Purple Papers

Less dressed up than white papers, but with all the information you need. For those that like to have the full story

View it here on Scribd Canal Street

Merging Convenience and the User Experience

When we first met up with the client he was eager to discuss implementing a mobile strategy for the Canal Steet website, which is justified as 91% of users in the UK have a mobile phone that can access the internet. Furthermore, the LGBT community as a whole tend be early adopters of new technology.

What was troubling for us though, was that there were some critical problems for the usability of the main site that we needed to avoid in the development of a mobile strategy. We wanted to give the client a strategy that would be easy to amend and easy for the user. From that we decided that a modular layout would be a great option. Each module holds a summary of information and can be expanded, collapsed, or moved. This has great implications for the end user and their experience as well as for the client and the future progression of the Canal St website offering.

Market Segmentation

Segmenting by needstates and moodstates isn't exactly a new idea but it's definitely becoming more relevant. Food and beverage brands have been doing it for years.

Instead of being loyal to one single brand in a category consumers now adopt a portfolio of brands based on different moods or needs. This report sums it up best by saying:

"...A young beer drinker might have been loyal to just one brand 20 years ago, now he may consider one brand to be his “cool night club beer”, another brand to be his “watching the game on TV beer” and another his “just cut the grass, refreshing beer”."

I'm exploring how to implement this into a digital marketing communication management strategy and how I can use this to segment the very broad LGBT community.