Audience and personas
Defining the brief
Dominant idea challenge
Shh still asleep.
Introductions and brief Research and practices
Fly on the wall
Analysis and infographics Concept and thinking tools
Surveys and infographics
Prototypes and final outcome
DEFINING THE PROBLEM Client and Company
Food and Drink sector, Student Union Cafe
Makers, practical and self-sufficient
Live smart and eat healthy while saving money
Online experience through website
Aim of Communication
Needs a platform, message awareness, and brand awareness
Making students aware of health and money issues
Audience is the customer of the client
Media and Format
Finding solutions to convey the message effectively
Website with tips, recipes, vouchers and workshops.
Prototyping, Adobe CS, typography, photography
Web, books, graphics, sketches, surveys, IDEO & prototyping
General message awareness, increase in user visits, growth in S.U. cafe products
Got up for some water.
WHY THE S.U?
IMPORTANT NOTE - While I’ve chosen the S.U. as my client, the final design should serve as a solution to any S.U. and not just SUARTS.
decided on the Student Union because it is perfect for my message, and after doing some surveys among students (results on page 13), I realised that there is definitely a gap in the market for “budget yet healthy” food tips and recipes targeted at students. Who better to do that than the S.U.? Since we usually don’t have the liberty to choose our client, it was a fun experience. Want to see more? All the images are hyperlinked and can be enlarged.
Back under the duvet.
Lidl is obvious and one of the very first brands that comes to mind when considering cheap ‘student’ food. I feel that Lidl as a brand for cheap food already has an established international identity and a focused campaign, and does not inspire me.
Little Chef, while not being as obvious as Lidl, was re-branded very recently. As a pure takeaway business, I don’t think it’s suitable for my project for healthy living on a budget.
The quotes next to the page numbers construct a timeline for a ‘day in the life’ of the persona of my target audience.
Persona SUMMARY • • • • • • • • • • •
Snoozed my alarm.
On a budget
Motivated by self-expression Practical
Prefers value to luxury Needs help cooking
Would like to eat healthy But is uninterested in
No time for cooking
Has a web-reliant life
I am not going to bore you with image after image of the research and analysis Iâ€™ve done. Instead, Iâ€™ve selected the bits and pieces that I think are most important and relevant.
Fonts Serifs Fonts Sans-Serifs Fonts Handwritten Style Minimalist Style Maximalist
Finally woke up.
These images are hyperlinked and can be enlarged.
I explored the layout and hierarchy of several websites aimed at makers by deconstructing them into thumbnail sketches.
Creative thinking in shower!
I also analysed the colours commonly used by the client sector. Colours naturally occurring in food, along with pink, are dominant.
This is how the above page of research looks in solid colour. This helps us analyse the frequency of use of the different styles and fonts next to each other.
I did this exercise with several other research examples, getting them together on a page and colour coding them to see which design style and tone stood out.
Like my research of the client sector, I conducted an extensive study of the designs aimed at my Audience. Below is a case study of a website aimed at a similar audience, along with several relevant examples of print research.
1. Simple, big headlines and the clean and clear subtitles make it user friendly.
1. The boxes containing the posts on the front page fight for the userâ€™s attention as they are not of the same size.
2. Getting people involved & driving up the siteâ€™s network effect.
3. Clearly labelled menu options help users find what they are looking for without using dropdowns.
4. Does what it says; clear, precise and helpful content aimed at helping students get by.
Cheerios for breakkie!
2. Could use better hierarchy. Interesting 1. A very interesting Tumblr-inspired layout, keeping up with the trends.
2. The header font, design and feel of the content add to this playful style.
All the images are hyperlinked and can be enlarged.
Once again, I explored the layout of the websites aimed at my Audience by deconstructing them into thumbnails and sketches.
These are the most commonly used colours I found during the research. Neutral colours dominate.
Almost time for uni.
Hereâ€™s the same colour coding used for the Client Analysis, to show the frequency of use of different styles and fonts in my primary research.
This is the final stage of my graphic research, exploring designs aimed by my Client at my Audience instead of studying the two individually.
Student union. SWOT ANALYSIS High brand exposure & mind share among the target audience. By the audience, for the audience.
Only one very specific audience; will collapse if the audience is not there Readily accessible target audience
This lecture is boring.
r i va l
Internet; information is readily available now a days and the S.U. becomes obsolete if it new media isnâ€™t utilised effectively.
‘Look Mum No Hands’ is a unique cafe where patrons can repair their bicycles while drinking coffee! A perfect hub for my ‘Makers’. I spent an entire day there, being a fly on the wall.
he main thing I noticed at this cafe is that it didn’t have to be minimalist or neat to appeal to Makers. So in terms of design, busy imagery can be used in marketing aimed at Makers. A lot of the people I observed there were really into DIY, and seeing them in this ‘real’ context gave me a new perspective. It inspired me to reconsider my original concept of having a minimalist and sterile approach for my final design and layout.
Got some coffee.
1 Fly on the wall
5. Rethink Idea
Thinking about lunch.
After looking at the colour analysis detailed on the previous pages, I picked out the most commonly recurring colours of the client and audience graphics.
Orange, green and yellow were the most common colours.
Additionally, shades of grey and pink were used for more aesthetic purposes.
Through polls on forums and surveys among LCC students, I aimed to find out what the most important factor for them was when buying food.
Zingy kiwis represent taste.
Apples are associated with health. Grapefruits, not being as commonly used, represent experimentation.
Bananas are one of the cheapest fruits and so represent cost.
Had McD for lunch.
SURVEYS “How much do you spend on your weekly shopping?”
I conducted several surveys on student forums and Facebook to help me understand my audience more. The main questions were ‘What’, ‘Where’ and ‘How’.
“Where do you get your cooking tips from?”
“What does your regular shopping list include?” Approximately 40% of the list was dominated by bread, 20% by fruit, 17% by pasta, 13% by beans and 10% by milk
DOMINANT IDEA CHALLENGE
In this exercise, I demonstrate how I used Edward De Bono’s thinking tools to challenge my dominant idea and come up with better concepts for my web design.
- Natural vs
A.P. Writing recipes on fruits
Type from vegetables
people as the canvas for tips
Vegetables out of type
: All the things I've researched.
Hanging with mates.
3 original concepts
cooking more appealing to ‘Makers’ Artificial
- Context of Audience
Building a vegetable city using cutlery as power tools.
Concentrating on ‘think smart’ and making a link between food and practical tools. eg: pear as a light bulb.
Infographics contrasting the cost of fruit and “unhealthy” items, such as alcohol or sweets.
Final Concept - Deconstructing a pear with classic DIY tools and then making it look like a light bulb.
Light bulb is symbolic of thinking smart and ties in with my message.
Because my message involves eating smart, which is why I am tying fruit shapes with lightbulbs.
To make cooking look comfortable to my audience; â€˜The Makersâ€™
Because Makers are into DIY and using tools for improvement.
Because they are practical and self-sufficient.
The trains are packed!
I got some wires and bolts from Halfords and got cracking on the objects that were going to feature in my website. Here are but a few of the 200+ photos of the vegetables.
These are some quick prototypes of the thumbnails I sketched for my website designs. They include various ideas for the layout, ranging from the obvious ones to the more experimental.
4. Scrap and edit
Back at halls.
This is where I give you a teaser of my website and do some evaluation before the grand unveiling on the next page.
his is the site’s “splash page” the first page visitors arrive on. To reveal the menu options, you turn the light on. The website uses greens, greys, reds and pinks, which after my research and analysis I found to be the most appropriate.
I created a more casual tone of voice and feel of design, while maintaining a simple and minimalist theme. The fonts used are all sans-serif and in keeping with my research findings.
The next stage of this project is to collaborate with a HTML5/CSS web expert to tweak the design and build it.
I asked Steve Hessel, a web developer, his opinions on the site’s design and he said that it is innovative in the sense that it doesn’t obey established conventions. One of the suggested changes was to add an updateable object, like a “recipe of the day” box, to the page to make the user feel that there is always something new on offer.
FINAL + EVALUATION
Chocolates for dessert!