1) REVIEW WEEK ONE •Defining a site's scope and purpose •Writing the creative brief •Preparing the schematic •Navigation Structures & Guidelines An example of a graphic schematic and the matching site Schematic Site 2) REVIEW ASSIGNMENT #1   Develop a creative brief for a site of your own choosing. 3) WEB CONCEPT TESTS   •What's a concept? It's the plot of the story. •Advertising/Collateral Concept Tests Is it Intrusive? Is it Relevant? Is it Involving? Is it Believable? • Web Concept Tests Is it absolutely captivating? or Does it make me want to go deeper? Is it involving? 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?   •Yes or No? http://www.jonesandjones.com/ http://www.harley-davidson.com https://www.ual.com/ http://www.levi.com/ http://www.nike.com/ http://www.worldmedia.fr/witness/ http://www.johnjarvis.com/ 4) THIRD GENERATION SITES   A proprietary concept from David Siegel, author of Creating Killer Web Sites http://www.killersite.com and web design critic at large http://www.highfive.com •1st Generation: text-heavy, graphically light, organized, lengthy http://www.w3.org/pub/WWW/Consortium/ •2nd Generation: "home page," graphic overkill, icon city http://www.golfweb.com/ •3rd Generation: pull visitors through via metaphor, complete experience, "a meal, not a menu" http://www.iflyswa.com (Airport ticket counter) http://www.ragu.com (An Italian mama's kitchen) Old Pyramid Ales Site (A brewery & pub) http://www.chiatday.com (A factory)  http://www.klutz.com (A treehouse)  http://www.nervemag.com (A living room)  http://www.unamerican.com (A cause)   •Metaphor as a core concept for a site "Metaphors must be familiar, consistent, and appropriate... "Metaphors pull in visitors, make them feel at home while giving them features to explore. "Examples of metaphors include galleries, comic strips, television channels, magazines, tabloids, store environments, museums, postcard racks, amusement parks, inside things (ant farm, computers, human body, etc.), safaris, cities, cupboards. They can be done well or they can be overdone. "Metaphors are vehicles of exploration. Make it simple, consistent, and easy to get a round. A good metaphor puts the switch where you expect it."   •Splash screens, interstitials, tunnels, core page, exits http://www.monsanto.com/monsanto/index.html http://www.popexpo.net/eMain.html http://www.dsiegel.com/exit/index.html   5) ASSIGNMENT #2   Part 1: Develop the schematic from the creative brief you presented in class tonight. If your creative brief needed some work, please do it over first. Part 2: Bring us at least one URL that makes successful use of a true concept or metaphor 6) TIDBITS Be sure to waste lots of time this week translating cliches, nursery rhymes and presidential speeches into and out of foreign languages at babelfish. You are obligated to send your funniest results to the class mailing list.