BA50077E

Web Design and Development

WEEK 2. OCTOBER 2021

Module Leader: Julie Man


University of West London
Rules of Engagement

INVESTIGATE

APPLY

CONSOLIDATE

• Active Participation ! Share your thoughts and opinions

• Ask Questions


Week 2.
Agenda

WEEK 2. OCTOBER 2021

INVESTIGATE Week 2. Lecture

– Module Assignment Brief

– Writing a Brief

– Preparing a Strategy Statement

– Consumer Centric Design 

– Creating a Persona

APPLY Prepare your Creative Brief. Prepare your Persona.

CONSOLIDATE
Research your Competition & Prepare a Strategy Statement

Investigate Lecture

Week 2. The Module Assignment

Module Overview
Assignment. 100% Coursework

Challenge
Taking the role of a Digital Marketing Assistant, design a new website, this challenge is 

to evaluate the company, its products/services and the target audience and provide a


strategic creative proposal for the website design for the business.
Conduct a competitor analysis for your company. You will be required to consider 

how your company or brand can encourage people to visit your website over other 

options online.
Demonstrate a user friendly and customer- centric wireframe design. 

Provide a clear rationale for UX considerations and your design decisions throughout 

the development process.
Module Overview
Assignment

Objectives
Demonstrate innovation, knowledge & expertise for creating a new website proposal 

for a company. 


This solution should address an unmet need or problem in the consumer's life. 


It should provide an engaging solution for both the business and the consumer!
Create a compelling Website Design to:
• Address the project brief and company requirements
• Use data and research to understand the target audience
• Address an unmet need/challenge for the target audience
• Enhance the digital customer experience
• Encourage new customers and/or sales, with an e-commerce component on the website
• Present a strategic proposal for a website concept, together with a wireframe prototype
Allocation of Marks
Assignment



Allocation of Marks
Assignment



Allocation of Marks
Assignment



Fresh Minds Project. Client Project
Delivery Schedule.

Student Agency groups will follow the plan:

Weeks 1-3. Phase 1. Discover

Week 3. Initial Client Meeting, October 18th

Weeks 4-5. Phase 2. Define

Weeks 6-9. Phase 3. Develop



 Week 7 or 8 (tbc) Client Check-in Meeting

Week 14. Submit Proposal.

Weeks 10-14. Phase 4. Deliver

Week 14. Submit Full Project. 

Week 15 Client Final Live Presentation

Support sessions
Assignments



Investigate Lecture

Week 2. Review The Client Brief.

In your Agency Groups

Breakout Discussion, 15 mins.

Investigate Lecture

Week 2. Design with a Clear Purpose.

Start every project with a Creative Brief
Design with a clear purpose.
Start every project with a Brief.

As marketers it is important to understand the objectives of the work required.

Every communication—simple or complex, personal or business—has an objective.

A Brief is a critical strategic planning document. 




 Before any project starts it allows all the teams and stakeholders to :

• Align and clarify on the objectives

• Understand the clients goals and expectation
• Document the project scope, timeline and budget
• Define the deliverables
• Deliver the desired outcome within an agreed framework


 Marketing Business
Problem/Challenge

Agency/In-house/Independent

Brief

Company/Brand/ User
Service Solution (Customer)
(Business Client)
CREATIVE PROBLEM SOLVING
ADD VALUE

Brief

Stakeholders

Source: Author’s Own

 

Class EXERCISE 10 + 15 review mins
Investigate Lecture 

Writing a Brief
Writing a Brief (Download the Brief template)

• Client
• Situation Overview/Business
• Project Scope - 

Marketing Objective & Client Expectations

• Competitor Analysis

• Target Audience
• Current Beliefs, Research/Insights

• Markets/Location

• Key Net Takeaway

• Reason To Believe /Buy

• Deliverables
• Timing
• Budget
Thinking Strategically

Marketing communications is a strategic planning process designed to assure that all elements of
branded messaging are directed toward the specific target audience to deliver:

• Consistency
• Cohesion
• A positive perception and experience of the brand
• Fulfil the objectives of the project brief
Consumer Centric Design
 In a highly competitive market,

companies ensure their own brand/s and/or service/s are
developed to differentiate from the competition!
 What brand problem, challenge or
opportunity are you trying to solve with
your website design?
Competitor Analysis
Direct and Indirect

Santander Cycle Peloton

https://www.santandercycles.co.uk https://www.onepeloton.co.uk
Target Audience
Research and Consumer Insights

When designing and developing your website -

It’s important to understand the lifestyles and behaviours of the target audience.



By tapping into these insights, brands create a more effective message and delivery mechanism.

Now storytelling, online advertising & branded content use formats such as videos, social media, to
promotional content that engages and entertain the target audience.

Start to Research your Target Audience!

Create a Persona

Based on market and user research -


a Persona is a fictional character that marketers
use to represent the type of target audience or
intended type of users they are focusing on. 






Why do we use Personas?

A Persona is helpful in understanding who will actually be

using your service/product or your website.

Empathy allows us to think from the users point of view and

connect with our Target Audience.

• To remind us of who our consumer/user is

• To summarise user research

• To use focus design efforts on solving the consumer/user’s problems

 Tech: 
 Digital Behaviour


Name
Age 1-100 Add any additional online and social media
Internet
Profession preferences, habits that could impact online,
Living status Online shopping awareness, consideration and purchase.
City Gadgets
Early adopter
Social media
Favourite Brands

Bio. One or two sentences that helps to aid the consumer

Insert Image journey. Highlight factors of the persona’s personal and
professional life that make this the ideal target customer.

NEEDS & WANTS

- Needs & wants this persona would like to have
 FRUSTRATIONS
- Frustrations this persona would like to avoid


 - The problems this persona would like solutions for

Segmentation GOALS
- These could be needs that align to their bigger goals - The obstacles that prevents this persona from 

“Inserts a one line quote that achieving their goals
captures the essence of this persona”.
Susan Brown Tech: 
 Digital Behaviour

28 years old Follows influencers on Instagram, watches
Internet
Fashion Designer videos on Facebook, and Youtube. She also
Lives with her fiancé Online shopping keeps a Pinterest board of all her favourite
London textile designs.
Gadgets
Early adopter
Social media
Favourite Brands

A self-described fashionista. Weekends exploring vintage

markets and thrift stores. Susan is a regular at the local gym
and yoga syudio. Cooks at least 3-5 times a week, occasionally
hosts small dinner gathering with her friends.

NEEDS & WANTS

FRUSTRATIONS
- Rent is expensive, so she lives in a small apartment
- She likes brands like free people, but can’t afford to
with her fiancé. Space is a commodity to her and
spend on luxury products with her salary.
she’s a firm believer of “less is more”. She doesn’t
Fashion Stylist want to clutter her home with unnecessary things.
- She does not like fast fashion.
GOALS
- She’s thinks cheap products aren’t as high-quality,
“I care about the environmental issues - I want to create a green and healthy lifestyle.
so she ’s not afraid to spend more for better quality
and sustainability”… products. She prefers to walk around the city.
- I want to buy a home in this city the near future.
https://diytoolkit.org/tools/personas/
 Class EXERCISE 10 + 15 review mins
Investigate Lecture 

Create a Persona

Class Discussion
(Download the Persona template)

As a marketer, start to think and explore how you will approach

your Persona? Discuss the questions below:

• Start to create a Persona for your target audience

• Profile and Demographic

• Their Behaviour, Motivations and Attitudes

• Painpoints, Needs and Opportunities


End of Session
Communicating the message
With the explosion in new ways to communicate, digital technology, online advertising, data and ux design, 


Consumers are now:

- targeted with advertising and brand information from numerous touchpoints

- able to access information in seconds

This rapidly shifting landscape affects the strategies that brands use today.

The challenge is to reach and engage the target audience through a variety of tactics and interest-based
activities and connection points that are relevant to their personal lifestyles, behaviours, and needs.

BRAND BUILDING TROUGH CONSISTENCY & COHESION


Web Design can utilize the same strategy and are linked and unified by a common visual format, attitude,
personality and overarching message.
Class EXERCISE 10 + 15 review mins

Prepare a Strategy Statement

A strategy statement is the overall selling approach. A strategy statement outlines your plan and the
design and development of your website must be aligned with it.

The creative marketing strategy will guide your thinking, your copywriting/messaging and your overall
layout and functions of your web design from initial wireframes to execution.

Strategy Formula

Follows this guideline for a simple successful strategy statement: 


• Convince: target audience (who?)


• That: desired belief or benefit (what?)

• Because: focus, sale, or proposition (why?)

• Support: reasons why (facts and evidence)


Your product or service may have numerous benefits. Decide which are the key messages you want to
appear on your website. What are you selling, how does it benefit the target audience?.