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Site Branding - Beyond the 404 Page
- 1. Site Branding: Beyond the 404 Page Farid Mokraoui | Market America & SHOP.COM @farmok
- 2. Your brand is what other people say about you when you’re not in the room. Jeff Bezos, CEO & Founder Amazon
- 4. What makes up a brand?
- 5. Visuals Voice product • Color • Font • Logo • Content • Terminology • Customers • Hardware • Software • Service
- 13. weak branding
- 19. “Expect More. Pay Less. Free Shipping with $25 purchase or free same day store pickup on all online orders. Plus, save 5% every day with a Target REDcard.” “Online retailer of books, movies, music and games along with electronics, toys, apparel, sports, tools, groceries and general home and garden items.”
- 22. Part II: having fun with the brand
- 23. 404 Page was the start
- 26. Why just the 404 page?
- 27. Sign up
- 30. Empty cart
- 40. Something broke
- 42. Code Meaning Description 400 Bad Request Syntax of the request not understood by the server. 401 Not Authorized Request requires user authentication 402 Payment Required Reserved for future use. 403 Forbidden Server refuses to fulfill the request. 404 Not Found Document or file requested by the client was not found. 405 Method Not Allowed Method specified in the Request-Line was not allowed for the specified resource. 406 Not Acceptable Resource requested generates response entities that has content characteristics not specified in the accept headers. 407 Proxy Authentication Required Request requires the authentication with the proxy. 408 Request Timeout Client fails to send a request in the time allowed by the server. 409 Conflict Request was unsuccessful due to a conflict in the state of the resource. 410 Gone Resource requested is no longer available with no forwarding address 411 Length Required Server doesn’t accept the request without a valid Content-Length header field. 412 Precondition Failed Precondition specified in the Request-Header field returns false. 413 Request Entity Too Large Request unsuccessful as the request entity is larger than that allowed by the server 414 Request URL Too Long Request unsuccessful as the URL specified is longer than the one, the server is willing to process. 415 Unsupported Media Type Request unsuccessful as the entity of the request is in a format not supported by the requested resource 416 Requested Range Not Satisfiable Request included a Range request-header field without any range-specifier value 417 Expectation Failed Expectation given in the Expect request-header was not fulfilled by the server. 422 Unprocessable Entity Request well-formed but unable to process because of semantic errors 423 Locked Resource accessed was locked 424 Failed Dependency Request failed because of the failure of a previous request 426 Upgrade Required Client should switch to Transport Layer Security 500 Internal Server Error Request unsuccessful because of an unexpected condition encountered by the server. 501 Not Implemented Request unsuccessful as the server could not support the functionality needed to fulfill the request. 502 Bad Gateway Server received an invalid response from the upstream server while trying to fulfill the request. 503 Service Unavailable Request unsuccessful to the server being down or overloaded. 504 Gateway Timeout Upstream server failed to send a request in the time allowed by the server. 505 HTTP Version Not Supported Server does not support the HTTP version specified in the request.
- 43. Can we make it fun?
- 48. Questions?
- 49. Site Branding: Beyond the 404 Page Farid Mokraoui | Market America & SHOP.COM @farmok
Editor's Notes
- Introduce myself Currently work at Market America | SHOP.COM Previously worked at Stratosphere Casino in Las Vegas My role at Market America In charge of interactive department Create ui, ux, marketing banners, landing pages and emails Also do UI, UX and some Front End work Oversee designs for over 20 brands in 9 countries in multiple categories Overview of topic Highlighting opportunities that developers can present to designers and business owners to reinforce the brand Story about inception of topic – isotonix no-item in cart
- Give overview of this section Brand = a bundle of attributes. What do you think of when you think of BMW? “well built, comfortable, German, high performance” most of all “luxury” Strong human need to have a relationship with the item we are interacting with If all I did was read off my slides – you will get the information you came from but you will probably not want to come back to any more of my talks
- Ask question to audience about what makes up a brand
- Explain why branding is important: Talk about it like it’s a relationship Builds a connection so users keep wanting to come back Voice – Customers = your users How this impacts big brands like apple or starbucks
- Ask if anyone can give other example of strong brands
- Google - Simple, fun, accessible, elementary
- Apple – well built, luxury, simple design, easy to use
- Target – fun, quality, fancy
- Ask if anyone can give examples of weak brands
- JCP – coupons? Amazon – Prime Free Shipping, Kindle, lots of stuff If you remove a strong element, can you tell who they are?
- Overview of this section – creating a dating profile
- Business owners are aware of SEO and Social – but do it by the numbers – ends up very cold and robotic
- Don’t read the whole thing
- Amazon more robotic and generic than Target Should not feel robotic Give example of bland dating profile – Male, likes to do stuff, very active
- For un-known brands – it’s a differentiator Dating example –Goes sky diving regularly, travel’s the world and has run a marathon Target and Amazon don’t have to worry because they already have name recognition – new businesses/services/products should use this to differentiate themselves from top contenders
- Overview of the section You are starting the relationship
- Allows to commiserate with user about the error – well designed moments can build brands Fun Fact 404 error came from CERN Room 404 (database holding all the files) – Original error was “Room 404: file not found”
- Lego GitHub
- Mike Kus – Illustrator and Designer Blue Fountain Media
- Build great relationship with through branding on other ui elements Talk about sign up process, empty cart, empty search results
- Effective but boring Treat the ui more like you are talking to the person who is signing up Improve the relationship with the user
- Simple but robotic – a bit cluttered with up sell
- No branding – very robotic
- Slightly more human – but still not much branding
- Ok for branding – still needs more of the user beyond “I can’t find it”
- Great branding – taking “are” and changing it to “arrrr” “Well designed moments build brands” – Renny Gleason
- Talk about how “every error is really a chance to build a better relationship” Use relationship example of – you made a mistake
- This is like a slap to your face
- This is like a slap to your face
- Renny Gleeson quote – “A simple mistake can tell me what you aren’t. Or remind me why I love you.”
- Although what we talked about is outside of 404 page, I did want to show this video that helps summarize why this is important. TED Talk Video Renny Gleason – March 2012 – 404 Error Page
- Introduce myself Currently work at Market America | SHOP.COM Previously worked at Stratosphere Casino in Las Vegas My role at Market America In charge of interactive department Create ui, ux, marketing banners, landing pages and emails Also do UI, UX and some Front End work Oversee designs for over 20 brands in 9 countries in multiple categories Overview of topic Story about inception of topic – isotonix no-item in cart