Who is your target audience?
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PETA’s target audience consists of everyday people, businesses, lawmakers, and mass
media.
What are the business goals and objectives of the client?
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To change the lifestyles of everyday consumers.
Give awareness.
Make a difference.
Thinking about the concept of “Mobile First,” what are the primary things that a user will want
to do on the mobile website?
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The ability to be able to donate from a mobile device.
Find charity events.
Ways to volunteer.
shop
Which of those things from #3 are better suited for a tablet device and what things are better
done from a smartphone? Why?
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Better suited for a tablet deivce:
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Better suited for smartphone: The ability to be able to donate because it will give you
the ability to donate from anywhere since smartphones are always connected to a
network.
Based on lookup/find, explore/play, check-in/ status, and edit/create, what is the organization of
your mobile site? What will you include in your navigation for the mobile website?
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The site will have normal navigation it will include, home, donate, contact info, about,
shop, issues, and a features button.
Project Summary
The PETA organization is the largest animal rights group in the world. PETA protects the
rights of endangered animals. Their primary effort focuses on the major areas which are,
factory farms, in the clothing trade (industrial and entertainment industry), and cruelty to
domestic animals. The redesign of the site will not only focus on the main site but will also
create a compatible responsible site for mobile devices and tablets.
Audience Profile
Target audience will consist of everyday people from age 17 and older that are aware of the
current situation of animal cruelty. The typical task for users on the site will be that they will
be able to access important information regarding the area of interest that they are seeking.
Perception/Tone/Guidelines
The target audience feels that there’s up to date information on the site that is easy to access.
They think that PETA is here for a good cause. Currently the website is well organized and
very easy to navigate through.
We will want the audience to feel that they can easily browse the site without any
difficulties. We want them to consider the redesign of the site as something that they will be
able to access anywhere with any type of device.
We want the site to be simplified, straightforward, lively, and informative.
Communication Strategy
Since PETA is a worldwide organization most people know who they are. The site will be
reliable, efficient, and will now be available for smartphone and tablet users. We will
convey the overall message by getting the user from point A to point B without misleading
them. The success of the redesign site will be measured by the increase or decrease of
traffic, once the new site is live.
Competitive Positioning
PETA is different than other organizations because unlike others PETA has been around the
longest and is known worldwide.