Additional View worked closely with the client Aurora Energy (Australian Energy Retailer) to develop the technology to power a new lifestyle website warm.com.au (external link) which takes a uniquely Tasmanian look at the little things we can do to help make the world more environmentally friendly and sustainable. The objectives of the project were to support a new six part green lifestyle television show “Warm TV” and a sustainable living lifestyle magazine WARM.
The Warm website would need to increase the life span of the TV show by hosting each episode and allowing users to view the WARM program at any time after each episode aired. The experience created by the website would also need to extend the time users spent on the website. This would be achieved by providing engaging experience touch points such as poll surveys, sustainable living and lifestyle articles, commenting on articles, live weather and a free to air TV guide. The website would also display and manage static, flash (visually interactive) and video advertising.
In the first stage of the development process Additional View applied its unique method of website interface planning and development process called Customer Conversion Architecture™ . This is the process of structuring the interface and website to facilitate the conversion of website visitors into satisfied consumers. The methodology takes into consideration online consumer behaviour and ensures the website meets the needs of the target audience and supports the objectives of the brand. The resulting website interface and information architecture (how information in the website is organised) ensures the website is built to achieve the marketing objectives.
During the interface and interaction development process Additional View took the initial concepts and quickly built a working wireframe prototype of the website. The interface and interaction development typically occurs before the graphic design process begins.
A wireframe prototype is like a line drawing of the website without the graphics but works just like the real thing. The development of a wireframe prototype ensures that interaction between the consumer and the website is thoroughly tested and developed to achieve the business and consumer objectives. A website wireframe prototype is a low cost method of testing functionality, consumer behaviour, information architecture design, navigation behaviour, and eliminates usability issues before they are included in the design.
This two minute video shows the wireframe interaction development process used when planning the website interface.
The Additional View method improves the specification process and means the design team has a well documented interface template to work from.
The warm website is managed by the Additional View content management system and includes the following:
The Warm advertising technology facilitates the placement of static images and dynamic flash advertising on the website. The advertising management software provides scheduling and ad placement by section and accurately measure impressions, click-throughs and time metrics. Advertising can also be placed between segments of the TV show episodes.
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