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Example Web Design Report 3
Web Design (BS2257)
The Robert Gordon University
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Public Relations Web Design Report Student number: Word Count: 2409 Date: 05.05 Table of Contents 1. Introduction 1 2. Overview of the Client 1 3. Target Audience 2 3. Target Audience’s Age and Gender2 3. Target Audience’s Platform Choice 2 3. Target Audience’s Location 4. Goals and Objectives 3 3 4. Goal: Promoting a Service 4 4. Goal: Building the brand 4 5. Design Process 5 5. Planning Stage 5 5.1. Purpose of the Project 5. Brainstorming Ideas 6 5. Developing Visual Mockups 5. Website Development 5 6 9 5.4. Technical Aspects 13 6. Competitors 15 7. Conclusion 18 8. References 19 i 3. Target Audience According to Berthon, Pitt, McCarthy, & Kates (2007), consumers are no longer considered passive recipients, quite the contrary; they are taking “an increasingly active role in co-creating everything from product design to promotional messages”. Developing an easy-to-understand and user-friendly website is a crucial part of any business nowadays as it is mainly driven by defining the appropriate target audience - its needs, wants and expectations. In order to accomplish that, effective techniques need to be considered. Creating a common User Profile is in the core of web development. Identifying key user attributes supports the building of the company’s website. By undertaking this approach the organization ensures to acquire a precise insight of their customers behaviour and desires. 3. Target Audience’s Age and Gender In order to understand the performance of a website, organizations require different types of data, which identify website’s traffic. Tools like Google Analytics are helpful for generating quantitative, or clickstream, information (Cutroni, 2010). They can help a business create a clear picture of its target audience. Originally, KrasBiVal aims at targeting consumer groups between 30 to 65 years old with no gender restrictions. This is defined due to previous client analyses, which show that people aged 30+ are the most common investors in the particular business. People of this age group are looking for innovation, new material, and new technologies and are very likely to invest in new projects. However, after analysing different data, like visits, unique visitors, page views, the above mentioned “User Profile” might undertake a slight change, which can influence the website’s design and its overall performance. 3. Target Audience’s Platform Choice Further important aspect is the audience’s choice of platform. According to Mintel’s “PC and Mobile Use - UK- January 2016” insight report, consumers find some mobile websites frustrating and difficult to navigate, which drives their preference to use apps over mobile web pages. However, unresponsive web design is most likely to be the reason which turns consumers away, as first - time or irregular visitors are unlikely to download apps (Mintel 2016). 2 Ofcom’s (2016) report reveals that smartphones have become a substantial part of people’s daily routine. Additional statistics present that people spend twice as long time on their smartphones compared to laptops or personal computers. This urges the need of creating a website which supports optimal viewing experience and eases the navigation with a minimum amount of resizing and scrolling (Jones, 2016). Being able to design a responsive website, which adapts to any screen, unconcerned to what device is being used, will encourage people to return back once they have visited the web page on different devices. 3. Target Audience’s Location Target audience’s location is an additional relevant aspect in creating a customized web page. According to Leigh Richards (2017), “targeting consumers in a specific geographic area is a good way in minimizing the costs and ensuring focus on the right target audience.” KrasBiVal is a local business, mainly focusing and looking for investors in the particular area, however, the company is looking to expand its business and wider target audience in the future. 4. Goals and Objectives Being an offline business nowadays is a risky approach, considering the rapid increase of the digital media usage. Web development is a complex process not only restricted to graphic design and brainstorming of ideas, much more - it conceals a palette of sociological analysis, predictions, and expectations. Designing and maintaining a system of this type suggest clearly defining goals and objectives and corresponding adaptive solutions. It is worth considering that marketing goals may differ depending on the business’ nature. Moreover, the goals of the business and the goals of the specific target audience (users) are very likely to differ, therefore, adapting and finding a middle ground is a priority when developing a website. 3 5. Design Process 5. Planning Stage Gathering information about the client is at the core of web design project. Creating a content which corresponds to the audience’s needs and expectations is a key stage in the process as it requires a good understanding of the business’ goals and objectives and resources which need to be utilized in order to achieve best results. Before starting off with the actual project, relevant questions need to be discussed, directly with the client, which will support accomplishing desired results. 5.1. Purpose of the Project The main purpose of this project is redesigning an existing webpage and creating a high-quality content, accommodating valuable information in order to target a particular client base. Generating and distributing relevant and compelling data can encourage and engage not only potential but also existing customers (Jefferson, n.). Few aspects have to be considered before commencing with the website’s design process (Refer to “Image 1”). Image 1: Mind Map of the Website 5 5. Brainstorming Ideas Collecting all indispensable information is followed by sketching out some creative ideas for the project. This stage consists of preparing few basic designs, discussing them with the client and after receiving a feedback, choosing only a few which have the potential of developing and becoming the official website design. It is crucial to keep the end user in mind while designing the sketches (Siebert, 2015). Website’s visitors are the ones this web page is designed for, therefore, the end result needs to appeal and influence them in a way which will benefit the business. 5. Developing Visual Mockups Once the website is under a dynamic build-up, visual mockups are of a great importance. “A visual mockup is the best way to show the client how a finished website will look.” (Mokhar, 2016) User Interface development demonstrates near-precise colour scheme, font-sizes, and a precise position of all content and navigation elements on the website (Refer to “Images 2, 3 and 4”). Image 2: Part of the “Homepage” (Mockup) 6 Image 4: Mobile Version (Projects page) 8 5. Website Development When redesigning a web page an important stage is researching the client’s current website and listing elements which could be improved. In this particular case, KrasBiVal’s present website includes a dark colour scheme, which was not used in addition to any appealing shades. This strategy can generally drive users back. Furthermore, the lack of visual elements and a presence of a poor content would discourage a visitor to return back to a website (Refer to “Images 5 and 6”). Image 5 : KrasBiVal’s current website (Homepage) 9 Image 7: Company’s logo Image 8: Suggested colour scheme for the new website 11 Image 9: Part of the redesigned Homepage The index page of the website presents an overall image of the company, what types of projects it is implementing and finished with a simple slideshow, including images of key company’s projects (Refer to “Image 10”). Image 10: Slideshow (Homepage) 12 Image 12: “About Us” (Page) 14 6. Competitors By nature, marketing economy is built upon competition, which most of the time becomes apparent in offering products or services at similar prices. In regard to the fact that KrasBiVal is a local business, direct competitors are believed to be firms from the same geographic area. Few names appear on the list for recognized construction companies in Shumen Province. “Construction Group Ltd” is a company formed in 2007 after the division of Building Trade Ltd Shumen. The company has gained an image of a correct and preferred partner on the construction market, which puts it in a direct rivalry with KrasBiVal. Construction Group is in a process of redesigning its website, in order to meet the needs of the business, keep up with recent trends and attract new or maintain existing customers (Refer to “Image 13”). Image 13: “Construction Group Ltd” webpage (website in process of re-designing) 15 Image 15: “JSP Stile Ltd” Website - Home Page (English Version) Image 16: “JSP Stile Ltd” Website - Activities Section 17
Example Web Design Report 3
Module: Web Design (BS2257)
University: The Robert Gordon University
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