Creative Brief
Downloadable word doc (28 KB) of the Creative Brief
Project Overview
This is a proposed redesign project for moveon.org. The goal is to engage and empower members to participate via effective use of online networking theories and functionalities, culminating in increasing the overall power of moveon.org to effect social/political change. With clear and simple navigation, members will have a clear path to participate and exchange ideas.
The site will convey through success stories the effectiveness of its members and methods. Through its design it will convey a sense of urgency and the need to act now.
Target Audience
Audience A: Erin Waterson is studying at UCLA for a master's degree in Architecture. She is 25 years old and lives in the UCLA-owned Apartments directly adjacent to the campus.
Erin spends most of her time with her studies, but enjoys running in the morning and meeting up with friends on weekends. She regularly visits museums and loves to attend live concerts. Erin uses a Dell Laptop and considers herself very computer savvy. She connects to the internet from home, cafes and school via high-speed wireless. She likes to find vintage clothing on ebay and craigslist.
Erin is very concerned about the current political climate. She feels like the country is moving in the wrong direction and is very opposed to the current administration. Although, she is extremely fervent in here opinions, she feels powerless to do anything about them. She’s familiar with MoveOn.org from the last presidential campaign. Since she has a limited amount of free time, her primary tasks would include finding voter guides for local and national elections, donating, signing petitions, and reviewing the featured campaigns.
Audience B: Mike Walsh is a music-programming intern at ROCK107.5, a local classic rock radio station in Tuscon, AZ. He's 35 years old and has an annual salary of $29,000 a year. At night, he plays in local bars with his alt-country band, Git Bucket.
Mike spends a lot of time on myspace.com. He uses the site to promote his band and to entertain himself by browsing other members' profile. He dreams of quitting his day job and becoming a rock star. Until he can pay off his college loans, he will continue working at the station as it is a steady source of income.
Mike uses an older PC at home and does not consider himself very computer savvy. He connects to the internet at home via 56k modem but at work he has access to DSL.
The neighborhood Mike lives in is the Keeling district. It's very artsy and liberal. Mike sees himself as liberal on social issues, but not politically active. He considers himself an independent. He would like to participate more with politics, but does not know how to get started nor does he have any understanding of any of the current issues. He’s heard of MoveOn.org via commercials he remembers playing during the last presidential election. He goes to visit the site and his primary tasks would include browsing member profiles, searching for specific issues, and going through the community section looking for local events and local members.
Perception/Tone/Guidelines
MoveOn.org must establish itself as a credible resource for social and political progressives. It will avoid a “top-down” approach by creating avenues for its members to offer and set agendas.
Perceptions: Activist, protest, voice, rights, community oriented, intelligent, democratic, organized, strategic, collaborative, informed, motivated, urgency, optimistic, determined.
Communication Strategy
The strategy is to create a straight-forward informational site that conveys confidence and urgency. Consistent language and information architecture will create a positive user-experience, strengthening the overall brand.
Single-Minded Message: Effective
Project Overview
This is a proposed redesign project for moveon.org. The goal is to engage and empower members to participate via effective use of online networking theories and functionalities, culminating in increasing the overall power of moveon.org to effect social/political change. With clear and simple navigation, members will have a clear path to participate and exchange ideas.
The site will convey through success stories the effectiveness of its members and methods. Through its design it will convey a sense of urgency and the need to act now.
Target Audience
Audience A: Erin Waterson is studying at UCLA for a master's degree in Architecture. She is 25 years old and lives in the UCLA-owned Apartments directly adjacent to the campus.
Erin spends most of her time with her studies, but enjoys running in the morning and meeting up with friends on weekends. She regularly visits museums and loves to attend live concerts. Erin uses a Dell Laptop and considers herself very computer savvy. She connects to the internet from home, cafes and school via high-speed wireless. She likes to find vintage clothing on ebay and craigslist.
Erin is very concerned about the current political climate. She feels like the country is moving in the wrong direction and is very opposed to the current administration. Although, she is extremely fervent in here opinions, she feels powerless to do anything about them. She’s familiar with MoveOn.org from the last presidential campaign. Since she has a limited amount of free time, her primary tasks would include finding voter guides for local and national elections, donating, signing petitions, and reviewing the featured campaigns.
Audience B: Mike Walsh is a music-programming intern at ROCK107.5, a local classic rock radio station in Tuscon, AZ. He's 35 years old and has an annual salary of $29,000 a year. At night, he plays in local bars with his alt-country band, Git Bucket.
Mike spends a lot of time on myspace.com. He uses the site to promote his band and to entertain himself by browsing other members' profile. He dreams of quitting his day job and becoming a rock star. Until he can pay off his college loans, he will continue working at the station as it is a steady source of income.
Mike uses an older PC at home and does not consider himself very computer savvy. He connects to the internet at home via 56k modem but at work he has access to DSL.
The neighborhood Mike lives in is the Keeling district. It's very artsy and liberal. Mike sees himself as liberal on social issues, but not politically active. He considers himself an independent. He would like to participate more with politics, but does not know how to get started nor does he have any understanding of any of the current issues. He’s heard of MoveOn.org via commercials he remembers playing during the last presidential election. He goes to visit the site and his primary tasks would include browsing member profiles, searching for specific issues, and going through the community section looking for local events and local members.
Perception/Tone/Guidelines
MoveOn.org must establish itself as a credible resource for social and political progressives. It will avoid a “top-down” approach by creating avenues for its members to offer and set agendas.
Perceptions: Activist, protest, voice, rights, community oriented, intelligent, democratic, organized, strategic, collaborative, informed, motivated, urgency, optimistic, determined.
Communication Strategy
The strategy is to create a straight-forward informational site that conveys confidence and urgency. Consistent language and information architecture will create a positive user-experience, strengthening the overall brand.
Single-Minded Message: Effective
posted by jeff at 12:41 AM
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