Design Process

Empathize
Define
Ideate
Prototype
Test

Lack of Traffic

While Focus05 has a strong clientele base of boomer. Focus05 focus on attracting millennials. However, the current advertisement is not attract the amount of attention desired.

Demographic Research

Millennials

Millennials


Behavioral Characteristics
Millennials embrace and align themselves with technology. More than twice as many millennials as non-millennials use a mobile device to research products and services. Millennials are a social generation; they socialize while consuming. Millennials consume food, beverages, services, products, and media in groups. They collaborate and cooperate with each other and, when possible, with brands. Millennials have a positive, community-oriented ‘’teamwork” mindset. When Millennials dine out, they’re often in search of something exotic, adventuresome, memorable, or new to explore during their dining experience. Millennials are passionate about their own values and the values of companies they do business with.

Purchase Intent
Millennials rely on social media to share content with their peers, promote the things they love, and get closer to their favorite brands. Over 55% of Millennial purchases are online, and this includes dining. Millennials make up almost 60% of mobile shoppers. They are 2.5 times more likely to be influenced by social media or a mobile app. Millennials stay up to date on brands via social media. They are influenced heavily in their purchasing decisions by social media. 95% of millennials believe their friends are the most credible source of product information. They are much more influenced by social media, influencers, and word of mouth than by TV or radio ads. 75% say corporate ethics is more important than profits. Over 90% are influenced by sustainability.

  • Millennial Birth Years: 1980 to 2000

  • Current Age: Early/Mid-Twenties to Mid-Forties

  • Other Nicknames:  Gen Y, Gen Me, Gen We, Echo Boomers

  • Generation Size: 75 million

  • Media Consumption
    95% still watch TV, but Netflix edges out traditional cable as the preferred provider. Cord-cutting in favor of streaming services is the popular choice. This generation is extremely comfortable with mobile devices, but 32% will still use a computer for purchases. They typically have multiple social media accounts.

  • Banking Habits
     Millennials have less brand loyalty than previous generations. They prefer to shop products and features first and have little patience for inefficient or poor service. Because of this, Millennials place their trust in brands with superior product history such as Apple and Google. They seek digital tools to help manage their debt and see their banks as transactional as opposed to relational.

  • Shaping Events
    The Great Recession, the technological explosion of the internet and social media, and 9/11

Boomers

Word of Mouth From Anyone
Boomers will follow purchasing advice from just about anyone. There does not need to be a personal relationship. Boomers need only to hear positive reaction to persuade them.

Traditional Media
Boomers prefer traditional media outlets to receive information. They depend on television and radio, as well as local newspapers and magazines.

Closed Social Circles
Boomers prefer to keep their communication circles closed. Though they will take purchasing advice from just about anyone, they will only give purchasing advice to immediate social circles, mostly  consisting of friends and family.

Barely Connected
Connected, but not tech-savvy. Boomers are active on social media, but only to socialize with friends and family. They do not provide authorship on social media and are not comfortable shopping online. They prefer to make reservations and ask questions via telephone.

Highly Trusting
Boomers have great trust in traditional  media. They typically don’t use public transportation, so they do not relate to ambient advertising on public transportation. They are particularly trusting of local advertising in newspapers and magazines, but do not engage with products or services online.

Moderate Concern
Baby Boomers are not particularly concerned with social or environmental issues as much as they are concerned about personal values. They do not seek brands that align with values.

Advertisement Style

Use of Type
Millennials overwhelmingly prefer sans serif fonts. Type size can be small, but traditional hierarchy is preferred. Experimental scaling is widely accepted.
Image and Color
Millennials prefer ads that are image-heavy and text-light, with a concept defined by images. Very little text is preferred, but images must make connections to generational values and expectations. Color is vibrant, bold, and sometimes aggressive. They prefer to engage in all activities in groups, so images should reflect this.
Layout
Plenty of white space (areas of a composition that do not contain content) is preferred. Informational hierarchy can be experimental/postmodern, but typographic hierarchy should be clear.
Use of Type
Baby boomers prefer larger, clear serif fonts with large x-height (distance between the baseline and an imaginary line that connects lower case letter), and a traditional, conservative visual posture.
Image and Color
Baby boomers strongly engage with text; they expect text-heavy ads. They don’t relate well to images depicting large group activity, action, or adventure. Images must be directly related to the subject. Color preferences are very conservative consisting of traditional hues that are not fully saturated or vibrant.
Layout
Very traditional hierarchy is expected. Images should work with text, but should not act as the main concept. Multiple images or image grids are accepted.

Mood Board

Mind Map

Prototype Phase 1

Prototype Phase 2