Aaron EverittThe Art Institute of Dallas

Spring 2017

GWDA317Interactive Communication:Planning and Research

ANG AMMOCK CO.

ANG AMMOCK CO.

TABLE OF CONTENTS

Purpose Statement 3

Site Concepts 5

Competitor Analysis 7

Persona 10

Features/Goals 13

Color Scheme 15

Font Study 17

Logo 20

Sitemap 22

Wireframes 24

Design Comprehensives 30

Story Board 36

Bibliography 38

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PURPOSE STATEMENT

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Hang.com is an online retail hammock company. It appeals to both male and female adventurers, campers, hikers, while still being sought by homeowners to be used in residential areas. Our hammocks come made out of two materials, recycled parachute fabric and 1.6 oz HyperD Diamond Ripstop Nylon. The hammocks are designed and made here in the United States, and will be purchased only online to extend product selection without the on-ground inventory overhead. The website will offer the customer availability day or night.

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SITE CONCEPTS

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Concept One: Hang Hammock Co.Domain Name: http://www.hanghammocks.us/ — Available

Hang Hammock Co. is an online retail hammock and related gear/accessories company. It appeals to both male and female adventurers, campers, hikers, while still being sought by home-owners to be used in residential areas. Our hammocks come made out of two durable materials, recycled parachute fabric and 1.6 oz HyperD Diamond Ripstop Nylon. The hammocks are de-signed and manufactured here in the United States, and will be purchased only online to extend product selection without the on-ground inventory overhead. The website will offer the customer availability to products day or night.

Concept Two: Lorenz Total WellnessDomain Name: http://www.lorenztotalwellness.com/ — Unavailable (Client’s current URL) http://www.lorenztotalwellness.us/ — Available

Lorenz Total Wellness (LTW) is your key to feeling better faster. with a unique blend of specialized protocols and fitness techniques, our clients achieve an optimal and easy range of motion and a complete balance of their muscles, which allows for less likelihood of future inju-ries and the shortest down time for current concerns. LTW provides services for a wide range of clients, including professional and amateur athletes, recreational exercise enthusiasts and those looking to improve their function for the activities of daily living. By utilizing some Synergy Release Therapy (SRT) techniques combined with fitness techniques, the body can repair from common daily living problems to competitive sports training and performance. Our methods help reduce downtime so that individuals can get back to doing what they love – whether it is the movements of daily life, recreational activities or competitive sports such as baseball, football, and volleyball.

Concept Three: The Bee FactoryDomain Name: http://www.beefactory.us/ — Available

We provide nature’s organic, pure honey from hard working bees. We strive to provide healthy, sustainable honey from us to you. Quality comes first at The Bee Factory, It’s important to us to put a 100% pure product on your family’s table because that’s exactly what we would want for our own families. A percentage of sales go towards sustaining and promoting bee awareness.

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COMPETITOR ANALYSIS

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Eagles Nest Outfitters Inc. (ENO)https://www.eaglesnestoutfittersinc.com/

Overview:Eagles Nest Outfitters – better known as ENO – is one of the more popular hammock brands. They are the original crafter and providers of the parachute hammocks and outdoor accessories. Founded in 1999, ENO is currently sold in over 1500 specialty outdoor recreational retail stores as well as on-line. They are located locally in the United States and offer hammocks of various styles. They provide: SingleNest, DoubleNest, DoubleDeluxe, ProNest, Insect Shield and Reactor, Rain tarps and bags.

S.W.O.T. Analysis:Strengths• Have been around for 18 years• Original creators of parachute fabric• Most commonly known/used• Sold on-line

Weaknesses• Does not offer discount on website• Price is higher than other hammocks

Opportunities• Could donate to help fund wildlife/parks• Offer discounts/giveaways for interesting

pictures involving product• Offer percentage of sales to help benefit a

specific cause

Threats• Cheaper hammock companies• Companies with a wider range of products• Companies that partner with/donate to

special causes

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Serac Hammockshttp://www.exploreserac.com/

Overview:Serac Camping Hammocks strive to bring the consumer a convenient and an affordable way of exploring the world while keeping their products tree-friendly. The are made from parachute nylon and are extremely durable. They take pride in their “tree-hugger” straps which help protect the bark of the tree while providing a sturdy hold.

S.W.O.T. Analysis:Strengths• Offers 10% discount upon arrival at website• They offer a beginner’s guide along with

videos to provide help• Offer lower prices than competitors• Sold on-line

Weaknesses• Does not offer a range of products• Limited to 2 styles of hammocks and little

accessories

Opportunities• Could donate to help fund wildlife/parks• Offer discounts/giveaways for interesting

pictures involving product• Offer a wider range of product along with

more accessories

Threats• More known hammock companies• Companies with a wider range of products• Companies that partner with/donate to

special causes

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PERSONA

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Denver, Colorado32MaleSingleCar SalesmanIncome: $ 65,500 yearlyUrban HouseholdStandard Internet ConnectionCommunity College Graduate

Persona Biographical InformationHank is a person who works in the city in a job that keeps him indoors all week; therefore and enjoys embarking in outdoor activities on the weekends. He spends most of his week in an office. He’s looking for a new lightweight hammock to take on long hikes in forested areas. He enjoys bringing his dog when possible as a hiking companion.

Web Site Usage ProfilesHe does his shopping at home on his MacBook. He rarely buys items on-line on his phone but has been known to look things up when a friend mentions something new so he can refer to it later. Hank either does his Internet surfing on his work computer or while at home. He doesn’t spend much time surfing on his phone. He enjoys sleeping under the skys so searching for hammocks is a priority for him

PRIMARY PERSONA - HANK THOMPSON

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Boston, Massachusetts26MaleSingleAccountantIncome: $ 75,500 yearlyApartment LivingStandard Internet ConnectionBachelors Degree

Persona Biographical InformationDerek is a person who spends most of his day working in a cubicle working for a large firm in downtown Boston. When work allows it, he enjoys going on trips – visiting the rural areas as to get away from the city. He enjoys going backpacking and is looking for a lightweight hammock to sleep in during the cold nights.

Web Site Usage ProfilesHe spends majority of his on-line surfing on his phone during the day because of the effortless use. However he prefers using his at home computer to do his browsing and on-line shopping. He spends lots of his off-time browsing the web and scrolling through apps, deciding where his next adventure will take him. By using our website he will be able to purchase new gear to take on his trek.

SECONDARY PERSONA - DEREK SMITH

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FEATURES / GOALS

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FEATURES:

• Responsive Web Design

• Light-box

• Contact Form Page

• Image slider displaying pictures of product usage

• Social Media Integration

• Bootstrap Framework

• User testimonials/pictures

• Universal Navigation Bar

GOALS:

Objective One – Effortless Purchases: To allow the consumer to make an easy and effortless purchase of a durable yet affordable hammock or accessories. In order to do this, we will need to create an easy process of sending items to the shopping cart without being automatically transferred to the cart page so it allows the user to continue shopping. By adding simple payment options such as apple-pay or pay-pal, it will allow the consumer more options to make purchases.

Objective Two – Increase Page Views: To increase page views by 15% each year. This is easily possible by providing consumers with reasons to return, such as discounts upon purchase of items so that the user will revisit to redeem the discount. An additional incentive to return to the website might be a competition, such as a ‘best photograph contest’ where a customer would send in a picture of thier use of our product with a chance to win free gear or a discount.

Objective Three – Promote Brand Awareness: In order to help create brand awareness, we will need to invest a margin of sales into social media, AdWords and sponsoring events will help spread word-of-mouth about the product we offer.

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COLOR SCHEME

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COLOR CODESHexidecimal – HEX# 418461RGB – R:65 G:132 B:97CMYK – C:76 M:26 Y:72 K:11

COLOR CODESHexidecimal – HEX# F3F9FDRGB – R:243 G:249 B:254CMYK – C:3 M:0 Y:0 K:0

COLOR CODESHexidecimal – HEX# D9BD9DRGB – R:217 G:189 B:157CMYK – C:15 M:24 Y:39 K:0

A subtle green will represent an outdoors and nature theme for our products.

An off-tone white, it willkeep the page bright and allow our product to be presented in an attractive atmosphere.

This earth tone is an appropriate off-set to the previous colors, while still keeping consistent with our outdoors and nature theme.

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FONT STUDY

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RALEWAY ON THE WEB

HTML <link href=”https://fonts.googleapis.com/css?family=Raleway” rel=”stylesheet”>CSS font-family: ‘Raleway’, sans-serif;

Font Choices:ThinThin ItalicExtra-LightExtra-Light ItalicLightLight ItalicRegularRegular ItalicMediumMedium ItalicSemi-BoldSemi-Bold ItalicBoldBold ItalicExtra-BoldExtra-Bold ItalicBlackBlack Italic

A B C D E F G H I J K L M

N O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

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! ? @ # $ % ^ & * ( ) { } [ ]

\ / < > - , . + = * : ; ’ ” ` ~

RALEWAY FONT - PRIMARY FONT

UPPERCASE

LOWERCASE

NUMBERS

SYMBOLS

DESIGNER : MATT MCINERNEY

Raleway is an elegant sans-serif typeface family intended for headings and other large size usage. This font promotes harmony, which will help the overall flow of Hang Hammocks and create an effect of simplicity and transparency for our company.

(Scales)

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SLABO ON THE WEB

HTML <link href=”https://fonts.googleapis.com/css?family=Slabo” rel=”stylesheet”>CSS font-family: ‘Slabo’, serif;

Font Choices:Regular

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N O P Q R S T U V W X Y Z

a b c d e f g h i j k l mn o p q r s t u v w x y z

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! ? @ # $ % ^ & * ( ) { } [ ]

\ / < > - , . + = * : ; ’ ” ` ~

SLABO FONT - SECONDARY FONT

UPPERCASE

LOWERCASE

NUMBERS

SYMBOLS

DESIGNER : JOHN HUDSON

Slabo is currently only offered in 27px and 13px. It is mainly used for onvline advertising. A serif font will help create a distinguishable difference between headers and body text.

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LOGO

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ANG AMMOCK CO.

ANG AMMOCK CO.

HANG HAMMOCK CO.

HANG HAMMOCK

CO.

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SITEMAP

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0.0 HOME

1.0 PHOTO CONTEST 2.0 CONTACT US 3.0 PRODUCTS4 .0 BLOG

0.1 MY ACCOUNT

3.1 HAMMOCKS

3.1.1 SINGLE HAMMOCKS

3.1.2 DOUBLE HAMMOCKS

3.2 ACCESSORIES

0.2 LOGIN0 .3 CART

4.1 HAMMOCK TIPS

4.2 TESTIMONIALS

3.1.3 REUSED HAM-MOCKS

3.2.1 HAMMOCK CASES

3.2.2 HAMMOCK CARABINER

3.2.3 TREE TIES

3.2.4 RAIN TARPS

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WIREFRAMES

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Top Nav

Main Nav/Search bar

Logo

Slider

Bottom Nav/Links

HOME PAGE

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PRODUCT PAGE

Top Nav

Main Nav/Search bar

Logo

Catogories

Colors

Product Product Product

Product Product Product

Product Product Product

Bottom Nav/Links

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CONTACT PAGE

Top Nav

Main Nav/Search bar

Logo

Bottom Nav/Links

Top Nav

Main Nav/Search bar

Logo

Contact Form

Map

Bottom Nav/Links

Submit

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TESTIMONIAL PAGE

Top Nav

Main Nav/Search bar

Logo

Bottom Nav/Links

Top Nav

Main Nav/Search bar

Logo

TestimonialImage

Image

Image

Bottom Nav/Links

Testimonial

Testimonial

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SHOPPING CART PAGE

Top Nav

Main Nav/Search bar

Logo

Bottom Nav/Links

Top Nav

Main Nav/Search bar

Logo

Item Description

Bottom Nav/Links

Item Description

Item DescriptionImg

Img

Img

CART

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DESIGN COMP

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HOME PAGETop Nav

Main Nav/Search bar

Logo

Bottom Nav/Links

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PRODUCT PAGE

Top Nav

Main Nav/Search bar

Product Product Product

Product Product Product

Product Product Product

Bottom Nav/Links

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CONTACT PAGE

Top Nav

Main Nav/Search bar

Logo

Bottom Nav/Links

Top Nav

Logo

Contact Form

Map

Bottom Nav/Links

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TESTIMONIAL PAGE

Top Nav

Main Nav/Search bar

Logo

Bottom Nav/Links

Testimonial

Testimonial

Testimonial

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SHOPPING CART PAGE

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STORY BOARD

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STORY BOARD

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BIBLIOGRAPHY

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BIBLIOGRAPHY – HANG HAMMOCK CO.PERSONA:“Free Image on Pixabay - Entrepreneur, Startup, Start-Up.” Free Photo: Entrepreneur, Startup, Start-Up - Free Image on Pixabay - 593358. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/entrepreneur-startup-start-up-man-593358/

“Free Image on Pixabay - People, Portrait, Man, Male, Smile.” Free Photo: People, Portrait, Man, Male, Smile - Free Image on Pixabay - 1690965. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/people-portrait-man-male-smile-1690965/

CONTENT IMAGES:“Free Image on Pixabay - Arkansas, Winter, Adventure, Nature.” Free Photo: Arkansas, Winter, Adventure, Nature - Free Image on Pixabay - 2028759. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/arkansas-winter-adventure-nature-2028759/

“Free Image on Pixabay - Backpack, Bag, City, Journey.” Free Photo: Backpack, Bag, City, Journey - Free Image on Pixabay - 774720. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/backpack-bag-city-journey-camping-774720/

“Free Image on Pixabay - Carabiners, Carabiner.” Free Photo: Carabiners, Carabiner - Free Image on Pixabay - 1739695. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/carabiners-carabiner-1739695/

“Free Image on Pixabay - Everest, Bag, Backpack, Himalaya.” Free Photo: Everest, Bag, Backpack, Himalaya - Free Image on Pixabay - 718055. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/everest-bag-backpack-himalaya-718055/

“Free Image on Pixabay - Hammock, Tie, Rope, Relax, Holidays.” Free Photo: Hammock, Tie, Rope, Relax, Holidays - Free Image on Pixabay - 1527578. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/hammock-tie-rope-relax-holidays-1527578/

“Free Image on Pixabay - Adventure, Binoculars, Camera.” Free Photo: Adventure, Binoculars, Camera - Free Image on Pixabay - 1837134. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/adventure-binoculars-camera-canon-1837134/

“Free Image on Pixabay - Carabiners, Carabiner.” Free Photo: Carabiners, Carabiner - Free Image on Pixabay - 1739695. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/carabiners-carabiner-1739695/

“Free Image on Pixabay - Carabiner, Compass, Colorful.” Free Photo: Carabiner, Compass, Colorful - Free Image on Pixabay - 2228426. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/carabiner-compass-colorful-hiking-2228426/

“Free Image on Pixabay - Fireplace, Fire, Bushbox, Camping.” Free Photo: Fireplace, Fire, Bushbox, Camping - Free Image on Pixabay - 1598243. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/fireplace-fire-bushbox-camping-1598243/

“Free Image on Pixabay - Hammock, Network, Resting Place.” Free Photo: Hammock, Network, Resting Place - Free Image on Pixabay - 1418498. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/hammock-network-resting-place-rest-1418498/

“Free Image on Pixabay - Hammock, Sneakers, Sneaker, Adidas.” Free Photo: Hammock, Sneakers, Sneaker, Adidas - Free Image on Pixabay - 2239788. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/hammock-sneakers-sneaker-adidas-2239788/

“Free Image on Pixabay - Hammock, Tie, Rope, Relax, Holidays.” Free Photo: Hammock, Tie, Rope, Relax, Holidays - Free Image on Pixabay - 1527580. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/hammock-tie-rope-relax-holidays-1527580/

“Free Image on Pixabay - Nap, Hammock, Idleness, Relaxation.” Free Photo: Nap, Hammock, Idleness, Relaxation - Free Image on Pixabay - 1123257. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/nap-hammock-idleness-relaxation-1123257/

“Free Image on Pixabay - Nature, Outside, Hiker, Hiking.” Free Photo: Nature, Outside, Hiker, Hiking - Free Image on Pixabay - 1281574. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/nature-outside-hiker-hiking-1281574//

“Free Image on Pixabay - Sleeping Bag, Sleep, Rest, Heat.” Free Photo: Sleeping Bag, Sleep, Rest, Heat - Free Image on Pixabay - 59653. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/sleeping-bag-sleep-rest-heat-59653/

“Free Image on Pixabay - Tent, Snow, Ice, Winter Landscape.” Free Photo: Tent, Snow, Ice, Winter Landscape - Free Image on Pixabay - 1209076. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/tent-snow-ice-winter-landscape-1209076/

“Free Image on Pixabay - Woman, Reading, Book, Read, Hammock.” Free Photo: Woman, Reading, Book, Read, Hammock - Free Image on Pixabay - 945427. N.p., n.d. Web. 14 June 2017.https://pixabay.com/en/woman-reading-book-read-hammock-945427/

“Person Lying on Black and Red Hammock Beside Mountain Under White Cloudy Sky during Daytime.” Free Stock Photos. N.p., n.d. Web. 14 June 2017.https://www.pexels.com/photo/landscape-nature-holiday-vacation-92870/