The document provides details for a project report on redesigning the website for University of Florida Athletics (Gatorzone). It includes a project brief with objectives to streamline access to sports news and tickets, and allow customization. A target launch date of March 15, 2018 is given. The primary audiences are identified as Gators fans and college sports fans seeking scores, news or tickets. Competitors like Georgia and Florida State are analyzed. Key strengths over competitors include prestige, large sponsorships, and size of following. The current site's positive and negative features are reviewed. The new design aims to be sleek and seamless while adding functionality like ecommerce, search and customization. A content outline and publishing schedule are

1. Project Report Page 1 of 10
Project Brief & Information
Architecture Report
For: University of Florida
gatorzone.com,
Prepared On: November 14, 2017
Prepared By: Nicholas Morrison
Email: namorrison@student.fullsail.edu
Phone: 352-702-2611

2. Project Report Page 2 of 10
Contents
Project Brief................................................................................................................................................. 3
Executive Summary................................................................................................................................. 3
Objectives................................................................................................................................................ 3
Target Launch Date ................................................................................................................................. 3
Target Audience........................................................................................................................................... 4
Primary Audiences .................................................................................................................................. 4
Competitive Analysis ................................................................................................................................... 5
Main Competitors ................................................................................................................................... 5
Competitive Advantage........................................................................................................................... 5
Current Site Review..................................................................................................................................... 6
Perception............................................................................................................................................... 6
Positive Features..................................................................................................................................... 6
Areas for Improvement........................................................................................................................... 6
Current Content Inventory...................................................................................................................... 7
Page Title ..............................................................................................Error! Bookmark not defined.
Description of Content..........................................................................Error! Bookmark not defined.
New Design & Functionality ........................................................................................................................ 8
Look & Feel.............................................................................................................................................. 8
Functionality............................................................................................................................................ 8
Usage....................................................................................................................................................... 8
Content Strategy.......................................................................................................................................... 9
Content Outline....................................................................................................................................... 9
Content Publishing Schedule................................................................................................................... 9
Site Map Diagram.................................................................................................................................. 10

3. Project Report Page 3 of 10
Project Brief
Executive Summary
Briefly describe the company and the concept, product or service it provides.
The Gatorzone website is the official website for University of Florida Athletics – from football to cross
country – this is the place to find all the news, standings and schedules. Another important feature of
the website is ticket sales, which make up a significant part of the service provided. Altogether, the
overall product produced by the site is information about the Gators and how to purchase tickets to go
see them yourself. http://www.screenshots.com/gatorzone.com/2007-09-29
Objectives
List 3 goals the company has for the new website.
I. To provide a more streamlined way of attaining the sports news site visitors seek
II. To provide the ability to buy tickets with relative ease
III. To allow the user to customize their experience to their needs
Target Launch Date
March 15, 2018

4. Project Report Page 4 of 10
Target Audience
Primary Audiences
List 2-3 primary audiences and their goals when visiting the site. What problems do the client’s
customers/prospects have that their business solves?
Gators Fans
• The primary goals of this audience are to either find scores of, and news on, important sporting
events or to buy tickets to these events. These people can either be casual or die-hard, with the
former likely to be more interested in purchasing tickets than reading articles, while the latter is
there for the full experience. This being said, the problems are a lack of information or a lack of
ability to attend a Gator game.
College Sports Fans
• This audience may be here to find information about their team’s opponents, but mostly they
are here to buy tickets for a game in which their team is playing in Gainesville. These people are
afflicted by problems similar to the other audience, however it is through the lens of their own
personal team, as opposed to going to the site specifically because they like the Gators. The
problem this audience needs solved is that they can’t go to an away game and watch their team
in the stadium, which is solved through the ticket sales portion of the website.

5. Project Report Page 5 of 10
Competitive Analysis
Main Competitors
Name 2-3 competitors and list their web addresses. Describe the strengths and weaknesses of
their sites. What features are lacking in the client’s current site that a competitor has?
University of Georgia Athletics:
• http://thumbnails.domaintools.com/screenshots-com/2017-11-
15T03:27:08.000Z/2wPUEBBDAN8IEzzvUMJh-
YRYJVo=/georgiadogs.com/fullsize/f3159e0b62923f88fb5150288ee2b476/1178866800.jpg
• The Georgia site is similar to the Gatorzone in most ways, however their site offers a menu bar
at the very top that offers podcasts and webcasts links, among others. Other than that, the
websites are not very different from a features standpoint, outside of Gatorzone actually having
more features due to its inclusion of a video player.
Florida State University Athletics:
• http://thumbnails.domaintools.com/screenshots-com/2017-11-
15T03:38:10.000Z/Hs_CCphSYDihuxLDhz2phB32xRQ=/seminoles.com/fullsize/9da541bdcd47bf2
0e122df6596d25d52/1197857089.jpg
• This site is also very similar to Gatorzone, but what sets this site apart is its header image, which
splits the menu bar in half because the logo protrudes from the header into the menu bar. This
concept works nicely, and is the only feature that looks noticeably different from either of the
other two sites. This particular site even incorporates the same video player as Gatorzone,
leaving Georgia as the odd man out.
Competitive Advantage
List 3 key business strengths of the client that are advantages over the competition.
Prestige: There is something to be said for having three championships being publicized right in the
header. That type of national success makes a program seem extremely good and also makes them
much easier to market. In addition, the past prestige of the program carries weight as well, and drives
the standard of the current program, which is always placed above the competitors.
Sponsorships: Most of the ads and promotions on the Gatorzone homepage are actually from their
sponsors, and these are some fairly big names. Companies such as Sherwin Williams, Alltel, Denny’s, and
Lowes are big name sponsors and are impressive names for a university athletic program. There are
similar company ads on FSU’s page but the same can’t be said for Georgia, and even the ones on FSU’s
page are smaller in number and influence.
Size of Following: The saying is that the Gator nation is everywhere, and it can be said that this is
relatively accurate. This athletic program, specifically football, has a national following that is constantly
growing, and higher numbers of followers and fans are always a benefit, as they bring money in.

6. Project Report Page 6 of 10
Current Site Review
Perception
What adjectives come to mind when you visit the current site?
Bright, Wordy, Crowded
Positive Features
What aspects of the current site work well and why are they successful?
The manual carousel of pictures and corresponding articles is a nice feature, especially given how badly
the other headlines are managed below this. The video player is another positive feature, as this is
ahead of its time and because video incorporation is important to website success.
Areas for Improvement
What's not so great and why do you think that is?
Improvements can be made to the placement and number of ads and promotions in the sidebars, since
as it is there are vastly more on the left than there are on the right. In addition, the aforementioned
“other headlines” section needs a good amount of improvement. Just providing a list of tiny hard to
read links for the reader to skim through and find value in cause the reader to just skip it altogether in
most cases, and that is far from what you want to have happen.

7. Project Report Page 7 of 10
Current Content Inventory
Home Page Description of Content
Cover story Carousel style rotation of cover stories, pictures
that go with them
Other Headlines List of links
Today’s schedule List of upcoming sports events
Sportshop Where to get gator gear
Gatorvision Video player, also a subscription service link
Sports at a Glance Scores, multiple seasons from past available

8. Project Report Page 8 of 10
New Design & Functionality
Look & Feel
Describe the new site’s desired look and feel by using adjectives and short phrases.
The desired look of the new site is sleek and seamless, with the ability to add a personal touch and quick
access to information
Functionality
What functionality is needed on the new site (e.g., CMS, ecommerce, blog, forum, forms, search,
etc.)?
Ecommerce, search, calendar, carousel of photos in the sidebar, scroll in three separate columns,
customization and reordering of feed incorporating choices, scoreboard
Usage
What types of devices will the primary audiences use when accessing the site?
Primarily cellphones and laptops, with an app for mobile that streamlines the site down to mobile
screen size, condensing the information from the sidebar into the menus.

9. Project Report 9 of 10
Content Strategy
Content Outline
List the content that should be added to the site in order to meet the goals of both the primary
audiences and the client.
Description of Content Type of Content
Customization feature to target which sports you
want to pop up first, as well as the ability to set up
alerts about those
Picture, menu options when picking sports
Photos of the week, engages users with fun,
interesting pictures from around Gator athletics,
changed each monday
Carousel style pictures in right sidebar
Content Publishing Schedule
List the recommended publishing schedule of content for the new website.
Weekly: Photos of the week, schedules for the week, score recaps, interviews leading up to big
matchups, etc.

10. Project Report Page 10 of 10
Site Map Diagram
Insert image of the site map diagram of the recommended new structure of the website.