DISCOVERY DOCUMENT WEST MICHIGAN GRAPHIC DESIGN ARCHIVE AWARENESS SITE BRANDON KNAP | STEVE LAYDON | MELANIE RONQUILLO
1. BACKGROUND INFORMATION 2. USER RESEARCH 3. CONTENT ORGANIZATION 4. PROMOTION RESEARCH 5. CREATIVE BRIEF
BACKGROUND INFORMATION
October 21, 2013 4:08 PM
WHAT ARE WE PROMOTING RIGHT NOW?
SOURCES
1) Graphic Design and its strong heritage in West Michigan
Client Documents
2) Designers work 1920’s-1980’s 3) Print 4) West Michigan/ Michigan work by invitation/ nationally recognized
WHO ARE WE WORKING WITH?
Potential Contributors to the Collection 1) Corporations 2) Universities/ colleges 3) Designers/ design firms 4) Paper mills/ distributors 5) Printers Who is the archive targeting? 1) Design professionals 2) Educators 3) Students
WHAT ELEMENTS CONTRIBUTE TO OUR WM GRAPHIC DESIGN HERITAGE?
1) Innovative graphic designers working for influential Michigan industries such as furniture, pharmaceutical, and automative 2) Forward-thinking educators at Cranbrook Academy and Western Michigan University 3) Rich heritage in the areas of paper engineering and paper production 4) Quality oriented printing and production industry
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
BACKGROUND INFORMATION
1.1
USER RESEARCH
October 21, 2013 4:08 PM
TARGETED AUDIENCE
DESIGN PROFESSIONAL
Design professionals are people in the community that have or are currently working as professional designers. They come from many different graphic design backgrounds, ranging from web developers to retired print designers. Design professionals are looking to: 1) Learn how they can help WMGDA by donating time, work, or money 2) Celebrate Michigan heritage 3) Feel accomplished and relive memories 4) Learn and understand the short and long term goals of WMGDA 5) Give back to the community 6) Get Inspiration
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
USER RESEARCH
2.1
October 21, 2013 4:08 PM TARGETED AUDIENCE
DESIGN EDUCATOR
The design educator represents a current or former design instructor at the college level, centered in the West Michigan area. They too have a varied design background, and will find much to use personally and to supplement a design curriculum from the archive. Design educators are looking to: 1) Wants to impact and inspire future designers to be creative 2) Learn how they can help WMGDA by donating time, work, or money 3) Feel accomplished and relive memories 4) Celebrate Michigan heritage 5) Further design experience 6) Give back to the community
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
USER RESEARCH
2.2
October 21, 2013 4:08 PM TARGETED AUDIENCE
DESIGN STUDENT
The design student represents a current or former design instructor at the college level, centered in the West Michigan area. It’s important for students to understand design history, and design history in an area that impacts them personally will resonate with them in a deep way. Design educators are looking to: 1) Learn from designers and their techniques before the computer 2) Finds database as a usefull supplement 3) Discover ways to get involved in the design community, gaining them experience in the industry. 4) Networking
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
USER RESEARCH
2.3
USER PERSONA: DESIGN PROFESSIONAL
PERSONAL
TECHNICAL
MOTIVES
Ian Siegal
Chrome
Further Design Experience
Male
Firefox
Technique Exploration
32 years
Fluent CS6
Learn
Chicago, IL (grew up there)
iOs user
Design Exposure
Firebelly Design
Internet Usage: High
Inspiration
4 years of seniority
Lots of time on phone
See famous works
Lives with girlfriend, Paige
Work = Mac
Learn about ways he can help
Starbucks
Free time = phone
APC
Wants to impact and inspire future designers to be creative
H&M
Understand WMGDA’s list of needs
Urban Outfitters
Find where he can donate time, work, or supplies
Social
Local bar regular
Adobe Kuler
Short term and long term goals of the organization
Hiking/ backpacking
Adobe Ideas
Travel
Behance
Blackhawks fan
Tablet (meeting notes) Would find filters by era, designer, awards, technique, client, medium, and color helpful
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
Feel accomplished Give back to the community Re-live memories
USER RESEARCH
2.4
USER PERSONA: DESIGN EDUCATOR
PERSONAL
TECHNICAL
MOTIVES
Paul Anderson
Macbook Pro
Schedule trips
Male
iPad
Educate Students
47 years
iPhone 5
Find events
Design Instructor at Western Michigan University
Internet Usage: High
Student research/resources
Married
Chrome
Inspiration for personal Design
2 kids in high school
Tennis Biking Swimming Nike Ray Bans NCIS Storage Wars Food Network Forbes ESPN
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
USER RESEARCH
2.5
USER PERSONA: DESIGN STUDENT
PERSONAL
TECHNICAL
MOTIVES
Bailey Sanders
Macbook Pro
20 years
Firefox
Learn from designers and their techniques before the computer
Female
Google Chrome
Went to physical space w/ school class
Western University Student
iPhone 5
Finds database as a usefull suplement
Kalamazoo, MI
Online daily
Networking at physical space
From Coopersville, MI
Graphic Design Major
Junior
BWW
Constant texting
Meijer TJ Maxx Marshalls Charlotte Russe Wet Seal Organized Apple Starbucks PLL New Girl
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
USER RESEARCH
2.6
USER PATHS
DESIGN PROFESSIONAL
DESIGN EDUCATOR
Ian Siegal, 32 years old
Paul Anderson, 47 years old
Designer, Firebelly Design (4 years)
Professor, Western Michigan University (5 years)
Why is Paul Anderson excited about the Graphic Design Archives?
Why is Paul Anderson excited about the Graphic Design Archives?
Support and preserve design history
Share and possibly support a valuable new design resource
Enrich their own work by gaining a deeper understanding of WM history
Find more ways to get involved with the design community
Further their knowledge of WM design history
Celebrate West Michigan design heritage
Share a valuable research tool with students
Inspire creativity in future designers
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
USER RESEARCH
2.7
USER PATHS
DESIGN STUDENT
Bailey Sanders, 20 years old Graphic Design Student, Western University (2 years) Why is Bailey Sanders excited about the Graphic Design Archives?
Learn about the archive on her own or from instructor
Learn from projects and techniques of pre-computer design
Share this resource with others
Find archives to be a useful supplement to her classes
Discover ways to network and get involved in WM design community
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
USER RESEARCH
2.8
CONTENT ORGANIZATION
October 21, 2013 4:08 PM
CLIENT CONTENT EXPECTATIONS
SOURCES
INFORMATION
Client Documents
Mission Brief description and scope (from “rich heritage” and “parameters/scope” sections) - Start small and grow/expand - Why West Michigan? - Why now? - What’s in it? (Physical and digital. Physical artifacts, books periodicals/articles, oral history, etc)
Based on our user research and the client’s documents, we have gathered suggestions as to what our next steps in the design process should be.
USER NEEDS
Key audiences and benefits for each Opportunities (volunteer/in-kind gifts/financial support/estate planning) Contact
ADDITIONAL IDEAS
FAQ section (or answers to plug in when someone asks (ie, “How do I get my work into the GDA?”, “Why not current work?)
USER NEEDS USER CONCERNS
What am I looking at? Why should I stay on this site? How does this fit into my life? What do I do now?
SITE CONTENT
Why is an archive being created? Why in West Michigan? What will be in this archive? Who has work in this archive? How is work curated? Will there be events? How can I get involved? Who can I contact about donating?
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
CONTENT ORGANIZATION
3.1
October 21, 2013 4:08 PM WHAT WILL WE SHOW THE USERS? WHAT AM I LOOKING AT?
SOURCES
Client Documents
Mission
WHY SHOULD I STAY ON THIS SITE?
Brief description Project scope What will be in the archive
HOW DOES THIS FIT INTO MY LIFE?
West Michigan pride Benefits of the archive (A valuable resource, Culturally enriching)
WHAT DO I DO NOW?
Spread the word about the archive Contact someone to get involved with the archive
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
CONTENT ORGANIZATION
3.2
1)
CONTENT BREAKDOWN
MIS SION
1) MISSION
West Michigan Graphic Design Archive strives to showcase the talent that West Michigan has by sharing its design heritage, in turn exciting views about design, print and paper.
*Note that WMGDA wants to preserve history and techniques to achieve this goal.
2) DESCRIPTION & SCOPE
Why West Michigan?
2)
*Tell West Michigan’s interesting story including the background and history.
DES CRIP TION & S C OPE
Why now?
*Emphasize why this archive is important and why people will benefit from it. Introduce users here in a way that is subtle and relates people to the direct need of the archive. What’s in it?
*Give details of the digital archive to come. Where are we headed?
*Share thoughts on the upcoming physical space and expansion.
3)
KE Y AUDIENCES & BENIFIT S
3) KEY AUDIENCES & BENEFITS
* Expand on “Why now?” to explain what users get our of the archive. Use this to inspire people to get involved.
4) BE A PART OF WM HISTORY
Call to action: Get excited and spread the word!
* Give a brief overview on how people can get involved in a non-invasive way. (Volunteer, in-kind, estate planning, financial support, donate work...)
4)
* Prompt users to share this site on social media to share their excitement. This can later be used to better analyze who our main audience is who uses social media.
BE A PART OF WM HISTORY
5) CONTACT
* Make sure to note who to contact for different reasons so people are asking their
5)
C ONTAC T
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
CONTENT ORGANIZATION
3.3
PROMOTION RESEARCH
October 21, 2013 4:08 PM
WHAT MAKES FOR GOOD PROMOTION?
Although we don’t have a product, we have to convince users to get on board with the West Michigan Graphic Design Archive. To do this, we need to build a connection with the user. This involves building credibility and getting the users interest. Wendy Marx from FastCompany suggests that the best way that a company can do this is with public relations.*1 To have great public relations, she suggests following these 5 approaches: 1) All press releases, or in our case the promotion site launch, must have a purpose 2) Use multimedia to help address a call to action 3) Don’t give a press release by itself, but rather give users means to find more information. 4) Use social media
1) 5 Ways to Generate Sales From B2B PR -Wendy Marx, FastCompany 2) Making Social Media Matter: Top Strategies for Meaningful Connections -Michael Lazerow, FastCompany 3) Cindy Chen: How Do You Leverage Social Networking? -Cindy Chen, FastCompany 4) Using Social Media to Power Community -Janine Popick, Inc. 5) 8 Risks When You Ignore Social Media -Hollis Thomases, Inc.
5) Aim for specifics. Make sure to meet the needs of every target audience.
WHY SHOULD WE UTILIZE SOCIAL MEDIA?
“The research report reveals insights into how leading companies are transforming from social campaigns to enterprise marketing capabilities, in an effort to successfully incorporate social media into the mix.” -Michael Lazerow, FastCompany *2 Social media has strong benifits for businesses: 1) 850 million people use social media. Of those people, 94% use Facebook, 77% use Twitter, and 43% use YouTube. 2) Content is key, and one way to gain content is by creating a social media community with users. 96% of business expect to be increasing their investments in social media. 3) Social media provides benifits such as brand awareness (90%), customer insights (81%), interactivity (89%) to tangible sales leads. 4) You can help your users in times of crisis 5) According to marketing director at Oreo, Cindy Chen, we need to take advangage of social media to target millenials because they are the users of tomorrow.*3 6) Social media helps create community. Graphic Design, specifically in Grand Rapids, is refered to as a community. Connecting to users by revealing your story in a way that can reach many people at the same time will enhance the community that already exists. *4 When a business ignores social media, they are opening themselves up to some risks:*5 1) You don’t know what people are saying about your company or organization 2) You can miss the 24/7 world, meaning you can’t respond to the needs of your users as often as you should. 3) People can pose as your company if you’re not representing yourself 4) Falling rankings in search engines
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
PROMOTION RESEARCH
4.1
October 21, 2013 4:08 PM HOW SHOULD WE APPROACH SOCIAL MEDIA?
One-Click Sharing How: One-click icons that link to Facebook or Twitter, generating an easy-to-share post. Why: It also presents an opportunity for free advertising using popular existing channels of communication. It can also provide valuable data. Running metrics on these links can potentially inform a future social media strategy. This said, we need to get users participating in our media. If we can share our compelling story of the history that West Michigan has, we can excite users to get involved. This is a history worth celebrating, and a community that is still growing the future of West Michigan Graphic Design. We need to get users involved in a campaign that spreads the news of all that West Michigan has accomplished and the archive that celebrates this success.
Taking all that we’ve learned into consideration, we should look into the following social media platforms: 1) Facebook 2) Twitter 3) Instagram
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
PROMOTION RESEARCH
4.2
A COMPARISON OF PROMOTIONAL/AWARENESS SITES
HOLISTIC SELECT
U BY KOTEX
LEXUS LS
EARTH HOUR
CARNEVALE PARTY
STRUCTURE
Traditional website
Traditional website
Split into vertical panels
Split into vertical panels
Split into vertical panels
VISUAL DENSITY
Cluttered
Cluttered
Clean, organized
Clean, simplified, organized
Clean, simplified, organized
STYLE
Photography, graphics, type, applied traditionally
Photography, graphics, type, applied traditionally
Photography, graphics, type, refined application
Photography, icons, simple illustration, clean typography
Icons, simple illustrations, clean typography
COPY
Long and scattered
Long and scattered
Clear and concise
Clear and concise
Clear and concise
MOVEMENT
None
None
Animations, response to scroll behavior
Animations, response to scroll behavior
Animations, response to scroll behavior
CALL TO ACTION
None
None
Register for more information
Twitter, Facebook, Sign Petition
RSVP for party
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
PROMOTION RESEARCH
4.3
October 21, 2013 4:08 PM INSIGHTS ON PROMOTIONAL/AWARENESS SITES
Examining these promotional sites, we have found similarities and insights that will be valuable to consider on our promotional site. 1) The click-through vertical panel style feels more interactive, while remaining guided and easy to navigate. 2) It presents once piece of information at a time, remaining clear and concise. 3) It feels more like an experience rather than “just another website.” 4) Simple illustration may be a good way to liven up the pages, and bring in elements of the content at the same time. 5) It should provide an easy way for users to share and get involved now.
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
PROMOTION RESEARCH
4.4
CREATIVE BRIEF
October 21, 2013 4:08 PM
STRATEGIC INFORMATION
BACKGROUND
Barb Loveland and Linda Powell approached the Design Project Center with their idea for a graphic design archive. The task established for student group members was specifically the digital experience for said archive and its promotional website. Upon completion, this database will supplement a physical space that is to be housed in West Michigan. For now, the work showcased should be commissioned, designed, or produced in West Michigan from the 1920’s through the 1980’s. After a kickoff meeting with the clients, there is potential for this time period and/or target location to grow.
OBJECTIVES
Promotion of the West Michigan Design Archive aims to excite, inform, and raise awareness prior to the launch of the full experience. Doing so will create a solid base of which the experience can grow. Successful promotion will yield a user base of vollunteers. Raising awareness will be a key to having a successful experience launch.
BRAND VISION
Our vision is to excite people from West Michigan and beyond about a rich design culture that will soon be preserved and accessible to the public. The vast resources will inspire individuals and call them to get involved with this emerging experience.
BRAND MISSION
This promotion will serve as a platform to inspire and rally a community of supporters for a near-future design resource and experience.
VALUE PROPOSITION
This awareness site will provide users information about the WMGDA and what to expect upon its launch.
KEY MESSAGE
West Michigan Graphic Design Archive strives to showcase the talent that West Michigan has by sharing its design heritage, in turn exciting views about design, print and paper.
BRAND CORE VALUES
Compel Inform Inspire Excite
BRAND POSITIONING
To design professionals, educators, and students, West Michigan Graphic Design Archive is a resource that gives users an exciting, inspiring, informational experience because it highlights the talent, passion, and drive that West Michigan has brought to the design world.
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
CREATIVE BRIEF
5.1
October 21, 2013 4:08 PM COMPETITIVE LANDSCAPE
Kickstarter allows members to share ideas and raise funds for projects ranging from movie production, app development, and product design. A benefit of Kickstarter is the ability to gain contributors to back the development of a project and fund a specified goal. Members may also offer insentives to encourage the backing of projects. Fundly offers members the ability to raise money for projects, ideas, and more. Fundly also allows members to raise money for charities and clubs. Fundly offers customization of personal pages along with mobile device support. Facebook group pages are the easiest and quickest way to promote something on the web, particularily with social media. Benefits of Facebook group pages include: no costs, built-in social media, and easy management of content including photos, videos and links. A downside to using Facebook group pages is the lack of visual freedom and another is tightly structured content which creates something generic to some degree. Professionalism may suffer a bit as well as it is on a social network. Like Facebook, Twitter is a social networking site. Member are able to create a custom page for whatever they feel. Other members can follow your activity and see your posts from their own page. A benefit of using a twitter account is the ability to easily connect, communicate, and announce things to a large audience.
BEST PRACTICES
Carnevale, Earth Hour (See promotional research section)
TARGET AUDIENCE INSIGHT
See user research section
DESIRED BRAND PERCEPTION
Compelling - Evoking interest, attention, or admiration in a powerfully irresistible way Pragmatic - businesslike, logical, realistic, practical Credible - We are a reliable resource Friendly - We are a design community that’s seeking more members and appreciation Refined - Although we’re fun, we are serious about design
DESIRED BRAND EXPERIENCE
Engaging Participatory Informational
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
CREATIVE BRIEF
5.2
October 21, 2013 4:08 PM CREATIVE INFORMATION INSIGHT
Communication Tone and Manner
Illuminating Confident Compelling Credible
Creative Considerations
Clean style, easy navigation, neutral color palette to enhance visuals
TECHNICAL INFORMATION
Deliverables
User scenario, fully-functioning website, process book showing the strategic and creative process.
DESIGN PROJECT CENTER COLLEGE OF BUSINESS FERRIS STATE UNIVERSITY 119 S. STATE ST. BIG RAPIDS, MI 49307
CREATIVE BRIEF
5.3