IA work samples - Malcolm Leyland

}informationarchitecture
malcolm leyland
Customer
Motivations
&
Behavior
Concept
Modeling
Prototyping Competitive
Advantage
STUDY THINK COMMUNICATE DELIVER

informationarchitecture
}malcolm leyland STUDY THINK COMMUNICATE DELIVER
design process an overview

Visual Design
Development
Information Architecture
Rapid
Iterative
User Testing
Marketing
Brand Values
Competitive
Analysis
Technology
Assessment
Heuristic
Assessment
Content
Framework
Customer
Framework
Analysis
Strategy
Business
Framework
Information
Design
Organisation
of
Information
Content Mapping
Metadata
Taxonomies
Search Systems
Org Structure
Navigation
Design
Prototyping
Concept
Modelling
Customer
Motivations
&
Behavior
IMPROVING COMPETITIVE ADVANTAGE BY APPLYING USER-CENTERED DESIGN
DesignGuidelines
Build
Programming
GOALS
Persona
Creation
User Experience Design
IMPROVEDBUSINESSRESULTS
© Malcolm Leyland 2009
Communication
Task Flows
Red Routes
Scenarios
DESIGN PROCESS OVERVIEW

USER-CENTERED DESIGN PROCESSES Based on The Elements of User Experience Design by Jesse James Garret
Visual Design
Navigation Design
Research
Site Objectives
User Needs
STRATEGY
BUSINESS CONTENT USERS
Strategy Report
Competitive Analysis
Heuristic Evaluation
Content Analysis
Usage Stats
search log Analysis
Customer Support
Data
Surveys
Focus Groups
Card Sorting
Card Sorting
Target Market
User Research
PersonasConcept Model
Competitive
Analysis
Business Goals
Technology
Assessment
Content Map
Usability Testing
(competitors)
Functional Specifications
Content Requirements
SCOPE
CONTENT
INVENTORY
FUNCTIONAL
SPECIFICATIONS
Requirements Report
Information Architecture
Interaction Design
STRUCTURE
INFORMATION
ARCHITECTURE
Content Development
INTERACTION DESIGN
Software Applications
Labeling Systems
Navigation Systems
Search Systems
Controlled
Vocabularies
Organisation
Systems
Flow Charts
Information Design
Interface Design
SKELETON
INTERFACE DESIGN INFORMATION DESIGN NAVIGATION DESIGN
SURFACE
Visual Design Guidelines
Brand
Concept
Final Visual Design Direction
Brand Look & Feel Colour Schemes
Content Production
DEVELOPMENT
Technology Implementation
Site Build
LIVE SITE
Design Guidelines
ONLINE
MARKETING
REQUIREMENTS
Value Propositions
Cross-selling
Up-selling
Storyboarding
Navigation Style
Content Strategy
Technology
Strategy Marketing strategy
High Level Blueprints
Preview of relationships
Architecture Diagrams
Blueprints
Wireframes
Prototyping
Content Mapping
Information
Presentation
Interface Systems
&
Concepts
Interface Style
Guides
Begin Content Inventory
Content Inventory Plan
product
Presentation
Product
Presentation
Styles
Html / CSS build
Design Prototyping
Final Design Layout
Iteration Design
Site Prototyping
Final Site
Iteration
Client Sign Off
Continue Content Inventory
Usability Reports
Usability Test Plan
Usability Reports
Usability Test Plan
Usability Reports
Usability Test Plan
Usability Reports
Usability Test Plan
Brand Values
Online Brand
Values
Brand Values
Establish Personas

competitive analysis

Competitive Analysis
The Competitive Landscape
A Broad competitive analysis to understand the competitive
landscape of six websites within the same market, selling the same
or similar product range.
This analysis compares the competitors across multiple contexts
and multiple criteria to gage the 'best practice' and typical offerings
of each. The analysis will show what the minimum expectations will
be for users who use these competitors sites, and will tell us what to
build and what not to build.
This will provide a guide for the development of your site. It will
inform us as to the presentation style of brand and product to, (a)
capture the interest of the user and, (b) to create a pleasant and
effective way of choosing and purchasing those products. All of
which will increase the 'Competitive Advantage'.
View The Key Take-a-ways on next page

CATEGORY TAKE-AWAY
Proposition of each competitor:
A general statement of their business
Most attempt to present a tone of voice to their brand style. These show a passion
of interest in their product offering. Every site talks about the product range in
terms of period, and category. Some use enticements such as 'We have thousands
of' - 'Devine' - 'Stylish' - 'Outrageous' - 'Inspired'.
Typical nouns are; authentic vintage, retro, collectable, antique, kitsch, unique,
quality, variety.
Product ranges Most of the competition sells only clothing some both clothing and homewares,
while only a few (one in our selection) that sell only home wares. All range from
20's to 80's.
Type of Payment employed A variety of payment techniques are employed form various suppliers. All use a
Shopping Cart but few have engaged a full merchant account system while most
use payment systems such as PayPal / Worldpay. Two site offer other ways of
paying for goods sauch cheques.
Strength of brand displayed in home page
First impression
Apart from one competitor all sites are branded to some degree. But only half of
the competition are strongly branded, this is because most rely upon the visual
qualities of the shopping cart software tem plating.
This is where we can gain a competitive advantage.
Display of product/content on home page Only one competitor displayed product very well, in a compelling way. Most other
again, relied on the template to dictate how to display their product offering - this
dictates the first impressions of the company. One site relied entirely on text
descriptions as links.
COMPETITIVE ANALYSIS - THE COMPETITIVE LANDSCAPE
Key Take-Aways

Home Page Features
The purpose of this analysis is to establish the range of features the
user would encounter when visiting each of our competitors. The
comparison shows how each competitors site has deployed the use
of Promotional Features such as, featured products or email a
friend, and Information Features such as delivery information and a
search facility.

THE CRITERIA
Candy Says
Viva Vintage
Clothing
Steptoe
antiques
Dirty Dolie Absolute Vintage
Home Sweet
Homestyle
KEY TAKE -AWAY
HOME PAGE PROMOTIONAL FEATURES
CROSS SELING NO NO NO NO NO NO No competitor takes the opportunity to sell other products to
customers who where looking to buy something else.
FEATURED PRODUCTS NO YES NO NO NO NO This feature is not considered important by all but one site.
NEW PRODUCTS YES NO YES NO YES NO Half of the site thought New Products as important.
NEWSLETTER / MAILING LIST YES NO YES NO NO NO Only a third of our competitors wish to engage with their customers
on a long term basis.
OTHER DISCOUNT OFFER NO FREE PRINTED
CATALOGUE
NONE VIRTUAL TOURS NO Half of the competitors are atempting other directions when it come
to promotions, user experience, and offline options.
NEWS YES NO Next Big Thing
Coming Soon
NO NO NO Two thirds, are atempting to entice users to come back again by
sugesting there will new things happening on their next visit.
EMAIL A FRIEND Y N No competior attempts to promote viraly through user participation.
HOMPAGE INFORMATION FEATURES
ABOUT US N Y N Y N Y Surprisingly only half have an About Us page.
HOW TO PLACE AN ORDER N Y N Y VIA INFO Y Again only half have this information available directly from the
home page.
CONDITIONS OF GOODS Y Y N N WITHIN PRODUCT
DESCRIPTION
WITHIN
PRODUCT
DESCRIPTION
This seems an important piece of information. But only half offer it,
and only one directly from home page. A competitive advantage
would be if a condition of goods could be associated with
every single product.
DELIVERY INFORMATION N VIA ORDERING N VIA T&Cs VIA INFO Y Only one competitor considers this to an important piece of
information.
SECURITY & PRIVACY N Y (VERY DISCREET) N VIA T&Cs VIA INFO Y Again this information is considered by only one site to of any
importance.
CANCELLATIONS & RETURNS N VIA ORDERING N VIA T&Cs VIA INFO Y Apart from one site This information is available but hidden.
CONTACT US Y Y Y Y VIA INFO Y Apart from one site, this is available from the home page.
TERMS & CONDITIONS Y N VIA LEGAL
NOTICES
Y Y Almost all sites consider this to be important information.
SEARCH FACILITY Y N Y Y Y N Two thirds have this feature.
LOGIN Y N Y N N N Only one third od sites offer return login feature. This is an
opportunity to capture regular customers and visitors, as well as
personalisation and welcome features.
OTHER HELP & INFO
PRESS
SIZING FAQs INFO
PRESS RELEASE
VENUES &
ADDITIONAL
SERVICES
Info, and FAQs seem the dominant feature
COMPETITIVE ANALYSIS - HOME PAGE FEATURES
Analysis of the features on the home page only; to include Promotional and information based features.
COMPETITOR SITES FOR COMPARISONS

Content Analysis
The content analysis take an overview on the type of product sold on
each competitors website. It will help define our product range and
our competitive advantage - by offering a more varied or a more
specialised product range.

THE CRITERIA
Candy Says
Viva
Vintage
Clothing
Steptoe
antiques
Dirty
Dolie
Absolute
Vintage
Home
Sweet
Homestyle
Percentage Key Take-a-ways
CLOTHING - WOMEN'S 1 1 1 1 67%
DRESSES 1 1 1 1 67%
SKIRTS 1 1 1 50%
NIGHTWEAR 1 1 1 50%
SHOES 1 1 1 1 67%
BLOUSES 1 1 1 50%
KNITWEAR 1 1 33%
ACCESSORIES 1 1 1 1 1 83%
HATS 1 1 1 50%
SCARF'S - DAY & EVENING 1 1 1 50%
GLOVES 1 1 1 1 67%
JEWELRY 1 1 1 1 67%
HANDBAGS 1 1 1 1 67%
CLOTHING - MEN'S 1 1 1 50%
SUITS 1 17%
HATS 1 1 33%
SCARF'S 1 17%
CRAVATS 0%
TIES 1 1 33%
CUFFLINKS 1 1 1 50%
COATS 1 17%
JACKETS 0%
KNITWEAR 1 17%
SHIRTS 1 1 33%
WHAT PERIOD RANGE 20'S TO 80'S
20'S TO
80'S
30'S TO
80'S
Between 20's and
80's
FABRICS 1 17%
CURTAINS 0%
HOME WARES NONE
AVAILABLE
1
17%
KITCHENALIA 1 1 1 50%
DECORATIVE ITEMS 0%
LIGHTING 1 1 33%
GLASSWARE 1 1 1 50%
CERAMICS 1 1 1 50%
CLOCKS 1 17%
FIREGUARDS 0%
TABLEWARE 1 1 33%
GIFTS 1 17%
PICTURES - PAINTINGS & PRINTS 1 17%
OTHER 0%
DESIGNER 0%
STYLE 1 17%
COLLECTABLES 1 17%
WEIRD AND WONDERFUL 1 17%
TINS, BOTTLES & PACKAGING 1 1 33%
COMPETITIVE ANALYSIS - CONTENT
Analysis of the content / product ranges available from all of our competitors.
Men's clothing is not particularly represented across the
competitors ranges.
Only half of competitors sell Men's' clothing, with only
one competitor standing out as a main competitor in this
category.
Accessories are very well catered for in this market - If
considered separate from 'Women's Clothing',
accessories are available from the
Women's clothing is the category mostly sold
online within the 'Vintage' market. If we include
'Accessories' then this sector of product line is
largest sector.
No competitor categorises / identifies product as
'Designer'.
Collectables, the weird and wonderful, tins, bottle etc.,
are only available through on competitor.
Al typical periods covered - up to and including the 80's
only on competitor sells fabrics. Could this be a product
sector with which we can develop a competitive
advantage.
No competitor sells curtains - certainly not as a separate
category. This is because either, they don’t' buy such
items or the competitors don't believe they are a
sellable/profitable line of product.
This category of product is not currently highly available
online, with only one competitor selling both clothes and
home wares, it seems competitors are specialising.

Category Comparisons
The purpose for an analysis of categories is to fully understand how
the competition have defined and structured their product range for
ease of finding items through the navigation system. This will help to
create a structure for our site that either compares with or improves
upon the way our competitors do it.

Candy Says Viva Vintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle
Vintage clothing &
accessories
Dresses New stock arrival Kitchen Handbags Bedroom (6)
Vintage Accessories 1900's - 1920's Handbags Clothing Jewelry Accessories Tea & China Shoes Books & Music (21)
Vintage Bags 1930's - 1940's Vintage Retro & Antique Handbags Dinning Room Boots Bric a Brac (21)
Vitage Clothing 1950's - 1960's Living Room Clutch Bags Cocktails and Bar (10)
Vintage footwear 1970's - 1980's Bedroom Dresses Fabrics & Linen (30)
Vintage Unisex Separates Bathroom Accessories Furniture (7)
Vintage Children's wear Blouses Antique Vintage & Retro Evening Bags Clocks Glass & Ceramics (13)
Vintage menswear Pants Candle Lights Jewelry (22)
Vintage for the home Skirts Outdoors Kitchenalia (13)
Vintage for the home Sweaters Miscellaneous Lighting (7)
Beach Beauty Suits & Jackets Pictures & Wall Plaques (6)
Goodwood Revival Suits Vintage & Retro Women's Clothing Toys & Games (10)
Jackets Travel (13)
Outwear
Jackets
Coats
Evening
Vintage & Collectable Women's
Accessories
Lingerie
Slips
Nightgowns & Pajamas
Robes
Swimsuits, Bras, Misc
Antique Vintage and Retro Costume
Jewelry
Hats
Ladies
Men's
Purses Vintage & Collectable Men's Accessories
Evening
Day
Shoes
shoes Vintage & Retro Men's Clothes
Boots
Accessories
Belts
Aprons Vintage & Antique Children's Clothes
Scarves
Gloves
Miscellaneous
Jewelry Vintage Children's Accessories
Sets
Necklaces
Bracelets
Earrings Bargain Basement
Pins
Miscellaneous
Men's Department
Shirts
Jeans & Jackets Collectables Furniture Housewares &
Books
Suits & Jackets Antique and Vintage Furniture
Vests
Men's Outerwear
Men's Accessories
Sale Antique Vintage and Retro Kitchenalia
Women's sale items Antique, vintage, retro, kitsch and collectible
kitchenware's and kitchenalia.
Men's sale items Antique and Vintage Books Magazines
and Comics
Antique and Vintage Flatware and
Cutlery
Antique Vintage and Retro Tablewares
Antique Vintage and Retro Linens and
Textiles
Antique Vintage and Retro Housewares
Assorted Antique Vintage & Retro
Collectables
Recycled Vintage Design clothes & Gifts
Antique, vintage, retro, kitsch, shabby chic
and collectable housewares.
Antique, vintage, retro, kitsch, weird,
wonderful, unique and unusual pieces.
COMPETITIVE ANALYSIS - A STUDY OF USED CATEGORIES
Clothing, jewelry, accessories, handbags and
evening bags, offered at reduced or low
prices. These items are here because they are
flawed, too modern, or reduced!
Small pieces of antique and vintage furniture
from Elegant Victorian Mirror to poptastic
Atomic Fifties magazine and record racks.
Antique, vintage, retro, kitsch & collectable
tablewares, dinnerwares, tea and coffee sets.
Antique, vintage, retro, kitsch and collectable
household linens and textiles.
Antique vintage retro and collectable evening
bags, including some designer items, ranging
from the Victorian Arts and Crafts era to the
to the 1980s boogie nights!
Antique, vintage, retro and collectable
costume and estate jewelry, from the elegant
Victorian era to the plastic fantastic 1980s!
Antique, vintage, retro, unusual, unique, rare
and collectible books, magazines and comics.
Antique, vintage, retro, and collectable
flatware and cutlery.
Antique, vintage, retro and collectable
gentlemen's accessories, including hats,
cufflinks, tie clips, hankies, scarves and more.
Antique vintage, retro and collectable Men's
clothing. Stock includes: suits, Tuxedos,
shirts, t-shirts, coats, waistcoats and more.
Antique, vintage & retro accessories.
Sunglasses, powder compacts, belts, hair
clips, hatpins, scarves, shawls, hats, fans,
gloves, stockings, shoes, umbrellas & more.
Antique, vintage & retro women's clothes.
Stock includes: day dresses, evening gowns,
coats, jackets, capes, tops, blouses, jumpers,
cardis, sweaters, skirts, suits, jeans & more.
A range of antique, vintage and retro
children's clothing. Stock includes day wear,
night wear and dressing up outfits.
Vintage and retro children's accessories and
handbags. Lots of fun pieces to help you re-
discover your inner child!
Comparison of how each competitor presents category Blue indicates top-level navigation category
Antique, vintage, retro, unique, kitsch
unusual and rare handbags, day bags, clutch
bags and shoulder bags, dating from the
elegant 1800s to the plastic fantastic 1980s!

Br
COMPETITOR SITES FOR COMPARISONS Candy Says Viva Vintage Clothing Steptoe antiques Dirty Dolie Absolute Vintage Home Sweet Homestyle
www.candysays.co.uk www.vivavintageclothing.com/
http://steptoesantiques.co.uk/ http://www.dirtydollie.co.uk http://www.absolutevintage.co.uk/ http://www.homesweethomesty
le.co.uk/
ESTABLISH CRITERIA
Proposition of each competitor:
A general statement of their business
Candy Says contains a massive selection
of the brightest and best vintage clothing
and accessories from the 1920's, 1930's,
1940's, 1950's, 1960's, 1970's and
1980's.
Designed to take the hassle out of
shopping for vintage clothing, Candy Says
is dedicated to providing you with the
most unusual, eye-catching vintage items
certain to turn heads.
Here at Viva Vintage, we revel in the
quality and variety of past fashions! We
add new vintage items frequently,
hunting high and low for vintage dresses
ranging from the beaded beauties of the
1920’s to the tailored elegance of the
1930’s and 1940’s. We adore 1950’s little
black cocktail dresses,1960’s designer
suits, slinky 1970’s gowns and outrageous
1980’s party dresses. Separates like
cashmere sweaters and circle skirts can
be topped off with our stylish collection of
coats and jackets. You'll find accessories
from alligator handbags, to that perfect
hat or pair of shoes to complement your
vintage outfit, as well as a sparkling
selection of vintage costume jewelry. For
the vintage-loving man, we carry suits,
shirts, neckties and more. We strive to
supply the best vintage clothing to our
customers, whether you’re dressed from
head to toe in your vintage finery, or
enjoy a single retro accessory as a
glorious accent!
Welcome to Steptoes Dog Vintage Retro &
Antique Clothing & Collectables Online
Boutique. Here you can chose from
1000's of authentic vintage, retro,
collectable, antique, kitsch, unique and
unusual items, all covered by our NO
QUIBBLE GUARANTEE! If you're looking
for divine vintage & retro handbags,
evening bags, jewellery, accessories and
clothing, then you've come to the right
place, these are our speciality. We also do
a great line in antique, vintage retro and
collectable gifts for him and her, books,
tablewares, porcelain, pottery, linens,
textiles, glassware, silver, toys,
postcards, homewares, kitchenalia and
much more ..... so have a good root
around, you're bound to find something
you like!
Aninspired collection of shabby chic and
vintage style homeware carefully sourced
throughout Europe and brought together
here for your convenience. Our super
range of rustic kitchenware, home
accessories and items for the garden are
to be featured on ITV'S Sixty Minute
Makeover and all have a twist of a French
'brocante' antique market. You will find all
Dollie's items are beauftifully made and
are just the thing to brighten your home
this winter!
Quality Vintage clothing and accessories
for men and women from the 1930's to
1980's
Vintage Homeware
Home Sweet Homestyle specializes in
Vintage Homeware and Collectables.
We just love the nostalgia of finding
bygone treasures to add to our
collection and style our home. We
find vintage items that will bring
back fond memories and make us
feel good, whilst providing a unique
and individual look to any decor.
Whether you are a collector,
enthusiast or seeking to decorate
your home in an eclectic mix of past
and present eras, come and visit our
store and browse through the
gorgeous 'delectables' on show.
Whether you are a collector,
enthusiast or seeking to decorate
your home in an eclectic mix of past
and present eras, come and visit our
store and browse through the
gorgeous 'delectables' on show.
We are the ultimate in recycling!
We love vintage homewares
Product ranges 1920's to 80's Clothing 1920's to 70's Clothing vintage & retro handbags, evening bags,
jewellery, accessories and clothing
vintage retro and collectable gifts for him
and her, books, tablewares, porcelain,
pottery, linens, textiles, glassware, silver,
toys, postcards, homewares, kitchenalia
Homewares of varius periods. Quality Vintage clothing and accessories
for men and women from the 1930's to
1980's
Vintage Homewares and collectables
Type of Payment employed Worldpay Americart shopping cart services
American Dollar
Worldpay Protx shopping cart services Unsure - process had faults Paypal
Cheque option
Strength of brand dispalyed in home page
First impression
Strong brand presence Strong brand presence Very weak branding
Displays product without brand style
Very strong brand presence and diplay,
display ilustrates content very well -
targeted product branded.
Limited branding - display dictated by
techology usages - ie, CMS uses low cost
template.
Banded styling
Display of product/content on home page Weak display of content. Very wordy. Not
compelling. Looks complicated. Heavy use
of word links.
Good display of content. Displays product immediatley by
category. Plus latest product display
below scroll.
Graphic Display of all categories. One single centered, animated display of
modeled dresses.
No visual diplay of content or
product. Worded links to categories
and word links direct to selected
products.
A broad competitive analysis: to get a sense of competitive landscape and industry best practices
COMPETITIVE ANALYSIS - STAGE ONE

taxonomies

TAXONOMY of Vintage Collectables
NAVIGATION CATEGORIES METADATA
TOP LEVEL CATEGORY SECOND LEVEL CATEGORY THIRD LEVEL CATEGORY DESIGNER / STYLE CATEGORY Descriptions Types Period Period Style
Advertising & Packaging
CocaCola
Enamel Signs
Premiums & Give a ways
Showcards & paper advertising
Tins
Biscuits
Candy-sweets
Provisions
Miscellaneous
Aeronautica
Ground & Crew Equipment
Sector Clocks
Propellors
Model & Plaques
Photographs & Cards
Programmes & printed Ephemera
Uniform & Dress Assecories
Amusements & Slot Machines
Animation
Art Deco
Autographs
Automobilia
Badges / Pins
Bicycles
Black Memorabilia
Books
Childrens Books
Modern First Editions
Bottles
milk bottles
Assorted bottles
Breweriana
Cameras
35mm Cameras
Cine Cameras
Folding Cameras
Ceramics
Art Pottery Candy Ware
Newcomb College
Upchurch Pottery
Belleek Belleek
Beswick Beswick Animals & Birds
Beatrix Potter
Symcox
Allbert Halam
Colin Melbourne
Carlton Ware Carlton Ware
Teapots
Buiscuit barrel
Jam Pot
Sugar bowl
Chintz Ware Trefoil Dish
Tea sets
Butte Dish
Tea pots
Fruit set
Clarice Cliff Clarice Cliff Jugs 30's
Coffee pot
Cup & Saucer
Honey pot
jam pot
Plates
Sugar Sifter
Toast rack
Vase
Continental Figurines Gouda Figurines 30's
Wall Masks Goebel pottery Wall masks 30's
Susie Cooper Susie Cooper Butter dish 30's - 60's
Dinner srevice
Gravy boat
Teapot
cream jug
Plate
Cottage Wares 10's - 00's
Crested China
Crown devon Vase 30's
Biscuit barrel
Grounger jug
Denby Stoneware Animals vase 30's - 70's
bowls
coaster
Homewares T. G. Green Cornish Ware Homewares Homewares T. G. Green
butter dish
Storage jar
Dreadnought jug
Creut sets
Mixing bowl
Hornsea Animals Wedding vase
Hummel Figurines
Lenci Figurines Animals
Llardo Figurines Animals
Nao Figures
Midwinter Jessie tate

Moorcroft
Wedgewood Kieth Murray
Myott Deco
Painted Plates
Studio Pottery Micheacl Cardew
Peter Lane Stoneware
Bernard Leach Slipware
Porcelain
US Ceramics
Wet german Ceramics
Christmas
Cigarete & Trade Cards
Comics
Commemoratives
Poloitical
Royal
Corckscrews
Dolls
Bisque
Cloth
Composition
Effanbee
Hard plastic
Vinyl
Miscellaneous
Ephemera
Magazine
Programmes
Flyers
Newspapers
Bills
Menus
Catalogues
Fashion
Dresses & Suits Day dress sequins
Evening
Suits
Summer dress
Two Pices dress & coat
Coats Evening coats
Housecoats
Jackets, Jumpers & Blouses
Skirts & Trousers
Menswear - Shirst & Jumpers
Menswear - Jackets , Trousers & Suits Ties
Swimwear
Fashion Accessories
Buttons
Costume Jewellery Bracelets
Brooches
Necklaces
Eyewear
Handbags
Hats Top hat
Feather & Silk
Silk & straw
Panama
Straw hat
Wood hat
Felt hat
Cotton plate hat
Silk velvet hat
American Union hat
Felt hat
Shoes Evening Platform
Sandals Leather
Boots
Film & Entertainment
Gardening
Glass
British Chance Bros
Jane Charles
Johnathen Harris
Jane Charles
Kieth Murrey
Dartington
Drink Sets
Italian
Lalique
Mdina
Monart
Paperweights
Pressed Galss
Scandinavian Many designers in this group
Whitefriars
Unites States
Gramaphones
Kitchenware/Kitchenalia

Breadboards & Knifes
Enamel ware
Gadgets & Mothers helps
Moulds
Plastic
Pyrex
Oven-to-table ware
Strtoage
Lighting
Ceilin & Floor
Desk & Table
Military & Navel
Badges
Caps & Helmets
Medals
Miitary
Naval
Publications & Ephemera
Modern Technology
Radios Bakelite 20's - 70's
Telephones
Televisions
Money
Money Boxes
Pens
Purfume boxes
Pez Dispensers
Postcards
Posters
Advertising
Exhibition
Film
Health
Rock & Pop
Sporting
Travel
Wartime
Powder Compacts
Railwayana
Rock & Pop
Guitars
Beatles
Elvis
Records
Rocks & Fossils
Scientific & Medical
Shipping
Smoking
Cigarette packets
Lighters
Match books & Boxes
Miscellaneuos
Sport
Stainless Steel
Homewares
Teddy Bears & Soft Toys
telephone Cards
Tools
Toys
Battery operated
Britains
Clockwork
Construction
Cult Animation
Film
Television
Miscellaneuos
Diecast Corgi
Matchbox
Dinky
Ganes
Puppets
Tri-Ang
Trains
Watches & Clocks

personas

The Enthusiast Key Point
The enthusiast is someone who will 'live'
the period or style in which they buy.
There're not collectors - they wear or
use the items purchased.
They are knowledgeable but their
purchasing is less restricted.
"I the enthusiast will search out for that item
of clothing or that piece of tableware that
fully establishes my period of style. I am
always on the look out for new items. Price is
not an issue - owning these items is more
important to me"
"I would be very keen to establish a regular
source for my items - being informed when an
item is available would be ideal."
Choice directed by period, This
persona has aunique set of
criteria.
The Collector / Dealer
The collector / dealer will buy special
items which may not be period led. They
will be interested in quality and value.
Particularly the dealer who will wish to
make a profit when he re-sells.
" I am influenced by what is happening in
the market place - what I see or think people
will want to own - I have a keen eye for
trends and I might even influence a trend."
" Being in regular contact with my suppliers is
important - I may ring for something in particular
or, If time allows, I may browse to keep up with
what a supplier may be buying."
Price
Quality
Choice
Requires quick easy finding
A search facillity is key.
The Knowledgeable Purchaser
This person would like to own items that
are usually of a particular period, or
maybe of their favorite period designer.
"Quality is important to me - I have already
a number of items of my favorite designer
and if I come across another item I would
probably buy it."
"If a friend tells me she has seen an item I really
appreciate it - I'm known amongst my friends as
a little mad as I have a lot of these items at
home."
Design / Designers
Period
The Random Purchaser
This person is a browser. Choice is
therefore random with the only criteria
being "I like that!"
"I like to walk around and browse all the
items on view, form the large to the small -
it's exciting and intriguing."
" I don't mind buying 'old' things, but if I need
some item for the home of practical use I would
probably go to the high street."
Chance
For this persona the site needs
to support casual browsing
Professional & Researcher
This group would be Students of fashion
and product design - Designers for a
fashion house - theatrical or film prop
buyers.
"I am a student of fashion and for my thesis
I am studying period costumes - coming and
buying actual items is simply fantastic - If I
were a student of painting, I couldn't buy
artist's work"
" I research style for my clients. I make choices
simply on what I think may add to their style for
this year - I let this collection of period items
inspire their creativity - I do add something"
Professional needs.
Search by:
period?
Style?
Designer?
Statement
PERSONAS

concept models

M ARK
ET
IN
G
Concept Model PURCHASING AIDED PURCHASING BUILDING TRUST MARKETING
B U I L D I N G
T RU
ST
Privacy
Policy
Returns
Policy
Easy
Returns
Quality
Policy
Q
Qaulity
Indicator View
Large
Image
About
Us
How to
order
Contact
Us Cancela-
tions
& returns
A I D E D P U R C H A
S I N
G
Email
a
Friend
Email
List
For New
Stock
For
Something
Similar
Ad to
Favorites
List
Hold this
till later
Email my
fav to
me
Press
releases
PAGE GRAPHICS
Promotional & Teaser Visuals
Value Propositions
Category Teasers
PURCHASING
Search
Catego-
ries
Top Level
CONTENT
GIFT
SHOP
CRM
Email
Newsletter
Cross
Selling
Send
as
gift
K I TCH
E
N
RANGES
New Content
About Us
Contemporary
Traditional
Product sheet
pdf download
Contact
UsGallery Find Us
Testimo-
nials
Home Page
Flash Element: Rolling products shots
Trade Protection
Logo + link
Trade Protec-
tion site
INTRO COPY
Lorem ipsum dolor sit amet,
consectetaur adipisicing elit, sed
do eiusmod tempor incididunt ut
labore et dolore magna aliqua.
Ut enim ad minim veniam, quis
nostrud exercitation ullamco
laboris nisi ut aliquip ex ea com-
modo consequat.
authentic Kitchen co Luxury Individual Kitchens
WelcomeToYour New Kitchen
NEFF logo
Gallery
Landing Page
Mapping Site
Email Form New
Page
Main View
2nd View
3rd View
Kitchen
Ranges
View
Our
Gallery
‘Use Our Easy toView Design Finder’
‘and Download printable product sheets’
Please Call 01565 631869
CALLTO ACTION
Concept Modeling
This concept model is very specific. It deals with patterns
and elements such as the clients ‘value proposition’, call to
action, and promotional items, such as downloadable product
sheets. Specifically, it designs a clear route to product, so the
user can make choices easily, and then to discuss product
features directly with the business. The concept was partly
driven by “Why go anywhere else - We’ll give you every bit
of help you need”.
This high level concept diagram, illustrated to the client
four aspects of the site; Purchasing, Aided Purchasing
(promotional), Marketing, and Building Trust. Each aspect
included the elements to be included within the site.
The diagram was used as a discussion document and
subsequently as a design document.
Kate Laing Collectables
© Malcolm Leyland 2009
The Authentic Kitchen Company

M ARK
ET
IN
G
Concept Model PURCHASING AIDED PURCHASING BUILDING TRUST MARKETING
B U I L D I N G
T RU
ST
Privacy
Policy
Returns
Policy
Easy
Returns
Quality
Policy
Q
Qaulity
Indicator View
Large
Image
About
Us
How to
order
Contact
Us Cancela-
tions
& returns
A I D E D P U R C H A
S I NG
Email
a
Friend
Email
List
For New
Stock
For
Something
Similar
Ad to
Favorites
List
Hold this
till later
Email my
fav to
me
Press
releases
PAGE GRAPHICS
Promotional & Teaser Visuals
Value Propositions
Category Teasers
PURCHASING
Search
Catego-
ries
Top Level
CONTENT
GIFT
SHOP
CRM
Email
Newsletter
Cross
Selling
Send
as
gift

K I TCH
E
N
RANGES
New Content
About Us
Contemporary
Traditional
Product sheet
pdf download
Contact
UsGallery Find Us
Testimo-
nials
Home Page
Flash Element: Rolling products shots
Trade Protection
Logo + link
Trade Protec-
tion site
INTRO COPY
modo consequat.
authentic Kitchen co Luxury Individual Kitchens
NEFF logo
Gallery
Landing Page
Mapping Site
Email Form New
Page
Main View
2nd View
3rd View
Kitchen
Ranges
View
Our
Gallery
‘Use Our Easy toView Design Finder’
‘and Download printable product sheets’
Please Call 01565 631869
CALLTO ACTION

wire frames

Home Page
UP FRONTVALUE PROPOSITION Rolling Images
Kitchen Ranges
View Our Superb Kitchen Ranges ~ Call Us ~ Find Us
Mapping Site
Trade Protection
Logo + link
Trade Protec-
tion site
CALLTO ACTION
Fold
View the gallery
Use our easy to view design finder
View the kitchens we have built
The Authentic Kitchen Company Ltd. Registered in England, registration No: 5415865
authentic Kitchen co Luxury Individual Kitchens 01565 631869
Home Kitchen Ranges Gallery Contact Us About Us Testimonials
INTRO COPY
modo consequat.
w.authentickitchenco.co.uk

Kitchen ranges
PRODUCT PRESENTATION
Poduct Copy
modo consequat.
Contemporary Kitchens
From Kitchen Ranges
Landing Page Title of product
1
2
3
image 1
View Our Superb Kitchen Ranges ~ Call Us ~ Find Us
Mapping Site
Testimonial One
Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eiusmod tempor
incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nos-
trud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Trade Protection
Logo + link
Trade Protec-
tion site
CALLTO ACTION
QUALIFICATION
Fold
View the gallery
View the kitchens we have built
Traditional kitchens
Could be
scrolling

Gallery Page
PRODUCT PRESENTATION
From Home Page
CALLTO ACTION
Fold
Indiana
consectetaur adipisicing elit,
sed do eiusmod tempor in-
cididunt ut labore et dolore
magna aliqua. Ut enim ad
minim veniam, quis nostrud
exercitation ullamco laboris
nisi ut aliquip ex ea com-
modo consequat.
Lorem ipsum dolor sit amet. Consectetaur adipisicing elit.
View the Kitchens We’ve Built ~ Call Us ~ Find Us

Testimonials Page
TESTIMONIALS & KITCHEN IMAGES
From Home Page
Fold
These are just some of our satisfied customer comments. Lorem ipsum dolor sit
amet, consectetaur adipisicing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commodo consequat.
Testimonials Customer satisfaction
Trade Protection
Logo + link
We are a member of the
trade Protection. Lorem ip-
sum dolor sit amet, consect-
etaur adipisicing elit,
Lorem ipsum dolor sit amet, consectetaur adipisic-
ing elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip ex ea
commodo consequat. Mrs Jones
commodo consequat. Mr Davies
commodo consequat. Mr & Mrs Smith
commodo consequat. Mr Dukworth
TRADE ASSOCIATION
Trade Protec-
tion site
GALLERY PAGE
CALLTO ACTION View the Kitchens We’ve Built ~ Call Us ~ Find Us
IMAGE
IMAGE
IMAGE
IMAGE

Testimonials PageFrom Home Page
Fold
We would like to here from you ......Please call us during working hours, or use the
simple form below for simple enqiries. Lorem ipsum dolor sit amet, consectetaur ad-
ipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. ea
commodo consequat.
Contact Us
Trade Protection
Logo + link
TRADE ASSOCIATION
Trade Protec-
tion site
GALLERY PAGE
Email Enquiry:
Showroom:
High St Showroom: 119 King Street, Knutsford, WA16 6EH
Factory Showroom & Mail address: Unit B, Stanley Trading Estate.
Stanley Rd. Knutsford. WA16 0EG
Tel: 01565 631869
Fax: 01565 652478
Find us: Click here for MultiMap directions
FOR EMAIL FORMVIEW NEXT PAGE

EMAIL FORM CONTINUED
Email Enquiry:
Your Full Name:
Your Email Address:
Your Tel No:
To help us address your query please answer these questions: (not obligatory)
I will be building my new kitchen within the next: 1 month
2 months
3 months
3 + months
Not yet, I’m just researching
My approximate budget is in the region of: £
I have found a design/s I like on your site:
magna aliqua. ea commodo
consequat. Lorem ipsum dolor
sit amet, consectetaur ad-
ipisicing elit, sed do eiusmod
tempor incididunt ut labore et
dolore magna aliqua. ea com-
modo consequat.
magna aliqua. ea commodo
consequat. Lorem ipsum dolor
sit amet, consectetaur ad-
ipisicing elit, sed do eiusmod
tempor incididunt ut labore et
dolore magna aliqua. ea com-
modo consequat.
Your enquiry:
Some guidelines
Submit enquiry Delete enquiry
Yes
No

Testimonials PageFrom Home Page
Fold
About Us
Trade Protection
Logo + link
TRADE ASSOCIATION
Trade Protec-
tion site
NEW CONTENT ?
Kitchen Ranges View the gallery
Use our easy to view design finder View the kitchens we have built

Wire Frame KATE LAING COLLECTABLES/VINTAGE WEBSITE Version: 1 (10.09.08)
Branding
Global Navigation
Search
Contact UsAbout Us How to order Quality policy Privacy policy Returns policy
Categories Top Level GIFT SHOP
send as gift
GREAT PRODUCT IMAGES
Promotional & Teaser Visuals - Value Proposition
Statement of the business.
PERSONA ‘B’ TEASERPERSONA ‘A’ TEASER
0123450678910
Home Page
Gift Shop
This is a teaser linked to a landing page aimed at the ‘Random
Purchaser’ Persona. It is also serves as an ‘idea generator’
- we are saying here that why not browse and buy an item as a
gift - from our unique choice of interesting and quirky product
range.
1
1
2 2 2
3 3
4
Email this to a friend Create Favorite Lists Wait for something similar
Tools (how this site can help you) 5
2
3
4
5
Promotional & Teaser Visuals - Value Proposition
A well designed and photographed set of imagery presenting
the style and the content of the site. A very first impression
that will keep the visitor at the site and will prompt a desire to
investigate further and browse.
Persona Teasers
This will be a graphic/statement - a proposition aimed at a spe-
cific persona type. The idea is to talk to that persona directly,
by saying we understand your specific needs and want to
show you something special I know you will like.
Telephone number
The strong emphasis on the call number is important - prompt-
ing the user to call if she feels it necessary before going
further. The call number should be highly visible on all pages.
This builds trust
Tool Set
Here we are showing the visitor how the site is able to help
her in her quest to find that special item for themselves or for a
friend or client.

Branding
Global Navigation
Search
Categories Top Level
GIFT SHOP a unique place to find that unusual gift
Gift Shop Landing Page
GIFT SHOP a unique place to find that unusual giftValue Proposition
Email this to a friend Create Favorite Lists Wait for something similar
Tools (how this site can help you) 5
Send As
Gift
Lorem ipsum dolor sit amet, consectetaur adipisicing elit, sed do eius-
mod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad
0123450678910

Branding
Global Navigation
Search
Categories Top Level
fold
Category Title
Product Display Page
Scroll
0123450678910
Product Name
labore et dolore magna aliqua
Product Code £35.00 Add to Cart
Add to My Fav’s
Email to a friend
Q 1
Something Similar
View larger
Product Name
Add to My Fav’s
Email to a friend
Q 1
Something Similar
View larger
Product Name
Add to My Fav’s
Email to a friend
Q 1
Something Similar
View larger

various diagrams

A PROJECT HAS
MULTIPLE TESTS Of Which There is
one PLAN
Objective
Logistics
Pre-Test & Post-Test Questions
Functional Details
Expected Behaviors
one SCRIPT
one REPORT
PERSONAS DATABASE
PARTICIPANT PROFILE PLANNING
Screening
EXECUTIVE SUMMARY
ONE PROJECT GOAL
ONE CLIENT
MULTIPLE STUDIES /
SESSIONS of each test
PARTICIPANT ONE
PARTICIPANT TWO
PARTICIPANT THREE
PARTICIPANT FOUR
REPORTING
Rapid Testing Reporting
Test Summary
Basic Observations
Context for observations
Level Two Reporting
Summary of Observations
Summary of Recommendations
Severity Level
User-Recommended Improvements
SUS ~ System Usability Scale Graph
Third Level Reporting
Quantitative Data
Qualitative Data
User Profiles
OBSERVATIONS
RECOMMENDATIONS
PARTICIPANTS
DATABASE
Screening
Quantity
Exclusion questions
Internet experience
Domain experience
Demographic questions
Note to recruiter
Structure Of a Project.mmap - 13/12/2008 - Malcolm Lelyland

IA Components
ORGANISATION
SYSTEMS
SCHEMES
STRUCTURES
EXACT
AMBIGUOUS
HIERARCHICAL
DATABASE
HYPERTEXT
TAGGING
TAXONOMY
HETEROGENIOUS
HOMOGENOUS
Alphabetical
Chronological
Geographical
Topic
Task
Audience
Metaphor
Hybrids
LABELING
SYSTEMS
NAVIGATION
SYSTEMS
SEARCHING
SYSTEMS
INFORMATION
ARCHITECTURE
COMPONENTS
Contextual Links
Headings
navigation
System choices
Index terms
Iconic labels
EMBEDDED SYSTEMS
GLOBAL
LOCAL
CONTEXTUAL
SUPPLIMENTAL
SYSTEMS
SITEMAPS
INDEXES
GUIDES
ADVANCED
NAVIGATION
APPROACHES
PERSONALISATION
CUSTOMISATION
VISUALISATION
SOCIAL
NAVIGATION
WIZARDS
SEARCH
SEARCH ZONES
INDEXING
CONTENT
COMPONENTS
INDEXING
BY AUDIENCE
BY TOPIC
BY RECENT
CONTENT
WORD WHEEL
CANNED
SEARCHES
PATTERN
MATCHING
FACETS

IA work samples - Malcolm Leyland

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (18)

Similaire à IA work samples - Malcolm Leyland

Similaire à IA work samples - Malcolm Leyland (20)

Dernier

Dernier (20)

IA work samples - Malcolm Leyland