Presentation for BA Fashion Marketing Students at winchester School of Art. Looking at principles of online fashion marketing, the tyranny of usability and a strategic approach to the big questions and changing practices.

1. Don’t make me think?
Tuesday, 7 February 12

2. outline
• Usability and accessibility... what does it
mean?
• ‘Old’ rules of ‘good’ content... and what do
they mean?
• The who, what, where, when and why of
web presences
• Looking (not too far) ahead
Tuesday, 7 February 12

3. Tuesday, 7 February 12

4. design
Tuesday, 7 February 12

5. Tuesday, 7 February 12

6. Tuesday, 7 February 12

7. • Learnability: How easy is it for users to
accomplish basic tasks the first time they
encounter the design?
• Efficiency: Once users have learned the
design, how quickly can they perform
tasks?
• Memorability: When users return to the
design after a period of not using it, how
easily can they reestablish proficiency?
• Errors: How many errors do users make,
how severe are these errors, and how
easily can they recover from the errors?
• Satisfaction: How pleasant is it to use the
design?
• Utility: Does it do what users need?
Tuesday, 7 February 12

8. Assumptions
• Learnability: How easy is it for
users to accomplish basic tasks the
first time they encounter the
•
design?
Efficiency: Once users have
learned the design, how quickly
• e-commerce
•
can they perform tasks?
Memorability: When users return • productivity
to the design after a period of not
using it, how easily can they
reestablish proficiency?
• speed
• Errors: How many errors do users
make, how severe are these • utility
•
errors, and how easily can they
recover from the errors?
Satisfaction: How pleasant is it to
• lean forward
use the design?
• Utility: Does it do what users
need?
Tuesday, 7 February 12

9. • Show the company name and/or logo in a
reasonable size and noticeable location.
• Include a tag line that explicitly summarises what
the site or company does.
• Emphasize what your site does that's valuable from
the user's point of view, as well as how you differ
from key competitors.
• Emphasize the highest priority tasks so that users
have a clear starting point on the homepage.
• Clearly designate one page per site as the official
homepage.
• Design the homepage to be clearly different from
all the other pages on the site.
Tuesday, 7 February 12

10. assumptions
• Show the company name and/or logo
in a reasonable size and noticeable
location.
• Include a tag line that explicitly
• brand as advert
summarises what the site or company
does.
• Emphasize what your site does that's
valuable from the user's point of view,
as well as how you differ from key
• utility
competitors.
• Emphasize the highest priority tasks so • journey
that users have a clear starting point
on the homepage.
• Clearly designate one page per site as
• ‘home’
the official homepage.
• Design the homepage to be clearly
different from all the other pages on
the site.
Tuesday, 7 February 12

11. Tuesday, 7 February 12

12. Tuesday, 7 February 12

13. Tuesday, 7 February 12

14. • We don’t read pages. We scan them.
• We don’t make optimal choices. We
satisfice.
• We don’t figure out how things work.
We muddle through.
Tuesday, 7 February 12

15. assumptions
• We don’t read pages. We scan • information
them.
• utility
• We don’t make optimal choices.
• speed
We satisfice.
• We don’t figure out how things • ‘home’
work. We muddle through.
Tuesday, 7 February 12

16. Tuesday, 7 February 12

17. content
Tuesday, 7 February 12

18. Tuesday, 7 February 12

19. Tuesday, 7 February 12

20. Tuesday, 7 February 12

21. words and pictures
• active
• positive
• specific
• avoid monotony
• cliches
• redundancies
• structure and composition
• news values
Tuesday, 7 February 12

22. assumptions
• active • utility
• positive • speed
• specific
• avoid monotony • journey/story
• cliches • attention
• redundancies
• structure and composition
• news values
Tuesday, 7 February 12

23. ... and mine
• V is Voice
• I is for I with a small i
• S is for simple
• I is for improvise
• O is for Open Source
• N is for Narrative
Tuesday, 7 February 12

24. so...
• Who?
• What?
• Where?
• When?
• Why?
Tuesday, 7 February 12

25. who...
is the user?
Tuesday, 7 February 12

26. Tuesday, 7 February 12

27. what...
do they do/want to do?
Tuesday, 7 February 12

28. Tuesday, 7 February 12

29. where...
do they want to do it?
Tuesday, 7 February 12

30. Tuesday, 7 February 12

31. when...
are they here?
Tuesday, 7 February 12

32. Tuesday, 7 February 12

33. why...
are they here?
Tuesday, 7 February 12

34. Tuesday, 7 February 12

35. web presence(s)
• Brand story
• CRM
• Sales
• Content relationships
• Crowd-sourcing
• Networking
Tuesday, 7 February 12

36. looking ahead
Tuesday, 7 February 12

37. the best?
http://fashionablymarketing.me/2012/01/style-coalition-
unveils-fashion-2-0-nominees/
Tuesday, 7 February 12

38. Tuesday, 7 February 12

39. paul caplan
@theinternationale
praxis@theinternationale.com
facebook.com/theinternationale
Tuesday, 7 February 12