Going Mobile
Totokaelo
Content Strategy Prepared by Tiffany Lin 1.27.14
2 Going Mobile : Totokaelo
About... Totokaelo is a purveyor of beautifully designed and thoughtfully curated fashion and objects.
We represent artists and designers whom we believe to have an independent and thoughtful sense of beauty.
Content Strategy: Prepared by Tiffany Lin 1.27.14
3 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
The Store...
We offer a tightly curated selection of clothing
aesthetic, consistently choosing pieces
from both young and established designers,
that are timeless, versatile, and well crafted.
available for purchase online. Because our return and shipping policies mirror Our goal is to source the strongest artists and
larger ecommerce entities, you can take a risk
thinkers in the fashion world today.
on an unknown designer without worrying
We edit the collections to represent our
about boutiques’ store-credit-only policies.
4 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
One. Understanding the current content publishing workflow.
Goal:
How:
To create once
Creating a content
and publish everywhere.
management system to guide your creators in making flexible sets of content.
Idea
Creation
Publish
5 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
One. (Images)
Understanding the current content publishing workflow.
When and who is creating these promo/ad images? Does your sales/inventory team speak to your marketing team? How and can these images be tagged for keywords and for priority in publishing?
6 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
One. (Images)
Understanding the current content publishing workflow.
How many different places does one image go?
How many different views does any image usually need/have? Are these images prioritized in meta-data? Is there a place to add meta-data?
7 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
One. (Images)
Understanding the current content publishing workflow.
Totokaelo currently has 2 other media streams next to the website, Facebook and Instagram. In order to publish effective visual stories images can be prepped for all different contexts. This new production method will help ease the move to mobile and responsive design.
8 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
One. (Images)
Understanding the current content publishing workflow. Another visual consideration is making all images, including info visuals (ie: size charts) ready for slide show presentation. This reduces the user need to scroll, and keeps similar content in one position.
9 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
One. (Images)
Understanding the current content publishing workflow. This promo has not been created with flexible context in mind. Small text, and non reusable crop sizes make the image hard to decipher.
10 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
One. (Images)
Understanding the current content publishing workflow. Let’s re-do this promo. Notice the larger text size means a strong image is also now paired with a strong message. Also, a reusable version for the mobile context.
11 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
One. (Text)
Understanding the current content publishing workflow.
Who and how do writers create content? Do your writers work with your asset creators, your marketing team, and/or your sales team?
12 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Steps (Two)... Writing focused, flexible content.
Goal:
How:
Understanding what each piece
Short sentences, flexible
of content is supposed to do.
chunks, assign use for copy, no truncation, creating short forms or long forms, or the perfect one form.
13 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Navigation)... Writing focused, flexible content.
Totokaelo’s home page feels more like a redirect, ie, one extra step until we get to the real content.
Totokaelo.com - HOME
Links to...
Womens
Mens
Art-Object
14 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Navigation)... Writing focused, flexible content. Header navigates back to the Home page. Even when inside of an item detail page. We can reduce this pogo-ing effect.
Totokaelo’s various stores are navigated by image blocks, living at the bottom of the page! Can they move to be with the rest of the navigation?
15 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Navigation)... Writing focused, flexible content.
The Totokaelo link takes us to the women’s store. Though, it suggests perhaps going back to the home page.
16 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Navigation)... Writing focused, flexible content. Totokaelo’s main navigation consists of 9 items, with 6 header navigation items. Shorter, focused navigation will result in a quicker, more streamlined user experience.
Though the Art-Object store differs in products from Totokaelo’s main store, users will still expect a similar navigation scheme. The current vertical nav also provides a different sort of hierarchy in information. Are New Arrivals, All Designers, All Items, the first thing users should see?
17 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Navigation)... Writing focused, flexible content.
Sub menus and item categories can be relocated to appear on page with the shoe department storefront. This will lessen the text clutter in the nav, as well as give users on mobile devices a one page access for options.
18 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Navigation)... Writing focused, flexible content. Current Site Navigation
Home Sale (Woman)
Woman New Arrivals Signature Blog
Header What Members are Saying Favorites Blog Sign in/Membership Shopping Bag Receive Email Updates
Sale (Man)
Man New Arrivals Signature Blog
Main Nav New Arrivals Shop by Look Back in Stock Designers Clothing Footwear Accessories Signature Sale Search (dialogue)
Art-Object New Arrivals Essentials Blog
Main Nav New Arrivals Gift Ideas Favorites Essentials Members are Saying Back in Stock Blog
Footer Visit Totokaelo Man Visit Totokaelo Art-Object Visit Totokaelo Contact Us About Shipping Returns Careers
Gift Certificates Receive Email Updates Terms & Conditions Privacy Policy Investor Opportunities
All Designers Adonde Habidecor Yoshii Akiko’s Pottery Hakusan Hakusan by Mori
Now Hiring
All Items Art Object Furniture Lighting Tabletop Textiles Shopping Bag Sign In/ Membership Search
19 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Navigation)... Writing focused, flexible content. Suggested Site Navigation
Woman
Man
Clothing Footwear Accessories Signature Sale
Header Sign in/Membership
Footer Gift Certificates
Art-Object
Clothing Footwear Accessories Signature Sale
Search
Art Object Furniture Lighting Tabletop Textiles
Shopping Bag
About
Blog
Shipping & FAQ’s
Privacy Policy
Receive Email Updates Contact Us
Investor Opportunities
Notes... The navigation has been slimed and focused to feature Totokaelo’s main stores, and each stores sub-sections.
Certain store policies and questions have been condensed and moved to the top, as customer service items.
Users can further their search (ie; size, designer, new arrivals, etc) on each store-front’s page.
Signature and Favorites have been combined.
Items such as New Arrivals, Shop by Look can be featured in image sliders and within the content.
What Members are Saying can be relocated to be with the item they are about.
20 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Text)... Writing focused, flexible content. Totokaelo.com - Blog
The text is a copy of the images, which appear on mouse-over of the larger image. Since images speak louder (and quicker) than words. The text can be re-created to head the images, and images can be static on page. Sale info can also be conveyed with images.
Currently, set up as a long page scroll. The blog can be prepared for mobile and responsive development by using a grid-layout and writing content for teaser caption elements. Even though the blog is not text heavy, many text elements can be converted to photos or image blocks for quicker, more interactive information delivery.
21 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Two (Text)... Writing focused, flexible content.
Do shoppers here shop by brand, or by item type? What should be the main heading.
Sizing and Fit can be removed if the info appears in a photo slider.
22 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Steps (Three)... Who’s Looking...Why?
Goal:
How:
Understanding context and
Researching your audience!
communication goals.
Desktop = Mobile?
23 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Three (Desktop)... Who’s Looking...Why?
Traditional web users spend less than mobile users. So, what are they doing on their computers?
Researching...
E-commerce Quarterly EQ3 2013, from Monetate
24 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Three (Mobile)... Who’s Looking...Why?
Mobile use is on the rise 55% use a laptop to shop, 19% smartphone and 11% tablet.
95% of online purchases take place in the home - of which 54% are made in the living room, 43% in the bedroom and 3% in the bathroom. * This means content should be focused, slim, and ready to fit any context (small, or smaller).
*Source: Global Online Shopper Report 2013 from WorldPay
25 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Three (Mobile)... Who’s Looking...Why?
What prompts users to spend more? 55% say a faster payment process. *
Of the top 3 purchases for American online shoppers?
#1 is Clothes at 53%!* Should personalization and automatic account log-in be a major impact on the move to mobile?
*Source: Global Online Shopper Report 2013 from WorldPay
26 Going Mobile : Totokaelo
Content Strategy: Prepared by Tiffany Lin 1.27.14
Three
Who’s Looking...Why? Let’s Revisit The Revised Site... Content wise, focused on clothing. This focused navigation means one site, one content publish, made flexible to fit multiple contexts.
Woman
Man
Clothing Footwear Accessories Signature Sale
Header Sign in/Membership
Art-Object
Clothing Footwear Accessories Signature Sale
Art Object Furniture Lighting Tabletop Textiles
Shopping Bag
Shipping & FAQ’s
Blog
Removing search categories from the nav also means a focused inventory list for the user. Their options at Totokaelo are refined.
Receive Email Updates Contact Us
A native app could eliminate the need for login, and increase personalization efforts.
Footer Gift Certificates
About
Privacy Policy
Search
Investor Opportunities
27 Going Mobile : Totokaelo
Thanks!
What’s Next...? Concepts and Approach.
Content Strategy: Prepared by Tiffany Lin 1.27.14
Content Strategy: Prepared by Tiffany Lin 1.27.14