Do(n't) Make me think - Online Fashion Marketing

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Presentation for BA Fashion Marketing Students at winchester School of Art. Looking at principles of online fashion marketing, the tyranny of usability and a strategic approach to the big questions and changing practices.

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Do(n't) Make me think - Online Fashion Marketing

  1. 1. Don’t make me think?Tuesday, 7 February 12
  2. 2. outline • Usability and accessibility... what does it mean? • ‘Old’ rules of ‘good’ content... and what do they mean? • The who, what, where, when and why of web presences • Looking (not too far) aheadTuesday, 7 February 12
  3. 3. Tuesday, 7 February 12
  4. 4. designTuesday, 7 February 12
  5. 5. Tuesday, 7 February 12
  6. 6. Tuesday, 7 February 12
  7. 7. • Learnability: How easy is it for users to accomplish basic tasks the first time they encounter the design? • Efficiency: Once users have learned the design, how quickly can they perform tasks? • Memorability: When users return to the design after a period of not using it, how easily can they reestablish proficiency? • Errors: How many errors do users make, how severe are these errors, and how easily can they recover from the errors? • Satisfaction: How pleasant is it to use the design? • Utility: Does it do what users need?Tuesday, 7 February 12
  8. 8. Assumptions • Learnability: How easy is it for users to accomplish basic tasks the first time they encounter the • design? Efficiency: Once users have learned the design, how quickly • e-commerce • can they perform tasks? Memorability: When users return • productivity to the design after a period of not using it, how easily can they reestablish proficiency? • speed • Errors: How many errors do users make, how severe are these • utility • errors, and how easily can they recover from the errors? Satisfaction: How pleasant is it to • lean forward use the design? • Utility: Does it do what users need?Tuesday, 7 February 12
  9. 9. • Show the company name and/or logo in a reasonable size and noticeable location. • Include a tag line that explicitly summarises what the site or company does. • Emphasize what your site does thats valuable from the users point of view, as well as how you differ from key competitors. • Emphasize the highest priority tasks so that users have a clear starting point on the homepage. • Clearly designate one page per site as the official homepage. • Design the homepage to be clearly different from all the other pages on the site.Tuesday, 7 February 12
  10. 10. assumptions • Show the company name and/or logo in a reasonable size and noticeable location. • Include a tag line that explicitly • brand as advert summarises what the site or company does. • Emphasize what your site does thats valuable from the users point of view, as well as how you differ from key • utility competitors. • Emphasize the highest priority tasks so • journey that users have a clear starting point on the homepage. • Clearly designate one page per site as • ‘home’ the official homepage. • Design the homepage to be clearly different from all the other pages on the site.Tuesday, 7 February 12
  11. 11. Tuesday, 7 February 12
  12. 12. Tuesday, 7 February 12
  13. 13. Tuesday, 7 February 12
  14. 14. • We don’t read pages. We scan them. • We don’t make optimal choices. We satisfice. • We don’t figure out how things work. We muddle through.Tuesday, 7 February 12
  15. 15. assumptions • We don’t read pages. We scan • information them. • utility • We don’t make optimal choices. • speed We satisfice. • We don’t figure out how things • ‘home’ work. We muddle through.Tuesday, 7 February 12
  16. 16. Tuesday, 7 February 12
  17. 17. contentTuesday, 7 February 12
  18. 18. Tuesday, 7 February 12
  19. 19. Tuesday, 7 February 12
  20. 20. Tuesday, 7 February 12
  21. 21. words and pictures • active • positive • specific • avoid monotony • cliches • redundancies • structure and composition • news valuesTuesday, 7 February 12
  22. 22. assumptions • active • utility • positive • speed • specific • avoid monotony • journey/story • cliches • attention • redundancies • structure and composition • news valuesTuesday, 7 February 12
  23. 23. ... and mine • V is Voice • I is for I with a small i • S is for simple • I is for improvise • O is for Open Source • N is for NarrativeTuesday, 7 February 12
  24. 24. so... • Who? • What? • Where? • When? • Why?Tuesday, 7 February 12
  25. 25. who... is the user?Tuesday, 7 February 12
  26. 26. Tuesday, 7 February 12
  27. 27. what... do they do/want to do?Tuesday, 7 February 12
  28. 28. Tuesday, 7 February 12
  29. 29. where... do they want to do it?Tuesday, 7 February 12
  30. 30. Tuesday, 7 February 12
  31. 31. when... are they here?Tuesday, 7 February 12
  32. 32. Tuesday, 7 February 12
  33. 33. why... are they here?Tuesday, 7 February 12
  34. 34. Tuesday, 7 February 12
  35. 35. web presence(s) • Brand story • CRM • Sales • Content relationships • Crowd-sourcing • NetworkingTuesday, 7 February 12
  36. 36. looking aheadTuesday, 7 February 12
  37. 37. the best? http://fashionablymarketing.me/2012/01/style-coalition- unveils-fashion-2-0-nominees/Tuesday, 7 February 12
  38. 38. Tuesday, 7 February 12
  39. 39. paul caplan @theinternationale praxis@theinternationale.com facebook.com/theinternationaleTuesday, 7 February 12

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