2Easy was established as a provider of IT consulting services related to usability and accessibility. What is the web usability? We work to make the web site more “user-friendly” so the user can really get an answer easily to the question that pushed him to browse the site. Our decision to specialize in these areas was based on the belief that such a complex subject should be approached with more targeted preparation. At 2Easy we strive for high quality and professionalism with the goal of offering real added value to our customers.
2Easy draws its experience and expertise from the academic world, making it available for the benefit of customers who aim to develop websites that are genuinely user-centered, not just on paper but also in reality. A website which is designed to meet the needs of its future users is more usable and easier to navigate. This results in enhanced user satisfaction, enabling you to achieve your goals more effectively. By making a concerted effort to improve the accessibility of your website for impaired users, you are not only performing a moral duty and an altruistic gesture, you are also expanding your potential user base.
Alongside expertise in cognitive psychology applied to human-machine interaction, expertise in engineering, ergonomics and data mining, 2Easy applies the innovative technique of eye tracking - the recording and analysis of eye movements - to help you to gain an objective understanding of how the user interacts with your website. After all, the eyes are the mirror of the mind!
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
From the establishment 2Easy has grown. Now is a company that must communicate to the customer soundness and reliability. We need a website restyling maintaining the simplicity and usability of the actual website. The user need find in our website a suitable example of what we offer. It can be useful to add an animation or a slideshow or a graphic that illustrate the consulting process (as the actual in the home page but improved):1) selection of the test population2) perform the eyetracking test ( they will browse the target website while we’ll record their eyes gazes and mouse movements 3) data mining on data collected during the test =< from data to info 3) presentation to the customer: insights and recommendations how to improve the site usability and to make it more “user-friendly”.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
Mid-Large Companies that want realizing a new website (or modify the actual one) and need a consultancy to know how realize it in a usable way.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
We want that our target perceive the validity and effectiveness of the user-centered design and of our service. We want the target feel the high qualification and scientific nature of our approach.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
Usability is the correct way to build a website that aims to be used with satisfaction by the user.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
Professional, scientific, goal oriented very reliable.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
For the animation to show our test process eye-tracking methodology you can get inspiration from the following video.
We don’t want necessary a video but a slide show would be even preferred.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
Company colors are green, grey and white.
Logo (see attachment)
Actual website: www.2easyweb.it
Font (see attachment)
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
