Planning

Planning my design

User Flow - prototypical user on site - this means how do they complete a task?

• The user starts on the homepage
• From the homepage they click on the category button

• The user starts on the homepage
• From the homepage they can click on the different category buttons. For example they can click or hover with the cursor on the 'about' button, 'our antiques' button, 'contact' button or 'find us' button. 
• If they click on the 'about' button, a drop-down menu will appear offering two other sub-categories. The sub-categories offered are 'Our Story' or 'Our Values'.
• If they click on the 'Our Story' button, the user will be directed to the 'Our Story' section of the 'about' page.
• If they click on the 'Our Values' button, the user will be directed to the 'Our Values' part of the 'about' page.

• If the user hovers their cursor over the 'Our Antiques' button, a drop-down menu will appear offering two sub-categories. These sub-categories are 'style' or 'photos'
• If they click on the 'style' button , the user will be directed to the 'style' part of the 'our antiques' page.
• If they click on the 'photo' button, the user will be directed to the 'photo' part of the 'our antiques' page.

• If the user hovers their cursor over the 'Contact' button, a drop-down menu will appear offering two sub-categories. These sub-categories are 'social media' 'email and phone'.
• If they click on the 'social media' button, the user will be directed to the 'social media' section of the 'contact page'.
• If they click on the 'email and phone' button the user will be directed to the 'email and phone' part of the 'contact page'.

• If the user clicks on the 'Find Us' button they will be directed to the 'find us' page.

• If the user wants to get back to where they started (the homepage) they can click on the 'Oak House Antiques' loo to get back to the homepage.

Page designs

Creating my user flow and finalising my page designs has really helped be to begin creating my website. I now have a clear guide to work from, so I can effectively create my clients website. At times it was difficult to know how I wanted my website to look, but I kept referring back to my research, and the sites I previously looked at to ensure I am putting across the style I intended.

Target user/audience

Who is your actual customer of your site? 
(Representation)

Demographic of visitor to my website?

Age:
Gender:
Race:
Ethnicity:
Income:
Job:

Statistics - geographically - census

Originally the target user for my websites was going to be people from all countries, in particular USA, UK/ Europe. However as my antique business was located in Snettisham near Hunstanton I decided that it would be more effective and beneficial to the business if there target users were around the area were the antique shop was located - so therefore I decided that my target user would be from the Hunstanton area.

The total population of Hunstanton which is an area near where the antiques are sold is 8528.  The reason I have chosen the age range of 40 to 65 that the website "Target Marketing" did research into antique demographics and said that most of the people looking at collecting and buying antiques are 40 and above. This means that to get an approximate estimation of how many people are in this age range in Hunstanton, we have to add up the 40-49 age group of 794, the 50-59 age group of 1138 and the 60-69 years age range of 1581. This means the total amount of people in the target age range is 3513. This means that 41 percent of the population in Hunstanton is in the target age range.

In terms of the gender the website ( "Target Marketing" ) that its evenly split between males and females in terms buying and searching for antiques and collectables. There is a total of 3959 males and 4569 females. This means that females makes up 53.6% of Hunstanton population and males 46.4% of the population.

In terms of income the  target income for antique sites tends to be way above minimum wage according to target marketing article so therefore the people in the recommended user group will have high paid jobs such as managerial positions. According to this article, 22.96% of people in Norfolk (the country in which Hunstanton is located) are in the grade AB range. The AB range is a social grade that includes higher & intermediate managerial, administrative, professional occupations - these occupations all have a high income well above minimum wage.

In terms of race and ethnicity the majority of people in Hunstanton are white and British  and stereo typically in the UK they tend to be the wealthier than the other races so therefore they have more disposable income to spend on antiques. The target income tends to be way above minimum wage according to target marketing article so therefore the people in the recommended user group will have high paid jobs such as in medical professions and land owners with lots of disposable income.

To conclude their is about 41 percent of the population in Hunstanton are in the recommended user group. As on average 18.49% of the population of Norfolk are in the AB social grade I can minus this figure from the 41 percent of the population in the Hunstanton that are in the target age group. This means there is around 22.51% of the population in Hunstanton are target website users for my site.

The reason my website will appeal to my recommended user group is that it shows high quality antiques and collectables such as type writers like other high end website such as Bonham's which have the same recommended user group. Its also easy to navigate which will be good for the older people in my age group, that struggle to use the internet and websites.