Blog Topic #11: Web Critique and Analysis

#1 - http://carrotcreative.com

1. What are the communication objectives of the site? Is there one purpose that is primary?

Communication objectives of the site are to let the viewer know how cutting edge they are and to sample their work in a manner that is cohesive with their designs/campaigns. Their primary purpose is to get you to want to use their services.

2. Who is the target audience for the site? Is there an audience who the site excludes?

The target audience appears to be large, well established companies that have a very technically savvy demographic. Smaller companies, less established companies could feel excluded from this site.

3. What is your rationale for believing the communication objectives and audience are what you claim?

My rational on the target audience is supported by the fact that they portfolio some of the largest household names on their site. Though it is impressive, I believe it could also appear intimidating to a company that is not in the same league.

4. What is the aesthetic look and feel of the site? Why do you suppose the designer choose this look and feel?

I think the look and feel of the site is very trendy and cutting edge and gives the audience a very good feel for the type of work they do as a company. I do believe this was intentional in the design.

5. Does the look and feel support the communications objectives? Why or why not?

Yes. Not only do you see samples of the work they do for different companies, the site is also a strong example of the scope and quality the work they do. The site acts as an additional piece of their portfolio.

6. Does the site have a theme?

The theme seems to be earthy nostalgia meets the internet age.

7. How do the design elements (composition, use of color, choice of fonts/typographic design, use of graphics and photos, textures, animation, sound, interactivity, video, etc.) function to reveal the themes and objectives of the site?

They achieved this theme by using a wood grain background and throwing in some really earthy elements like dirt and seed packets (which also complimenting their logo) and adding some nostalgia by using graphics that represent old newsprint and aged photos. I think by using the nostalgic elements, they are trying to say "hey, even though we are a new age company using a lot of cutting edge media, we want you to know we are down to earth and well established and you can trust us".

8. How are principles of design such as harmony (repetition, consistency, pattern, rhythm, unity); variety (contrast, differentiation, elaboration); balance (symmetrical, asymmetrical, radial); movement (sense of movement, direction, rhythm); dominance (focus and emphasis, sense of hierarchy); and economy (cleanliness, clarity, ease of understanding, purity) applied to reveal the themes and objectives of the site?

I think the one thing the site may lack in design is harmony, other than in theme. Maybe it is a little busy for me. Each page works differently, so the consistency is not there. On the other hand it is a good sampling of creativity. There is a lot of movement which I think adds a lot to the overall design and site interaction, it makes it fun and friendly.

9. Are the design elements and principles appropriately applied? Does the design complement (or compete with) the communication objectives? Why or why not?

Yes, I believe the design elements and principals are appropriately applied. I think for the most part the design complements the design objective, but again I fell like it is a little too busy. Especially on the services page and how the sub-categories open.

10. How is information structured on the site? What is the site's basic information architecture? How are files and categories organized? Does the site apply a naming convention?

They used a structural naming convention for the CSS classes and ID's by applying names that applied to what the ID's and element are not where.

11. What is the site's navigational scheme and structure? Is the site easy to navigate? Do you ever get lost or confused? Does the interface present information clearly? Does the interface allow for a logical flow of information?

For the most part the site is very easy to navigate. Again, it gets a little busy in the services section. I find the information in this section to also be a bit overwhelming. It lot my interest. Yes, the interface does allow for a logical flow of information.

12. Can you easily accomplish any tasks that you might want to accomplish on the site? If yes, how did the site make it easy or obvious? If no, what got in your way?

I found one glitch (I think). When I was on the staff page, I clicked to one of the boxes that said "YOU" and it took me to the Careers page, but when I tried to get back to the About section, the link didn't work. Other than that I found all the information easy to find and enjoyable to read.

13. What technologies (HTML, Flash, Javascript, CSS, XML, ASP, PHP, Shockwave, CGI forms, streaming (or progressive downloading) video or audio, etc.) does that site utilize? Does it utilize web technologies effectively?

Yes, the web technologies was used effectively. They use HTML, CSS, Flash, and Javascript.

14. Can you discover any incompatibility problems with the site for people using different browsers, platforms, screen sizes, fonts, modem speeds, etc.?

I used 2 different browsers and didn't find and incompatibility problems other than it did seem to take a little longer to load in Firefox vs. IE.

15. Is there anything unique about the site and sets it apart from other sites and/or competitors? Are there special features that the site employs?

I think it is the sites creativity that makes the site stand out above other sites and the humorous edge that is used as well. You can tell they dio serious work, but don't take themselves too seriously.

16. How do you suppose the site markets itself? Does it do anything to drive traffic to itself (such as viral marketing) and/or provide reasons for return visitors?

They have links to alternate company sites that would keep people coming back, i.e. blog, links to social media and a page for people wanting a job with the company.

17. What is your overall impression and assessment of the site? Does the site accomplish it's objectives? Can you think of design ideas or solutions that would be interesting or more effective alternatives?

Overall I love the site, the look, the imagery, the navigation, the creativity, and the humor.


Blog Topic #11: Web Critique and Analysis

#2 - http://chipotle.com

1. What are the communication objectives of the site? Is there one purpose that is primary?

The main objective for the site is for consumers to order their food online.

2. Who is the target audience for the site? Is there an audience who the site excludes?

The target would be web savvy customers who are comfortable with ordering online. Also consumers who are looking for ways to improve time management.

3. What is your rationale for believing the communication objectives and audience are what you claim?

The site is simple and easy to navigate and makes ordering very convenient. However, many (older) consumers are not as comfortable with the online ordering process.

4. What is the aesthetic look and feel of the site? Why do you suppose the designer choose this look and feel?

The look and feel is simple, interactive, informative and fun. Very easy to navigate. I believe they chose the look and feel they did as speaks well to the wants and needs of the target audience.

5. Does the look and feel support the communications objectives? Why or why not?

Yes, very much so. It is trendy, and very interactive and informative along the order process.

6. Does the site have a theme?

Yes, it centers around their healthy focus, logo and ingredients.

7. How do the design elements (composition, use of color, choice of fonts/typographic design, use of graphics and photos, textures, animation, sound, interactivity, video, etc.) function to reveal the themes and objectives of the site?

The colors are simple and crisp and the typography is fun. The graphics are mostly all interactive and have a lot of sounds linked to them. This add another layer of fun to the ordering process.

8. How are principles of design such as harmony (repetition, consistency, pattern, rhythm, unity); variety (contrast, differentiation, elaboration); balance (symmetrical, asymmetrical, radial); movement (sense of movement, direction, rhythm); dominance (focus and emphasis, sense of hierarchy); and economy (cleanliness, clarity, ease of understanding, purity) applied to reveal the themes and objectives of the site?

They are consistent with carrying out the theme throughout the site as well as the interactive graphics and sounds. The interactive nature of the graphic elements add a lot of movement to the site and help to navigate the user.

9. Are the design elements and principles appropriately applied? Does the design complement (or compete with) the communication objectives? Why or why not?

I think all of the above elements strongly compliment the communication adjectives of the site. The objective is to have consumers place orders. It is so fun and easy that the experience is satisfying and the consumer is likely to want to use it again.

10. How is information structured on the site? What is the site's basic information architecture? How are files and categories organized? Does the site apply a naming convention?

They used a structural naming convention for the CSS classes and ID's by applying names that applied to what the ID's and element are, not where.

11. What is the site's navigational scheme and structure? Is the site easy to navigate? Do you ever get lost or confused? Does the interface present information clearly? Does the interface allow for a logical flow of information?

Yes, the site is easy to navigate. It is difficult to get lost in their structure. The information is presented very clearly and logically.

12. Can you easily accomplish any tasks that you might want to accomplish on the site? If yes, how did the site make it easy or obvious? If no, what got in your way?

Again the main objective is ordering, that is very clear from the time you open the site and it is clear how to start your order. If you were going to the site to learn more about the company or the menu, etc. You may be a little stumped at first. You need to know to click on the logo to get a drop down or randomly click around until you find it.


13. What technologies (HTML, Flash, Javascript, CSS, XML, ASP, PHP, Shockwave, CGI forms, streaming (or progressive downloading) video or audio, etc.) does that site utilize? Does it utilize web technologies effectively?

Yes, the web technologies were used effectively. They use HTML, CSS, Flash, and Javascript.

14. Can you discover any incompatibility problems with the site for people using different browsers, platforms, screen sizes, fonts, modem speeds, etc.?

I used 2 different browsers and didn't find and incompatibility problems.

15. Is there anything unique about the site and sets it apart from other sites and/or competitors? Are there special features that the site employs?

I think it is the sites creativity and interactive elements that makes the site stand out above other sites and the humorous edge that is used as well.

16. How do you suppose the site markets itself? Does it do anything to drive traffic to itself (such as viral marketing) and/or provide reasons for return visitors?

It was a little hard to find, but they have a section that lets you sign up to receive emails about special events and openings. They also have some fun downloads that might draw visitors back and an iPhone application for ordering online.

17. What is your overall impression and assessment of the site? Does the site accomplish it's objectives? Can you think of design ideas or solutions that would be interesting or more effective alternatives?

I have always loved this site and was excited when I saw it on the list to critique. I really think it a one of a kind.