The client - Amazon
The problem - 15% of people who shop online decide not to use Amazon. Whilst this may seem like a minority, the total sum of people who do not engage with Amazon adds up to a total of 46 million users. It has been found that online shoppers who don’t use Amazon are motivated by different things than Amazon shoppers - they are motivated more by a sense of belonging, care about a knowledgeable staff/easy return policy and appreciate the personal touch of smaller online retailers. Many non-Amazon users do not enjoy the complexity of the platform and much prefer the simpler, more straightforward process of ordering items that smaller online retailers offer. In this sense, a response should be made that widens Amazon's target audience, keeps current users engaged and improves the overall user experience.
The target audience - The main target audience is both current Amazon users and non-Amazon users. The design treatment taken has to carefully consider both audiences; current Amazon users will not want a drastic change in the functionality of buying/selling, whilst the perspective of non-Amazon users needs to change. The target audience of online shopping is so wide that a universally accessible design needs to be made, as all ages/genders use the platform. Demographics and statistics will provide further information about the target audience.
Aims/Objectives - The main objective for this brief is to resolve the identified problem. Whilst there are a multitude of responses that can be taken, a digital outcome is more suitable as the main audience being targeted is online users. A variety of specific responses should be made to the identified problem. This will allow much more experimentation, which should result in a much more informed, appropriate end result.
Deliverables:
◦ A digital outcome that targets the 15% of users that do not use Amazon. The outcome should be successfully informed by research made.
◦ A consistent colour palette and typeface choice. This should tie in with the Amazon logo, brand guidelines and company's ethic.
The target audience - The main target audience is both current Amazon users and non-Amazon users. The design treatment taken has to carefully consider both audiences; current Amazon users will not want a drastic change in the functionality of buying/selling, whilst the perspective of non-Amazon users needs to change. The target audience of online shopping is so wide that a universally accessible design needs to be made, as all ages/genders use the platform. Demographics and statistics will provide further information about the target audience.
Aims/Objectives - The main objective for this brief is to resolve the identified problem. Whilst there are a multitude of responses that can be taken, a digital outcome is more suitable as the main audience being targeted is online users. A variety of specific responses should be made to the identified problem. This will allow much more experimentation, which should result in a much more informed, appropriate end result.
Deliverables:
◦ A digital outcome that targets the 15% of users that do not use Amazon. The outcome should be successfully informed by research made.
◦ A consistent colour palette and typeface choice. This should tie in with the Amazon logo, brand guidelines and company's ethic.
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