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Zavelle’s Explore/CREATE Presentation Interactive Media 4101-003. Andrew Vanderslice Tara Villanueva Tony Kratz. Content Overview. Zavelle’s Current Situation Strategy & Positioning, Opportunities, Success Metrics The Four Personas Information Architecture What’s the ‘big idea ’?
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Zavelle’s Explore/CREATE PresentationInteractive Media 4101-003 Andrew Vanderslice Tara Villanueva Tony Kratz
Content Overview • Zavelle’s Current Situation • Strategy & Positioning, Opportunities, Success Metrics • The Four Personas • Information Architecture • What’s the ‘big idea’? • Website Wireframes • Mood boards • Creative Comps
Brand Recap/History ZAVELLE’S BOOKSTORE • Zavelle’s has served Temple University for over 80 years. • Located by North Broad & Oxford. • Seller of discount textbooks for college students.
Current Situation • Despite its long history as a bookstore for discount used textbooks and its convenient location on Temple’s main campus, Zavelle Bookstore is virtually unknown by many students. • Prices can still be higher than in other retailers, such as Amazon.com • Online selection limited • Website visually unappealing
Current Website ZAVELLE’S BOOKSTORE -Online Shop - Homepage -About Us
Strategy & Positioning of zavelleBookstore Positioning: • Zavelle is positioned as one of Temple University’s oldest bookstores, stressing the cost effectiveness of purchasing used textbooks in a convenient location on campus. Strategy: • To make Zavelle Bookstore a lovemark for Temple University’s community of students and teachers, by creating awareness of Zavelle through improving its website’s overall design and features. How: • By introducing new interactive features to Zavelle’s website and rejuvenating the site’s look and feel.
Opportunities In our social media monitoring reports, we monitored what other book retailers were doing concerning textbook buyback and used textbook deals. • Bookdefy.com is helping students all while remaining eco-friendly as well. A tree will be planted each time students exchange books through their website. Zavelle’s can take a similar approach by offering students points towards buying books each time they swap books through Zavelle’s. • UMASS created a social app for students to search books that other students are selling or swapping through their student run website. Zavelle’s can be a lovemark for Temple and students can go through Zavelle’s to trade their books with each other. • Students normally come to a bookstore website with a plan already. They know what they want to do on that website and are not interested in browsing. Zavelle’s needs to make their buyback options immediately noticeable upon landing on the page. Amazon has a whole page devoted to buyback with a banner ad promoting the buyback option on the homepage.
Success Metrics Zavelle’s can gauge the effectiveness of additions to their website by looking at a number of factors: • The simplest way to keep track of how effective Zavelle’s website is would not be to keep track of site hits, but books sold and profits made from the bookstore’s online shop. • If Zavelle’s were to utilize a method of connecting students to other students who were selling a textbook, the success of this tactic could be gauged by how often students use Zavelle’s website to come into contact with student sellers. • Zavelle’s could also see how many students take advantage of their Buyback feature by creating an estimation tool to help students see how much they can get for their books, and keep track of how many students use this feature. • Both of the above tactics could also be gauged by creating an account system for Zavelle Bookstore and seeing how many users create accounts on Zavelle’s website to take advantage of deals, connect with other students, and take part in the bookstore’s Buyback feature.
Target Market • Current students of Temple University • Parents of students • Both younger and older professors
Students and Parents Mrs. Kwon, the overprotective mother of an incoming freshman Stephanie, the Student on a Budget Very frugal when it comes to purchasing textbooks, commutes from outside the city, and spends several hours a day online on the internet for social media and to complete assignments. Wants a quick site experience where she can purchase textbooks online for cheap. Very protective of her child, wants to make everything perfect without breaking the bank, and uses the internet sparingly. Needs a simple site experience with nothing too far over her head, where she can purchase the cheapest, highest quality used books available.
Professors young and old Bill, the Old-Fashioned Professor Sheryl, the Tech-Savvy Teacher One of the younger and more energetic professors at Temple, very cultured, wants to make textbook purchases easier on students, and spends many hours a day online on social media, interests, and researching new things companies are doing. Would like a quick experience with minimal hassle and a way to place stock orders online for her class. Perhaps one of the oldest active professors, very old-fashioned and religious personality, frequently shares stories of his past, and usually only uses the internet for checking emails or visiting a news site. Would spend a lot of time exploring the site on his own, and would like a way to place stock orders of his book online instead of relying on the low-quality copy center.
What’s the Big Idea? To help Zavelle’s become a lovemark of Temple University, we came up with several ideas to bring students and teachers to Zavelle Bookstore’s website for their textbook needs. • Comparison tool that will compare textbook prices at Zavelle’s versus their competitors. • Buyback estimation tool that will assist students in finding out how much their used textbooks are worth. • Account login system for both teachers and students. Teachers can see which books are in stock and make a stock order on the site for thephysical and online stores. Students will also be able to see course books in stock, as well as to connect with student sellers.
