Where "Brand" meets "Internet

Today we will talk about Web 2.0 Joost Landsheere Sweet Lemon

Today we will talk about Web 2. 0

Today we will talk about Web 2 0

What is Web 2.0 User Participation User Generated Content User Centric Design (social) Networking Rich Internet Application A never ending story ... USER EXPERIENCE source: Mike Wesch }

What is User Experience USERS CONTEXT text video sound informative interactive news blogs CONTENT user generated content audio

What is an “ experience ” sensation interaction product service event through all of our senses over time physical & cognitive EXPERIENCE source: Nathan Shedroff

Internet as Platform Content Commerce Community Context Web = VS + 4C’s + P Personalization Vertical Search }

Where ‘ Internet ’ meets ‘ Brand’ Content Commerce Community Context = INTERNET = BRAND

and become ‘ one experience ’ INTERNET BRAND EXPERIENCE

The fun can start ... source: Natalie Dee

How to build a website ... that supports my brand ? that communicates the right message ? that can reach the right people ? that activates interaction with the brand ? that detects new prospects ?

And the story never ends ... maintenance updates evolution

What’s the scope ? Do we want to inform ?

What’s the scope ? Do we want an experience ?

What’s the scope ? Is it a campaign ?

What’s the scope ? Is it the result of a communication strategy ?

Anyway... The user needs the experience You need to define the scope Create a concept Offer an experience

Creative Brief Creative Brief (client) Creative Briefing (interna) Brainstorm Creative Team Review P&K

Who are we talking to ? Who are the (main) target groups ? Prospects Clients Jobs Brand lovers

What does our client want ? Be a luxury brand: experience Present new products Present collections Registrations

What do our users want ? What do they want ? Information About ? What kind of information ? Pre-sales or Post-sales ? Inform before buying a product ? Confirm choice Search for dealers Win ... Participate

How do people find you ? Communication campaigns Search Incoming Links (from other websites) Direct URL Returning visitors Brand reputation

How ? Define Content Strategy Desk research: Competitors Existing offer online Analysis of existing website statistics or user tracking Research (InSites, Forrester, ...) Workshop to define user needs With clients With users: focus groups Know-How

Content overview List all content items List functionalities

Information Architecture Structure the content (user-centric) Flowchart: Bottom-up Navigation scheme

Wireframes Mock-up of homepage with navigation scheme Mock-up of all pages and/or templates Basis for: designers development copywriting

Content & Web Copy Long copy as short as possible Structure Essential info in titles & on top Translations

Content Text Animation Video Photo Audio

Who ? New web copy (soon) Freelance copywriters Content Producers

Interface design Conceptual design Apply housestyle Art Direction

How ? Homepage + sub pages After approval: design all pages (based on wireframes)

Software Architect Functional Analysis How are we going to produce it ? Which techology Describe functionalities

Dynamic vs Static Content changes frequently ? How many languages ? Dynamic: Content in database CMS: Manage content without technical knowledge Partly / complete site

Back-end Administration Pages to manage content Login with different user roles Database-driven

Front-end Interface production: html / css flash hybrid

Scripting: Front-end & Back-end ASP Php Open source / closed source CMS Integration

Testing Internal testing & debugging External testing & debugging: client

Live Production server Live server Hosting Maintenance

Where "Brand" meets "Internet

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