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Barneys proposal

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Aaron Fisher

Barney's of Brandon is a power sports dealer in Tampa, FL with over 70 years of experience. The proposal seeks to redesign the company's website to improve navigation, utilize screen space better, and update the aesthetic to appear more modern while retaining a classic look. Competitor analyses found that most competitor sites have inconsistent navigation but one, Cahill's of North Tampa, separates drop down items clearly and uses bold visuals effectively. The redesign aims to appeal to customers aged 25-65, both male and female, with an interest in power sports and at least a basic familiarity with computers and the internet.

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Barneys of Brandon: Website Rebrand Proposal Aaron Fisher Graphic Web Design September 5, 2015
2Barneys of Brandon Aaron Fisher Company Description Barneys of Brandon is a power sports dealer in Tampa, FL. Their history in the business extends back to 1946 with the business moving to the Tampa Bay area in 1953. Their mission is to leverage their extensive experience and sizable showroom space to provide excellent service, receive high levels of customer satisfaction, and gain customer loyalty by making them feel like they are part of the Barneys family.
3Barneys of Brandon Aaron Fisher
4Barneys of Brandon Aaron Fisher Site Objectives The goals of the redesign are to improve the navigation of the website, better utilize the space that the web page can occupy on the screen, and update the aesthetic of the site to give it a classic look instead of a dated look. Doing this should also result in a less compacted and overwhelming user experience.
5Barneys of Brandon Aaron Fisher Competitor: Tampa Bay Powersports http://www.tampabaypowersports.com TampaBayPowersportsutilizesagreatdealofinformationinahighlyreadablegrid system that stays consistent throughout their site. There is some inconsistency in the navigation bar with some of the buttons directing to pages and others opening up as drop down menus. Overall the site is easily navigated but it has very little to separate it from other websites in almost any category. It has good organization, a pleasant aesthetic, and no real personality.
6Barneys of Brandon Aaron Fisher Competitor: The Ride Factory http://www.theridefactorytampa.com/index.htm The Ride Factorys website has a strange aspect in its navigation bar where the Home opens up to include the general navigation. This does allow them to place a lot of focus on instant gratification with the rest of the navigation bar being populated with exactly what the user would be looking for. The site is a little dated looking but the information is laid out in a very clear manner. More than anything the website has a lot of personality and a very unique appearance with a vintage aspect that the other sites lack.
7Barneys of Brandon Aaron Fisher Competitor: Next Motorcyle http://www.nextmotorcycle.com Next shares some of the navigation inconsistency that exists in the other two sites that seems to exist in a lot of vehicle websites (including car manufacturers). They make excellent use of the fold on all of their pages and a very clear grid is implemented throughout the website to make an enormous amount of data very readable and easily found. While there are some inconsistencies in navigation there are less than one might expect tot see in other vehicle dealers websites.
8Barneys of Brandon Aaron Fisher Competitor: Cycle Exchange http://www.cycletampa.com Cycle Exchange breaks the trend of navigation bar inconsistencies with a very straight forward navigation method. The majority of pages are well laid out with clear divisions of data. The site lacks personality though. Other than a positive navigation method and good logistical layout the site has nothing to visually separate it from its competitors.
9Barneys of Brandon Aaron Fisher Competitor: Cahills of North Tampa http://www.cahills.com Cahills site is the best site being reviewed here. It uses chevrons to note which items in the navigation bar are drop down items, separating them from the ones that are not. It makes excellent use of the fold with bold visuals to lead the user on each page. Aesthetically, the images do not detract from the content and they lend the site a feeling of speed and excitement that one might want from a performance based power sports site.
10Barneys of Brandon Aaron Fisher Market/Target Audience/Personas The different products of the power sports market appeal to different people. These individuals have different backgrounds and fall into multiple demographic areas. The age range is roughly 25 - 65 with both male and female (slightly stronger on the male side). Financially the market includes middle class and up persons with some disposable income. This market also has offerings for clients across all cultural, lifestyle, and education backgrounds. The target demographic for this site will be users with at least a basic background in computer and internet usage with regular access to internet services. Both the computers that they use and their internet connections should be serviceable and current. User 1: Name: Bill Age: 50 Gender: Male Occupation: Attorney Income: $70K Education: Doctorate Lifestyle: Bills family has left the home and now he has time to pursue his interests beyond his career.
11Barneys of Brandon Aaron Fisher User 3: Name: Michael Age: 24 Gender: Male Occupation: Server Income: $25K Education: High School Lifestyle: As a student Michael likes to stretch his money out but still have a good time. When hes not working or at school, hes at the beach or spending time with friends. User 2: Name: Tom Age: 28 Gender: Male Occupation: Brewer Income: $35K Education: Associates Lifestyle: Adventurous and eager to appreciate his free time; Tom spends his time surfing, going to music events, and events at other breweries.
12Barneys of Brandon Aaron Fisher User 5: Name: Audrey Age: 28 Gender: Female Occupation: Physical Therapist Income: $78K Education: Masters Lifestyle:Beingfitandactiveisimportant to Audrey on both a professional and personal level. Sports and social activities take up the majority of her time. User 4: Name: Tina Age: 39 Gender: Female Occupation: Card Dealer Income: $25K Education: High School Lifestyle: As a parent Tina knows that free time is precious. Being able to budget both money and time is essential to her.
13Barneys of Brandon Aaron Fisher Look/Feel of Site Descriptive Words: 1. Vintage 2. Exciting 3. Friendly Color Palette: #F1DFB9 - Classic Sand 2. #7C573B - Vintage Map 3. #540F0F - Long Road Red 4. #E7CA98 - Sepia Spray 5. #2D4679 - Old School Blue Graphics: Energetic high quality images for banners and hero images Fixed low quality images for stock representations Brand Identity: Typography: Merriweather - Heavy Italic - 32 Merriweather - Light - 14 Open Sans - Normal - 14 Yanone Kaffeesatz - Light - 14
14Barneys of Brandon Aaron Fisher Site Map Home Main About Showroom Category Legend: Services Service Parts Finance New Pre-Owned Manufacturer Category Manufacturer Category Factory Barneys Promotions Customer Appreciation Sub Category Track Day Bike Wash TCR Contest Halloween Demo DayRides Store Map Events Careers Gallery ContactNews
15Barneys of Brandon Aaron Fisher References OHara, K. (2004). Curb Cuts on the Information Highway: Older Adults and the Internet. Technical Communication Quarterly, 13(4), 423-445. Gugliotta, G., & Patern嘆, F. (2012). The Design of Web Sites Adaptable to Emotion-related Aspects. Psychnology Journal, 10(1), 23-38. MacDonald, M. (2015). Creating a website: The missing manual, 4th edition. Cambridge: OReilly Media, Inc. [ebook]. McFarland, D.S., & Grover, C. (2014). Dreamweaver CC: The missing manual, 2nd edition. Cambridge: OReilly Media, Inc. [ebook]. Jobsen, B.(2015). Less web development essentials - Second edition. Birmingham: Packt Publishing [ebook]. Boulton, J. (2014). 100 ideas that changed the web. London: Laurence King [ebook]. Muehlenhaus, I. (2013). Web cartography. Boca Raton: CRC Press [ebook]. Kyrnin, J. (2014) Sams teach yourself responsive web design in 24 hours. United States of America: Sams [ebook].

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Barneys proposal

  • 1. Barneys of Brandon: Website Rebrand Proposal Aaron Fisher Graphic Web Design September 5, 2015
  • 2. 2Barneys of Brandon Aaron Fisher Company Description Barneys of Brandon is a power sports dealer in Tampa, FL. Their history in the business extends back to 1946 with the business moving to the Tampa Bay area in 1953. Their mission is to leverage their extensive experience and sizable showroom space to provide excellent service, receive high levels of customer satisfaction, and gain customer loyalty by making them feel like they are part of the Barneys family.
  • 3. 3Barneys of Brandon Aaron Fisher
  • 4. 4Barneys of Brandon Aaron Fisher Site Objectives The goals of the redesign are to improve the navigation of the website, better utilize the space that the web page can occupy on the screen, and update the aesthetic of the site to give it a classic look instead of a dated look. Doing this should also result in a less compacted and overwhelming user experience.
  • 5. 5Barneys of Brandon Aaron Fisher Competitor: Tampa Bay Powersports http://www.tampabaypowersports.com TampaBayPowersportsutilizesagreatdealofinformationinahighlyreadablegrid system that stays consistent throughout their site. There is some inconsistency in the navigation bar with some of the buttons directing to pages and others opening up as drop down menus. Overall the site is easily navigated but it has very little to separate it from other websites in almost any category. It has good organization, a pleasant aesthetic, and no real personality.
  • 6. 6Barneys of Brandon Aaron Fisher Competitor: The Ride Factory http://www.theridefactorytampa.com/index.htm The Ride Factorys website has a strange aspect in its navigation bar where the Home opens up to include the general navigation. This does allow them to place a lot of focus on instant gratification with the rest of the navigation bar being populated with exactly what the user would be looking for. The site is a little dated looking but the information is laid out in a very clear manner. More than anything the website has a lot of personality and a very unique appearance with a vintage aspect that the other sites lack.
  • 7. 7Barneys of Brandon Aaron Fisher Competitor: Next Motorcyle http://www.nextmotorcycle.com Next shares some of the navigation inconsistency that exists in the other two sites that seems to exist in a lot of vehicle websites (including car manufacturers). They make excellent use of the fold on all of their pages and a very clear grid is implemented throughout the website to make an enormous amount of data very readable and easily found. While there are some inconsistencies in navigation there are less than one might expect tot see in other vehicle dealers websites.
  • 8. 8Barneys of Brandon Aaron Fisher Competitor: Cycle Exchange http://www.cycletampa.com Cycle Exchange breaks the trend of navigation bar inconsistencies with a very straight forward navigation method. The majority of pages are well laid out with clear divisions of data. The site lacks personality though. Other than a positive navigation method and good logistical layout the site has nothing to visually separate it from its competitors.
  • 9. 9Barneys of Brandon Aaron Fisher Competitor: Cahills of North Tampa http://www.cahills.com Cahills site is the best site being reviewed here. It uses chevrons to note which items in the navigation bar are drop down items, separating them from the ones that are not. It makes excellent use of the fold with bold visuals to lead the user on each page. Aesthetically, the images do not detract from the content and they lend the site a feeling of speed and excitement that one might want from a performance based power sports site.
  • 10. 10Barneys of Brandon Aaron Fisher Market/Target Audience/Personas The different products of the power sports market appeal to different people. These individuals have different backgrounds and fall into multiple demographic areas. The age range is roughly 25 - 65 with both male and female (slightly stronger on the male side). Financially the market includes middle class and up persons with some disposable income. This market also has offerings for clients across all cultural, lifestyle, and education backgrounds. The target demographic for this site will be users with at least a basic background in computer and internet usage with regular access to internet services. Both the computers that they use and their internet connections should be serviceable and current. User 1: Name: Bill Age: 50 Gender: Male Occupation: Attorney Income: $70K Education: Doctorate Lifestyle: Bills family has left the home and now he has time to pursue his interests beyond his career.
  • 11. 11Barneys of Brandon Aaron Fisher User 3: Name: Michael Age: 24 Gender: Male Occupation: Server Income: $25K Education: High School Lifestyle: As a student Michael likes to stretch his money out but still have a good time. When hes not working or at school, hes at the beach or spending time with friends. User 2: Name: Tom Age: 28 Gender: Male Occupation: Brewer Income: $35K Education: Associates Lifestyle: Adventurous and eager to appreciate his free time; Tom spends his time surfing, going to music events, and events at other breweries.
  • 12. 12Barneys of Brandon Aaron Fisher User 5: Name: Audrey Age: 28 Gender: Female Occupation: Physical Therapist Income: $78K Education: Masters Lifestyle:Beingfitandactiveisimportant to Audrey on both a professional and personal level. Sports and social activities take up the majority of her time. User 4: Name: Tina Age: 39 Gender: Female Occupation: Card Dealer Income: $25K Education: High School Lifestyle: As a parent Tina knows that free time is precious. Being able to budget both money and time is essential to her.
  • 13. 13Barneys of Brandon Aaron Fisher Look/Feel of Site Descriptive Words: 1. Vintage 2. Exciting 3. Friendly Color Palette: #F1DFB9 - Classic Sand 2. #7C573B - Vintage Map 3. #540F0F - Long Road Red 4. #E7CA98 - Sepia Spray 5. #2D4679 - Old School Blue Graphics: Energetic high quality images for banners and hero images Fixed low quality images for stock representations Brand Identity: Typography: Merriweather - Heavy Italic - 32 Merriweather - Light - 14 Open Sans - Normal - 14 Yanone Kaffeesatz - Light - 14
  • 14. 14Barneys of Brandon Aaron Fisher Site Map Home Main About Showroom Category Legend: Services Service Parts Finance New Pre-Owned Manufacturer Category Manufacturer Category Factory Barneys Promotions Customer Appreciation Sub Category Track Day Bike Wash TCR Contest Halloween Demo DayRides Store Map Events Careers Gallery ContactNews
  • 15. 15Barneys of Brandon Aaron Fisher References OHara, K. (2004). Curb Cuts on the Information Highway: Older Adults and the Internet. Technical Communication Quarterly, 13(4), 423-445. Gugliotta, G., & Patern嘆, F. (2012). The Design of Web Sites Adaptable to Emotion-related Aspects. Psychnology Journal, 10(1), 23-38. MacDonald, M. (2015). Creating a website: The missing manual, 4th edition. Cambridge: OReilly Media, Inc. [ebook]. McFarland, D.S., & Grover, C. (2014). Dreamweaver CC: The missing manual, 2nd edition. Cambridge: OReilly Media, Inc. [ebook]. Jobsen, B.(2015). Less web development essentials - Second edition. Birmingham: Packt Publishing [ebook]. Boulton, J. (2014). 100 ideas that changed the web. London: Laurence King [ebook]. Muehlenhaus, I. (2013). Web cartography. Boca Raton: CRC Press [ebook]. Kyrnin, J. (2014) Sams teach yourself responsive web design in 24 hours. United States of America: Sams [ebook].