pants Candle Lights Jewelry (22) Vintage for the home Skirts Outdoors Kitchenalia (13) Vintage for the home Sweaters Miscellaneous Lighting (7) Beach Beauty Suits & Jackets Pictures & Wall Plaques (6) Goodwood Revival Suits Vintage & Retro Women's Clothing Toys & Games (10) Jackets Travel (13) Outwear Jackets Coats Evening Vintage & Collectable Women's Accessories Lingerie Slips Nightgowns & Pajamas Robes Swimsuits, Bras, Misc Antique Vintage and Retro Costume Jewelry Hats Ladies Men's Purses Vintage & Collectable Men's Accessories Evening Day Shoes shoes Vintage & Retro Men's Clothes Boots Accessories Belts Aprons Vintage & Antique Children's Clothes Scarves Gloves Miscellaneous Jewelry Vintage Children's Accessories Sets Necklaces Bracelets Earrings Bargain Basement Pins Miscellaneous Men's Department Shirts Jeans & Jackets Collectables Furniture Housewares & Books Suits & Jackets Antique and Vintage Furniture Vests Men's Outerwear Men's Accessories Sale Antique Vintage and Retro Kitchenalia Women's sale items Antique, vintage, retro, kitsch and collectible kitchenware's and kitchenalia. Men's sale items Antique and Vintage Books Magazines and Comics Antique and Vintage Flatware and Cutlery Antique Vintage and Retro Tablewares Antique Vintage and Retro Linens and Textiles Antique Vintage and Retro Housewares Assorted Antique Vintage & Retro Collectables Recycled Vintage Design clothes & Gifts Antique, vintage, retro, kitsch, shabby chic and collectable housewares. Antique, vintage, retro, kitsch, weird, wonderful, unique and unusual pieces. COMPETITIVE ANALYSIS - A STUDY OF USED CATEGORIES Clothing, jewelry, accessories, handbags and evening bags, offered at reduced or low prices. These items are here because they are flawed, too modern, or reduced! Small pieces of antique and vintage furniture from Elegant Victorian Mirror to poptastic Atomic Fifties magazine and record racks. Antique, vintage, retro, kitsch & collectable tablewares, dinnerwares, tea and coffee sets. Antique, vintage, retro, kitsch and collectable household linens and textiles. Antique vintage retro and collectable evening bags, including some designer items, ranging from the Victorian Arts and Crafts era to the to the 1980s boogie nights! Antique, vintage, retro and collectable costume and estate jewelry, from the elegant Victorian era to the plastic fantastic 1980s! Antique, vintage, retro, unusual, unique, rare and collectible books, magazines and comics. Antique, vintage, retro, and collectable flatware and cutlery. Antique, vintage, retro and collectable gentlemen's accessories, including hats, cufflinks, tie clips, hankies, scarves and more. Antique vintage, retro and collectable Men's clothing. Stock includes: suits, Tuxedos, shirts, t-shirts, coats, waistcoats and more. Antique, vintage & retro accessories. Sunglasses, powder compacts, belts, hair clips, hatpins, scarves, shawls, hats, fans, gloves, stockings, shoes, umbrellas & more. Antique, vintage & retro women's clothes. Stock includes: day dresses, evening gowns, coats, jackets, capes, tops, blouses, jumpers, cardis, sweaters, skirts, suits, jeans & more. A range of antique, vintage and retro children's clothing. Stock includes day wear, night wear and dressing up outfits. Vintage and retro children's accessories and handbags. Lots of fun pieces to help you re- discover your inner child! Comparison of how each competitor presents category Blue indicates top-level navigation category COMPETITOR SITES FOR COMPARISONS Antique, vintage, retro, unique, kitsch unusual and rare handbags, day bags, clutch bags and shoulder bags, dating from the elegant 1800s to the plastic fantastic 1980s!
  • 14.
    Br COMPETITOR SITES FORCOMPARISONS Candy Says Viva Vintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle www.candysays.co.uk www.vivavintageclothing.com/ http://steptoesantiques.co.uk/ http://www.dirtydollie.co.uk http://www.absolutevintage.co.uk/ http://www.homesweethomesty le.co.uk/ ESTABLISH CRITERIA Proposition of each competitor: A general statement of their business Candy Says contains a massive selection of the brightest and best vintage clothing and accessories from the 1920's, 1930's, 1940's, 1950's, 1960's, 1970's and 1980's. Designed to take the hassle out of shopping for vintage clothing, Candy Says is dedicated to providing you with the most unusual, eye-catching vintage items certain to turn heads. Here at Viva Vintage, we revel in the quality and variety of past fashions! We add new vintage items frequently, hunting high and low for vintage dresses ranging from the beaded beauties of the 1920’s to the tailored elegance of the 1930’s and 1940’s. We adore 1950’s little black cocktail dresses,1960’s designer suits, slinky 1970’s gowns and outrageous 1980’s party dresses. Separates like cashmere sweaters and circle skirts can be topped off with our stylish collection of coats and jackets. You'll find accessories from alligator handbags, to that perfect hat or pair of shoes to complement your vintage outfit, as well as a sparkling selection of vintage costume jewelry. For the vintage-loving man, we carry suits, shirts, neckties and more. We strive to supply the best vintage clothing to our customers, whether you’re dressed from head to toe in your vintage finery, or enjoy a single retro accessory as a glorious accent! Welcome to Steptoes Dog Vintage Retro & Antique Clothing & Collectables Online Boutique. Here you can chose from 1000's of authentic vintage, retro, collectable, antique, kitsch, unique and unusual items, all covered by our NO QUIBBLE GUARANTEE! If you're looking for divine vintage & retro handbags, evening bags, jewellery, accessories and clothing, then you've come to the right place, these are our speciality. We also do a great line in antique, vintage retro and collectable gifts for him and her, books, tablewares, porcelain, pottery, linens, textiles, glassware, silver, toys, postcards, homewares, kitchenalia and much more ..... so have a good root around, you're bound to find something you like! Aninspired collection of shabby chic and vintage style homeware carefully sourced throughout Europe and brought together here for your convenience. Our super range of rustic kitchenware, home accessories and items for the garden are to be featured on ITV'S Sixty Minute Makeover and all have a twist of a French 'brocante' antique market. You will find all Dollie's items are beauftifully made and are just the thing to brighten your home this winter! Quality Vintage clothing and accessories for men and women from the 1930's to 1980's Vintage Homeware Home Sweet Homestyle specializes in Vintage Homeware and Collectables. We just love the nostalgia of finding bygone treasures to add to our collection and style our home. We find vintage items that will bring back fond memories and make us feel good, whilst providing a unique and individual look to any decor. Whether you are a collector, enthusiast or seeking to decorate your home in an eclectic mix of past and present eras, come and visit our store and browse through the gorgeous 'delectables' on show. Whether you are a collector, enthusiast or seeking to decorate your home in an eclectic mix of past and present eras, come and visit our store and browse through the gorgeous 'delectables' on show. We are the ultimate in recycling! We love vintage homewares Product ranges 1920's to 80's Clothing 1920's to 70's Clothing vintage & retro handbags, evening bags, jewellery, accessories and clothing vintage retro and collectable gifts for him and her, books, tablewares, porcelain, pottery, linens, textiles, glassware, silver, toys, postcards, homewares, kitchenalia Homewares of varius periods. Quality Vintage clothing and accessories for men and women from the 1930's to 1980's Vintage Homewares and collectables Type of Payment employed Worldpay Americart shopping cart services American Dollar Worldpay Protx shopping cart services Unsure - process had faults Paypal Cheque option Strength of brand dispalyed in home page First impression Strong brand presence Strong brand presence Very weak branding Displays product without brand style Very strong brand presence and diplay, display ilustrates content very well - targeted product branded. Limited branding - display dictated by techology usages - ie, CMS uses low cost template. Banded styling Display of product/content on home page Weak display of content. Very wordy. Not compelling. Looks complicated. Heavy use of word links. Good display of content. Displays product immediatley by category. Plus latest product display below scroll. Graphic Display of all categories. One single centered, animated display of modeled dresses. No visual diplay of content or product. Worded links to categories and word links direct to selected products. A broad competitive analysis: to get a sense of competitive landscape and industry best practices COMPETITIVE ANALYSIS - STAGE ONE
  • 15.
    informationarchitecture }malcolm leyland STUDYTHINK COMMUNICATE DELIVER taxonomies
  • 16.
    TAXONOMY of VintageCollectables NAVIGATION CATEGORIES METADATA TOP LEVEL CATEGORY SECOND LEVEL CATEGORY THIRD LEVEL CATEGORY DESIGNER / STYLE CATEGORY Descriptions Types Period Period Style Advertising & Packaging CocaCola Enamel Signs Premiums & Give a ways Showcards & paper advertising Tins Biscuits Candy-sweets Provisions Miscellaneous Aeronautica Ground & Crew Equipment Sector Clocks Propellors Model & Plaques Photographs & Cards Programmes & printed Ephemera Uniform & Dress Assecories Amusements & Slot Machines Animation Art Deco Autographs Automobilia Badges / Pins Bicycles Black Memorabilia Books Childrens Books Modern First Editions Bottles milk bottles Assorted bottles Breweriana Cameras 35mm Cameras Cine Cameras Folding Cameras Ceramics Art Pottery Candy Ware Newcomb College Upchurch Pottery Belleek Belleek Beswick Beswick Animals & Birds Beatrix Potter Symcox Allbert Halam Colin Melbourne Carlton Ware Carlton Ware Teapots Buiscuit barrel Jam Pot Sugar bowl Chintz Ware Trefoil Dish Tea sets Butte Dish Tea pots Fruit set Clarice Cliff Clarice Cliff Jugs 30's Coffee pot Cup & Saucer Honey pot jam pot Plates Sugar Sifter Toast rack Vase Continental Figurines Gouda Figurines 30's Wall Masks Goebel pottery Wall masks 30's Susie Cooper Susie Cooper Butter dish 30's - 60's Dinner srevice Gravy boat Teapot cream jug Plate Cottage Wares 10's - 00's Crested China Crown devon Vase 30's Biscuit barrel Grounger jug Denby Stoneware Animals vase 30's - 70's bowls coaster Homewares T. G. Green Cornish Ware Homewares Homewares T. G. Green butter dish Storage jar Dreadnought jug Creut sets Mixing bowl Hornsea Animals Wedding vase Hummel Figurines Lenci Figurines Animals Llardo Figurines Animals Nao Figures Midwinter Jessie tate
  • 17.
    Moorcroft Wedgewood Kieth Murray MyottDeco Painted Plates Studio Pottery Micheacl Cardew Peter Lane Stoneware Bernard Leach Slipware Porcelain US Ceramics Wet german Ceramics Christmas Cigarete & Trade Cards Comics Commemoratives Poloitical Royal Corckscrews Dolls Bisque Cloth Composition Effanbee Hard plastic Vinyl Miscellaneous Ephemera Magazine Programmes Flyers Newspapers Bills Menus Catalogues Fashion Dresses & Suits Day dress sequins Evening Suits Summer dress Two Pices dress & coat Coats Evening coats Housecoats Jackets, Jumpers & Blouses Skirts & Trousers Menswear - Shirst & Jumpers Menswear - Jackets , Trousers & Suits Ties Swimwear Fashion Accessories Buttons Costume Jewellery Bracelets Brooches Necklaces Eyewear Handbags Hats Top hat Feather & Silk Silk & straw Panama Straw hat Wood hat Felt hat Cotton plate hat Silk velvet hat American Union hat Felt hat Shoes Evening Platform Sandals Leather Boots Film & Entertainment Gardening Glass British Chance Bros Jane Charles Johnathen Harris Jane Charles Kieth Murrey Dartington Drink Sets Italian Lalique Mdina Monart Paperweights Pressed Galss Scandinavian Many designers in this group Whitefriars Unites States Gramaphones Kitchenware/Kitchenalia
  • 18.
    Breadboards & Knifes Enamelware Gadgets & Mothers helps Moulds Plastic Pyrex Oven-to-table ware Strtoage Lighting Ceilin & Floor Desk & Table Military & Navel Badges Caps & Helmets Medals Miitary Naval Publications & Ephemera Modern Technology Radios Bakelite 20's - 70's Telephones Televisions Money Money Boxes Pens Purfume boxes Pez Dispensers Postcards Posters Advertising Exhibition Film Health Rock & Pop Sporting Travel Wartime Powder Compacts Railwayana Rock & Pop Guitars Beatles Elvis Records Rocks & Fossils Scientific & Medical Shipping Smoking Cigarette packets Lighters Match books & Boxes Miscellaneuos Sport Stainless Steel Homewares Teddy Bears & Soft Toys telephone Cards Tools Toys Battery operated Britains Clockwork Construction Cult Animation Film Television Miscellaneuos Diecast Corgi Matchbox Dinky Ganes Puppets Tri-Ang Trains Watches & Clocks
  • 19.
    informationarchitecture }malcolm leyland STUDYTHINK COMMUNICATE DELIVER personas
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    The Enthusiast KeyPoint The enthusiast is someone who will 'live' the period or style in which they buy. There're not collectors - they wear or use the items purchased. They are knowledgeable but their purchasing is less restricted. "I the enthusiast will search out for that item of clothing or that piece of tableware that fully establishes my period of style. I am always on the look out for new items. Price is not an issue - owning these items is more important to me" "I would be very keen to establish a regular source for my items - being informed when an item is available would be ideal." Choice directed by period, This persona has aunique set of criteria. The Collector / Dealer The collector / dealer will buy special items which may not be period led. They will be interested in quality and value. Particularly the dealer who will wish to make a profit when he re-sells. " I am influenced by what is happening in the market place - what I see or think people will want to own - I have a keen eye for trends and I might even influence a trend." " Being in regular contact with my suppliers is important - I may ring for something in particular or, If time allows, I may browse to keep up with what a supplier may be buying." Price Quality Choice Requires quick easy finding A search facillity is key. The Knowledgeable Purchaser This person would like to own items that are usually of a particular period, or maybe of their favorite period designer. "Quality is important to me - I have already a number of items of my favorite designer and if I come across another item I would probably buy it." "If a friend tells me she has seen an item I really appreciate it - I'm known amongst my friends as a little mad as I have a lot of these items at home." Design / Designers Period The Random Purchaser This person is a browser. Choice is therefore random with the only criteria being "I like that!" "I like to walk around and browse all the items on view, form the large to the small - it's exciting and intriguing." " I don't mind buying 'old' things, but if I need some item for the home of practical use I would probably go to the high street." Chance For this persona the site needs to support casual browsing Professional & Researcher This group would be Students of fashion and product design - Designers for a fashion house - theatrical or film prop buyers. "I am a student of fashion and for my thesis I am studying period costumes - coming and buying actual items is simply fantastic - If I were a student of painting, I couldn't buy artist's work" " I research style for my clients. I make choices simply on what I think may add to their style for this year - I let this collection of period items inspire their creativity - I do add something" Professional needs. Search by: period? Style? Designer? Statement PERSONAS
  • 21.
    informationarchitecture }malcolm leyland STUDYTHINK COMMUNICATE DELIVER concept models
  • 22.
    M ARK ET IN G Concept ModelPURCHASING AIDED PURCHASING BUILDING TRUST MARKETING B U I L D I N G T RU ST Privacy Policy Returns Policy Easy Returns Quality Policy Q Qaulity Indicator View Large Image About Us How to order Contact Us Cancela- tions & returns A I D E D P U R C H A S I N G Email a Friend Email List For New Stock For Something Similar Ad to Favorites List Hold this till later Email my fav to me Press releases PAGE GRAPHICS Promotional & Teaser Visuals Value Propositions Category Teasers PURCHASING Search Catego- ries Top Level CONTENT GIFT SHOP CRM Email Newsletter Cross Selling Send as gift K I TCH E N RANGES New Content About Us Contemporary Traditional Product sheet pdf download Contact UsGallery Find Us Testimo- nials Home Page Flash Element: Rolling products shots Trade Protection Logo + link Trade Protec- tion site INTRO COPY Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. authentic Kitchen co Luxury Individual Kitchens WelcomeToYour New Kitchen NEFF logo Gallery Landing Page Mapping Site Email Form New Page Main View 2nd View 3rd View Kitchen Ranges View Our Gallery ‘Use Our Easy toView Design Finder’ ‘and Download printable product sheets’ Please Call 01565 631869 CALLTO ACTION Concept Modeling This concept model is very specific. It deals with patterns and elements such as the clients ‘value proposition’, call to action, and promotional items, such as downloadable product sheets. Specifically, it designs a clear route to product, so the user can make choices easily, and then to discuss product features directly with the business. The concept was partly driven by “Why go anywhere else - We’ll give you every bit of help you need”. This high level concept diagram, illustrated to the client four aspects of the site; Purchasing, Aided Purchasing (promotional), Marketing, and Building Trust. Each aspect included the elements to be included within the site. The diagram was used as a discussion document and subsequently as a design document. Kate Laing Collectables © Malcolm Leyland 2009 The Authentic Kitchen Company
  • 23.
    M ARK ET IN G Concept ModelPURCHASING AIDED PURCHASING BUILDING TRUST MARKETING B U I L D I N G T RU ST Privacy Policy Returns Policy Easy Returns Quality Policy Q Qaulity Indicator View Large Image About Us How to order Contact Us Cancela- tions & returns A I D E D P U R C H A S I NG Email a Friend Email List For New Stock For Something Similar Ad to Favorites List Hold this till later Email my fav to me Press releases PAGE GRAPHICS Promotional & Teaser Visuals Value Propositions Category Teasers PURCHASING Search Catego- ries Top Level CONTENT GIFT SHOP CRM Email Newsletter Cross Selling Send as gift
  • 24.
    K I TCH E N RANGES NewContent About Us Contemporary Traditional Product sheet pdf download Contact UsGallery Find Us Testimo- nials Home Page Flash Element: Rolling products shots Trade Protection Logo + link Trade Protec- tion site INTRO COPY Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. authentic Kitchen co Luxury Individual Kitchens WelcomeToYour New Kitchen NEFF logo Gallery Landing Page Mapping Site Email Form New Page Main View 2nd View 3rd View Kitchen Ranges View Our Gallery ‘Use Our Easy toView Design Finder’ ‘and Download printable product sheets’ Please Call 01565 631869 CALLTO ACTION
  • 25.
    informationarchitecture }malcolm leyland STUDYTHINK COMMUNICATE DELIVER wire frames
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    Home Page UP FRONTVALUEPROPOSITION Rolling Images Kitchen Ranges View Our Superb Kitchen Ranges ~ Call Us ~ Find Us Mapping Site Trade Protection Logo + link Trade Protec- tion site CALLTO ACTION Fold WelcomeToYour New Kitchen View the gallery Use our easy to view design finder View the kitchens we have built The Authentic Kitchen Company Ltd. Registered in England, registration No: 5415865 authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials INTRO COPY Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. w.authentickitchenco.co.uk
  • 28.
    Kitchen ranges PRODUCT PRESENTATION PoductCopy Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. Contemporary Kitchens From Kitchen Ranges Landing Page Title of product 1 2 3 image 1 View Our Superb Kitchen Ranges ~ Call Us ~ Find Us Mapping Site Testimonial One Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nos- trud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Trade Protection Logo + link Trade Protec- tion site CALLTO ACTION QUALIFICATION Fold View the gallery View the kitchens we have built Traditional kitchens Could be scrolling authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials
  • 30.
    Gallery Page PRODUCT PRESENTATION FromHome Page CALLTO ACTION Fold The Authentic Kitchen Company Ltd. Registered in England, registration No: 5415865 Indiana Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor in- cididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea com- modo consequat. Lorem ipsum dolor sit amet. Consectetaur adipisicing elit. View the Kitchens We’ve Built ~ Call Us ~ Find Us authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials
  • 32.
    Testimonials Page TESTIMONIALS &KITCHEN IMAGES From Home Page Fold The Authentic Kitchen Company Ltd. Registered in England, registration No: 5415865 authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials These are just some of our satisfied customer comments. Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Testimonials Customer satisfaction Trade Protection Logo + link We are a member of the trade Protection. Lorem ip- sum dolor sit amet, consect- etaur adipisicing elit, Lorem ipsum dolor sit amet, consectetaur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Mrs Jones Lorem ipsum dolor sit amet, consectetaur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Mr Davies Lorem ipsum dolor sit amet, consectetaur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Mr & Mrs Smith Lorem ipsum dolor sit amet, consectetaur adipisic- ing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Mr Dukworth TRADE ASSOCIATION Trade Protec- tion site GALLERY PAGE CALLTO ACTION View the Kitchens We’ve Built ~ Call Us ~ Find Us IMAGE IMAGE IMAGE IMAGE
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    Testimonials PageFrom HomePage Fold authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials We would like to here from you ......Please call us during working hours, or use the simple form below for simple enqiries. Lorem ipsum dolor sit amet, consectetaur ad- ipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ea commodo consequat. Contact Us Trade Protection Logo + link We are a member of the trade Protection. Lorem ip- sum dolor sit amet, consect- etaur adipisicing elit, TRADE ASSOCIATION Trade Protec- tion site GALLERY PAGE CALLTO ACTION View the Kitchens We’ve Built ~ Call Us ~ Find Us Email Enquiry: Showroom: High St Showroom: 119 King Street, Knutsford, WA16 6EH Factory Showroom & Mail address: Unit B, Stanley Trading Estate. Stanley Rd. Knutsford. WA16 0EG Tel: 01565 631869 Fax: 01565 652478 Find us: Click here for MultiMap directions FOR EMAIL FORMVIEW NEXT PAGE
  • 34.
    EMAIL FORM CONTINUED TheAuthentic Kitchen Company Ltd. Registered in England, registration No: 5415865 Email Enquiry: Your Full Name: Your Email Address: Your Tel No: To help us address your query please answer these questions: (not obligatory) I will be building my new kitchen within the next: 1 month 2 months 3 months 3 + months Not yet, I’m just researching My approximate budget is in the region of: £ I have found a design/s I like on your site: Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor in- cididunt ut labore et dolore magna aliqua. ea commodo consequat. Lorem ipsum dolor sit amet, consectetaur ad- ipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ea com- modo consequat. Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor in- cididunt ut labore et dolore magna aliqua. ea commodo consequat. Lorem ipsum dolor sit amet, consectetaur ad- ipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ea com- modo consequat. Your enquiry: Some guidelines Submit enquiry Delete enquiry Yes No
  • 35.
    Testimonials PageFrom HomePage Fold authentic Kitchen co Luxury Individual Kitchens 01565 631869 Home Kitchen Ranges Gallery Contact Us About Us Testimonials About Us Trade Protection Logo + link We are a member of the trade Protection. Lorem ip- sum dolor sit amet, consect- etaur adipisicing elit, TRADE ASSOCIATION Trade Protec- tion site CALLTO ACTION View the Kitchens We’ve Built ~ Call Us ~ Find Us NEW CONTENT ? Kitchen Ranges View the gallery Use our easy to view design finder View the kitchens we have built
  • 36.
    Wire Frame KATE LAING COLLECTABLES/VINTAGE WEBSITE Version: 1 (10.09.08) Branding Global Navigation Search Contact UsAbout Us How to order Quality policy Privacy policy Returns policy Categories Top Level GIFT SHOP send as gift GREAT PRODUCT IMAGES Promotional & Teaser Visuals - Value Proposition Statement of the business. PERSONA ‘B’ TEASERPERSONA ‘A’ TEASER 0123450678910 Home Page Gift Shop This is a teaser linked to a landing page aimed at the ‘Random Purchaser’ Persona. It is also serves as an ‘idea generator’ - we are saying here that why not browse and buy an item as a gift - from our unique choice of interesting and quirky product range. 1 1 2 2 2 3 3 4 Email this to a friend Create Favorite Lists Wait for something similar Tools (how this site can help you) 5 2 3 4 5 Promotional & Teaser Visuals - Value Proposition A well designed and photographed set of imagery presenting the style and the content of the site. A very first impression that will keep the visitor at the site and will prompt a desire to investigate further and browse. Persona Teasers This will be a graphic/statement - a proposition aimed at a spe- cific persona type. The idea is to talk to that persona directly, by saying we understand your specific needs and want to show you something special I know you will like. Telephone number The strong emphasis on the call number is important - prompt- ing the user to call if she feels it necessary before going further. The call number should be highly visible on all pages. This builds trust Tool Set Here we are showing the visitor how the site is able to help her in her quest to find that special item for themselves or for a friend or client.
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    Wire Frame KATE LAING COLLECTABLES/VINTAGE WEBSITE Version: 1 (10.09.08) Branding Global Navigation Search Contact UsAbout Us How to order Quality policy Privacy policy Returns policy Categories Top Level GIFT SHOP a unique place to find that unusual gift Gift Shop Landing Page GIFT SHOP a unique place to find that unusual giftValue Proposition Email this to a friend Create Favorite Lists Wait for something similar Tools (how this site can help you) 5 Send As Gift Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eius- mod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad 0123450678910
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    Wire Frame KATE LAING COLLECTABLES/VINTAGE WEBSITE Version: 1 (10.09.08) Branding Global Navigation Search Contact UsAbout Us How to order Quality policy Privacy policy Returns policy Categories Top Level fold Category Title Product Display Page Scroll 0123450678910 Product Name Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Product Code £35.00 Add to Cart Add to My Fav’s Email to a friend Q 1 Something Similar View larger Product Name Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Product Code £35.00 Add to Cart Add to My Fav’s Email to a friend Q 1 Something Similar View larger Product Name Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua Product Code £35.00 Add to Cart Add to My Fav’s Email to a friend Q 1 Something Similar View larger
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    informationarchitecture }malcolm leyland STUDYTHINK COMMUNICATE DELIVER various diagrams
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    A PROJECT HAS MULTIPLETESTS Of Which There is one PLAN Objective Logistics Pre-Test & Post-Test Questions Functional Details Expected Behaviors one SCRIPT one REPORT PERSONAS DATABASE PARTICIPANT PROFILE PLANNING Screening EXECUTIVE SUMMARY ONE PROJECT GOAL ONE CLIENT MULTIPLE STUDIES / SESSIONS of each test PARTICIPANT ONE PARTICIPANT TWO PARTICIPANT THREE PARTICIPANT FOUR REPORTING Rapid Testing Reporting Test Summary Basic Observations Context for observations Level Two Reporting Summary of Observations Summary of Recommendations Severity Level User-Recommended Improvements SUS ~ System Usability Scale Graph Third Level Reporting Quantitative Data Qualitative Data User Profiles OBSERVATIONS RECOMMENDATIONS PARTICIPANTS DATABASE Screening Quantity Exclusion questions Internet experience Domain experience Demographic questions Note to recruiter Structure Of a Project.mmap - 13/12/2008 - Malcolm Lelyland
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    IA Components ORGANISATION SYSTEMS SCHEMES STRUCTURES EXACT AMBIGUOUS HIERARCHICAL DATABASE HYPERTEXT TAGGING TAXONOMY HETEROGENIOUS HOMOGENOUS Alphabetical Chronological Geographical Topic Task Audience Metaphor Hybrids LABELING SYSTEMS NAVIGATION SYSTEMS SEARCHING SYSTEMS INFORMATION ARCHITECTURE COMPONENTS Contextual Links Headings navigation Systemchoices Index terms Iconic labels EMBEDDED SYSTEMS GLOBAL LOCAL CONTEXTUAL SUPPLIMENTAL SYSTEMS SITEMAPS INDEXES GUIDES ADVANCED NAVIGATION APPROACHES PERSONALISATION CUSTOMISATION VISUALISATION SOCIAL NAVIGATION WIZARDS SEARCH SEARCH ZONES INDEXING CONTENT COMPONENTS INDEXING BY AUDIENCE BY TOPIC BY RECENT CONTENT WORD WHEEL CANNED SEARCHES PATTERN MATCHING FACETS