The usability test results showed that testers found the website to be well designed, clear, concise, and easy to navigate. Testers were able to easily find navigation menus and differentiate between product categories. The layout was considered logical and coherent. No usability problems were identified. Overall, testers felt the website was consistent with the brand image and appealing to its target audience.

2. Product Category
o The category for our website is
minimalistic apartment furniture.
o This includes and will broken down
by:
o Living room
o Dining room
o Bedroom

3. Brand Name and Logo
o Our brand name, Simple Lines, comes from what we want our
overall store aesthetic to be. We want our customers to be able to
find simple furniture to meet their everyday needs. For our logo we
used a Times New Roman font to present a clean and strong front
to our customers and we selected blues and black for the colors
because they are calming yet striking much like our products. We
will use the logo on the top left hand corner of our website and
have it linked to the homepage for easy
access.

4. Theme
o Minimalistic and simple with a modern twist
o We want our colors to reflect that of our logo and
keep black, blues, and gray as our primary color
pallet
o We will also use white as the background as to not
clutter or over powers the merchandise
o The website is so specific in the type of furniture
that it is offering that it will attract a niche
market and they will become loyal customers.

5. Target Market
o The customer of Simple Lines are young first time buyers.
The customer has a limited space and a limited budget for
furniture purchasing. They are males and females within
the ages of 20-35 years old. Mostly females are going to do
the purchasing. The customer does not have kids and their
education levels are either college graduates or
postgraduates. The household income is between $50,000 to
$100,000. They have a modern outlook for their furniture
and they like convenience and multipurpose furniture. The
product is going to provide a budget friendly but stylish
furniture option for the newly wed or recent small
apartment or homebuyer or renter. This company is going
to provide furniture with small proportions and good
quality. Simple Lines’ goals are to be the one stop shop for
all furniture needs a customer may have and to provide a
solution to many young consumers that are not ready to
invest in large furniture pieces.

6. Vision Statement
o “At Simple Lines our vision is to
create a better life filled with
innovation. Our idea is to offer great
products with a great price with
practical and functional furniture
just a click away.”

7. Marketing Objectives
o The trend in furniture is to have lighter furniture that is
easier to move and replace. Living spaces are shrinking, and
this decade has seen furniture with a smaller profile. Large
furniture seems out of place in today's shrinking homes. The
change towards smaller furniture goes along with the
customers want for a less ornate furniture towards a more
contemporary and modern style. Since rooms are smaller
efficiency in furniture seems to be the logical choice for
consumers making an effective use of the available space.
There is a rising demand for multifunctional furniture. This
could also be a factor of smaller space living. When space is
limited, the customer needs furniture that can perform
multiple tasks. A lot of buyers are looking for extra storage
to reduce clutter. With all of these rising trends Simple
Lines can really take advantage of merchandising the
product in a way to see all the usage it has as well as the
dimension within the living space.

8. Marketing Strategies
o Offline Marketing
o We would include billboards near colleges and college towns as well as
metropolitan areas. We will also do guerilla marketing to make an
impression on the customers mind. We would have a small mock up of an
apartment and include our furniture and create a living area that is
functional. People are going to be able to touch and move around the area. It
is not going to be permanent. It would be featured at highly trafficked areas
to create an impact.
o Online Marketing
o For the company’s’ online presence we will market by placing ads in search
engine queries, include banners in highly trafficked websites, college
marketplaces and in apartment rental websites. We would use SEO in our
website to have an optimized website that may create a higher level of
organic searches. We will also tap into social sites. We would create pages in
Twitter, Facebook and create a YouTube channel featuring all of our
products and focusing on our specialty of small, modern furniture for
apartments and small homes.

9. Virtual Catalog
o website will be very graphic heavy
o There are going to be a lot of product information and various views of the
furniture
o Show the customer how to use and place furniture to be able to effectively utilize
the space in their small home
o The layout of the website is going to be very simple and clean. This gives the chance
of customers to really focus on the furniture and their dimension and functionality.
We want customers to feel like they have a blank canvas in their home and our
furniture are the pieces that is going to make their home better
o The virtual catalog will have a flow of images that are going to have feature items
for all the rooms in the house and even furniture that have multifunctional aspects
to them for people who have a studio home
o Simple Lines virtual catalog will also include interactive media for the
o Live chat for customer services as well as a FAQ section
o Seamless order and tracking system
o Customer are going to be able to navigate in their computer, tablet and mobile
phone

10. Site Map

11. Template

12. Brand Image
o Color scheme of black, gray, and blues to make the site flow well
with our logo
o Gives the customers a calmer feeling when shopping through our site.
o The only place where the color red is used is when things are on sale or in a
promotional piece
o Our logo is placed at the top left corner of every page and is linked
back to the home page to make the site easier to navigate if a
customer gets lost in what they are doing
o The same font is used throughout the site to provide consistency
and follow the aesthetic of our brand
o Times new roman font is used because it gives a sense of power and simplicity.
o Finally the overall aesthetic of the site reflects our brand by
efficient use of white space, following the minimalistic theme, and
not overcrowding the site with banner ads of promotions and sign
ups. Just a simple furniture shopping experience for our Simple
Lines customers.

13. Promotion

14. Virtual Catalog
o The customer is able to review if they like the quality
and the product
o By providing good visuals and an explanation the
customer can decide is this furniture is the right piece
for them
o The pages in Simple Line’s website are clean so that
the customer only focuses on the product and the
information provided
o It is best to feature the picture of the product and
provide the appropriate copy right beside it to
create a visual flow
o Items are placed in close proximity so that the
customer does not have to search around to find the
Add to Cart button and the Quantity text field.

16. Usability Test Results
o Is the site well designed from the point of view of clarity and ease
of use?
o It is very user friendly and aesthetically pleasing
o Yes, navigation was well designed and clear
o Yes, it was clear, concise, and straight to the point that consumers can understand what they are
looking for.
o Does the site enable users to find the appropriate navigation area
effortlessly, differentiate between the choices, and provide a good
sense of what lies beneath the links?
o Yes very good filtration found throughout
o Yes, top navigation menu is very concise-not cluttered. Product menu divided by room, making it
easy to find what you are looking for. Scrolling over main navigation menu lets users see what links
can be found under specific categories.
o The navigation to go from one place to another is very cohesive, and it was well organized. The
choice of furniture was an array of product distributed in different sections, such as bedroom, living
room, ect.
o If you find any usability problems based on 113 web usability
guidelines, let the group know the usability guideline number and
problem.
o Your site is marvelous!
o No problems!
o I did not find any problems
o Overall, make suggestions for improving the site more useful and
more appealing to the targeted consumer of the website.
o Great job guys!
o Site was consistent with brand image, the site looked good!
o Overall their site was modern looking for their target consumer. Great Job!