Design Rationale Document
Name: Tsai Min Yi (n9368221)
Target Audience: 29 & Under
Bill Smith
Gender: Male
Age: 27
Status: In a relationship Occupation: Employed full-time for 3 years at an IT company as an engineer, just started establishing his career with stable progression
•
Facebook
• Possibly getting married or moving in with girlfriend in a year
• Increasing responsibilities about managing finances – potential first home, credit card bills
• Living in a rented share house with university friends. Thinking of moving out.
• Neglecting the importance of superannuation
• Loves photography
Gender: Female
Age: 23
Status: Single
Occupation: Soon to graduate
Samantha Jones university student
• Busy with social life, outgoing
• Thinking about future career
• Looking for a job (part-time or full time)
• Thinking about getting her first car
• Travelling and enjoying themselves is a high priority
• Favourite Apps: Tumblr, Instagram, Snapchat
• Influenced by social trends
• Barely has any idea how superannuation works and can benefit her
• Bad at managing finances and saving, such as
credit card bills.
Tech Savvy – Favourite sites: Reddit,
#Personas
Minimalist Design Style:
To design for a superannuation e-magazine website which focuses on delivering targetted content, the use of a current popular design trend appeals to the youngest target audience group while focusing on a clean, matured and less fancy design and more on content.
Benefits of Minimalism in
Websites and Apps:
– It is designed around the content, which allows target audience group to focus on the content only.
– It works well in responsive environments. There are fewer elements to shrink and stretch in the coding process.
– Faster loading time due to lesser information
– It is a timeless design and it stand
out against all the other design clutter.
Responsive Web Design:
Became incredibly popular in recent years due to the rise of mobile internet usage. It appeals to tech-savvy target audience group who are familiar with functional mobile-friendly site.
User-centred Content/Headlines/Images:
Content that resonates or relates to the lifestyle
and interests of the target age group and specific personas attracts their attention and facilitates more viewership on articles.
Dominant visual & Imagery Web Design Trend:
Dominance links directly to contrast. Dominant visuals include an image, block of text or responsive videos. Large header images engage more with users and illustrate messages that the content is trying to send. Natural and real photography resonates with people and appeals to photographers, travelers, Instagram and Tumblr users like the personas.
Responsive images are defined using percentages.
Typography:
The common usage in most minimalist design is sans serif typography with clean lines and simple strokes.
Space:
Minimalism is built on space and element breathability is a must. Each element in the design must have room to stand on its own in the design.
Contrast:
Black and white schemes creates a lot of contrast between elements to highlight the content. The use of yin and yang concept pairs opposing elements – Minimal text with large images or open space and a single element.
Organisation:
Grid and card design forms the roots of minimalism with the use of lines and rectangles. Lines impact how users feel about the design. A grid will keeps the design organised and harmonious.
User-centered User-Interface:
A reddit/tumblr style blockquote-
reply interface in the discussion forum pages targets at young adults who are familiar with social media sites. A sense of familiarity in user interface allows a better user experience.
Responsive Design Wireframes: use of