07 W1-Define the project

According to S-M-C-R-E model, there are five fundamental elements in the communication process: sender, message, channel, receiver and effect. In Chapter 3, I also see the workflow of how to start a project from discovery, clarification to planning. In the “discovery” part, the authors emphasize on understanding the audience and industry. In other words, that is related to receivers. And in the part of planning, user testing is being used to know the feedback. That refers to effects. In my opinion, if communication cannot achieve the original goal, so-called “effect”, it is regarded as a communication failure.

In accordance with the above, establishing the project should know who they deal with and what they want to get. Take the website of DFS, a luxury retailing company for example. They sell the high-price products, but the point is their brands. So how should DFS redesign their website?
http://www.dfsgalleria.com

Firstly, I would think who their consumers are. What is their age? Which region do they live? (relative to languages) Social-economic status? What is the purpose when they surf on the internet? Shop or get information…

On page 58, Nathan Shedroff mentioned some features of online media and interactive media. The most important value is connectivity. Besides, customerization is the next stage. No more standardize mass marketing, but communicate with each individual more. The more real online media simulates the interaction, the more familiar and creditable customers are possible to use. Too many information to absorb and audiences will search for it more efficiently and effectively.

Back to DFS website, people who purchase luxuries are likely to have higher income or extra money to use. And if they choose to shop in duty free stores, it implies the discount is an incentive to them. Therefore, if DFS wants to increase the traffic browsing their websites targeting on their customers, providing coupons or giveaways will be good. If DFS wants to offer the brand-new online shopping experience, they will consider to offer the virtual tour and connect with floor maps. Just like Goto and Colter proposed in the book “Web Redesign 2.0”, determining overall goals can help clarify and make sure the right direction.