MAIM Business Project

Use of Flash: Research

2005-02-25T19:33:00.000Z

FLASH WEBSITES:

Macromedia Shockwave and Flash Players are free Web Players from Macromedia that are two of the most widely deployed playback technologies ever distributed on the Web. Together, they bring you the best rich media content on the Internet.
Macromedia Flash MX 2004

Macromedia Flash Player delivers fast loading front-end Web applications, high-impact Web site user interaction, interactive online advertising, and short to medium form animation.

http://www.macromedia.com/software/player_census/

Macromedia Flash Player is the world's most pervasive software platform, used by over 1 million professionals and reaching more than 98% of Internet-enabled desktops worldwide as well as a wide range of devices.
http://www.macromedia.com/software/player_census/flashplayer/

Macromedia Flash reaches 528 million users.
Macromedia Flash is the leading vector technology for designing high-impact, low-bandwidth Web sites that attract, engage, and retain site visitors—providing a richer, more compelling Web experience.
In December 2004, NPD Research, the parent company of MediaMetrix, conducted a study to determine what percentage of Web browsers have Macromedia Flash pre-installed. The results show that 98.2% of Web users can experience Macromedia Flash content without having to download and install a player.

demo site

2005-02-23T19:58:00.000Z

I've linked up the layout pics just using hotspot links in dreamweaver to create a demo 'dummy' website just to show/test the navigation and get a better idea of how the product may look. I may use this in the presentation.
http://maimm.arts.ac.uk/~bom1/demo/index.htm

Layouts

2005-02-21T18:13:00.000Z

I've drawn up in Fireworks layout pics for each page 'type' in the site-
Home Page
Cars Main Page
Cars Sub Page (Brands, eg.'Audi')
Cars Sub-sub page (Models, eg. 'Audi S3')
Extras Main Page
Extras Sub Page (eg 'Air Bags')
Services Main Page
Services Sub Page (eg 'Tuning')
Parts Main Page
Parts Sub Page (eg 'Tyres')
News Archive Page
About Us -more info Page
Detailed Search Page
Competition Page
Contact Page
Car Comparison Page

The jpgs are in 'Mazy bom' folder in 'Documents' on the server.
I may link these layout pics using image map links to make a Prototype of the central navigation of the site, as it may be useful for demonstrting during the pitch-what does everyone think?

Creative Jobs Breakdown for Scoping and Budgeting

2005-02-18T18:11:00.000Z

1. Visual Concept- (Creative director)

-research
(target audience, competitions websites, stakeholders etc)
-creative scope
-ideas & sketching

2. Logo/Branding (Graphic Designer)

-research
-logo concept
-ideas & sketching
-creation of logo
-pixel editing of final logo

3. Creation of Elements (Graphic Designer/Web Designer)

-Photoshop photo editing
-Photoshop asset creation

4. Website Design (Web Designer)

-information architecture design
-layout (from creative directors sketches)
-website design in Flash (using elements created in Photoshop)

Visual Concept Ideas for Logo

2005-02-18T17:59:00.000Z

I'm unsure how 'finished' the logo design should look for the pitch and proposal, however, I do know the reasoning for suggesting a new logo ought to be given, as well as how a new logo will benefit Elite, improving their image and giving them return on investment (as logo/branding is quite an expensive part of the proposal).

The concept so far for the logo is in keeping with the 'Journey' theme, which zooms in from the cars in the landscape-to the car accessories-then the car inner workings-and finally the car parts.
The new logo will be suggestive of a car 'part', an essential inner componant that the vechile can't function without. The implication is that 'Elite' is an essential part of any sports-car enthusiasts world. Elite is the componant that will enable them to embark and continue on their lifelong journey of luxury sports car ownership and maintainance.

Styles to suggest this could include 'chroming' of the lettering (so it looks like a metal object), strong, broad lettering that implies strengh and reliance, and some kind of 'drop shadow' to suggest movement. However, these styles will be implemented subtlely and stylishly as we want to avoid cliches!.

Logo Design Research

2005-02-17T17:11:00.000Z

http://www.gdusa.com/feature/4_03/trends.php

design considerations:
- Shouldn’t be designed with so many colours that it costs you a mint every time you want to print business cards or letterhead.
- Shouldn’t be designed with a gradient (such as a picture), which is difficult to reproduce.
- Should be created so it can be easily converted to black-&-white.
- Should be created using Web-safe colours so your online logo looks the same as your printed logo.
From:
http://graphicdesign.about.com/od/logotips/a/8logoelements_2.htm

What Makes a Great Business Logo Design?
http://www.dakovgroup.com/articleview.php?id=4

Why Small Businesses Need Both a Logo and an Identity System
http://www.dakovgroup.com/articleview.php?id=67

Site Structure in Relation to Visual Concept of Website

2005-02-16T12:24:00.000Z

The main navigational structure also follows the proposed visual theme of the site as a Journey, of the Car itself through the Swiss landscpe, to the journey of the parts themselves being fused together to make the car.

i.e
SECTION - PURPOSE - VISUAL PERSPECTIVE

SECTION 1: CARS - PURPOSE: to buy a complete car - VISUAL PERSPECTIVE: Pictures of Whole Cars/Cars in landscape on Journey

SECTION 2: EXTRAS - PURPOSE: To enhance your car - VISUAL PERSPECTIVE: Pictures of Whole Cars, featuring the enhancement details (such as new roofs etc)

SECTION 3: SERVICES - PURPOSE: To maintain your car - VISUAL PERSPECTIVE: Pictures of the Cars opened up and being worked on.

SECTION 4: PARTS - PURPOSE: To upgrade/repair your car - VISUAL PERSPECTIVE: Pictures of the mechanical componants within the car (Engine parts, Exhausts etc.)

Therefore this Visual Journey zooms in from the overall view of the Cars, to the details of the cars, the interior and engine of the cars and then down to the individaul componants of the cars.
This therby addresses the requirement in the breif to 'give plenty of opportunity for the visitor to see the cars and tuning products ..' whilst enhancing the simplictiy and elegance of the navigation.

Non-Linear Model & Proposed Navigational Structure

2005-02-16T11:56:00.000Z

I've drawn up a rough non-linear model to assist with the creation of the navigational structure of the proposed product.
I did this because the client offers product as well as services and these are continually changing and updating, so I needed a means to help visualise a navigational stucture that would accomodate a dynamic database of products/serivces, which the client can update whilst maintaining the integrety, as well as the simplicity and elegance of the site structure.

The model is an overt star with 'Elite Cars' at its centre. Stemming from this are 2 sub-stars, 'Garage Services' (which has stemming from it services such as 'Tuning', 'Cleaning' etc, which can be dynamically added to), & 'Enhancements' (stemming from it are extras for the cars such as 'Sports Seats', 'Air Conditioning', again this can be added to via database). Also stemming from the central overt star of 'Elite Cars' are 2 trees, 'Accessories' (which includes things like 'Exhausts', 'Brakes' etc) and 'Brands' (which are the cars themselves, i.e. 'Audi', 'BMW' etc, and branching from these brands are the Models, such as 'S3', 'S4' etc). The sub-stars and Trees are linked to each other via networks, as they all related to each other in a non-heirachical level.

This model has enabled me to create a basis for the product navigation.
PAGE NAME PAGE SUBJECT / LINKS
ELITE CARS = HOME PAGE (Centre of Overt star, link in main navigation bar)
CARS = BRANDS (tree, link in main navigation bar, linking from this page will be the car types such as 'Audi' 'BMW' and then from each Car Type page will link the models such as 'S3' 'S4' etc)
EXTRAS = ENHANCEMENTS (sub-star, link in main navigation bar, linking from this page will be the Extras themselves such as 'Sports Seats', 'Air Con' etc)
SERVICES = GARAGE SERVICES (Sub-Star, link in main navigation bar, linking from this page will be the services such as 'Tuning', 'Cleaning' etc)
PARTS = ACCESSORIES (tree, link in main navigation bar, linking from this page will be accessories/parts such as 'Exhausts', 'Brakes' etc)

This structure, with the simple central navigation bar featuring HOME, CARS, EXTRAS, SERVICES, PARTS and CONTACT, provides a solid central structure for the site, all these aspects are unchanging (all these features are always on offer) so the clients updating would not invlove any changes to the central navigation or structure of the site, any additions/subtractions from the database will be on the sub-levels, and therfore wouldn't affect the overall structure.

Information Archtecture Research

2005-02-15T19:28:00.000Z

INFORMATION ARCHITECTURE:
Research:
‘For the client, an IA ensures that the site being developed can be easily updated and expanded -- that it is scalable. On the developer side, the IA ensures that the development team has a solid foundation on which to build and can concentrate their efforts on graphic design, strategy and content development. For the end user, the IA designs a navigation system that users can easily move through without confusion.’

From article:
http://technology.monster.com/articles/infoarchitect/

"Based on the hierarchy, you will be able to select key pages (or types of pages) that should be accessible from every other page on the web site."

Smart Agent-Best Solution

2005-02-15T11:53:00.000Z

The best I've found so far for cost and funtionality is from SitePal.

Scroll down to view the package price (excluding customisable knowledge database)

http://vhost.oddcast.com/vhost_minisite/index.php?email=1&affId=15630

the technical spec & pricing for customisable knowledge database-

http://vhost.oddcast.com/vhost_minisite/index.php?email=0&go=products/ai.html&changeNav=1

Alltogether works out at around $5000 (£3000)

Quote from the site:

'Imagine an agent that represents your business on the web 24/7, is never tired, never needs to be re-trained, knows all the prices in the store, remembers each customer by name and is able to chat with thousands of people simultaneously, in any language.'

Women Drivers:Research

2005-02-14T19:34:00.000Z

It's important that the design shouldn't alienate women, although Elite say 90% of their target audience is male, research shows that women could also be a potentially considerable customer base, maybe Elite needs to think about including them more to increase sales and R.O.I from the website.

WOMEN DRIVERS:

According to Marc Graham, president of Jiffy Lube International, anything done to attract female consumers is readily accepted by male customers. (Automotive Aftermarket Industry Association, 2001)
http://www.aftermarket.org/Information/Aftermarket_Insider/women.asp

The overall percentage of female drivers is rising, while overall percentage of male drivers is decreasing.
- (VMR International, 2001)

- 52.2 percent of all new vehicle purchases are made by women -- up from 20% in 1984 and 40% in 1989.
-(Woman Motorist, 2000)
- 53% of used car sales can be attributed to women.
-(VMR International, 2001)

Women are more inclined to purchase cars that they consider fun-to-drive and that are well made. In contrast, men prefer vehicles that are a good value for the money, comfortable, have nice exterior styling, good fuel economy and display a certain image.
-(Edmunds, 2002)

Women and minorities typically pay 2% more for vehicles than do white men for the same cars at a dealership.
- (American Woman Road & Travel, 1997)
- http://www.roadandtravel.com/businessandcareer/careers/dyk_minoritycarbuy.htm

More than 65% of customers who take their vehicles to a repair shop for service and repair are women. Some repair industry experts estimate that the average may actually be closer to 80%. (VMR International, 2001)

As the trend toward more female customers in the repair shop continues, women will represent the majority of customers with whom technicians and service managers must communicate. (Automotive Service Councils of California, 1999)

-For the first time ever, sport utility vehicles have captured the overall market share lead among female new vehicle buyers. Women shopping for a new car or truck now favor SUVs over any other type of vehicle. Traditionally, women have preferred the popular midsize car. Comparatively, SUVs have led among male new vehicle buyers since 2000.-(R.L. Polk & Co., 2002)
http://www.polk.com/news/releases/2002_0106a.asp

-With regard to vehicle maintenance, 74% of women state they are responsible for making the maintenance decisions concerning their vehicles. 18% reported the decisions were shared and only 8% said they were responsible for none of the maintenance decisions. (Automotive Service Councils of California, 1999)

-Female customers tend to be more inquisitive and detail-oriented than their male peers. While most men tend to offer a diagnosis of the vehicle's problems, women, on the other hand, describe the symptoms. In addition, many male auto service & repair customers discuss major decisions with their wives before giving technicians the go-ahead. (Automotive Service Councils of California, 1999)

LINKS:

http://4wheeldrive.about.com/od/forwomenonly/

http://www.dohring.com/studies/96auto/s96afem.html

Female car enthusiast website:
http://www.greasergrrls.com/

http://www.greasergrrls.com/hall/

Survey: Women Buying More Luxury Cars and Pickup Trucks:
http://www.aiada.org/article.asp?id=23028

http://4wheeldrive.about.com/cs/forwomenonly/a/aa092202b_5.htm

http://www.womanmotorist.com/index.php/welcome

Design Concepts

2005-02-14T13:55:00.000Z

The location of Elites showroom (Switzerland) could be used visually as a way of promoting them. Almost all car adverts use the ‘formula’ of a car driving around an empty mountain road situated within a dramatic landscape. It is part of the car owners (or aspiring car owners) fantasy of the experience of driving a great car (Elites pay-off line is ‘We Sell Emotion’).

If the customer is travelling to Switzerland or within Switzerland to reach the Elite showroom, this journey could be incorporated as part of the appeal of buying from Elite, as the beautiful landscape of the Alps is a perfect backdrop for this driving fantasy.

However, Elite is keen to show their customers the tuning products they sell and their tuning services as well as the complete cars so we need to show the Journey of the car itself.

We can begin with the parts, then the serving/tuning, which brings the parts together, then the car as a whole embarking on its journey through the landscape.

This journey could also work in reverse, a car owner who has experienced the driving journey, takes the car to Elite for tuning/servicing and has these parts replaced/upgraded to enhance the performance of the car.

For the site design, a multi panel Flash interface (similar in style to lamborgini, 2advanced etc..) would show each stage of the ‘Journey’ in the navigation, which lead the customer to either parts, serving/tuning or car retail sections.

The Home page could have a movie which combines animation with video to show the ‘vision’ of the journey the client embarks on when dealing with Elite. The movie begins with a ‘blueprint’ style animation, showing the vector lines of the car coming together, and then 3D modelled parts are introduced which lock into place as the car builds up, the complete model then drives out into the landscape of Switzerland.

A virtual agent may be used to assist the customer, a guide for their journey helping them navigationally with where they want to go, as well as providing additional information, which would come as spontaneous responses (which come via the information in the site databases) to specific customer enquiries.

Design Research/Inspiration:

2005-02-14T13:16:00.000Z

A very nice site for lamborghini:
http://www.lamborghini.com/

created by-
http://www.gigalab.com/

reminds me of the style of 2 advanced, also the video presentation for AIGA San Diego XD3 (on the homepage) is a good example of using video in a website to advertise yourself and entertain visitors-
http://www.2advanced.com/flashindex.htm

most of the luxury car websites are very similar (lamborghini is the exception..). however, I like idea of the search facility on Mercedes Benz site as it should assist visitors to specific parts of the site rather than just have them randomly looking around-
http://www2.mercedes-benz.co.uk

the others-
http://www.bmw.co.uk/apm/index/
http://www.jaguar.com/uk/en/home.htm
http://www3.uk.porsche.com/english/gbr/home.htm
http://www.saab.com/main/GB/en/index_flash.shtml

Smart Agents

2005-02-14T11:46:00.000Z

A smart agent might be an interesting thing to consider for the project, it would provide a more 'human' interface, which would be good for our target audience, wealthy middle aged men, who would generally be dealing with P.A's or secretaries, rather than doing so much work on the computer themselves (the brief states they are 'low-skilled' web users).
The smart agent would be their personal customer service advisor on the website, they can ask her (it would make most sense for it to be female), questions about the clients products/services and get a personal response.
A female virtual agent is backed up by research that most secreterial/P.A roles are undertaken by women,

From dept. of trade and industry ‘WOMEN AND EQUALITY UNIT WOMEN AND MEN IN THE WORKPLACE’ Jan 2005 Report:
Administrative and secretarial occupations: WOMEN:22% ,MEN:5%

As a selling point in our pitch, I think as long as we could show it wouldn't be stupidly expensive, incorporating Artificial Intelligence technology into the website, which would enhance the customers interaction with the site (and therefore the compnay) may sound quite impressive.

The technological level of these agents is varied. I've found 2 main options-

1. Alice bot:
http://www.alicebot.org/
This is the free 'open source' original chat-bot. I'm not sure if more development skills would be needed to make her work, but it is a very sucessful example of Artificial Intelligence.. She is like an ongoing experiment, and hosting for her can be found (for free, I think) at-
http://www.pandorabots.com/botmaster/en/faq

2. Synthetix smart agent:
http://www.synthetix.com/smartagent.php
This is software developed from the 'Alice' code. It's a pre-packaged solution, which means it would cost more than using the 'open source' option, but it should be easier to set up, with less technical knowledge needed. They have many large clients such as BBC, Egg, Curries etc, who use it to enhance navigation and enable personal responses to customer enquiries.
Syntetix host these bots for £79 a month, we'd need to compare this to other hosting prices.
http://www.synthetix.com/smartagent_hosting.php

Here are some more options-

http://www.agentland.com/

http://www.verbots.com/

http://www.intellibuddy.com/

http://vhost.oddcast.com/vhost_minisite/index.php?email=1&affId=15630

Swiss Landscape

2005-02-13T17:13:00.000Z

Alps:
‘The Alps span some 200 kilometres (125 miles), at an average altitude of 1700 m (5576 ft), and cover nearly two thirds of Switzerland's total surface area.’
From:
http://www.swissworld.org/eng/index.html?siteSect=202&sid=3973697&rubricId=10020

panoramic mountain views:
http://www.swissworld.org/xobix_media/video/sis/2003/alpstein.mov
http://www.swissworld.org/xobix_media/video/sis/2003/bernina.mov