In my first wireframe I have split the main section into both Women's and Men's clothing as the main focus when entering the website. In either of these boxes will be a new trend or look from a designer which will allow users to click if they would like to shop the looks. I added a 'Men' tab on the toolbar on the side to integrate the launch of men's clothing onto the website. I also stretched the logo and toolbar across the page to make the font larger and easier to read. Instead of the Net-A-Porter magazine being the main focus when entering the webpage, I put it into one of the smaller links. Although this is an integral part of communication for the site, I felt it made more sense as an e-commerce site to be advertising shopping above their magazine and trending.

The second wireframe here illustrates the layout of the browsing section for the items. I stayed with the centred-design to draw the most attention on the images and the products, as this is what Net-A-Porter strongly promotes (the luxury and quality of their items). I used the existing toolbar on the left, and rather made the text larger underneath the images for the descriptions as currently they are difficult to read. I also would like to integrate on the website the use of a currency converter. This means Australian customers can view the website in AUD rather than Sterling Pounds.

The third wireframe is a detailed view of the product. I enlarged the size of the alternative views on the left to fit 3 instead of four images. This is easier on the eye and there was always a scrolling bar (the top and bottom arrows) to see the different views. This biggest issue with this in the first place was the text sizing. The designer, pricing and description was very small font (9 - 10pt) and difficult to read. Although the images were great quality and good sizing it often took a lot of time to go through the weighty descriptions. I think the best way to display them is in a dot-point form so that busy women can take a glance and not have to read through slabs of descriptive text to find out more details about the desired product. I couldn't get the scalloped effect from the toolbar, obviously I would like to integrate this as reading white on black text isn't very easy on the eyes. I also moved the facebook and 'Add to Wish List' tab further across to the right and made it a lot smaller so the description of the item didn't get lost.

image one
a.) Adele is scrolling through the products at net-a-porter, viewing the new stock and seeing what is new.
b.) She is trying to decide what product to purchase, but the images keep changing to an ‘outfit’ view wherever her mouse hovers. This is not always the product she is wanting and can often distract her from what she is looking at.

c.) Adele feels disorientated and confused; she would rather only see the different views when she selects them, not at the location of her mouse. She must now change her view to slide-show so that she can focus properly on the images and is a little irritated at wasting time. 

image two
a.) Natalie has selected a product she is potentially going to buy, and clicks into a more detailed description to find out more about the product that she likes and wants to purchase.
b.) She finds the layout of the detailed product quite cluttered and difficult to read. The editors notes about the size and fit are in a very small font. She must leave the computer and go look for her glasses to be able to find out more about the item. She finds the experience frustrating and time consuming, sifting through large sections of text to read about the item.

image three
a.) Sienna enters the website, it tells her upon her arrival which country she is from and welcomes her to the website.
b.) She is surprised to find that even though the GEOIP device recognises her location, it neglects to provide the pricing of the products in AU dollars for its international customers. Under each of the products is pricing appropriate for the UK.
c.) Sienna needs to employ the outside use of a currency converter to be able to establish an accurate pricing from the UK pound into AU dollars. She does not have a lot of time. She decides to come back to the website later.

(pictured left to right)  Natalie Spade, Adeline Lee

Net-A-Porter, “persona of target consumer”

Natalie Spade (Digital Marketing Manager)

Natalie is aged 41 living in New York, USA. Her occupation is a Digital Marketing Manager for a national advertising agency, earning an average of $100k or more per annum. Her ethnicity is Caucasian, and she is currently single with no children. Her former education was a Bachelor’s college degree in marketing from NYU in marketing. Her motivation for shopping at net-a-porter was that she did not have time to visit luxury boutiques to shop during her 70 hour working week. Her key entry point to the website was through a recommendation to visit the website from a friend who had seen it advertised in New York Magazine. She is computer-savvy and is competent with e-commerce websites and online purchasing. Natalie uses net-a-porter for pleasure to keep up to date with the latest fashions and to purchase apparel, accessories and shoes in a simple way. Her average spend is between $1,000 - $5,000 per transaction and she frequents the site on average, once a fortnight.    


Adeline Lee (Writer)

Adeline is aged 27 living in London, England. Her occupation is a Freelance Writer for biographical and fiction novels, earning anywhere between £60,000 - £100,000 per annum. Her ethnicity is Asian and she is married with two young children. Her former education is a Masters Degree in Comparative Literature from Oxford Graduate University. Her motivation for shopping at net-a-porter was to purchase international brands that were not sold in London. Her key entry point to the website was through a Jimmy Choo retail salesperson recommending that their products could be purchased online from this website. Adeline is comfortable with computers spending most of her time in front of a laptop writing, but chooses to make most of her purchases by phone through the VIP service for convenience and next-day delivery. Adeline shops at net-a-porter for the wide range of selection and to be able to spend more time with her children. Her average spend is between £3,000 - £15,000 and she frequents the service once every couple of months.

   

Sienna Mills (Student)

Sienna is aged 18 living in Perth, Australia. Her occupation is a part-time retail assistant earning an average of $7,000 per annum. Her ethnicity is Caucasian, she has a long-term boyfriend but no children. She is currently enrolled as high school student at Mercedes College completing her final year of schooling, year 12. Her motivation for shopping at net-a-porter was to look like her favourite actresses and musicians and wear the same designer clothing as them. Her key entry point to the website was seeing an advertisement in Vogue magazine. Sienna is new with e-commerce websites, only receiving her first credit card a few months ago and being unfamiliar with the standardised purchase procedures. Sienna looks at net-a-porter for inspiration and see who are the most popular and up-and-coming designers. Her average spend is $500 - $700 and she frequents the service once every few months.   

The content of the net-a-porter website is mostly dynamic. The basis of the environment is xhtml allowing constant updates of products and images. The main homepage consists of a static layout which is independent from whole of the website; this includes the logo and the toolbars (home, sign in, email updates, shopping bag). The website uses a geobased ip  (GEOIP) lookup to say ‘Welcome, you are in Australia’ and to track your location and personalise the experience. Net-a-porter also uses click tracking to follow the users searching patterns to view the most popular products and images in the search toolbar located in the top right hand side of the page. This would be useful for administration to track the most popular designers and products viewed on their page and to be able to refine marketing and target audiences.  Underneath this toolbar is a large image of the net-a-porter magazine, to click and view the magazine adobe flash is required and due to its restrictions (the compatibility issues and being unable to be used an on iPad) the website has a ‘magazine app’ for iPads and iPhones.

A large portion of the website comprises of images so the administrators are able to add and change products. On the left toolbar  the website uses javascript for its calendar feature. Viewing the products under the ‘What’s New’ or by ‘Designer’ tabs, html allows the product view to change as you hover over with image with the mouse. Net-a-porter uses the rollover image command to change images from the product itself to an image of the clothing on a figure. Once in a detailed view of the product the website uses jquery, a part of javascript to use an interactive function allowing viewers to see close-up details of the clothing. This interactive map avoids flash and is a good alternative to animation; it also has quicker performance and is better with all browsers and for users who do not have flash installed. On the left the website uses javascript to scroll through and see different views of the product. For some of the items, the website provides a video of a model wearing the clothing which can be viewed by clicking ‘play video’. Through flash the website shows the product in this short film, as well as using flash on their net-a-porter TV channel.  

Behind the scenes, the website uses search ignite to provide big management and predictive optimisation solutions to the net-a-porter advertisers. The database management of the website is processed through mysql enterprise, storing an index of products, images, descriptions, news articles and all other data from net-a-porter. This popular open source database is used for the database management. The cookies are also used to remember the sign in information and password from input forms.

Arriving at the net-a-porter homepage, the layout is simple and images are plenty. The minimalist style of the toolbar allows users to browse the e-commerce store by the tabs ‘what’s new, designers, boutiques, clothes, bags, shoes, accessories, magazines, gift or tv’. The homepage allows viewers to click most recent trends in sales (currently leather jackets) and to browse through their online magazine. The concept of net-a-porter is based on a pioneering idea about women and high-level fashion shopping. The experience is about convenience and a personalising shopping, allowing users globally to purchase designer clothing which may have previously been restricted. Founder, Natalie Massenet says “we have to be ready to reinvent ourselves because innovation is happening faster, fashion-wise, technologically, and in the way customers are living and behaving”.

The look of the controls once in the shop mimic an organiser, calendars of arrival dates appear, sortation categories appear to shop by colour, designer, price, clothing type. The interface is even adjustable to customers in the way they view their products (by slideshow, arranged together in an outfit, viewing runway videos). The standard view is a medium sized photo of a product with a brief description and price underneath. Hovering the mouse over this image shows the product on a model, and further clicking on the image allows the user to see multiple views of the item, as well as read editors notes, details and information about the size and fit.

The experience was pleasing, each process compliments the one which precedes it, gradually unravelling a story about the product they are selling. The interface is simple to navigate and the items are simple to purchase. The experience is similar to other online stores such as Victoria’s Secret, but pays more attention to detail (undoubtedly because of the high pricing point of their items). Purchasing the items follows the same format in terms of ‘signing in’ to an account, ‘shipping, payment and conformation of order’, these processes not being entirely interesting but rather entirely necessary from a logistical point of view. The website provides pure delight and excitement, reinventing designer shopping to be internet-ordered and delivered to your door.    

The experience is very much fantasy and the website creates a sense of voyeurism, in Australia customers do not generally have access to these products and would be unable to view them in a different setting. The escapism of the website is created through the prestige and the diversity of the products, allowing customers to be enthralled for hours searching through the site. It is also managed for those women who know what they want rather than browsing. The time spent and the experience of the website is dependent upon the users intention; those who cannot afford the products can linger tirelessly through the database admiring the aesthetics while a wealthy yet time-conscious working woman with 15 minutes to spare can experience the same joy with a fast purchase.          

about the business from the website and Vogue Magazine Australia, December 2010:

NET-A-PORTER.COM is the world's premier online luxury fashion retailer.

Our award-winning website, presented in the style of a fashion magazine, offers the style-savvy customer exactly what she wants - unprecedented access to the hottest looks of the season from international cutting-edge labels via worldwide express delivery. Since launching in June 2000, NET-A-PORTER has successfully established itself as a luxury brand, with impeccable packaging and unrivalled customer care. The pages of NET-A-PORTER feature high fashion editorial, updated weekly with new content and product, which is viewed by over 2.5 million women each month.

“The whole office is wired for sound and video. Everyone in the company here, in New York, and the distribution centres can see what’s selling, when, where, what the turnover is” In the offices positioned in the sight lines of every desk, they display a visual of Google Earth, and every time someone makes a purchase, a Net-A-Porter shopping bag pops up on the location. On the screen above, the shopper’s order is pictured, along with how much she spent, where she lives, and a running tally of the day’s takings”.

The nature of a ‘new environment’ in the workplace is multi-tasking at an unimaginable level. A typical form of working and communication in these environments clearly seem to digress from the idea of face-to-face correspondence.  It seems a bit ridiculous when I imagine my typical office-space, land-line phone, blackberry, laptop, desktop 30” lcd computer, drawing board, ipad, papers, printers. More times than not these are all being used at once. The clientele send requests through e-mails, the computer-aided-design programs rectifies my mess of a building plan whilst in the background the internet provides me with the ability to access anything I desire at a small price (unless of course I am close to free wifi).

The conversation remains similar among many, that is to say these types of new working and social environments mean you are no longer entirely ‘present in conversation’. Distractions are no longer lighting a cigarette, they are google, e-mails, itunes, e-commerce, youtube... has the new torrent been released on piratebay yet?. I’ll check my blackberry. The attention span of my generation (y) is arguably shorter than those that precede us and there becomes a larger social gap between the informed and those who are unable to access internet or refuse the technology.    

The types of ‘new environments’ created by e-commerce, twitter, eBay and sites such as ny magazine occur and update without any perceptible duration of time. They are instantaneous, which also correlates back to work life and the same expectation of things occurring in a particular instant. The essence of time seems to escape the thought of clientele, and ‘by tomorrow morning’ may be one of the most popular phrases in my old office. Patience is considered an unnecessary past-time when purchasing/downloading/googling is beyond a thought. Anticipation is dull, to bide one’s time is a sin.

Social life in these new environments consists of blackberry, e-mails, twitter, facebook.The positives of these technologically advanced new environments are that the internet is the epitome of discretion and anonymity. Nobody is personally aware of the products you are purchasing, the music you are listening to, the television series that you desire. It is a place for reinvention and marketing at ones pleasure.

Shall I reveal a little about myself? I'm in my late twenties in the midst of acquiring a Masters degree in Design. I live and grew up in Melbourne where I was working as an architect. I felt I was restricted in the environment I was in (it paid the bills, allowed me to acquire a substantial amount of savings in fact), but I wanted to create without the influence of my clientele and felt it time to move on.  I have most recently quit my job to pursue a property development project in an upcoming area of Montenegro. I thrive on new ventures and am elated at the fact I am moving. I'm ecstatic about the idea of a complete culture shock and change of scenery and hopefully this investment pays off.

My interests include Writing, Architecture, Wall street, Andy Warhol, Cristobal Balenciaga, Charles Saatchi, Lamborghini and Aston Martin.  Last night I was looking at careers for Burberry London in digital marketing (hence the title of the blog), perhaps this may be a direction I will head in my career. As for now my focus is on learning a new language and making sure my suitcase can fit all my precious belongings. In the meantime I think my awe with Christopher Bailey is just a distration to keep my mind away from my anticipation. 
 
I guess the rest about me will unravel as the blog rolls along.