Pimp My Tee "You design it, we Pimp it."

CONTENTS Messaging Recap Personas Recap Information Architecture Wireframes Creative Big Idea Mood Boards Creative Executions 2

MESSAGING RECAP Overview: At Fourth and South Street in Philadelphia, Pimp My Tee opened in April of 2009, offering a unique retail experience for T-shirt wearers of all ages, races, genders and sizes. Brand Challenges: The main challenge Pimp My Tee faces is its lack of awareness in the online custom clothing. On top of that, Pimp my tee lacks interactivity and a presents outside of Philadelphia. Position & Strategy: To create a user friendly online community that will be the first choice for anyone looking to stand out, stay fresh and fly. 3

Web page

PERSONAS RECAP Brian “B-Boy” Peters Gotta find a bomb outfit, needs to be one of a kind Dances as a hobby Sneaker collector Plays videogames Goes to parties “Philles All Day” Williams Needs a new Phillies tee before the game Watches baseball regularly Goes to the Phillies games whenever she can Likes custom Phillies gear

Brian “B-Boy” Peters –What He Wants: Gotta find a bomb outfit for this party this weekend…Gotta b extra sick and one of a kind. –What We Want: To have a consistent returning customer, who is happy with having his own line of one of a kind tees. Jane “Philles All Day” Williams –What She Wants: Ready for a Phillies game…needs another Phillies Tee before she goes. –What We Want: Quick sale and a good price that will keep her loyal to Pimp my tee. 6

TACTICS AND SUCCESS MEASURES Tatics Create a one of a kind presence –In and outside of the store –One that will connect with their users –Returning customers will become eligible for deals and discounts –Members can also create content and be rewarded when their content is used 7 Success Measures Pimp My Tee must keep their customers loyal  Users must come back to Pimp my Tee  Achievable by guaranteeing them a one of a kind custom shirt  Minutes per view is key  Too complex of a site, the less items ordered

INFORMATION ARCHITECTURE 8

Home page wire frame 9

PIMP MYTEECOMMUNITYWIREFRAME 10

Persona #2 Jane “Philles All Day” Williams “Ready for this Phillies game…maybe I’ll get another Phillies Tee before I go” Age: 24 Occupation: Daily News Education: College Grad Student Personal Info: Watches baseball regularly Goes to the Phillies games whenever she can Likes custom Phillies gear Online Behavior Spends about hours online per week Likes to post pictures of the games she goes to on Facebook Likes to tweet while at the games Avid social media user

Persona #1 Brian “B-Boy” Peters “Gotta find a bomb outfit for this party this weekend…Gotta b extra sick and one of a kind” Age: 19 Occupation:Retail Education: College Student Personal Info: Dances as a hobby Sneaker collector Plays videogames Goes to parties Online Behavior: Spends atleast 4-5 hours online a day Has a blog about dancing and sneakers Spends a good amount of time on social networks Likes looking for latest sneakers and clothes

Spreadshirt Continued.. Design: -Unflashy and a lot of copy. Categorized well for navigation purposes.

Spreadshirt Pros: –Well organized site for easy navigation guidance. –Target audience is separated for identifying user specifics better. Cons: - No good visual data.

Art History 101 The purpose of this website is to allow the consumer to order and design their own custom shirts. All the links and pages work and transitions between them are smooth. The site is very usable, the user can see all they need by the tabs provided on the home page. Online Shipping and Social Media are their main tactics. Pros: Simple and Online Shopping. Also have a store located in Philadelphia. Cons: Can’t custom design online and no account memberships

cheesesteakTees The purpose of this website is to allow the consumer to rep their local pride. All links and tabs work properly. And have a variety of functions and options to meet consumer needs. The site ‘s usability is very because they are able to explore the different functions with ease. The main tactics are social media, free online shipping, orders over $50 and an account membership or sign-ups. Pros: Online Shipping, Local oriented, account membership and a local store down the block from Pimp My Tee. Cons: don’t customize shirts and are limited to local icons and trademarks on clothing.

Self Analysis Purpose: –To give our target’s luxury of designing their own tee behind their own ideas. Analysis: - We want to make our website as easy as possible to navigate through. Our touchpoints for our website will evolve around color, style, fashion, and latest trends exposed all around the homepage to enhance the users creative mind for customizing their own personal tee. We want to change our site depending on the hottest topics, and we want to follow blogs on facebook and twitter to understand our user audience. We feel that navigation and visual data of our products on the site is important for user loyalty.

Persona We want our user online type to be very socially sound and involved in social media websites. Creative minds and fashion savvy individuals will be a particular target for us. We want to target moderate flashy people that like to stand out in crowds.

Strategy and Positioning We would like the site to project “a cool place to get your clothing customized” We would like to highlight how trendy and fashion forward it is Emphasis on originality and individuality

Site Objective Building online awareness –Working with people who reach out using social media sites Creating relationships with customers outside of Philly

Measures of Success Pimp My Tee must keep their customers loyal –Users must come back to Pimp My Tee Achievable by guaranteeing them a one of a kind custom shirt Minutes per view is key Too complex of a site, the less items are ordered

Tactics Create a one of a kind presence –In and outside of the store –One that will connect with their users –Returning customers will become eligible for deals and discounts –Members can also create content and be rewarded when their content is used

Online Behavior -Teenagers to Middle Age Adults Socially popular websites(facebook/twitter). -google, yahoo, youtube, etc. (an our or two) -Our touchpoint is to make the user feel like their creativity comes to life with fashion. -No because our primary users are computer savvy individuals who are interested in fashion and fall into our broad target audience.

Information Architecture 24

Content Outline Homepage –Navigation Links About Us Contact Us Artists Become a Member “Whip It Up” “Pimp It Out” Webpage changes with the seasons Social Media links –Twitter –Facebook –Tumblr Weekly featured Tee-shirt Limited

Content Outline About Us –Company Overview –What the company is trying to achieve –Mission statement

Content Outline Contact Us –Address –Phone number –Business Hours

Content Outline Artists –Names and bios about the artists at the store –Interests and specialties about each artist –Links for each artist to galleries and individual websites that showcase their art

Content Outline Become A Member –Member sign-up –Features and benefits –Interaction Comments Photos Blogs –Exclusive updates, prizes, etc.

Content Outline “Whip It Up” –User generated ideas for T-shirts –Users can upload their inspiration for T-shirts

Content Outline “Pimp It Out” –Uses can create their own T-shirts –Full Customization –Different T-shirt cuts and styles –Able to upload their own photo to add to their T-shirt

Messaging Opportunity: –Pimp my tee can open a global connection to there unique apparel. Strategy : –This can be accomplished by verbalizing the technical needs of their website. –Must meet the expectations of the client.

Messaging Continued.. Allows clients to visualize how many individual parts of a concept will harmonize early on –The pimp my tee website must Open up discussions allowing us to perform at our best as a creative website Allow the user to make necessary changes quick and easy.

Creative Executions Home Page- trends, social media, news

Sub-Level Member page

36 Pimp it out Fully customizable website with in store presence

37 Whip It Up Interactive art board, comments and ratings on the top rated designs with social media compatibility

Big Ideas Allow the consumer to rep their local pride, nation wide. Variety of functions and options to meet consumer needs. Social media, free online shipping, orders over $50 and an account membership or sign-ups. –Online Shipping, Local oriented, account membership and a local store down the block from Pimp My Tee.

Insight ”Build a business, not a website" Pimp my tees key to online success – first articulating your goals – ensuring your online presence is specifically targeted to deliver the results you expect. Attract New Customers Promoting Your Brand While Enhancing Your Brand Image Increasing Customer Loyalty and Engagement Providing Superior Customer Service and Communications

Mood Boards Superior Customer Service and Communications –Help your customers to communicate, engage and ultimately identify themselves with your brand through website tools, user communities, online support, and by providing them with comprehensive and timely company information

41 Mood Boards cont. Customer Loyalty and Engagement –Enhanced, usable, and pleasing site experience generates greater user satisfaction, while the right online features and tools significantly increase your customer engagement