OUGD601 - Practical Development (website analysis)

After receiving further feedback from the last peer review session, it was decided that the idea would focus primarily on the original idea. This would be to design the packaging of a subscription box, which gives customers the option to choose several fitness related products to receive by post on a monthly basis. Before beginning the design of the box, it would first be beneficial to go back to the research and understand how competitors would market their subscription box.

 Starting off the approach, I began by looking at the websites of the subscription box companies. The first that was analysed was LootCrate.com, a monthly merchandise subscription that focused on television, movie and gaming themes. The website itself was easy to navigate and included a simple sign up page, which featured images of the themes and descriptions of each loot crate.

One thing that particularly stood out was the way in which the website would market the merchandise as exclusive to LootCrate, making it more desirable to the customers. Collectable items that are not sold elsewhere can give the product more appeal and therefore attract more attention.

The drop down menus, made it easy to find certain games, films or other themes in a list. These names were also applied in their original logotypes and styles, making them more noticeable than using just one font.

 Clicking on one of the themes would take you to a page which showed examples of past merchandise, so that the customers can understand what to expect in their loot crates. This also showed the increased value of the items in comparison with the price customers would pay for subscribing.

Birchbox was a beauty and skin care product based box. This would include products such as make-up, moisturisers and everyday essentials. In terms of the design, the pink on white home page makes the website look as though it is immediately targeted at women. The feminine style, mixed with the images of women's products would make this approach noticeably exclusive to women.

What made this website unique, was the ability to personalise the subscription box you receive, as opposed to mystery boxes. This meant that the website included a step-by-step guide on how to get started with your subscriptions. Filling out a profile would allow Birchbox to understand what sort of person the customer is, what they look like and what products would best suit them.

The last option included in the guide, was to review the products sent to customers. This gives Birchbox the opportunity to understand the customer over time and what they would frequently enjoy being sent. The boxes would also give the option to receive either full sized products or samples, so that the customer can decide how much they will use.

Singles Swag, was a subscription service aimed at single mothers and women. The boxes would contain samples or full sized products, including organic beauty products, trending fashion accessories and crafted foods. In terms of the layout and style of the website, the approach seems to be less noticeably feminine than the previous. The limited colour palette of soft red, black and white allowed the images to better stand out and represent the brand.

 

 TruBrain was a monthly supplement subscription, which supplies its customers with powdered minerals and energy boosting drinks. These were made to look more health friendly and beneficial than say caffeine or energy soda drinks.

The design approach was particularly health orientated, with emphasis on greens and whites giving the website a more clean and healthy feel. Paired with rounded sans serif font throughout, the design was minimal with focus on images of the products. This includes the target audience, the products themselves and also workout routines to follow. Therefore, the website could show how its product is used, who by and how it will impact their fitness regime.