Copy and Concepts for the World Wide Web Week 2 Architecture & Concepts   1) REVIEW WEEK ONE •Marketing, branding, and brand personality •Defining a site's scope and purpose Here's another client download questionnaire (Word doc) you may find useful •Writing the creative brief   2) REVIEW ASSIGNMENT #1 Develop a creative brief for a site of your own choosing. 3) WHY STRUCTURE'S IMPORTANT > Why is structure important? It's the foundation to clear navigation > Three phases of navigation: a) I see how this works b) I know where I am c) I can quickly get where I want to go > Rule of thumb: You're never more than 3 clicks away Gap http://www.gap.com > Visualizing architecture VW or Cannondale http://www.vw.com/sitemap/indexmac.htm http://www.cannondale.com/bikes/sitemap/ 3) INFORMATION ARCHITECTURE 1. Define your site's goals SVC example 2. Define the audience SVC example 3. Create user scenarios SVC example 4. Conduct competitive review SVC example 5. Identify content and functional requirements SVC example 6. Group and label content (site map) SVC example 7. Metaphor exploration (see below) 8. Repeat step 6 if necessary 9. Define navigation HotWired Information Architecture Tutorial http://hotwired.lycos.com/webmonkey/design/site_building/tutorials/tutorial1.html 4) WEB CONCEPT TESTS   • What's a concept? It's the plot of the story. • Web Concept Tests 1. Is it involving? http://www.altrec.com/features/ontheamericantrail/ 2. Does it work? Can I figure my way around? Can I get the information I want? Are file sizes and plug-ins suited to my computer/software system? http://www.apple.com/ 3. Does it capture the brand spirit? http://www.flowerbud.com/   5) ASSIGNMENT #2 Develop 1) User Scenarios 2) Competitive Review 3) Content and Functional Requirement Cards 4) Site Map for the site defined in your creative brief. If your brief needs some work, do it over first. Also, please bring in one url of a site you feel meets the three tests above for a solid web concept.