Com 585

1. Com 585 Tuesday March 7, 2005 Instructor: Kathy Gill

2. Agenda Introduction Ballard Background Audience/Personas Scenarios Content Plan Technical Specifications Privacy Policy Marketing Plan

3. Introduction

4. Vision statement An online resource to help you connect with a neighborhood It’s all about community! Experience the uniqueness! Focus on Ballard!

5. Objectives Offer unique content to users Share compelling stories and engage with the neighborhood Give visitors an exclusive opportunity to feel the pulse of a neighborhood Act as portal site for the neighborhood Provide a template for other Seattle neighborhoods

6. Process Goals Design a user-friendly, effective and informative Web site Give an overview of the community and what makes it unique Provide residents with tools to connect with this community Offer visitors an online resource to delve into the local lore  Give insider information not readily available on other sites

7. Personal Goals Work together as a team Communicate effectively Learn new skills from each other Contribute content/ideas Have fun in the process

8. Success Criteria Number of site hits Community feedback (quantity and quality of user contributions) User feedback/Site surveys (Catalyst Tool) Resulting business or economic growth in Ballard Individual/social success stories Feedback from City of Seattle about neighborhood growth Overall team satisfaction in designing the project, new understanding of Web design and content development

9. Audience Analysis Residents of the neighborhood People who actively participate in neighborhood issues Visitors exploring the local flavor of a neighborhood Journalists, writers, researchers, academics or students looking for information specific to area/community Business leaders, City or government officials

10. Competitive Analysis Types National (CitySearch, Seattlest) Local publications (Stranger, Seattle Weekly, The Seattle Times) No blogs (1 perspective, 1 neighborhood) Differences Local focus Offbeat events and attractions How we are unique Niche focus Community Personal focus . . . storytelling

11. Ballard Shingletown USA to Hiptown USA

12. Ballard Overview Where is Ballard? Northwest of downtown Seattle Bordered by Puget Sound & Salmon Bay What is it known for? Scandinavian heritage Ballard locks Artwalk and museums Why did we choose it? Distinct local flavor Unique character

13. Ballard Then Established in 1889 Strong Scandinavian ties Downtown retains old world charm, historic landmark Lumber mills to fishing/boat building – Ballard Locks (1912) Combination of immigrant heritage, blue-collar population, maritime and lumber created unique character

14. Ballard Today Strong ties to heritage (parades, museums, events) Artistic draw (art walks, theatres, galleries) Maintains small-town feel but near city Local character (pubs, restaurants) Mix of locals (fishermen, artists, executives, students) Strong and organized community involvement

15. Personas & Scenarios

16. Matt Jonson Age: 30 Status: Single with girlfriend Natalie Home: Condo in Columbia City Job: Initech in Redmond Hobbies: Weekend Warrior, Biking, Soccer, etc Looking for a place to ride bikes with friends Looking for independent coffee shops with wi-fi and good pastries Looking for a good spot to have happy hour with friends Girlfriend lives in Ballard First date at Le Gourmand

17. Mike Garrett • Age: 29 • Status: Married, 2 children, ages 1yr. & 4yrs., • 1 dog • Home: rental home in Phinney Ridge • Job: Sales Manager at a company in Pioneer • Square • Hobbies: movies, football, baseball, snow sports, • fishing and hiking. • Looking for a house in Ballard • Looking to develop his family network in Ballard • Looking for family friendly activities • Looking for entertainment and concerts, sports • events and information

18. Loretta Jamieson Age: 47 Status: Single, lives with partner Joe Davis (Coach-photo archivist), 2 Dogs Home: Rents in Ballard Job: Metro Bus Driver, $40,000 Annual Income Hobbies: Yoga, community activism, local arts enthusiast, participates in solstice parade, casual internet user Looking for dog parks and dog-friendly businesses and care Looking for community connections and resources Looking to find neighborhood activities, live music, restaurants, and community forums Looking to create a virtual neighborhood

19. The Young and the Restless Matt & Natalie Information for the savvy Independent coffee shops with WiFi and more Outdoor adventurers (Bike routes, Soccer fields, Co-ed leagues) Getting to know their city (Pea-Patches, Restaurants) Matt wants to move to Ballard

20. The Family Man Mike Garrett Connecting with friends and family (Dinner at Zagi’s) Entertain the kids (The Secret Garden) Getting some culture (Nordic Heritage Museum) Getting away from the kids (Daycare) Recommendations (Statistics) Backroads home Finding a new community (Looking for house)

21. Metro Gal Loretta Jamieson Making neighborhood connections (local storytelling) Ballard Community Center (Yoga) Online forums/ Looking for Like-minded individuals Looking for self-improvement classes (pottery, journal writing) Dog parks (dog blogs) Helping ourselves and others (fair housing activist) Community within her community

22. Site Tasks

23. Overview Site Stuff Getting Around Community Portal Neighborhood Character Local Connections Things to Do

24. Site Stuff Member login (moderated functions) News Events Contact Us Search Privacy Policy

25. Getting Around Includes tasks involving getting around in the area, such as: • Read & post routes to avoid traffic • Listen to traffic reports • View detailed street maps • Find bus routes and schedules • Buy parking permits • View traffic congestion maps • Finding ride-share information

26. Community Portal Includes tasks related to living in the community, such as: Communicating with others Participating in community improvement Exploring community involvement opportunities Learning about doing business locally Finding safety information

27. Neighborhood Character Most prominent differentiator Includes tasks related to the spice-of-life, such as: Read stories about local people or businesses Watching videos or reading stories about area Learning about popular or unique spots Sharing opinions, experiences, or pictures

28. Things To Do Tasks in this section will primarily link to third-party resources for finding information and reading reviews. Might include: Learn about unique local spots Find great date places or ideas View event calendars Search for food, shops or activities Research best places to take visitors

29. Content Development Plan

30. Unique Content Our website will provide content to communicate the unique character of the Ballard Neighborhood. Different than Citysearch, local focus Different than blogs, multiple perspectives Different than local papers, promotes smaller, offbeat community events

31. Content Categories Community  Things to Do Neighborhood Character Connections Getting Around

32. Content Types Types include: Articles (Olsen’s Scandinavian Foods, Archie McPhee’s, Cascioppo’s Brothers) Stories (Ballard Locks, Ballard Library, Golden Gardens) Photographs (Photo essays and archives) Illustrations (maps, etc.) Animations (flash content) Multimedia presentations (flash, podcasts, full motion video)

33. A Church for Every Bar

34. Usability Considerations

35. Considerations Content organization Consistency Demographic Colors Web site name Optimized media content

36. Technical Specifications The design of oursite.netwill base its functional and technical specifications on existing university policy, and a policy statement posted on the web site.

37. Functional SpecificationsHome Page The web site’s content will be static  Search will be a function throughout Web site’s user administration pages will be listed hierarchically below home page. These pages will include: - Privacy policy - Site registration for users

38. Functional Specifications (cont.) The main web site’s home page will act as a portal, guiding users to individual channels for each community A community’s home page (or channel) will consist of an overview of the neighborhood in text form, augmented with graphics and photos.

39. Community Pages A menu on the community home page will list tasked-based, menu driven categories that include: - Community  - Things to Do - Neighborhood Character - Connections - Getting Around This menu will appear as a top-level navigation aid throughout the community web site

40. Community Pages Sub CategoriesSub-pages will be grouped and cross-referenced through the five main channels. These include: Furry Friends - pet-friendly resources Carless in Seattle - navigate without a car Outdoor Adventures - outdoor shops and resources Ballard, we have problem… local services and resources Edumacate me! - community history and points of interest Dates & Mates - where to go and what to do Holiday Treats - about local holiday traditions & events Kids Corner - schools, parks, playgrounds & kid resources Where’s Wireless? - Internet hotspots Ballard Rocks - share opinions and experiences

41. Site Map

42. WireframeSite proxy with colorpalette

43. Technical Specifications The website will use xhtml Cascading Style Sheets will be utilized for design and content management The site will support all common browsers All common operating systems will be supported The site will be optimized for a monitor displaying 1024 x 768 pixels File naming conventions will be consistent

44. Technical Specifications (cont.) All images and graphics will use the RGB color space Access to the site will be defined by a posted privacy policy The website will incorporate some multimedia, although not on the top level of the site. This multimedia will include, but not be limited to, Flash, Java, Windows Media and Real Networks To support text-based browsers and users with disabilities, the website will include “alt” information tags on all graphic and multimedia assets.

45. Privacy Policy oursite.netwill not distribute or sell any of your personal information to third parties We will not release account and other personal information When we believe it is appropriate we will release personal information to comply with law; enforce or apply our Terms of Use and other agreements; or protect the rights, property, or safety of oursite.net, or others

46. Privacy Policy – Public Forums The oursite.net Web site may make chat rooms, forums, and message boards available to its visitors Information that is disclosed in chat rooms, forums, and message boards becomes public information oursite.net may post the transcript of a chat session on a Web site or other media for informational, example, or demonstration purposes

47. Marketing Plan

48. SWOT Analysis

49. Marketing & Financial Objectives Marketing Objectives Expand registered users Increase daily/repeat visitors Provide a positive experience to all users Establish recognition Financial Objectives Set/accomplish goals Raise capital through various sources Increase public contribution

50. Target Markets & Keys to Success Target Markets Neighborhood residents Visitors (local & out-of-town) Local businesses Keys to Success Determine needs of residents Provide sufficient information Generate participation Strategic publicity Uncover funding channels