John Simpson wants to increase sales of his handmade bags sold at markets by creating an online presence. He meets with a designer who will propose a website or app to attract younger customers and spread the word about his unique products. The designer must understand John's needs, target audience, and create a proposal outlining the goals, deliverables, exclusions and constraints of the project.

1. Colleen Sedgwick (E0498332)
For Open Colleges: Diploma of Graphic Design, Study Period 6, and Module
2, Checkpoint C
Web Environments
Welcome to Checkpoint C and your set of Progress Challenges, each of
which is designed help you and your assessor track your progress throughout
each module. While your assessor will monitor your work when you submit at
self-checks, this may not result in direct feedback.
Instructions
1. Complete each Progress Challenge as detailed in the module.
2. Correctly label and then upload a PDF or ZIP for each Progress Challenge
in the module:
Progress challenge 1: Bag lady requirements
Progress challenge 2: Future delivery platforms
Progress challenge 3: Web environments
Progress challenge 4: Theme Park platforms
3. Click ‘Submit for Marking’ to complete this Self-check.
Tips
You can edit your work and upload again, prior to submission.
To return to the Progress Challenges, click here.

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31189a – Progress Challenge 01
The Bag Lady Scenario
For this scenario, you will follow steps to produce a design document that
outlines a potential web environment.
Client: John Simpson
Contact: (02) 9788 3354
Description: You have had a short interview with the client.
The client sells handmade bags to a boutique market. There is no shop front
as bags are sold all over Sydney at weekend markets. He says the average
buyer is female, probably between 30 and 50 years. The business does not
have any existing web presence at all.
John has decided it is time to increase his market share and get the word out.
He would like to attract people in their 20s and get them to come to the
markets and seek out the bags. He would like to push the fact that each bag
is unique and handmade.
He senses that this might work, as his product is different to the larger mass-
produced brand names.
He has no experience with web environments and is not sure if it would be
better to use Facebook, a standard website or maybe even build an app. He
will proceed with whatever you advise and is happy to spend the money if it
brings in more sales.
John’s friend, Sue, has registered a domain name for him –
thebaglady.com.au, as she suggested it would be good to park a domain
before someone else gets it, and he might need it one day.
John is waiting for you to present a proposal and has an expectation that your
work will be presented professionally. It should be easy for him to understand
and use diagrams and illustration where necessary.
Bag Lady requirements
NOTE: This challenge will help you complete assessment 3.
Write a summary of the project (one page) including the aims, the
deliverables, exclusions and constraints
Aim of site: to increase John’s market share for handbags, by spreading the
word about his products and attracting potential customers to his market stall.
Any deliverables that John could use include:
a flyer to attract potential customers to the web site or app;
a sales catalogue that one can download online (or receive in the
Post);
a standard website for desktop computers (and/or versions for tablets
or mobile phones);

3. 4
An App that is more suited for mobile devices and tablets.
DIY sites (Word Press, Wix etc), Facebook or any other social media,
a blog (Word Press or Blogger);
An e-commerce site like Etsy, eBay or Shopify (if John wants to sell his
products online).
Exclusions:
What components are (and are not) going to be on the site?
For instance, if John’s site accepts online payments, what credit cards
or payment types will the site accept?
If it does accept online payments, would the site only accept local
currencies, or would it accept all types (like Amazon does – for
instance, they accept both U.S. and Australian dollars)?
If there is no online payment system, then will he sell via an already
established e-commerce site like Etsy or Shopify?
The site may need a widget for any of the above platforms or a link to
them.
The same thing applies to social media – as he mentioned he might
want a Facebook page, the site might include a Facebook widget.
However, if there were any social media platforms he was not on, like
LinkedIn, Twitter, YouTube, etc then there would be no point in adding
a widget or link for those sites.
What language/s will he want his site to be published in – English only?
Or will he want it published in other languages like German, French,
Chinese?
Constraints:
The minimum and maximum dimensions of the file (i.e. width, height);
what fonts, layouts, colour schemes John would like (or not like) on the
site;
Time limits on the website;
What information will John give to the designer to put on the site?
Output on the site (RGB vs. CYMK colour output) – this means that if
there is any printable documents, then CYMK may be necessary.
technical issues, like Internet connectivity, potential bugs or viruses in
the computer, other Internet Security issues like accepting secure
online payments; out-of-date technology.
To find out more, I would be asking the following questions:
This would help me work out the above.
1. What do you want as the domain name?

4. 5
2. What is the purpose of the site? Is it a blog, e-commerce site, portfolio
site, etc?
3. What are the desired outcomes of the site? Social networking?
Sales? Blogging?
4. What kinds of people make up the target audience of the site?
5. What web design software do you want me to use?
6. If it is a DIY site, what online tools would you use or have me use?
7. How many pages and/or components (i.e. widgets and other elements)
shall I include? Examples would include forms like contact forms,
order forms, booking forms; videos; web banners; click-on things like
drop-down menus and navigation; and accordions or tabs to reveal
hidden information.
8. What colour schemes, fonts, and layouts would you like to see?
9. For how long do you plan to have the site up?
10.Would you like follow-up service after the design is finished?
Find websites (at least three) that could be competition for the site. List
the websites and what you think is particularly strong or weak about
each site.
One Australian online retailer for handbags and accessories would
be Strandbags:
Strengths:
1. They sell a huge variety of products, and styles for both men and
women1
.
2. They have stores in many different locations2
.
3. They stock many different brands3
.
4. Since going online, they have a deliveries and a returns policy4
.
5. They have a loyalty program for anyone who spends over a certain
amount5
.
6. Secure online shopping
Weaknesses:
1. I have shopped in store with them many times in the past, so I have not
had any issues with them so far.
2. I have not yet shopped on their online store, so I do not know yet.
1
http://www.strandbags.com.au/
2
http://www.strandbags.com.au/store-locator
3
http://www.strandbags.com.au/the-company
4
http://www.strandbags.com.au/deliveries-and-returns
5
http://www.strandbags.com.au/loyalty/home

5. 6
Another online store I know of is ‘I Love Handbags’6
. Compared to
Strandbags, they are a relatively new online seller, founded by
Layal McRae in 20107
.
Their strengths:
1. They offer up to 70% off in discounts.
2. They work directly with the designers and cut out the ‘middle man’.
3. The bags are of good quality, and leather ones are of genuine leather.
4. Secure online shopping8
;
5. There is the option of offline ordering.
I have never shopped with them, so I do not know their weaknesses.
However, one thing I do have a problem with is those little dialog boxes that
pop up in the bottom left-hand corner. I actually find it annoying and
distracting, in much the same way as if I was going to the markets and people
kept waving things in my face to get me to buy.
My initial impression was that it sold to mostly women and girls. However, I
also found it stocks men’s styles as well9
. Therefore, I am guessing its target
6
https://www.ilovehandbags.com.au/
7
https://www.ilovehandbags.com.au/pages/about-us-1
8
https://www.ilovehandbags.com.au/pages/payment-options

6. 7
market includes both men and women in who are upwardly mobile and in
high-paying jobs or careers. The products can be quite expensive, so you
would expect them to be of top quality.
The third site that has caught my eye is Bag World – an Australian-
owned, online only retail business which sells bags and luggage10
.
They are not so much a handbag store as one that sells travel and sporting
goods – backpacks, suitcases, duffel bags. However, they do cater for
children11
. However, if someone is after a bit of ‘style’, they sell wallets and
purses12
.
9
https://www.ilovehandbags.com.au/collections/mens-bags
10
https://www.bagworld.com.au/
11
https://www.bagworld.com.au/shop/listings/kids-bags-and-kids-luggage/
12
https://www.bagworld.com.au/shop/listings/wallets-and-purses/

7. 8
Include any other information you feel is crucial to describe this project.
1. Does John just wish to sell women’s handbags, or does he sell other
things like wallets and suitcases?
2. What are John’s contact details and address for the stall?
3. What are the prices for his items?
4. What materials does he use to create his bags?
Create a mind map about the perceived target audience for the site.
Include 10 categories. Use an illustration package to construct the
diagram and save as a .jpg (one page).
I have probably included more than 10 categories (10 categories of what) –
but I wrote down all the things I associate with the term The Bag Lady – some
of these are fashion-related, others associated with the functions a hand bag
would serve. However, one needs to ask what is the real meaning of the term
‘Bag Lady’ (which is something that some people might find offensive)? If so,
is it possible to ‘flip the script’ and turn it into something positive?

8. 9

9. 10
Ask your client (trainer) any further questions that you may have relating
to the project via the forum.
You may also find more information in existing FAQ posts in the forum. Refine
your documentation if necessary.
Locate your own assets and write your own content for a sample layout.
Begin collecting content such as images, text, animations or video, etc.
that would suit this scenario.
Assemble a folder of possible content and inspiration
Figure 1: A furry purse bag :) (A bag that is truly a source of inspiration) 

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Figure 2: Inspiration folder – ideas and inspiration for bag styles (different patterns and
textures I believe would make unique products) 

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31189a - Progress challenge 02
Future delivery platforms
NOTE: This challenge will help you complete assessment 4.
Digital content runs on different delivery platforms. You might consume or
share content on your smart phone, Blu-ray player or on a desktop computer
via the internet.
Research one new* delivery platform or device that is expected to change the
way we share content. For example, you could research wearable devices.
It could be a piece of equipment or a technology that is expected to change
our future (*New – currently being developed or released within the last 12
months.)
Submit a one-page poster about the platform or device. The poster should
describe what it is, how it works and what it will bring us. This can be
communicated in any way on the poster and you do not have to use text if you
choose not to.
Answer
I chose Smell-O-Vision, but I know it was something that failed dismally. See
‘The 50 Worst Internet Start-up Fails of All Time, in Complex,
http://au.complex.com/pop-culture/2012/10/the-50-worst-internet-startup-fails-
of-all-time/ (Retrieved Friday, 9 December 2016 at 22:46 AEST). On this list,
they stated that the company ‘Digiscents’ ranked 32nd
on the list.
Year Of Birth: 1999
Year Of Demise: 2011
CEO: Joseph Deutsch
Founded By: Dexter Smith and Joel Bellenson
Digiscents was a company that developed the
iSmell, a device that plugged into a computer’s
USB port and, in theory, generated different
scents. Based on the online content being
accessed by a user, the iSmell would emit an
appropriate odour. Since the Internet is primarily
used to watch porn and play World of War craft, the idea
of an odour shamefully reminding you of your
loneliness failed miserably. The Oakland-based
technology company laid off all 70 of its employees
in '11.
Complex also rated it the third worst ‘tech fail’ of all time:
http://au.complex.com/pop-culture/2011/04/the-50-worst-fails-in-tech-history/
(retrieved Friday, 9 December 2016 at 23:06). Here is what they had to say
about it:
Launch date: 2001
Fatal flaw(s): Ridiculous concept

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For those of you that are unfamiliar, the iSmell was
a product that sat on your desk and contained a
cartridge with 128 "primary odours" that could be
mixed together to form a smell that
was supposedly emanating from a website you
were visiting or e-mail you opened. Yes, this really
existed. No, it was not a success. It. Was. A.
Product. That. Let. You. Smell. The. Internet. It
would be cool for food websites, or for perfume
shopping for your girl, but besides those two
infrequent Internet queries, we cannot see why
anyone would need one of these. Well, we can,
but eww.
Another device similar to Digiscents was The Madeleine:
https://www.theguardian.com/artanddesign/architecture-design-
blog/2013/jun/28/scentography-camera-records-smells-memory, a device
which was invented by Amy Radcliffe. Currently, this device is only a
prototype.
Another device goes by the name, Olly: https://www.cnet.com/news/olly-can-
make-tweets-smell-sweet/. Again, this device is not available commercially
either.
However, TV and movies with opportunities to smell and even touch things
could be a reality by 2020: http://betanews.com/2005/08/19/3d-tv-with-touch-
smell-by-2020/
The ‘smelling screen’ has already been invented by the Japanese (see
https://www.cnet.com/news/japanese-scientists-create-smell-o-vision-screen/
and https://www.cnet.com/news/playing-on-tvs-of-the-future-smell-o-vision/ for
more information); and odour-generating components may be available for
TVs and mobile phones very shortly
(http://jacobsschool.ucsd.edu/news/news_releases/release.sfe?id=1082).
Imagine what this could do for The Bag Lady – the smell of new leather, for
instance. Maybe even touch the bag (without having to buy it, of course).
One can only imagine the joys of being able to touch a fluffy bag or smell a
brand new leather one. 
Figure 3: iSmell Prototypes (image c/o Wikipedia)

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Figure 4: The Madeline Prototype (image c/o The Guardian)
My own invention: The Yum-yum smelling screen 
Introducing the Yum-yum – Smell-o-Vision for your home!
Did you always want to smell your favourite recipes from Master Chef?
Alternatively, find out what it is like to breathe the crisp mountain air of the
Austrian Tyrol while watching The Sound of Music? Even catch a whiff of the
ocean while keeping score of the Sydney to Hobart yacht races?
Well, now you can; and you can do it in your own home, thanks to the Yum-
yum Olfactory TV by LG (Life’s Good)13
.
Moreover, if you do not like the smells emanating from your screen while
viewing Slum-dog Millionaire or Kenny, you can now switch off the olfactory
function to block out those offensive odours.
So, get yours by December 2017 and you can win a free trip to India (if you
are partial to the smell of curry or tandoori). 
13
Disclaimer: This advertisement is for the purpose of a Progress Challenge for the Diploma
of Graphic Design course with Open Colleges, and not for LG or any of its affiliated
companies. For more information on LG and its products, please go to http://www.lg.com/au.
If you are interested in television and home entertainment, please visit this page -
http://www.lg.com/au/tvs/all-tvs.

14. 15

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31189a - Progress challenge 03
Web environments
NOTE: This challenge will help you complete assessment 3.
• Consider the web environment(s) that best suits the scenario. Describe the
environment and technologies you would recommend and reasons why (one
page).
• You are not limited to one technology but may recommend a suite of web
environments that would work well together.
• You will not have to build each web environment but will be asked to provide
a sample screen design for one page of your own choice.
• In your analysis, consider why the solution would suit the target audience
• Ask your client (trainer) any further questions that you may have relating to
the project via the forum. You may also find more information in existing posts
in the forum.
Answer
The scenario is this: John (c/o The Bag Lady) wants recommendations on
what would be the best web environment or technology available for the
business. The possibilities are endless, and we could go on about how which
technologies would work best for that business. However, that would take
forever, so I have handpicked a few I feel would work best.
Full website/e-commerce: this site would not only advertise and display the
merchandise but also accept online payments for the products. Other
information would have to include returns (or exchange) policies, privacy
policies, online security (how will the site accept payments and how these
payments would be secure), and a shipping policy.
There would need to be an accurate description for each product, including a
serial number, a price, what materials were used in the manufacturing
process, where it is made/sourced, where they get stored and so forth.
The other question is a static or dynamic website: especially since it is meant
to be viewed on a desktop (so a fixed width is necessary) or on a tablet/phone
(where the fluid width comes in handy). Some well established organizations
have both e.g. the ABC (Australian Broadcasting Commission). However, a
desktop site with a fixed with is best if one shops from home; a fluid width is
best when one is shopping and on the go.
An ‘e-commerce only’ site: say, something like Café Press or Red Bubble,
which takes a lot of the guesswork and logistics out of the business but one
only gets to enjoy marginal profits (and yes, they make bags to carry things
in). This is especially useful if you are not familiar with the workings of a
business or do not have the facilities to manufacture or store the items, or
access to shipping facilities. Another alternative is Etsy (if you want to sell
fully crafted items online) or there is eBay (takes care of all the shipping side
of things).

16. 17
Social media: I use Facebook so I would probably use this to promote my own
products and services – not so much as an ecommerce site, but more to get
the word out there. I could try Twitter, but don’t currently have an account
with them. Either way, one can receive up to date news on the products;
where the market stalls are going to be on a given day at any time, or what
the latest sales are.
Blogs: If John has a story to tell behind each product, then a blog will be the
shot. Otherwise, it will not be of much use if it is not kept up to date and he
neither cannot update it himself nor has no one to update it for him. Word
Press is one such blogging platform; Blogger is another (one that I use).
Interactive forms and calendars – Adobe Muse has interactive forms for online
enquiries; there are probably add-ons available through their store, though I
haven’t yet seen any for accepting online payments. Google and Microsoft
have interactive calendars available, as does Apple.
Discussion forums: these can be used in conjunction with other social media,
like Facebook or Google+, where people can get together and share stories of
their business experiences.
E-newsletters serve the purpose of keeping customers up to date on the
business and the products.
Sample screenshots – there are none at this stage, as I have none specific to
The Bag Lady (apart from the one I am currently doing with Adobe Muse).
However, I can show you screenshots of my own business, Sedgie Art.
In my analysis, at this stage, I would probably do a website/e-commerce site,
a Facebook page/discussion forum and an interactive form or calendar to
begin with. However, John’s business needs may change and I might have to
reassess what he needs.

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31189a - Progress challenge 4
Theme park platforms
NOTE: This challenge will help you complete assessment 4.
Choose a popular theme park. It can be in Australia or overseas.
Identify each web environment that is connected with the park.
For example, it may have a main website, a mobile, app, social media
presence, a game and so on. List each web environment and specify its
individual interactive features, functionality and navigation, and its relationship
to the product being promoted.
Determine if there are any levels of access permission needed. For example,
a members-only section to reward paid members.
Present this information in any creative way – chart, poster, written document
(one page).
Answer
I have chosen Disneyland14
– part of the well-known Disney ‘empire’, and one
of the world’s most established theme parks. There are no Disney theme
parks yet here in Australia, the first two were in the USA (Anaheim and
Orlando) and there were subsequent parks in Paris, Hong Kong and Japan,
amongst others15
.
14
https://en.wikipedia.org/wiki/Disneyland
15
https://disneyparks.disney.go.com/resorts-parks-destinations/

18. 19
I found the official site for the original Disneyland Park here:
https://disneyland.disney.go.com/destinations/disneyland/.
Social media presences can be found through Facebook16
, Twitter17
,
Instagram18
, and YouTube; and they have a blog as well19
. Both the official
site and blog have videos you can watch to help plan for your trip there20
.
There is also a Disney App21
, which you can buy either through the Apple
Store or through Google Play.
Overall, I find the website and blog easy to access and navigate. For the
official site, there are navigation panels at both the top and bottom ends – the
top one has pull-down menus for ‘Destinations’ and for ‘Topics’. The bottom
one has links for privacy policies, help, ‘About Disney’, careers with the
Disney Corporation, a contact page, a Disney family blog, Terms of Use,
Legal notices, California Privacy Rights, Children’s Privacy Policy and Interest
Based Ads.
I have not yet tried the phone apps: I do not normally use my iPod touch –
which is like an iPhone without the actual ‘phone’ part – for Disney, unless I
wanted to visit the resort and had to use the app to find where I am going.
The last (and only) time I have been there, I had a guidebook (The Rough
Guide to the USA) to help me with that. 
Situated below is a site map for the official site.
16
https://www.facebook.com/disneyland/
17
https://twitter.com/disneyland
18
http://instagram.com/disneyland
19
https://disneyparks.disney.go.com/blog/
20
https://www.disneyplanning.com/destinations/
21
https://disneyworld.disney.go.com/guest-services/shop-disney-parks-mobile-app/

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In addition, this is a site map for the official blog:

20. 21
Here is what the ‘sign up’ page looks like:
You can sign up to a Disney account, which will give you access to extra
information about planning your holiday there:
https://disneyland.disney.go.com/login/
This is what the page looks like.

21. 22

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References
Bag World (2016): Home Page, https://www.bagworld.com.au/
Bag World (2016): Listings – Kid’s Bags,
https://www.bagworld.com.au/shop/listings/kids-bags-and-kids-luggage/
Bag World (2016): Listings – Wallets and Purses,
https://www.bagworld.com.au/shop/listings/wallets-and-purses/
Disney Parks (2016): Blog, https://disneyparks.disney.go.com/blog/
Disney Parks (2016): Disney Parks: Resorts, Parks and Destinations,
https://disneyparks.disney.go.com/resorts-parks-destinations/
Disney Planning (2016): Destinations, https://www.disneyplanning.com/destinations/
Disney World (2016): Shop – Disney Parks Mobile App,
https://disneyworld.disney.go.com/guest-services/shop-disney-parks-mobile-app/
Facebook (2016): Disneyland, https://www.facebook.com/disneyland/
I Love Handbags (2016): About Us, https://www.ilovehandbags.com.au/pages/about-
us-1
I Love Handbags (2016): Collections – Men’s Bags,
https://www.ilovehandbags.com.au/collections/mens-bags
I Love Handbags (2016): Home Page, https://www.ilovehandbags.com.au/
I Love Handbags (2016): Payment Options,
https://www.ilovehandbags.com.au/pages/payment-options
Instagram (2016): Disneyland, http://instagram.com/disneyland
Life’s Good (2016): Home Page, http://www.lg.com/au.
Life’s Good (2016): TV’s – All TV’s, http://www.lg.com/au/tvs/all-tvs.
Strandbags (2016): Deliveries and Returns, http://www.strandbags.com.au/deliveries-
and-returns
Strandbags (2016): Home Page, http://www.strandbags.com.au/
Strandbags (2016): Loyalty Program, http://www.strandbags.com.au/loyalty/home
Strandbags (2016): Store Locator, http://www.strandbags.com.au/store-locator
Strandbags (2016): The Company, http://www.strandbags.com.au/the-company
Twitter (2016): Disneyland, https://twitter.com/disneyland
Wikipedia (2016): Disneyland, https://en.wikipedia.org/wiki/Disneyland