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Assignment: Analysis of a Website (10%) AMAZON
This assignment asks you, in multiple steps, to anal yze the organization, functionality, text, and visual elements of a major website or web community and report on your findings. The main goals are twofold:
• first, to develop your skills as a reader/user of marketing, advertising, and interactive materials in the online environment,
• and second, to practice writing reports and making presentations to a group.
For this project, imagine that you are part of a team starting a business similar to the one represented by the website that you choose. So, if you choose the Urban Outfitters website, for example, imagine you are starting a clothing retailer. If you choose ESPN.com, imagine you are starting a sports media business.
1. First, you will present your site of choice: Your first task is to choose a website or web community to analyze. Come to class prepared to summarize what the site is all about, and to tell us about three specific, interesting elements or features of the site.
2. Next, you will begin your analysis: Spend a good amount of time really studying the way your chosen website is organized; what it allows or encourages the user to “do” or explore; the tone of the writing; and the nature of the visual elements of the site. You should consider sections and functions of the site individually, and also think about the site on the whole.
You might think about, among other things:
• How does the site represent the company (what kind of a style, attitude, tone, etc.)? How (specifically) does it create that impression, and to what effect?
• What audience(s) does this site target? How do you know? Does it seem effective at reaching that group? Why or why not (be specific)?
• What is it like to navigate the site? Why do you think it’s organized as it is, and why is that organization effective (or why isn’t it)? Be specific.
• What is the tone of the text (find examples to support your claims)? Where do you think the text is strongest and why? Where is weakest and why?
• How would you describe the visual character of the site? How do the visual elements complement the text and purpose (or not)?
• Overall, what kind of experience do you think a visitor to the site will have and why? How might this influence a potential customer? A current customer?
• Ultimately, what can your company learn from this example, and how can your company use this information in creating your own website?
3. From your observations and analysis, you will produce a Website Analysis Report: This should be a detailed, yet concise report aimed at your boss. (Remember, you are part of a team starting a similar business to that of your chosen site.) Think of this as the official document representing your work, to which your boss – and later, others – can refer as they act on your recommendations. Your analysis should include multiple, significant points or areas of discussion, and should explain your comments with enough detail for a reader who has not visited the site, but nothing extra. (Not an easy feat, as we’ve discussed.) You may choose to include screenshots or other illustrations to help support your discussion, but your words must also do the work. Your report should be organized logically, and should employ some of the techniques of good business writing we’ve been discussing this semester, for example, a what-why-what’s next structure.
4. Finally, you will present your findings to the group: Each of you will have 3-5 minutes to present your findings to the group, keeping in mind the principles of presentations from Chapter 6 of WTW, and from Amy Peach’s lesson. For your presentation, you may use a computer to project slides or bring in any other visual aids you’d like. If you need to borrow a laptop, we can arrange that in advance, and please be sure to test-drive all technology ahead of time.
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