Report - Egeskov Slot

Egeskov Castle Project
Group 26
Group members:
Alexandra Gidar
Marilena Radovici
Liviu-Constantin Simion
Counselors:
Karen Malene Andreasen
Kristin Utne
Thomas Bøye Jessen
Marc Altfuldisch
Title page
Education:
Multimedia Design and Communication
College name:
Lillebaelt Academy of Higher Education
Title:
Final Exam Project - Egeskov Castle
2nd Semester
Hand in:06.06.2014
Project period:
12.052014 - 06.06.2014
Subjects:
Business, Communication, Visualisation and Interaction
Group number:26
Group members:
Alexandra Gidar
Marilena Radovici
Liviu-Constantin Simion
Counselors:Karen Malena Andreasen
Kristin Utne
Thomas Bøye Jessen
Marc Altfuldisch
Product:Project report
Design manual
Mobile website
Egeskov Castle:www.egeskov.dk
Project link:www.egeskov.mmd.eal.dk/group26
2
table of Content
Title page
Introduction
Thesis statement
Methods and tools
Business and Communication
Project risk measurement
Working method
Smart goals
SWOT Analysis for the group
SWOT Analysis for the project
TOWS Analysis
Porter’s 5 Forces
Market segmentation
Mission, Vision and Values
Budget and promotion
Target group
Persona
Marketing Mix / 7P
Visualization
Research
Process of development
Visual Identity
Final analysis
Star frame
AIDA for mobile website
Conclusion
Interaction
UX
Card Sorting
Database
Use Case Diagram
Development
Conclusion
Bibliography
Appendix
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Introduction
For this second semester final project we visited Egeskov Slot, a castle located in Kvaerndrup, south of Ringe, on Midtfyn, where a guide gave us a tour around the place, also giving
a small presentation on each part visited.
Our job as MMD students is to come up with an interactive idea for the castle’s visitors, so
that their visit will be pleasant, educational, fun and informative about the surroundings.
As far as our trip went, we noticed several places and factors that can be improved with the
help of multimedia implementations, thus making the visit more enjoyable and unique.
Every group member within this group brainstormed over the problems that we noticed,
and we came up with several ideas, such as:
1. A painting club in plain air, where people can pay a subscription for a period of time
and they can come and paint in the gardens of Egeskov.
2. QR codes for all the plants in the garden. Replacing the wooden poles and cardboard
plates containing the number of the plant with metal and glass frames which will be placed
in front of each plant, displaying a small plastic card on which a QR code can be found. The
information given by accessing the QR code is about the name of the plant, which you can
purchase it and several facts about the plant such as : temperature to be kept, season plant,
etc. And also will display images with the plant so that the visitor will be able to choose the
correct one.
3. Transparent display panel with a database containing dresses, costumes and armors
belonging to the castle. The users can go behind the display, their head will be visible
through the transparent display (or above), chose what dress or costume they want and
take picture.
In the end, we have chosen to work on a mobile website, by combining some of the ideas.
The application will contain:
* Basic information about the castle
* A map, so the visitors can find their way around easier, or get the fastest route to the
desired location
* A calendar for the activities that will take place at the castle
* A list with the plants that can be purchased from the castle, also implementing the idea
with the QR code
4
Thesis statement
* How can we make it easier for the visitors to access certain information about the castle
and the gardens whilst visiting the castle?
* How can the visitors get directions fast and easy?
* How can we promote Egeskov’s events easier?
* How can we provide an easier method regarding the selling/displaying information
about the castle’s plants?
All those can be accomplished with an user-friendly mobile website containing information about the castle, gardens and plants, a map and a calendar with the future events.
5
Methods and tools
The methods and tools used in this project are:
Field research – ‘Qualitative research is the method of choice when the research question requires an understanding of processes, events and relationships in the context of the
social and cultural situation.’1
Desk research – Qualitative research, the secondary type of research, where we just have
to look for the data, which already exists.2
SWOT Analysis3 – A tool which is used to analyze the strengths, weaknesses opportunities and threats within a project or a product.
TOWS Analysis4 – A tool used to develop strategies for minimizing the threats and weaknesses within a project by combining the strengths, weaknesses, opportunities and threats.
AIDAS5 – communication and design method used to analyze the attention, interest,
desire and action points within a product by a customer; method used to determine the
customer’s interest within a product.
Smart goals6 – a method used in order to identify the goals within a project.
Mission, vision and values7 – used to identify the tasks that are required to be done
within the project (to work according a client’s wishes in order to fulfill his mission, accomplish his vision and make use of his values).
Starframe analysis8 – design tool that helps with determining the trends, resources, situ1
Oxford Journals (Retrieved on 01.06.2014) - Qualitative Field Research http://www.oxfordjournals.org/our_journals/tropej/online/ce_ch14.pdf
2
Oxford Journals (Retrieved on 01.06.2014) - Qualitative Field Research http://www.oxfordjournals.org/our_journals/tropej/online/ce_ch14.pdf
3
Oxford Journals (Retrieved on 01.06.2014) - Qualitative Field Research http://www.oxfordjournals.org/our_journals/tropej/online/ce_ch14.pdf
4
MindTools (Retrieved on 01.06.2014) - Using the TOWS Matrix http://www.mindtools.com/pages/article/newSTR_89.htm
5
Tuts+ (Retrieved on 01.06.2014) - Employing AIDA Principles in Web Design http://webdesign.tutsplus.com/articles/employing-aida-principles-in-web-design--webdesign-6997
6
About.com (Retrieved on 01.06.2014) - The 5 Steps to Setting SMART Business Goals http://sbinformation.about.com/od/businessmanagemen1/a/businessgoals.htm
7
SmallBusinessNotes.com (Retrieved on 01.06.2014) - Mission, Values, Vision http://www.smallbusinessnotes.com/starting-a-business/mission-values-vision.html
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Lise Agerbak (Retrieved on 02.06.2014). Analysing the Visual Context of an Interactive Interface, Visual Topography
6
ation, aim, tradition and purpose within a product, to make the product be interesting in
the eyes of the desired target group.
Message design – design tool that helps with the communication to a destined target
group, a way to design the message so that it will reach the desired target audience.
Design rules – a procedure that will make the design of a product original and attractive
towards the target audience/customers/consumers.
Marketing mix9 – tool used to control the product’s price, promotion and placement in
order to make the product accessible and reasonable for the clients.
Market segmentation10 – a modality to define the target audience’s habits and demographics.
Porter’s five forces11 – model that is helpful for analyzing the profitability of a product
and build up the competitive strategy.
CRAP12 – design principle that helps with the design of a product (webpage etc).
Style tiles – a web design tool that helps defining a visual idea for a website.
Personas13 - “The purpose of personas is to create reliable and realistic representations of
your key audience segments for reference.”
Card sorting14 - “method used to help design or evaluate the information architecture of a
site.”
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Marketing Mixx (Retrieved on 02.06.2014) - Marketing mix - 7P’s of Marketing - http://marketingmixx.com/marketing-basics/102-marketing-mix-7ps-of-marketing.html
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Reference for Business (Retrieved on 03.06.2014) - Market segmentation - http://www.referenceforbusiness.com/small/Mail-Op/Market-Segmentation.html
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Marketing Teacher (Retrieved on 03.06.2014) - Five Forces Analysis - http://www.marketingteacher.com/five-forces-analysis/
12
DailyBlogTips (Retrieved on 03.06.2016) - C.R.A.P. - http://www.dailyblogtips.com/crapthefour-principles-of-sound-design/
13
usability.gov (Retrieved on 03.06.2014) - Personas - http://www.usability.gov/how-to-and-tools/
methods/personas.html
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usability (04.06.2014) - Card Sorting http://www.usability.gov/how-to-and-tools/methods/card-sorting.html
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Use case diagram15 - “named pieces of functionality (use cases ), the persons or things invoking the functionality (actors ), and possibly the elements responsible for implementing
the use cases (subjects ).”
Other programs used are: Adobe Photoshop and InDesign for the graphic part, and for
the development of the mobile website we used Dreamweaver and Notepad++. For website testing we used the online emulators from mobiletest.me.
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Dan Pilone, Neil Pitman - UML 2.0 is Nutshell (Pub Date: June 2005) – Chapter 7 – Use Case
Diagrams
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Business and Communication
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Project risk measurements
We made a risk analysis in order to evaluate the threats that can come up within this project
and found solutions to respond to them, if they will eventuate. This risk chart is important
for our project by helping us to overcome the threats.
The risk
Possibility Impact
1-5
1-5
2
3
Sickness will strike on
one of the group members
Communication issues 3
within the group – not
being able to express
our ideas out loud
4
Not understanding the 2
client’s goal and not
working according to
his wishes
5
Not finishing the proj- 3
ect on time
5
Skill pack insufficient 3
for the project requirements
Product not satisfac3
tory enough for the
client
4
5
Risk Value Response
PXI
6
Re-divide the tasks, so we
can cover up the work on
time
12
Encourage one another to
come up with a different
idea for the same issue – listen to every idea and write
it down as a work document
10
Go to every meeting with
the client and keep in touch
with them; also present our
idea clearly and listen/ take
into account the feedback
15
Respect the Gantt Chart
strictly and if problems
with being behind schedule
will appear, re-divide the
tasks and work on our free
tine
12
Improve skill pack by working on our free time
15
Keep in touch with supervisor teacher and client; ask
for advice, present every
detail of our idea
10
Working method
While working on this project, we used the Waterfall Method. The starting point was to
clearly define every step that has to be done, completing them one by one, until finishing
them completely, without retaking them and working on them again, unlike the Agile
Method, which consists on working bit by bit on every task, taking and retaking them until
they are complete and perfect. The Waterfall Method ensures the control in the time-limitation area – deadline, making use of the Gantt chart which is also provided in this project,
while the Agile Method’s purpose is to help creating a perfect product by testing and retesting it until it’s completely ready.
After receiving the project, participating in the field trip and understanding the requirements, we brainstormed over several ideas that fit the requirements, organized the tasks that
need to be completed, segmenting the work and dividing it between us within a time limit
(creating a Gantt chart) so that every requirement will be covered.
The next step is the research part – desk research, field research, interaction research and
visual research. We gathered the needed information, and then proceed with the next step,
which was finding a target group, finding the competitors and brainstorming over several
design ideas for our product.
After finding a suitable target group, finding the competitors and gathering the needed
research, we made the SWOT Analysis (internal and external), TOWS Analysis and the
Communication Plan, followed by the last step, which is creating the actual product.
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SMART Goals
Since our idea for this project is to create an mobile website that will provide the users
with information about the castle, upcoming events, an up-to-date mapping system and
an easier way to find the desired plants in order to purchase them, we made the Smart
goal strategy to determine several facts such as:
1. Specific
• Who is involved?
The workers of Egeskov Castle are involved along with the multimedia design students,
the Lillebaelt Academy (Multimedia design and communication part) and the target
group which is formed by family groups.
• What is the purpose of the project?
The purpose of the project is to create a multimedia solution that will represent the message ‘Egeskov, a living castle’
• Where will it happen?
On Egeskov ground, the place where the castle is situated.
• Which are the requirements and constrains of creating this project?
A detailed research part is needed, also a strong communication and business plan, along
with the concept of our idea (design included).
• Why?
To improve some parts around the castle, with multimedia technology.
2. Measurable
• How many finished products do we need?
A working prototype and a report.
• How much time will it take?
From 2 to 4 weeks.
3. Is this product/goal attainable?
We, the whole group, are sure that our goal for this project is attainable.
4. Is it realistic?
Considering our skills, we find this goal not only realistic, but also easy to accomplish.
5. Timey.
The project will be done and handed in on time.
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SWOT Analysis for the group
In order to better understand the high and low points within this project, we have made
this SWOT Analysis to evaluate our strengths, weaknesses, opportunities and threats as a
group.
Strengths:
Weaknesses:
1.
We come from the same country,
therefore it’s easy for us to communicate
with one another
2.
Every each of us is focusing on a
different subject, so we are able to cover
up all of them equally
3.
We live close to each other, so we
are able to work together and communicate easier
Opportunities:
1.
2.
1.
This could be the beginning of a
long lasting partnership in projects
2.
Have the chance to improve our
skills by the help of one another
3.
Build a strong friendship
First time working together as a group
We don’t know each other that well
Threats:
1.
Split the group up because of different
thinking methods
2.
Not finishing the project because relying too much on one another
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SWOT Analysis for the project
We have also made the SWOT Analysis for the project, to spot the strengths, weaknesses,
opportunities and threats within our idea/product.
Strengths:
Weaknesses:
•
The product will be free to download for every visitor
•
The mobile website will be user-friendly, so that our target group can
easily use it
•
Replacing old technology with new
technology (e.g. the mapping system,
plants codes) for simplifying some aspects
of the visit
•
The product gives the opportunity
for the visitors to easily keep track of the
upcoming events
•
A better solution to keep track of
the plant listing
Opportunities:
•
Some of the visitors might not be interested on spending their time on phones
while visiting the castle
•
The mobile website requires internet
in order to work
•
The castle is a museum, therefore
some people might consider that adding
new technology will only decrease the original beauty of the place
•
Attract more visitors, by improving
the informational system (mapping, events,
gardens, information)
•
Expand the plant marketing within
the castle
•
Selling plants will be easier than
before with the QR come implementation
•
Implement more multimedia technology in the future for a better guidance
and entertainment for the visitors
•
The product could be unused by the
old generation
•
The mobile website will not work if
internet services are down
Threats:
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TOWS Analysis
The TOWS Analysis is used for creating strategies in order to minimize the weak points
(weaknesses and threats) by combining them with the strong points (strengths and opportunities) and overcoming the wear parts of the project – finding responses to them.
S + O (MAXI + MAXI)
S + T (MAXI + mini)
•
S1, S2, S3, S4 + O1 = expand the
number of visitors because of the innovations provided
•
S5 + O2 = increase the castle’s profits by selling more plants (easier to sell
because of the innovation)
•
S4, S5 + t2 = the fact that the mobile website could be temporary down will
not affect the visitors in any way, since it’s
purpose of the website is to make the trip
pleasanter, not possible
•
S1, S2, S3 + t1 = the mobile website
doesn’t give a reason not to be used since
it’s doesn’t require payment for its offerings,
it is easy to use and most of the people
accept the idea of innovation in the technology matter
W + T (mini + mini)
W + O (mini + MAXI)
•
w2 + O3 = invest more time, staff
and money in internet providers/for internet accessibility
•
w1, w3 + t1 = according to our
research, there are more people that are accepting the innovations in the technology
and are more often using new applications
•
w2 + t2 = if the internet connection
is down and the mobile website will not
work, it won’t influence the visitor’s trip
(again we mention that the website is there
to make the visit easier and pleasanter, not
to make the trip possible)
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Porter’s 5 Forces
In order to see if the product will have that ‘click’ towards our target group, we have made
use of Porter’s 5 Forces tool, a tool which is helpful to determine where the power lies, so
that we can take advantage of the situation by improving its weaknesses.
1.
Supplier power:
In this case, the supplies power lies in the maintenance and development crew, the ones
who will work on the mobile website and updating it – Egeskov’s employees.
Another supplier is the internet company that will provide the internet services for the
workability of the application.
2.
Power of the customer:
Since the mobile website is free, the visitors do not have a power over it. It’s either they
want to use the product or not.
3.
Threat of new entrants:
The mobile website is designed exclusively for Egeskov, so the product is not on an
opened-market. There isn’t any possibility of a new entrant to overtake our product, only
if Egeskov agrees with replacing it.
4.
Threat of substitution:
It is possible for our target group to replace our product with other similar websites that
offer the same things that we do (e.g. google maps, the already existing flyers that can be
found at Egeskov which provide the map of the place, and even gathering the necessary
information from the gardeners if it comes to the plants).
5.
Competitive rivalry:
The only rivalries that Egeskov has are the other touristic places, where some of them have
similar product as ours. The competition between them is based on attracting more tourists annually, so every touristic destination tries to offer the best products and services to
their visitors.
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Market segmentation
The market segmentation is used for satisfying the needs of our target customers, by
understanding their needs according to their characteristics – it helps figuring out those
characteristics and identifying our target audience.
Demographics – since Egeskov is a touristic attraction, it is visited by:
•
People of both genders
•
People of all ages – from groups of kindergarten kids (5 years old) and group of
families to senior citizens (60 -70 years old)
•
Locals (occupants of Denmark)
•
Foreigners
•
People of all ethnics and races
•
People with a medium annually income mostly
•
Pensioners
Geographic:
•
Danes mostly, since Egeskov is situated in Denmark
•
People coming from neighboring countries with Denmark (Finland, Norway, Germany, etc)
•
People all over the globe with a passion for traveling and looking for new vistas/
places – not so many
Psychographics:
•
People for a passion towards art and history
•
People that enjoy spending time in natural surroundings
•
Plant/nature lovers
•
People with family traits that are looking to spend time with their families by visiting a touristic place
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Mission, Vision and Values
In order to come up with a product that will match our client’s desire, we have to take
knowledge of his mission, vision and values, which are:
Mission – attract many visitors to the castle by offering them a pleasant experience within
the visit and offer them a chance to get to know the history of the surroundings better
(educational purpose) by implementing multimedia technology.
Vision – to remain one of the best and most visited tourist attractions by keeping up with
today’s modern technology.
Values – commitment, reliability.
Our goal is to help our client fulfill his mission. For this, we have chosen to create a user-friendly mobile website that can be easily accessed and interacted with.
To help achieve our client’s vision, we are providing him with multimedia solutions regarding some of the things that we think that are representing an issue within the castle
(e.g. the mapping system, the plant tracking system, etc).
Our mission, vision and values within this project are:
Mission – create the desired product for the client.
Vision – reach our client’s expectations by finishing the product on time and providing
him with a good-quality product.
Values – efficiency, commitment.
We are creating a mobile website to offer the possibility for the Egeskov Castle’s visitors
of accessing information about the castle and the area more easily, thus providing a more
pleasant and educational trip for them and also for expanding the visit rate ( attract more
visitors).
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Budget and promotion
Why do we want to communicate to our target group? Because we came up with a solution
for offering Egeskov’s visitors a better time while visiting the castle – more accessible useful
informations.
What do we want to communicate? We want to communicate our message, which is
“Egeskov, a living castle”.
The easiest way to commercialize our product to our target group is by placing banners at
the entrance of the Castle, with QR codes that will let them access the mobile website, commercials on the official web page of Egeskov, promotional videos, flyers that will be handed
in also at the entrance (again, with the QR code that will let them access the application)
and even by WOM (word of mouth) from the guides.
In order to distribute our commercials, we have several suggestions:
•
Promotional videos – on places like www.youtube.com, www.Facebook.com (on
their facebook page https://www.facebook.com/pages/Egeskov/159189684129006), etc.
•
QR codes – in the main entrance at the castle, on the flyers that are already freely
given by the castle, etc.
•
Commercials on the official webpage
When estimating the cost of promoting our product, we have to take into account the following:
•
Printing prices for the flyers, banners (printing materials) – the same amount that
they use already for printing their flyers (only adding the QR code is necessary, with a specific commercial message)
•
For the online adds on popular websites (such as Facebook, Youtube, etc), the Egeskov
personnel can offer internships for students – this way the printed design, website and promotion video will be free and they will help the students with internship
•
Routers that will be placed around the castle in order to provide internet connection
•
Internet services
To conclude out financial estimate, the budget will be a minimum one.
Here is an estimative cost example, if Egeskov will choose to print their flyers from Printroom:
The usual size for a flyer is DL. The stock for the flyers are (for example) 115gsm Art Paper
– best type for flyers. The flyers can have one side or 2 sides (Full Color 2 sides). I have chosen 2 sides, since that is the prototype flyer that we took from Egeskov. The total cost also
depends on how many flyers (the ordered quantity) are they asking for, so let’s say 20.000
for starters. Then the total amount of money spend on the flyers is $ 725. 00, according to
Printroom -, 5,411.44 DKK16.
16
XE.com (Retrieved on 04.06.2014) http://www.xe.com/currencyconverter/convert/?Amount=725&From=EUR&To=DKK
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Target Group
Even though there are a large variety of people (persons of both genders, all ages and
nationalities) that are forming the main target visitors of Egeskov, we are focusing on a
specific target group – family groups. Since the castle is known to be as one of the main
tourist attractions in its area, it is now mostly visited by groups formed of families (children, parents and grandparents), school groups and foreigners.
And by saying family groups, we are not referring to kids, but to parents from 25 years to
35, them being the one that will use the application, all nationalities (Danes and foreigners). These family groups are usually formed by three of four individuals.
Since people of all ages and all nationalities are visiting, not only family groups, we have
chosen our second target audience to be groups formed by foreigners or foreigners alone,
since our product is offering informations about the castle in a variety of languages.
Our product is destined to everyone who owns a Smartphone and is capable of using it.
Here are three types of persona that might visit the Egeskov Castle:
Persona 1
Name: Vagn Mattiasen
Gender: male
Age: 35
Statute: married
Nationality: Danish citizen
Occupation: business development
manager
Interests: entrepreneurship, farming
Income: $81,198 DKK per year
Goal: Be promoted in his career
•
iPad mini
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Persona 2
Name: Inge Jens
Gender: Female
Age: 28
Statute: Married
Nationality: Danish citizen
Occupation: Nurse
Interests: sports, healthcare
Income: 22872 ± 4328 DKK monthly salary
Goal: change job to sport teacher
• iPhone 5 s
Persona 3
Name: Thomas Christiansen
Gender: Male
Age: 30
Statute: unmarried
Nationality: Danish citizen
Occupation: unemployed
Interests: computer science
Income: ~ 15.000 DKK monthly from
unemployment
Goal: find job in area of specialization
•
iPhone 5 c
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Marketing mix / 7P
The Marketing 7P’s is a rather useful tool when trying to control the internal and external
factors of a market environment, such as determination which product are you selling and
at what price, where to sell it (place), how to promote it, physical evidence, people and the
process that we are going through.
1. Product – a mobile website is more like a service to our customers, being developed as
a digital product. This product is made for Egeskov exclusively, sharing its brand name. In
order to benefit over this product’s functionality, the consumers need to own a Smartphone
or a Tablet. It is made in order to confer a better quality trip towards the visitors and it is
the right time to put it in use (the product).
2. Price – the product is free to use for our consumers.
3. Place (distribution) – the product’s QR code accessibility will be distributed inside of
Egeskov’s area. Internet services are required in order to use the product, the mobile website
taking place on the visitor’s Smartphone or Tablet (internet).
4. Promotion of the product – the product will be promoted through ads on social Medias
and popular websites, promotional videos, flyers and banners (the banners will be placed
inside of Egeskov, somewhere visible and the flyers are handed inside of Egeskov also).
5. Physical evidence – the physical evidence that ensures our clients that the product exists
is the place on which Egeskov is build –the physical place where our product is physically
promoted.
6. People – in this case, the already employees of Egeskov (guides, gardeners, personnel).
7. Process – the process of reaching our product by our clients is easy – scan the QR code
and receive the mobile website in order to use. The better traffic of internet is required, we
do not want to make our visitors wait in order to reach our product – they might get bored
and lose interest.
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Visualization
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Research
After the visit at the Egeskov castle, our client, at the first meeting of the group, each came
up with a idea of what we should do in this project. We decided that the idea of a mobile
website is the best option for this semester exam. So we combined several ideas from the
brainstorming session and our primal idea took shape. After the meeting with our coordinators teachers we decided to focus on something and cut some of the application pages.
Any deleted pages can be added later if necessary.
The purpose of our product is to make visitors return to castle, for Plants shop or to participate at the events organized here.
We search in iTunes to see some castles applications and what they offer. Many have audio
or written guide, interactive map, page events, and games:
(http://www.pinterest.com/chibrit13/castle/ )
We tried to find local competition, Fyn region, looking for their websites, if they have mobile applications and what pages we can find in Menu17.
17
Visitfyn (Retrieved on 02.06.2014) - Castles and manor houses on Funen http://www.visitfyn.com/ln-int/fyn/castles-and-manor-houses-funen
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We didnt find any application similar to ours. Nyborg castle has one, but not similar with
ours and another application for more castles made by DR2. This is all I found in competitors:
Nyborg Slot18
18
iTunes (Retrieved on 04.06.2014) - Nyborg Slot https://itunes.apple.com/us/app/nyborg-slot/id765365895?mt=8
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Danske slotte19
19
iTunes (Retrieved on 04.06.2014) - Danske slotte https://itunes.apple.com/dk/podcast/danske-slotte/id452679640?mt=2
26
Process of development
Because we chose to make just a mobile website for our client, without re-branding, we
thought it would be better to use the design elements from the castle brand book to keep
the client identity.
27
We sketched out a few ideas to get a beginning image of what we want to accomplish:
According to a study made by Egeskov, the most used mobile phones by the visitors are
iPhone 5
28
Wireframing – based on Egeskov study, our prototype it will be done for iPhone 5 resolution and size:
“iPhone 5 display resolution is 1136 x 640 pixels. Measuring 4 inches diagonally, the new
touch screen has an aspect ratio of 16:9 and is branded a Retina display with 326 ppi (pixels per inch).”20
After more research we discovered that the iPhone 5 screen resolution is actually 320x568,
but the pixel resolution is 640x1136.21 22
20
iPhoneFAQ (Retrieved on 04.06.2014) - What is the iPhone 5 screen resolution / size? http://www.iphonefaq.org/archives/972165
21
Screen Sizes (Retrieved on 04.06.2014) - Smartphones - http://screensiz.es/phone
22
MobileTest.me (Retrieved on 04.06.2014) - Apple iPhone 5 emulator http://mobiletest.me/iphone_5_emulator
29
Initially we have in mind an audio guide, but after the meeting with our coordinator teachers we decided to focus on the plants list and cut the audio Guide. It can be added later at
the require of the clients. Plants of the castle are one of the main attractions, many of them
can be bought from the castle entrance, where is the Plants shop. When we presented the
idea to our client they were very interested in such a list, with all plants can be found in
shop. They want to use also on site.
These changes for initial ideas have brought some major changes in our application until
we reached the present form:
The applications menu included more information. We wanted to fit the color scale of the
flyer which suited us perfectly, as it reminds the castle gardens. We tried many variations of
background color and typography :
30
Then we tried to keep the format of the flyer with white flag on the left. We tried to turn the
white flag in Menu bar and we look where would be better to place the logo of the castle.
And we found the white flag the best place for logo and we can have it in all the pages.
To compose better screen’s restricted space we had several attempts to place and size the
white flag on the left. Finally the white flag became the location for the logo. We have chosen to place the white flag over the up band , in this way occupy less screen’s space and used
a dead space.
31
Each page has gone through several changes
Language setting - at first meeting with the client one of the problems that signaled was a
lack of guides for Chinese tourists , which are of the most numerous. Our application will
have the option to set the language and it was an audio guide that we gave up for now.
32
Map - We wanted to use the sign’s map from castle’s yard to not confuse the visitor that
use the application and can see also the panels. Our first idea of the map solution was an
interactive map that shows you how to get from point A to B and the current location.
But we tried to narrow the product on a specific thing for Egeskov castle. We modified
the map and the menu. In this way map becomes a small menu guide and eliminate audio
guide. When you select one of the locations a window will open and you can read information about that location, of course in the language you have selected.
33
Events - a list of the castle events which has the option to receive notifications when an
castle event has a few days to start. On this page is a link to the Ekeskov castle official
website which has a more detailed description of events.
34
Plants list – Our teachers saw it as the idea that we must base our application. The client
was very excited to have a list of plants that can be bought from the castle store and especially about their identification. With our list, plants can be identified by name or picture. We
want, for the future, to add a QR code to each plant that can be scanned and the visitors can
receive information about the plant. To create the design for Plants list we searched different
ways of presenting plants23:
This page has gone also to through several phases:
23http://www.pinterest.com/chibrit13/castle/
35
An important part in the development process is inspiration. Discussions, search on the
internet for competitors and other similar mobile applications led to the idea of this mobile
website. As for design we ware inspired by the flyer we received from the castle.
36
Visual Identity
Because our idea is just an application it does not change the brand, we wanted to integrate
the application in the current visual identity. So we used already existing elements and logo
from the Egeskov castle brand book.
In our research and development we paid attention to all the 6 elements that compound
the visual system hexagon: typography, colors, tone of voice, graphical elements, logo and
imagery.
Colors: Green is the dominant color of our application as well in the castle courtyard. It’s
the color that makes you think of grass, leaves, forest, is a calm color, eye relaxing.
We used a white window to contrast with the dark green background. In order not to be a
brutal contrast to offend the eye, we gave 60% transparency to white. Like that the eye does
not perceive it as a white spot but as a curtain through which can sees deeper into the space.
Color: #012213;
CMYK: C81 - M55 - Y77 - K77
RGB: R1 - G34 - B19
Name: #ffffff
CMYK: C0 - M0 - Y0 - K0
RGB: R255 - G255 - B255
37
Typography - Because we could not find the exact font from the Egeskov castle brand book
we tried to find something that matches with the logo’s font:
Adobe Garamond Pro
QwEertyuiopasdfghjklzxcvbnm
Centaur
QwEertyuiopasdfghjklzxcvbnm
38
Harrington
QwEertyuiopasdfghjklzxcvbnm
Georgia
QwEertyuiopasdfghjklzxcvbnm
Gabriola
QwEertyuiopasdfghjklzxcvbnm
High Tower txt
QwEertyuiopasdfghjklzxcvbnm
39
Imagery
We used as a background the texture image from Egeskov castle’s brand book that looks
like a painting detail. The gold transpires through green nuances give a precious feeling that
perfectly suits for a castle.
Only for the first page we choose to have a picture with the Egeskov castle because is a
presentation page and a image with such a beautiful castle always will keep the visitor interested. In our research to make the Plants list in images we gathered many pictures for
each plant and we try to choose the right ones for our list. The right picture must have good
detail because is a description photo, it must be recognized according whit this picture.
40
Graphical elements
Icons - we had to search suitable icons for our application. Apart from that usual icons we
all can recognize, we had to find something for our Plants list, for options that give you the
opportunity to see the list in images or in names.
Icons in mobile application must be intuitive as it replaces writing so we choose the following symbols:
Home page
Map page
Plants list page
Plants list - images
Plants list - name list
first option
Was replace by this
because it was confused with the option
of photo camera
We choose this one
because it looks closer
to a list than the first
one.
Events page
Information symbol
41
We used the white flag from the Egeskov castle Brand book in the left of the screen as a
location for logo. Is a graphic element which suits our theme very good and give a touch of
personality to our application.
Logo
We keep the current Logo, like we mention earlier we don’t want to make a re-branding.
Tone of voice
We want to maintain an air of tranquility and calm, and the thrill of visiting a place full of
history and glamour. Chosen color scale and the texture from background helps us in this
regard.
42
Final analysis
For the analysis of our application we used the Design Principles and the Star Frame Analysis.
The Design Principles we used in order to see if our application fits into the main rules of
design, which determines how successful a design may be.
Contrast The up and down bar are dark green to create and they are losing in the
background texture. But the windows and the buttons are white to have in primary plan all
the important things. This strong contrast dark-bright has the propriety that makes all dark
goes in back and all bright come in front.
Repetition The white flag with logo and the navigation icons are placed in the same
location in all the different pages. On the header the only thing that changes is the body
content. This is what unifies the application in something compact.
Alignments to have clarity in our application we try to create a very simple composition. In every page we have the buttons down in the bar, the withe flag whit the logo in
the left. In every page where we have information, list, map, we create a white window that
is the background for this. These white windows are transparent and always permit to see
the green texture through and near them. The eye will have the impression can see deep in
space like a window with curtains.
Proximit The connection between the elements of our application are good because
we have a small space good organized with the buttons on every page. And the logo is there
too to keep in mind the name and the location of a beautiful castle. The navigation on our
application is easy intuitive.
43
Star frame
By using the Star frame analysis (created by Lise Agerbaek; H.Philipsen; B.K.Walther) we
can evaluated all the factors that have an influence on our design.24
“These six points will make it easier for the designer of an interactive interface to find solutions to being a successful “communication organizer” – and to find out what can have been
the reason for a particular type of communication to have been arranged as it is.”25
Purpose After the visitor install the application will open the first page where he can see the
castle in background and a window with all languages available and all 4 buttons for each
page. The image with this beautiful castle is first motivation to be curious about the rest of
menu. An unusual icon used for the plants list is another interested element. Plants list and
Events page must make our user to make a visit at the castle.
Aim This application has minimum information about the Egeskov castle, but is a connection with the website. On 2 on our pages we have the link to the official website where can
be found all the information the visitors want. Plants list page is advertising for the plants
shop, all who is interested to buy plants can see here want plants can found at Egeskov castle. And Events page a promotion for all castle events. We need to give the visitors a reason
to come back to castle.
24
Lise Agerbaek; H.Philipsen B.K.Walther (2010) - Designing New Media, Learning Communication and Innovation - 1st edition - Authors and Academica, Aarhus
25
Visual Topography – Analysing the Visual Context of an Interactive Interface by Lise Agerbćk
44
Resources Ours application is just a prototype made by students. Our resources are: time,
knowledge, some skills in different domains and a good communication between us. Teachers supported us and gave us information about what we need.
Tradition We keep the tradition with the castle image on the first page and a Map page.
In our research we see many of other castles application has on the first page a picture with
castle and a Map page.
Situation The application is made for visitors with an iPhone. They can use our application
at castle for direction and information or from any other location if they are interested on
plants. The Event page is a castle events calendar whit a notification option.
Trend; Motive26. We was inspire from this new looks and we used the white windows with
transparency at 60% to tick the eye.
26
AWWWARDS.com (Retrieved on 04.06.2014) - The Ultimate Trends for UI Inspiration http://awwwards.com/the-ultimate-trends-for-ui-inspiration-animated-concepts-menus-svg-graphicsand-more.html
45
AIDA for application
Attention - The picture with Egeskov castle from the front page is the principal motive that
makes the user to give all attention to the application. They will be curios to discover what
story wants to tell this application.
Interest - Language setting is an opportunity to make more users interested. The map page
will show entire domain whit all the opportunities.
Desire - The user will want to click on the Plants list icon because he can’t imagine what
is behind this symbol. On events page the user find all the castle events and information
about this.
Action - With our plants list we make the users to come to Egeskov castle to buy plants and
visit the gardens and on the Events page they will receive notification when one event’s date
is close.
Conclusion
We create a primary application with only 4 pages. Our goal is not to re-brand Egeskov
castle, but is a possibility to promote the castle, the plants store, the events and the website.
We use for our application Egeskov brand book to keep the current visual identity.
In the future more option and pages can be added at this application. Our suggestion:
-
A voice guide for each language
-
A QR code for each plant
-
An invitation at the castle events between app users or on the social sites
46
Interaction
47
UX
The user experience helps the developers understand better what the target group thinks of
the website and the content of it. In our case, a mobile website.
For that we used card sorting before designing and coding our product.
Card Sorting
We got cards with the navigation menu, added a card for the logo, one for the title, a card
for image and one for the content. We asked 3 persons located in our target group range to
arrange the cards in an order that makes them feel the most comfortable with the position of
every card. We didn’t allow them to add more sections, making this a closed card sorting27.
From the results we found out that the logo should be on the upper-left side, next to it coming the title. Bellow that an image, and under it or on the bottom of it the content should
be placed. The navigation menu will be placed on the bottom, in line.
27
usability (04.06.2014) - Card Sorting http://www.usability.gov/how-to-and-tools/methods/card-sorting.html
48
Database
For an easier management of the data contained in the mobile website, a database is useful.
Like that an admin can create, read, update and delete the desired information. The normal
users can only read it.
Use Case Diagram
Use Case Diagrams are the ways to capturing the system functionality and the requirements
in UML. “Use case diagrams consist of named pieces of functionality (use cases ), the persons or things invoking the functionality (actors ), and possibly the elements responsible for
implementing the use cases (subjects ). “28
We created a Use Case Diagram showing what a normal user can access, and what an administrator is able to do.
28
Dan Pilone, Neil Pitman - UML 2.0 is Nutshell (Pub Date: June 2005) – Chapter 7 – Use Case
Diagrams
49
A normal user can only read the displayed information from the database, but an administrator can read the information, but also can insert new information in the database, can
update the existing data, or even delete information. For that, specific web pages will be
created.
50
Development
Based on our research, we started the development of the product.
For the development of this mobile web solution, we used front-end development29, as well
as back-end development30.
The front-end was done using programming languages such as HTML5, CSS3 and JavaScript.
-
HTML
“HTML5 is the latest standard for HTML.”31
HTML5 is defined by the <!DOCTYPE html> declaration. Using HTML5 we developed
the main structure of the mobile web solution.
-
CSS
In order to give some style to the HTML, we used Cascade Style Sheets (CSS).
“CSS3 has been split into “modules”. It contains the “old CSS specification” (which has
been split into smaller pieces). In addition, new modules are added.”32
The most important CSS3 module we used is the background:
{
background-image: url(“img/i5bg.png”);
background-repeat: no-repeat;
}
The “background-image” property has the “url” value that calls the “i5gb.png” image to be
placed as the image from the background of the specific declaration.
29
The Guardian (Retrieved on 03.06.2014) - What is front-end development? http://www.theguardian.com/help/insideguardian/2009/sep/28/blogpost
30
Manning Digital (Retrieved on 03.06.2014) - Difference between Front-End Development and
Back-End Development http://manningdigital.com/blog/2014/01/23/difference-between-front-end-and-back-end-development
31
w3schools (Retrieved on 03.06.2014) - HTML5 Introduction http://www.w3schools.com/html/html5_intro.asp
32
w3schools (Retrieved on 03.06.2014) - CSS3 Introduction http://www.w3schools.com/css/css3_intro.asp
51
Also with CSS3 we added the media queries, in order to make our mobile web solution
compatible with more than 1 device.
In the research phase we discovered that Egeskov visitors are using mostly iPads, followed
by the iPhone 5.
After more research on those top-used devices, we discovered that iPhone 5 screen resolution is 320x568 pixels33, and iPad mini has a 768x1024 pixels34 resolution.
Since we decided to focus on the mobile phones, and the most used mobile phones by the
Egeskov’s visitors are iPhone 5, we made the basic style development for the iPhone 5 at a
320x568 resolution uploaded in the main css:
<link rel=”stylesheet” href=”iPhone5.css” type=”text/css” />
33
MobileTest (Retrieved on 04.06.2014) - Apple iPhone 5 emulator http://mobiletest.me/iphone_5_emulator
34
Screen Sizes (Retrieved on 04.06.2014) - Tablet screen sizes - http://screensiz.es/tablet
52
Because the most used devices are iPads, we also decided to emerge towards that and develop our mobile web for iPad mini. So when an iPad with a width of 768 pixels is used, a
secondary css is loaded:
<link rel=”stylesheet” href=”iPadmini.css” type=”text/css” media=”screen and (min-width:
768px)” />
This CSS gives a different style to the HTML, if a min-width of 768px is present:
@media screen and (min-width: 768px) { ... }
Based on our card-sorting results35, we decided to place the navigation menu on the bottom, displayed in list:
.nav li { display: inline; }
35
Appendix 3 – Card sorting
53
-
JavaScript
Since “JavaScript is the programming language of the Web” and “all modern HTML pages
are using JavaScript”36, we decided to use it also.
We used JavaScript for the plant images slideshows. Each plant from the list should have a
personal page with a description, information about the medical use and, if there is the case,
the culinary use information.
$(function() {
$(“#slideshow > div:gt(0)”).hide();
setInterval(function() {
$(‘#slideshow > div:first’)
.fadeOut(1000)
.next()
.fadeIn(1000)
.end()
.appendTo(‘#slideshow’);
}, 6000);
});
The slideshow has an setInterval of 6000, which means that every image will be displayed
for 6 seconds (6000 milliseconds). The fadeOut 1000 tells the present image to disappear in
a 1 second interval, followed by next which tells the next image in line to fadeIn and appear
in the same 1 second interval.
36
w3schools (Retrieved on 04.06.2014) – JavaScript Tutorial - http://www.w3schools.com/js/default.asp
54
The back-end part consists in the usage of SQL37 database and PHP38 coding. We used
MySQP database system, because “is the most popular database system used with PHP”39.
For our product, we connected the events page to the database.
In order to connect the mobile website to the database, we opened a connection to the SQL
server using PHP:
<?php$dbc=mysqli_connect(“localhost”, “simi0058.mmd.eal”, “hest7477”, “simi0058_mmd_
eal_dk”); ?>
In here we gave the $dbc variable40 the command to connect to the local database (mysqli_
connect) using a user (simi0058.mmd.eal) and a password (hest7477), and access a specific
database name (simi0058_mmd_eal_dk).
Next we needed to retrieve data from the database and display it on our web page. For that
we created the $query variable and gave it the command to SELECT data stored in the domains named “EventId”, “Date” and “Details” FROM the “egeskov” table, and ORDER it
by “EventId”. In order to display that amount of selected data, we use the echo41 statement
in a while42 loop, because the while loop executes a block of code.
<? while($row = mysqli_fetch_array($data)) {
echo “<tr>”;
echo “<td class=’td1’>” . $row [“EventID”] . “.” . “</td>”;
echo “<td class=’td2’>” . $row [“Date”] . “</td>”;
echo “<td class=’td1’>” . “ - “ . “</td>”;
echo “<td class=’td3’>” . $row [“Details”] . “</td>”;
echo “</tr>”;
mysqli_close($dbc);
} ?>
At the end we closed the connection to the database using the “mysqli_close($dbc);” function.
37
w3schools (Retrieved on 04.06.2014) – SQL Tutorials - http://www.w3schools.com/sql/sql_intro.asp
38
w3schools (Retrieved on 04.06.2014) – PHP 5 Introduction http://www.w3schools.com/php/php_intro.asp
39
w3schools (Retrieved on 04.06.2014) – PHP MySQL Introduction http://www.w3schools.com/php/php_mysql_intro.asp
40
w3schools (Retrieved on 04.06.2014) – PHP 5 Variables http://www.w3schools.com/php/php_variables.asp
41
w3schools (Retrieved on 04.06.2014) – PHP 5 echo and print Statements http://www.w3schools.com/php/php_echo_print.asp
42
w3schools (Retrieved on 04.06.2014) – PHP 5 while Loops http://www.w3schools.com/php/php_looping.asp
55
In order to give the administrator the possibility to create data in the database directly
from the mobile web, we created a page called “insert.php” that contains a post form.
This page was linked to the “inserted.php” page that contains the php code responsible for
connecting and inserting the desired data in the database.
<?php$sql=”INSERT INTO egeskov (EventId, Date, Details)
VALUES (‘$EventId’, ‘$Date’, ‘$Details’)”; ?>
For that we gave the $sql variable the command to INSERT INTO43 “egeskov” table – in
the “EventId”, “Date” and “Details” domains, the VALUES of the data inserted by the administrator in the post form.
43
w3schools (Retrieved on 04.06.2014) – PHP MySQL Insert Into http://www.w3schools.com/php/php_mysql_insert.asp
56
After the insert, we moved forward to the UPDATE44 part, where the administrator can
update a specific tuple (line of data – row in the table), by selecting the EventId of the desired row. This was coded like in the insert part. An “update.php” page containing the form,
where the administrator enters the desired EventId and the information he wants to update
for the next fields;
followed by the “updated.php” page that executed the connection to the database and the
php code that updates the database with the inserted information from the form.
<?php$sql=”UPDATE egeskov SET Date=’$Date’, Details=’$Details’
WHERE EventId=’$EventId’”; ?>
44
w3schools (Retrieved on 04.06.2014) – PHP MySQL Update http://www.w3schools.com/php/php_mysql_update.asp
57
In the end, we got to the DELETE45 part, where we gave the administrator the possibility
to delete an event from the list. Like previously, we created a “delete.php” page with a form
containing a field for the “EventId”.
After he inserts the id, will be directed to the “deleted.php” page that contains the php code
responsible for that command:
<?php $sql=”DELETE FROM egeskov WHERE EventID=’$EventId’”; ?>
In here, the $sql variable is given the command to delete data from the “egeskov” table, data
which have the “EventId” inserted by the administrator in the delete form.
45
w3schools (retrieved on 04.06.2014) – PHP MySQL Delete http://www.w3schools.com/php/php_mysql_delete.asp
58
To make it easier to access the Create, Update, Delete pages, we made an admin page that
contains a menu for all those pages. For an easier understanding, we kept the link to the
admin page visible, but normally it would be hidden from normal users.
Conclusion
After this amazing second semester, we succeeded to learn how to use methods and tools
like UX, Card Sorting, Use Case Diagrams, we learned how to connect Databases with
PHP to the web pages created with HTML and styled with CSS, and even more. All these
helped us developing our product for the Egeskov Castle: a mobile web solution for their
visitors, which allows them to access information in real time on their mobile phones or
tablets, checking castle information, the map, the plant list, and the following events information. More than that, the our client, Egeskov, can have administrator access to the
database directly through the mobile website in order to insert new events information,
to update the existing ones or to delete events from the database – fact that will delete the
events from the list displayed on the events page.
59
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60
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32. w3schools (Retrieved on 04.06.2014) – PHP MySQL Insert Into http://www.w3schools.com/php/php_mysql_insert.asp
33. w3schools (Retrieved on 04.06.2014) – PHP MySQL Update http://www.w3schools.com/php/php_mysql_update.asp
34. w3schools (retrieved on 04.06.2014) – OHO MySQL Delete http://www.w3schools.com/php/php_mysql_delete.asp
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Appendix
Appendix 1 - Consensus paper
Consensus paper
Project title: Egeskov – 2nd semester exam, Year: 2014
Group names: Liviu C. Simion, Alexandra Gidar, Marilena Radovici
Consensus on the group work:
1) Responsibilities
1.1 Team manager : Marilena Radovici
1.2 Interaction : Liviu C. Simion, Comunication/Bussines : Alexandra Gidar,
Visualization/Design: Marilena Radovici
2) Decision making process rules : discussion
3) Work in project rules
3.1 We communicate on Facebook messenger , phone, Skype
3.2 We meet at school or we make a Skype conference
3.3 We must announce if one of us can’t be present if we have a group meeting
3.4 We check our e-mails/sms everyday
3.5 For all of us time is important
We agree to work together after the rules.
Liviu C. Simion
Alexandra Gidar
Marilena Radovici
Gidar
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Appendix 2 - Gantt chart
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Appendix 3 - Card sorting
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