Native Shoes: Interactive Ad Campaign Design Proposal (5/5)

This is our final presentation of a five-week long project that had us 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 (proof-of-concept video link TBD).

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

Transcript

1. gracey michelle marissa ronaldo daniel patricia
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.
3. BRAND PROMISE anybody, anytime, anywhere PROBLEM “anybody” isn’t as evident
4. BRING THE IN-STORE SHOPPING EXPERIENCE INTO ONLINE RETAIL THROUGH HIGHLIGHTING THE VERSATILITY AND FUNCTIONALITY IN EVERYDAY LIFE C O N C E P T
5. CURRENT & POTENTIAL NATIVE SHOE CUSTOMERS (STYLISH FOLKS AGED 20-35) AUDIENCE
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.
10. 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
11. 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 CONTEXT TO ACTIVATE THE CINEMAGRAPHS IS A MATTER OF THE USER TOGGLING THE IMAGES
12. INTERACTIVE LOOKBOOK
13. 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.
14. WEBSITE hey humans, here’s your
15. CINEMAGRAPHS XD CLIENTS, DESIGN FIRMS & PRECEDENTS, OH MY! XD identity design TO HELP US CONSTRAIN OUR PROJECT, WE LOOKED BACK TO OUR XD DOMAIN + OUR DESIGN FIRM, BUT IT WAS TOO LIMITING FOR NATIVE. WE DECIDED TO LOOK TO DK (AS SUGGESTED DURING OUR CRIT) AND TO DELVE INTO ANOTHER DOMAIN.
16. identity design native’s current identity how we’re enhancing it
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
18. 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!!!
19. http://vancouver.ca/your-government/mission-and- values.aspx http://sneakers.about.com/od/sneakerreviews/fr/nativ eshoes.htm http://www.videomann.com/why-is-video-important/ http://www.gpj.com/experience-marketing/ http://www.shop-eat-surf.com/news-item/4018/the- native-niche-making-crocs-like/- http://nativeshoes.com/ http://www.tourismvancouver.com/ http://www.straight.com/article- 321064/vancouver/hip-slipon-shoes-go-native http://hypebeast.com/2011/03/damian-van-zyll-de- jong-native-shoes/ https://vimeo.com/nativeshoes http://vancouverisawesome.com/2012/06/20/the- inseam-vol-32-native-shoes/#more-131203 http://www.shop-eat-surf.com/news-item/4018/the- native-niche-making-crocs-like/- http://www2.macleans.ca/2011/11/09/where-the- foam-rubber-hits-the-road/#more-223625 http://www.wevancouver.com/news/162899766.html http://www.sneakerfreaker.com/articles/Native- --Plastic-Fantastic-shoes/ http://goanimate.com/video-maker-tips/why-video- marketing-important/ http://en.wikipedia.org/wiki/Cinemagraph REFERENCES YOU ROCK DON’T EVER CHANGE. HAGS STAY GOLD PONYBOY* * THAT’S YOU