tim bridwell ia_strategy_report

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1 Tim Bridwell E-Commerce Information Architecture Strategy Report Tim Bridwell Table of Contents Executive Summary 2 Audiences 2 Mission 2 Goals 3 Competitive Analysis 3 Content Analysis 4 User Testing Plan 4 Information Architecture Strategy 6 Primary Persona 8 Primary Persona Scenario 8 Secondary Persona 9 Secondary Persona Scenario 9 User Interaction/Navigation Flow Diagram 10 Blueprint 11 Metadata Scheme Table 12 Metadata Record Example 13 Thesaurus Record Example 13 Wireframes 14

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Page 1: Tim bridwell ia_strategy_report

  1  Tim Bridwell  

E-Commerce Information Architecture Strategy Report

Tim Bridwell

Table of Contents Executive Summary 2

Audiences 2

Mission 2

Goals 3

Competitive Analysis 3

Content Analysis 4

User Testing Plan 4

Information Architecture Strategy 6

Primary Persona 8

Primary Persona Scenario 8

Secondary Persona 9

Secondary Persona Scenario 9

User Interaction/Navigation Flow Diagram 10

Blueprint 11

Metadata Scheme Table 12

Metadata Record Example 13

Thesaurus Record Example 13

Wireframes 14

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Executive Summary Windy City Fishing Hole (WCFH) “exists to provide fresh water fishing anglers with

quality gear and information in one convenient and regionally targeted Web destination.” WCFH is first and foremost an e-commerce site dedicated to serving its clientele by making available top of the line gear at reasonable prices. Being a smaller company of twelve employees they pride themselves on individualized customer service and expert knowledge of the sport and product lines. Since inception (2000) they have seen the company experience slow but steady growth and expect an expanded web presence to propel the company to the next level. It is Bridwell Associate’s aim to enable WCFH to reach their website goals by implementing the following information architecture strategy.

This proposal provides background information, research, and information architecture recommendations that will help WCFH achieve its objective of becoming a one-stop shop for gear, information and community for the Midwestern freshwater angler. By identifying the audience, goals and mission of the new WCFH website, analysis of the website architecture of several competitors, completing a content analysis of the proposed WCFH website content, extensive user research, and development of the organizational system outlined below, Bridwell Associates has developed an information architecture strategy that will aid WCFH in reaching its website goal of becoming the only website the freshwater angler needs to be successful on the water. The following summaries and diagrams outline this proposed strategy. Audience The primary user of WCFH is the avid, recreational fresh water angler. This user group knows and wants quality at a reasonable price. They are also very knowledgeable about the sport and the particular regional aspects of the sport. This user group wants solid, reliable information about the products. Their web knowledge is across the spectrum from novice user to expert. It is thus imperative that the website be easy to navigate, but also allow for more advanced features that the experienced user can take advantage of. Browsing is an important aspect of the shopping experience and has played a big role in past success. Secondary users are those who may be looking to purchase an item as a gift. They have limited knowledge and are in need of assistance in finding items they have limited and basic knowledge of. WCFH anticipates, and is hoping for, a new user group, complementary users, to use the new website. This demographic will be users who are not in the market for new gear, but who are actively seeking information and guidance related to fresh water fishing. They are not current or former customers, but through the use of the informational aspects of the new site they may become future customers. The wiki pages and links are the main entry point for this user. Mission Statement Windy City Fishing Hole (WCFH) “exists to provide fresh water fishing anglers with quality gear and information in one convenient and regionally targeted Web destination.” WCFH is first and foremost an e-commerce site dedicated to serving its clientele by making available top of the line gear at reasonable prices. The site began as an e-commerce site and that will remain its primary focus. In an effort to expand their business WCFH added an informational aspect to their product line by offering lake maps, books, and videos about fresh water fishing. They hope to expand on this informational aspect further with the “Info Lodge” as part of the new website. The primary stakeholders, the owners, are avid anglers who love the sport and the

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community of sportsmen. Being a smaller company of twelve employees they pride themselves on individualized customer service and expert knowledge of the sport and product lines. Since inception (2000) they have seen the company experience slow but steady growth and expect an expanded web presence to propel the company to the next level. They understand their customers to be WCFH’s real primary stakeholders, the true bosses of their business. It is therefore imperative that this website make it easy for customers to access the products they are interested in, information about those products and their purposes, and how to use those products for maximum results. Hence WCFH has a dual vision of being an e-commerce site coupled with an informational hub for anglers. Goals

WCFH is primarily an e-commerce website. That has been the emphasis since inception and remains the backbone of the site’s success. They sell all product lines related to freshwater fishing, from rods and reels to line and lures. They present the user with various price and quality options, but emphasize high end merchandise from well-known manufacturers. As stated above, they have expanded into book, video and lake map sales. However, sales we’re initially disappointing and it is hoped their new website would provide better awareness of and access to this product line. Additionally, WCFH has decided to add a wiki sub-site that will contain topical articles initially produced in house and later expanded and maintained cooperatively with site users. This area will also contain categorized links to well-known authorities off site, as well as articles produced in-house and by regional fishing experts. It is believed that by doing so they will generate more traffic and greater customer loyalty. Competitive Analysis Bridwell Associates investigated three competitor websites, Bass Pro Shops (www.basspro.com), Gander Mountain (www.gandermountain.com) and Dick’s Sporting Goods (www.dickssportinggoods.com).

While all three websites each have their unique focus and target audience, Bass Pro Shops is the closest match to WCFH in target demographic. Being a site dedicated to fishing, Bass Pro Shops has a well-structured and easily navigable information architecture that is refined to include our target domain, freshwater fishing. Both Gander Mountain and Dick’s fail to be that refined in their hierarchy and offer our analysis only general architectural comparisons.

In general, all three have a well-developed hierarchical navigation system that appears to be consistent with current web standards. It is suggested that WCFH incorporate many of these conventions (i.e. robust browse capability) into its own website.

All three sites make good use of browsing, using faceted navigation as a primary means of navigating their sites. This navigational system is fairly common in e-commerce practice and is one that should be well developed on WCFH’s website. The labeling across all three sites is fairly consistent with the nomenclature of freshwater fishing. Through the use of card-sort and user testing Bridwell Associates will develop such labeling specifically designed for the WCFH audiences, bearing in mind the conventions followed by all three competitor websites and the domain in general.

Search functionality is fairly limited on all three sites, only offering keyword/item number searching with the only option for refinement being local navigational facets. The user is therefore forced to follow the site’s architecture to navigate through to the desired content, with no option to filter or limit the search up front. Bass Pro Shops offers the option of searching

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“articles and information,” but the user is then only presented with a list of articles ranked by relevance. Again, the only option for refining the search is the use of facets. None of the three sites offered robust informational content that is easily accessed by either browsing or advanced search functionality. WCFH’s desire to be an information portal as well as an e-commerce site, an advanced search functionality and related taxonomy need to be developed with an eye toward incorporating the gear, book and information sections of the website in one cohesive, fully searchable whole. Content Analysis WCFH has three major areas of its proposed new web site: e-commerce; bookstore; and informational. Each area will share some content attributes by nature, and users will have the choice to search by “zones” (e-commerce, bookstore and informational), individually or in some combination, i.e. “bookstore and wiki,” “e-commerce and wiki,” etc. or all three.

The e-commerce area will focus on browsing through the use of faceted navigation, but will also allow for an advanced search feature that will delimit by various attributes, including: price, product type (i.e. rods, reels), product category (i.e. baitcast reels, spincast reels), color, size and manufacturer. These attributes will be both selectable within the advanced search function and also available as filters via browsing functionality.

The bookstore area will also allow for either browsing or searching, and include the following attributes: subject/topic (i.e. fly-fishing, ice-fishing, casting), title, author, date, format (i.e. DVD, book), and publisher. These attributes will also be included in both the search functionality and browsing filters.

The informational section, which includes links to local and off-site articles and webpages, as well as a wiki produced in-house, will allow for browsing and searching primarily by subject/topic (i.e. fly-fishing, ice-fishing, casting), but will also allow for author, title and date. User Testing Plans Card Sorting Test Plan The e-commerce section of the WCFH website is the engine that fuels the site overall. It is the primary revenue generator and the focus of the primary stakeholders. Being in such a position it is imperative that this area’s navigational functionality be spot on, easily understood and logical. Our primary user, the avid freshwater fisherman, is the prototypical user and the main target of WCFH. The primary means of conducting the card sort test will be through the OptimalSort.com web service. Two avenues for recruiting prospective participants will be through the e-mail database of past customers, and also through the Facebook WCFH Fanpage that is currently active and popular. A brief synopsis of the test and the value of participation will be included in the e-mail and on the Facebook page, inviting those who complete the testing a gift card of $XX.XX for use at the WCFH store. Recruitment of secondary users would be accomplished through the primary users. They will be invited to encourage spouses and friends not familiar with fresh water fishing to participate, and will be given an Amazon.com gift card in the amount of $XX.XX if they complete the testing. If necessary, due to poor response, at the next fresh water fishing show in the Chicago area the WCFH booth will offer the opportunity to participate via portals set up for that purpose, also using OptimalSort.com’s web interface, and the same reward offers will be presented to those completing the task.

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The same terms dataset will be presented to both user groups. Each user group will be asked to self-identify via a welcome screen that offers both “very experienced/avid angler” and “friend of an angler” options. The primary user group will be presented with an open sort test, while the secondary group will be presented with a closed sort test. It is thought that the secondary group would likely benefit from some guidance due to their lack of subject knowledge while yielding insight into how they might search for little known items. The primary group would be informed of general categories from domain knowledge and experience and could contribute informative insight into possible labels for site sub-categories. This group would be allowed to label those categories themselves.

The following list of terms are taken from the e-commerce area, and are representative of most product categories found there: terminal tackle, tackle boxes, hard baits, soft baits, lures, tip-ups, flies, fly-tying kits, ponchos, sunglasses, spinner baits, jigs, swim baits, waders, GPS, fish finders, vests, baitcast reels, spincast reels, combos, braided lines, monofilament lines, fluorocarbon lines, spoons, jerk baits, crank baits, top-water lures, bobbers. Usability Test Plan Given a somewhat limited budget for WCFH’s new website, we will choose to do in-house Usability Testing rather than outsource it to a professional service. We will choose three individuals of various web aptitudes to test our design at three different stages during development, with the final testing occurring one month before launch. Our users will include one avid fisherman, one friend of a fisherman and another randomly chosen. We will offer a $XX.XX Amazon.com gift certificate for each round of testing. The testing will occur in office, using Camtasia software to capture the tests, which will allow for review by team members unable to be present. One of the development team, Linda, is chosen as the interviewer for her laid back style, impartiality and gift for spontaneity. We will begin the sessions with a brief introduction, background questions, reactions to the homepage, testing of several key tasks, and a debriefing. The development team will meet at the end of testing for a triage conference to discuss the results, evaluate any suggestions offered, and consider the cost/benefit of implementing any changes to the site based on user testing input. Basic Scenario and Tasks “Spring is in the air and your thoughts have turned to the coming fishing season. You’ve seen some ads on a local forum for Windy City Fishing Hole, but have never visited the site before. You click on one of the ads and land on the WCFH home page. Starting from the home page, to try to find each of the following types of information. You don’t need to get any details, just find the appropriate page that has the information or task.” Task 1: Navigate to the Wiki and find an article on Large Mouth Bass. Task 2: Find a book on Large Mouth Bass. Task 3: Find a book by Babe Winklemann. Task 4: Buy a gift card. Task 5: Search for a baitcast reel between $50 - $100 using “advanced search,” add it to your shopping cart and start to check out. Task 6: Browse for a spinning reel between $50 - $100 using local navigation, add it to your shopping cart, and start to check out.

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Architectural Strategies and Approaches Information Architecture Strategy Windy City Fishing Hole contracted with Bridwell Associates, Inc. to develop recommendations for the new WCFH website’s information architecture design. We base the following recommended strategy upon background research of the WCFH audience, competition, current content, desired future content, and the company’s strategic focus. Bridwell’s conducted interviews with stakeholders, both internal and external to WCFH, analysis and benchmark testing of the old site, a content analysis, analysis of competitor’s websites, and a review of WCFH’s strategic vision for future additions to their website content. From this research we have developed the following information architecture design strategy. The current WCFH website is entirely focused on e-commerce, its only avenue of revenue generation. Being regionally focused, WCFH targets its content to the freshwater angler and their gear needs. Expansion into providing information about freshwater fishing is a new venture, one that is hoped to increase site traffic and future sales. The primary audience is that of the avid fisherman, with their friends and family a secondary audience, and the information seeking user as complimentary audience. The proposed strategy intends to make the site useful and intriguing to all three prospective users. The new WCFH site will have three main content areas: Storefront, Bookstore and Info Lodge. Our strategy recommendations will allow for the e-commerce, bookstore and informational sections of the site to be easily navigable and interactive. Through the use of conventional page design, consistent and understandable labeling, and a logical navigational hierarchy for searching and browsing, all users will be able to navigate the site with ease and productivity. The design will emphasize ease of browsing through faceted categories of products and informational sources but will also allow for searching either in “zones” or site-wide, as well as offer advanced search functionality for experienced users to target the products or information they desire easily and quickly. In achieving these goals, we have developed the following strategies to facilitate the effective design and implementation of WCFH’s new website information architecture:

Design and implement an organizational scheme that incorporates both a top-down, faceted navigational structure as well as a bottom-up, database driven approach. The use of both will facilitate ease of browsing and searching the products and information contained in the site.

Conduct user testing by means of card sorts and usability testing to determine appropriate category divisions and labeling conventions, ensuring their functionality for all user-experience levels. Follow web conventions gleaned from domain analysis of competitor websites, when applicable.

Design global and local navigation areas that include highlighting and breadcrumbs to ensure that users can easily browse the site while remaining grounded in their “location” within the site.

Provide for both basic and advanced search interfaces that will facilitate searching metadata elements and controlled vocabulary terms as well as full-text keywords. This interface will enable limiting of searches to any of the three website sections, as well as any combination of the three.

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Website Visiting Goals: Browse for a birthday present for her boyfriend, who is really into fishing Hopes the site will give her ideas about a gift Find a gift card just in case

Quote: “I really want to surprise my boyfriend with something he thinks I know nothing about. I want to go out of the way and buy something special for his birthday.” Secondary Persona Scenario

Clara has seen her boyfriend browse WCFH so much she remembers its name, mostly. She Googles “Windy + Fishing + City + Store” and finds the link on the first page of the results. Clicking on it she sees the homepage and knows she found his favorite fishing equipment site.

She recalls him wanting a new bait-something reel, but isn’t sure what it is called. She types “bait reel” into the search box and hits enter. Over a dozen results come up, but of a bunch of different things. They are all related to fishing, but not just reels. There are rods, cap covers, etc. One item identifies itself as “baitcasting reel.” She now remembers that yes, this is what he is looking for. She re-enters a search for “baitcasting reels” and gets taken to the “baitcast reels” subpage. There she finds various kinds of baitcasting reels and gets nervous, which kind would my boyfriend want? She calls his friend, Bill, for advice. Bill says he has heard her boyfriend talk about the Pflueger Trion a lot, and he likes that reel a lot too, but maybe she should just go with a gift card because finding just the right reel is kind of tough unless her boyfriend tells her exactly which one he wants. Clara clicks on the Pflueger link and sees a panoply of results. Clara decides to take Bill’s advice and go with a gift card. Better safe than sorry, she really wants her boyfriend to be happy with the gift and not feel like he has to use it even if she got the wrong kind. Clara returns to the homepage to see if they offer a gift card and finds a nice, prominent link at the top of the page clearly marked “Gift Cards.” She follows the link and finds three choices: Standard, Premium and Custom gift cards. Intrigued she clicks on Custom and finds out she can upload pictures to go on the card, and she can enter any amount she wants. Victory! This would give her the option to personalize the card and allow her boyfriend to pick the perfect reel for himself, with her photo prominently displayed to remind him of herself!

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User Interaction/Navigation Flow Diagram

Keyword “quicksearch” for “reels”

Retrieves 86 results

Left hand browsing navigation

Baitcast ReelsSpecialty ReelsSpincast ReelsSpinning Reels

Abu GarciaArdentBrowning FishingDiawaPfluegerEtc.

$20 - $50$50 - $100$100 - $150

Retrieves 3 Product Choices

Chooses “Pflueger Asaro 

Baitcast Reel”

Shopping Cart

User Interaction/Navigation Flow Diagram

Nick

Choose Product Sub-Type

Choose Product Brand Choose Product 

Price

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Blueprint of Site Organization

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Metadata Scheme Table Element Name Definition Value Type Obligation Cardinality Example Product Name Name of

specific product

Free Text Mandatory Non-repeatable

Pflueger Asaro Baitcast Reel

Product Description

Summary of product

Free Text Mandatory Non-repeatable

Baitcasting reel with adjustable magnetic backlash and Titanium spool.

Product Identification Number

Unique number assigned to every product

Constrained (Numeric)

Mandatory Non-repeatable

WCFH12345

Product Type Primary categorization of product

CV (Thesaurus)

Mandatory Non-repeatable

Reels

Product Sub-type

Sub categorization of product

CV (Thesaurus)

Mandatory Non-repeatable

Baitcast reels

Price Price of product

Constrained (Numeric)

Mandatory Non-repeatable

$129.95

Brand Name of manufacturer

Authority file (Brand name)

Mandatory Non-repeatable

Pfleuger

Rating User rating of product

Constrained (numeric)

Optional Repeatable *****

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Metadata Record Example Product Name Asaro Baitcast Reel Product Description The new Asaro Baitcast Reel offers 7 double-shielded

stainless steel ball bearings and an instant anti-reverse one-way clutch bearing. 7 double-shielded stainless steel ball bearings; Instant anti-reverse one-way clutch bearing; 6-pin adjustable centrifugal brake system; Rugged one-piece solid aluminum frame.

Product Identification Number

WCFH12345

Product Type Reels Product Sub-type Baitcast Reels Price $129.99 Brand Pflueger Rating **** Thesaurus Record Examples Full Record T Baitcast reels UF Conventional reels UF Multiplier reels BT Reels NT Left-hand baitcast reels NT Right-hand baitcast reels RT Spinning reels RT Spincast reels RT Specialty reels SN Baitcast reels are reels in which line is stored on a bearing supported revolving spool. Reciprocal Terms T Reels NT Baitcast reels T Baitcast reels BT Reels T Spinning reels RT Baitcast reels Sample Synonym Ring Example: Baitcast reels, conventional reels, multiplier reels, bait cast reels, bait casting reels. Sample Breadcrumbs Example: Reels>Baitcast Reels>Left-handed Baitcast Reels

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Wirefram

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Footnote Label Description

3 Global navigation

Overall global site navigation.

4 Welcome message

Static welcome message that orientss the visitor to the site, explains the various sections, and announces any news items.

5 Promotional content

Dynamically generated promotional content.

6 Footer Page footer: contains site identification, links to key utilities, and useful links. Remains constant throughout site.

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1.2. Store

1.2.1. Use

1.2.2. Obj

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1.3. Top l

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1.4. Seco

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Footnote L

1 D

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1.5. Tertia

1.5.1. Use

ary level sub

er Interface

bpage

19 Tim Briidwell 

 

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1.6. Singl

1.6.1. Use

le Product S

er Interface

ubpage

20 Tim Briidwell 

 

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1.7. Book

1.7.1. Use

kstore

er Interface

21 Tim Briidwell 

 

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1.8. Top l

1.8.1. Use

level subpag

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1.9. Singl

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er Interface

ubpage

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1.10. Info

1.10.1. Us

1.10.2. Ob

Footnote L

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2 D

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Label

Message Boards

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Description

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WCFH.

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1.11. Arti

1.11.1. Us

icles

ser Interfacee

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1.12. Link

1.12.1. Us

ks

ser Interfacee

26 Tim Briidwell 

 

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1.13. Adv

1.13.1. Us

vanced Searc

ser Interface

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e

27 Tim Briidwell