This is a final presentation of a five-week long project that had my team and I apply everything we learned in our Interactive Objects + Environment course (IAT 338) in our process to design something for a hypothetical client. We proposed an interactive ad campaign for Native Shoes.
Note: The last slide was a little joke our group made since it was our last class of the semester.
Presented by Patricia Bernal, Michelle Lee, Marissa McMillan, Gracelle Mesina, Ronaldo Pagaduan, Daniel Susetyo
2. Our project is an interactive ad campaign
designed for current Native customers so that
they can understand & realize the true
meaning of Native and inspire
multi-generational brand advocates.
6. GOALS
+ GET CURRENT CUSTOMERS TO CREATE MULTI-GENERATIONAL
ADVOCATES FOR THE BRAND BY BUYING SHOES FOR THE PEOPLE IN
THEIR LIFE (ESPECIALLY FOR KIDS & THEIR
PARENTS/GRANDPARENTS)
+ TO WIDEN THE RANGE OF NATIVE SHOE OWNERS & ADVOCATES
WHY?
+ TO EMPHASIZE NATIVE'S BRAND MESSAGE OF AAA
+ THEY’RE NOT JUST STYLISH SHOES, THEY’RE HIGH TECH BUILT,
MULTI-FUNCTIONAL, & WELL-MADE SHOES DESIGNED FOR EVERYBODY
+ TO PROMOTE THROUGH THE RELATIONSHIP THE BRAND BUILDS WITH
ITS CUSTOMERS, & NOT THROUGH EMPTY ADS AND PROMISES
7. 34
COMPONENTS
OF OUR DESIGN
1. Video Ads for
online viewing
2. Webpage for Native’s
existing website to
complement their
product section
3. Cinemagraphs to
complement the site’s
product pages
4. Interactive lookbook
to go on the webpage and
enhance the online
shopping experience
8. 1. Old man + child arguing
about something petty.
4. TAGLINE:
“Something they can
both agree upon.”
2. Still arguing...
3. video camera zooms in and
focuses on their shoes.
STORYBOARD OF VIDEO AD #1
1
2
3
4
9. STORYBOARD OF VIDEO AD #2
1
2
3
1. Granny + young woman at
a gambling establishment
2. Young women tries
to get the gentlemen,
but Granny’s got game.
3. What’s Granny’s Secret?
*cue the fan*
She keeps it lite.
11. CINEMAGRAPHS
[sinəməgrafs]
Photographs in which a minor and repeated movement occurs.
Usually published in an animated GIF format, and can give the
illusion that the viewer is watching a video.
12. ADULTS / KIDS / NEWS / NATIVISION / DEALERS / CONTACT
Native Shoes | Keep It Lite
WEBSITE IMPLEMENTATION
http://shop.nativeshoes.com/
CINEMAGRAPHS ARE
IMPLEMENTED INTO THE
PRODUCT DETAIL PAGES
AND THERE, THE USER
CAN SEE THE SHOES IN A
REAL WORLD CONTEXTTO ACTIVATE THE
CINEMAGRAPHS IS A
MATTER OF THE USER
TOGGLING THE IMAGES
14. ADULTS / KIDS / NEWS / NATIVISION / DEALERS / CONTACT
Native Shoes | Keep It Lite
WEBSITE IMPLEMENTATION
http://shop.nativeshoes.com/
VIDEO IS IMPLEMENTED
ON THE SHOP PAGE ON
THE EXISITNG SITE
PERSON CAN USE THE
VIDEO TO SHOP AROUND
OR SIMPLY SCROLL
DOWN FOR THE FULL
LIST OF SHOES
16. anybody
anywhere
anytime
native
adventure
reminding
locals what
the city has
to offer
explorer’s
kit
native
club
project
box
photo
submission
challenge
ads
video
multi
generational
advocates
identity
design
video
ads
websitecinemagraphs
interactive
lookbook
anybody
anywhere
anytime
native
adventure
reminding
locals what
the city has
to offer
explorer’s
kit
native
club
project
box
photo
submission
challenge
poster
ads
video
multi
generational
advocates
identity
design
video
ads
websitecinemagraphs
interactive
lookbook
week 2native shoes
week3
week 3
week4+5
17. THINKING
JOURNEY FRAMEWORK
OF A NATIVE CUSTOMER
FEELING
DOING
PURCHASE
NATIVES
+ Will I need my credit
card?
+ When will I receive
the shoes?
+ Do I have to fill out
info about myself?
+ Do I have to create an
account?
+ Relieved I have found
the right pair
+ Content with whole
experience
1. pick a pair
2. input
info
3. complete
transactions
4. further
browse
store
ADVOCATE
+ This proces was very
easy, quick, and fun
+ I think my friends
would love this brand
+ I feel closer to the
Native brand, given
the chance to
understand their
promise of AAA
1. give the pair to
friend/relative
2. family member
becomes native
customer
SHOPPING EXPERIENCE
IN STORE
+ Are these all the
styles of Natives
offered at this store?
+ Do they have what
I want?
+ Can they order
more shoes in?
+ I feel
underwhelmed /
overwhelmed by the
choices of Native
shoes at this store
+ Confused, cant get
professional advice
+ Feels frustrated by
the in-store
experience
1. search for
right pair
2. limited
amount of
choices
ONLINE
+ Will I find more
details of the shoes?
+ Is there more
variety available on
the website?
+ Will I find out
which style is best
for my
friend(s)/family?
+ Confident I will
find the pair I want
+ Assured that I
know the full
function of each
style without being
in store
1. browse
lookbook
2. view
details of
shoes
4. cinema
graphs
(functionality)
3. simulated
real life
situations
PREPARE FOR
CHRISTMAS
+ What do my
friends/family want for
christmas?
+ Where can I
purchase these gifts?
+ Will I have time to
visit the mall?
+ “I don’t know if I will
have time to finish
before christmas
comes” (anxious)
+ Stressed
+ Worried
+ Confused
1. research
3. prepping
which stores to
visit
4. come
across
native
shoes as an
option
2. seeing
what social
media
informs them
19. what we learned
why design matters
constraining problems
“showing not telling”
not problem solving
how to be curious
weaving poetry and function
together
the opportunities outside of
SIAT (education + work)
the design-first approach (how
and what)
not being arbitrary
creating frameworks, criteria
and infographics
developing our own design
processes
brand experience
not designing for ourselves
how to run on little sleep
how design came to be
what design actually is and how
to communicate it
what other design schools and
design firms are doing
what designers know about
design and their design
approach (their processes)
design strategies + tactics
it’s a trap!!!