RESEARCH BOOK

LAURA EATON
FM2022
iLiv BRAND RESEARCH
iLiv are a home furnishing company. Their brand
consists of fabrics and home furnishings. They also
have collections of stock that have been designed to
coordinate one another to a specific theme. The aim
of this project is to design and develop an app/service
that will coincide the iLiv brand. iLiv would like to
increase the number of their products sold and
improve the way they sell their products.
Their brand focuses around bringing out the designer
in the customer. Their products are coordinated and
they offer ready made services assisting the customer
to design their perfect room setting. The brand pride
themselves on making interior design more fun,
inspirational and easier by giving the shopper a
helping hand to choose the perfect combination of
home ware pieces.
The brand do not directly sell their stock from their
own stores, their brand is primarily a concession
amongst other retailers. This could be seen as an
issue to buyers and is instantly an area of the
business that could be made easy to encourage
customers to shop at the brand.

I am going to focus on researching into primary and
secondary sources and also assessing other brands
to help me create the ultimate app/service to deliver
to iLiv a new and innovative way of helping them sell
their products.
iLiv BRAND RESEARCH

The iLiv website offers the customer to view through their collections. This includes fabric that can be bought in bulk, home
furnishings including cushions, curtains, bedding, rugs, rugs, throws, wall art and wallpaper it is the ultimate on stop shop to
furnish a house. The site gives the user the option to filter their search down to their personal preferences from colour, design
type, fabric type and collection. This aids the customer to help coordinate their desired purchases to match one another.
iLiv BRAND RESEARCH
When the user selects an item they are keen on, it shows
them alternative items in different styles also broadening the
amount of products they view. If the customer wants to
purchase the item they are directed to a page that directs
them to a location finder to direct them to the nearest store
that stocks the merchandise. The site also offers the user to
add the item to their scrapbook which could aid the user to
build their home and view the overall look before making a
purchase.
This makes me think; is it not too much hassled having to go
to different suppliers if they do not stock all the merchandise
they want to buy, is there an easier way the customer can
view the items all together in their home before making
journeys to buy acquire their desired purchases?
iLiv BRAND RESEARCH
I have looked into a few of the brands that stock the iliv brand to gather an idea of their market level. The price of their
merchandise is high end high street. The merchandise is more expensive than some and cheaper than others. The price of
their stock could put a shopper off, especially due to they may not be directly able to purchase all the stock they are after from
one direct source. THE WHOLE ISSUSE WITH THIS LIMITATION OF THE BRAND IS MAKING ME THINK OF a solution
that will allow potential shoppers to view their desired products in their home before they set off on a venture to different
stores to gather the goods.
iLiv BRAND RESEARCH
The images above show the iLiv brand in the retail environment. The brands image is communicated well throughout. The
brand have developed a strong identity that has been communicated throughout different stores. The brand image is
something that I need to communicate through the product/service I am going to create for the brand so that it is a
recognizable element.
iLiv BRAND RESEARCH
The iLiv brand only have accounts with twitter and facebook
for their social media platforms. The amount of followers
they have on these sites isnt substantial either. They have
1565 likes on their facebook pages and only 336 followers
on twitter. Although it isnt the lack of content they are
posting that is the issues, in fact the posts on the sites are
attractive, visual and informative.

Once I have assessed the market and found a gap for a
desired app/service that represents the iLiv brand, this could
be a contributing factor to helping them gain an audience on
social media sites. The lack of the existing audience could
be down to the type of customer. Maybe the brand attract
customers who are targeted by different methods of
promotion such as magazines, show houses, applications.
iLiv BRAND RESEARCH
iLiv offer the viewers of their site an insight in to their
world via a blog. The blog is updated regularly with the
latest news/updates and style advice. The blog is also
linked up with their facebook and twitter accounts. Due to
their lack of following on social media sites, it makes me
wonder how many people are actually viewing the blog.
When planning my service/product, I want to involve the
use of social media to help raise awareness for the brand
and attract more custom.

Promotion is going to be the trickiest obstacle to
overcome. Social media is a key form of promotion. It is
quick, visual, effective and can reach a large amount of
people quickly. I want to devise A way of enticing
shoppers to the brand on social media sites. This could be
achieved by linking up the product/service I am going to
create with the sites.

Due to iLiv trading through individual businesses, it is
going to be a struggle to advertise the word of the new
product/service. I need to think of promotional techniques
that will tempt shoppers in and catch their eye and
furthermore; make the product/service a desirable
element they would want in their lives.
The customer
The iLiv brand established their customer as a woman aged 40-60. The brand describe their customer as well-off with a
passion for interior design. They said their customers usually have children that have flown the nest and have more free time
on their hands. But not enough free time to coordinate interiors their self which is why iLiv offer a range of coordinating items
as well as a made-to-measure service to help satisfy their shoppers.
iLiv BRAND RESEARCH
I have taken features from the iLiv website to help me establish a brand image. The colour scheme is consistent throughout
and the same three fonts are used; a formal and informal one. This helps give the brand a formative stance but also makes it
appear approachable and friendly. I am going to take on board iLivs brand image and communicate it through the
product/service I am eventually going to create.
iLiv BRAND RESEARCH
STRENGHS

The iliv brand offer great quality products
They are on trend
They offer coordinating items
They supply made-to-measure products
They offer the shopper a free catalogue to be delivered to
their home
They offer a scrapbook service on their site for users to
keep their favorite items stored
The stores that stock iLiv merchandise are spread all over
giving the brand easy access


WEAKNESSES

The brand do not directly sell from their site
The brand does not a singular site that stocks all their
merchandise
The brand only uses two social media platforms
They appear to have an insignificant following
They do not offer any unique products/services
Their brand does not have a usp
Competitors
Is there a space for anything new? Has it already been
done?
OPPORTUNITIES

to broaden their following on social media sites
Create a product/service to be desired
Make the shopping experience easier for the shopper
Raise awareness
Creating a product/service that will truly satisfy the
customer
THREATS

Competitors
There are many other home ware brands offering more
than iliv
Raising awareness
Testing the new product/service

COMPETITORS
LAURA ASHLEY

Laura Ashley is alike the iLiv brand in terms of they offer great
quality products of similar styles and prices. Although Laura
Ashley have their own independent stores which they trade from.
Not only do they operate across more social platforms than iLiv,
they also have a significant higher numbers of followers. Their
brand image is strong and has a country house feel to it. Their
image is communicated well across all types of media. This
creates a recognisable feature to the brand and is something the
customers can relate to.
I want to know why Laura Ashley has gained a more substantial
amount of followers across their social media. I believe social
media a great tool when promoting a product/brand. This is an
area iLiv is lacking in.
COMPETITORS
JOHN LEWIS

John Lewis is also one on iLivs competitors. It offers the same products
at a similar price range. The brand operates online, in-store and by
catalogue giving it easy access for customers. They offer a wide range of
products making them a one stop shop. The brand is currently
celebrating 150 years of trading. They have a mass amount of following
on social media sites. The have a strong image and the consistent brand
image spread across their online media signifies a strong team behind
broadcasting the brand. Their 150
th
birthday and substanital amount of
following highlights the relationship they have built up with their
customers. This element makes it hard for customers to shop else where
once they have found a brand that they trust and can rely on to supply
them with good quality goods at competitive prices.
COMPETITORS
MARKS & SPENCER

Marks and Spencer are again alike the other competitors when it comes to the quality, price and products. They have a strong
image and a large following across all six of their social media sites. The brand is popular amongst the high street and can be
seen as high end high street due to the price of their products. Its known for its quality and is popular with older women, alike
iLiv. Their image is strong with use of the grey and green colours which customers can identify and relate with.
SECONDARY RESEARCH
SECONDARY RESEARCH
SECONDARY RESEARCH
SECONDARY RESEARCH
What have I found?

The buying for the home online survey highlights that people browse online for the best deal for their money and for ideas and
inspiration. The survey shows that people prefer to buy household textures and furniture in-store rather than online. This
makes me think, is there a way the online experience can be adapted to make the shopper happy to shop online. The survey
shown that Amazon was the most popular site to shop online for home ware goods. I am going to asses the Amazon site and
see if I can establish why it attracts the most custom.

Research performed by Mintel highlights the estimated growth for home ware purchases in the next five years. The predict it
will perform strongly helped by the number of growth in the number of homes in the UK, expanding numbers of 25-34s,
improving consumer and by more people opting to trade up for better quality. This relates to potential growth within the iLiv
brand as there is a an upcoming demand for good quality produce. The market is dominated by high volumes of low priced
goods but it is predicted that people are going to begin trading up for better quality and style. Companies are beginning to add
innovative design touches. The main sector shoppers are spending on home ware is on house hold textiles including made-to-
measure services which relates to the iLiv brand, giving it a gap in the market to satisfy customer and widen their client base.
There is a lower activity amongst consumers buying goods online and in-store in department stores. Most items bought in-
store involve shops including supermarkets, discount shops and Argos. This could be down to impulse purchasing due to its
low price. House hold linens is the most popular home ware purchase amongst shoppers with 77% of ABs buying home ware
in the last 12 months. Again this highlights the target customer.

I have also assessed consumer behavior when buying online. Retail sales in the UK reached 28.9 billion in 2012 with
suspected continuous growth. Looking into leading internet retailers online market shares, again Amazon are the most popular
showing significant growth.

My research so far has shown me that online sales are significantly substantially higher than in-store but when it comes to
home ware, consumers prefer to purchase in-store so they can examine the product. I want to eventually adapt a
product/service that will combine both methods to fully satisfy the shopper. I am now going to assess use of the way
consumers shop online and what devices they use.
SECONDARY RESEARCH
SECONDARY RESEARCH
SECONDARY RESEARCH
I have looked briefly in consumer attitudes towards digital
advertising. I found that around 34% of consumers feel
uncomfortable when advertising is based on their
browsing history, 40% find online advertising intrusive
and 47% find it annoying. 25% said they would rather pay
for app/services to avoid ads. The most effective way of
advertising online has show to be through sponsored
links on search engines or adverts/promotions received
via email.
This is definitely a factor I should take in to account when
promoting my app/service. The most effective way people
saw advertisements was via online adverts. The
percentage for the adverts people have seen is high
throughout but the number decreases when it goes on to
ask have the click on the add. I need to figure out a way
to promote the app/service that will entice consumers in.
SECONDARY RESEARCH
What have I found?

The market shows the increase in demand for tablet devices. More brands are innovating their technology and producing
product that people want to buy. In the survey stating peoples intention on buying technology products such as desktop
computers, laptops/netbook computer and tablets, tablets show the most popular with the least amount of people not planning
on buying and the most thinking of buying. The survey states 47% of women have access to a tablet at home.

A digital trend report highlights that the most common way for users to access the internet is through a personal computer at
94%. Smartphones were the next popular method with 60% of the market accessing the internet. Tablets were third with 36%.
Tablet usage has grown 27% with predictions for further growth. Around a third of consumers have purchased using a
smartphone, 94% of consumers have bought something from the internet using their PC in the last 12 months, compared to
just 35% who used their smart phone and 21% who have used their tablet. Although consumers often like to conduct product
research on tablets or smartphones, many wait till they are on an actual computer to make the actual transaction. In a study
assessing attitudes towards online and mobile purchasing, 42% agreed that the larger screen size on a tablet makes it easier
for them to shop online than when using smartphones. Issues raised included consumers worrying about the security of
submitting payment details using a smartphone.

A study into the ownership patterns of computer and e-readers shows since the start of 2012 tablet penetration has almost
doubled to reach 35% of homes from a previous 19%, whilst desktop penetration has seen a slight drop over that time. Laptop
ownership has shown stable with people generally buying tablets in addition to and not instead of.

I have found that a tablet device is the most popular method for a consumer to browse product but when it comes to a
transaction, they prefer to do it on a computer. The September 2013 study in to Digital Trends highlights that more people now
want a tablet than a laptop. Internet access is most common amongst computers, but if I designed an app that required no
internet access, it could widen the demographic of the customer base.



SECONDARY RESEARCH
The graphs opposite highlights
that People are highly
conscious of stylish
appearance when thinking
about lighting, ornaments
and curtains. So retailers
should present these
products in way which helps
people envisage how they
will look in their homes.
They want features like
lighting, decorative
accessories and window
furnishings to have a stylish
appearance and are least
bothered about their high
quality finish/feel. How ever
it is important to them to
have their house hold linens
to have a high quality
finish/feel. When it comes to
kitchenware, they would
rather it have a functional
design than the other two
elements.
Features like uniqueness, lowest prices, stylish appearance, functional design and likable brands are all elements that can be
tackled online. Online takes away the aspect that people thrive the most out of shopping the ability to physically examine a
product. iLiv specialise in materials and textures which consumers state that the most important thing about this is their high
quality finish/feel. It makes me consider adapting the feel of materials of a brands products, out side of the store. Maybe
swatch books? Textured samples?
SECONDARY RESEARCH
Mintel Inspires trend Access Anything Anywhere predicts
that mobile connectivity will create a generation of more
informed, more demanding, more cost-conscious and
more impulsive retail and leisure consumers. Mobiles will
become remote controls for our lives, synching with our
homes, monitoring our health and the wellbeing of our
loved ones.

Mintels Digital Trends UK March 2013 shows that
smartphone ownership has continued to grow. By January
2013 almost two thirds of adults in the UK owned a
smartphone. But is buying goods on a smartphone offer
too small of a screen? Is shopping on a tablet or computer
more efficient and applicable for shopping online? Only
29% of people who took the survey said they would buy
from their smartphone.
While online shopping creates many opportunities for retailers,
it also creates challenges. Two thirds of people in the survey
about buying online for the home said that they browse online
to make sure they get the best deal for their money. So, easy
access to the internet is making it a simple matter to seek out
the best price. This means that retailers need to work hard to
make sure that they have competitive prices and deals online,
or else risk losing shoppers to competitors. Retailers could
also offer the shopper a innovative, engaging experience that
draws in their custom. I think this is a good way of attracting
custom with a good quality helpful service.
SECONDARY RESEARCH
The graph opposite shows peoples attitudes to buying
soft furnishings by demographics. It highlights that they
are majority females aged 35-54. They have acquired
a university degree and earn 25,000 - 49,999 a year.
The moat common housing situations include their
home being owned outright and their home being
bought on a mortgage. The majority of them have no
children living in their household, this could relate to
their age and their children having flow the nest. 2
bedroom houses are the most dominant with the
occupants being mostly married or in a civil
partnership. Their financial situations include living
healthily having money left over at the end of the
month for a few luxuries or to add to their savings or
they are ok and get by but theres not a lot left by the
time the basics are taken care of.
These findings relate to the demographic of customer
iLiv attracts. A person who receives a substantial
income, middle + aged with no children. This allows
the customer to have time for passions such as interior
design.
I want to create an app that aids them in decorating
them home. It must be easy to use and functional with
their lifestyles.

SECONDARY RESEARCH INFOGRAPH
PRIMARY RESEARCH
Now I have assessed the market via secondary sources, I now want to begin my own primary investigation into the market. I
am going to devise a survey and launch it into the public. The survey is going to be directed solely towards women, relating
back to the iLiv target customer.

I want to find out particular elements such as; what media do they use to browse whilst shopping for home furnishings? How
much do they usually spend when redecorating a room? How often do they redecorate? What they consider limitations when
decorating? Do they spend a lot of time planning the redecorating? Would they like the opportunity to see what the finished
design looks like beforehand? Are they tech savvy? These questions will all be used in the survey to help me gain a better
understanding of the market to help me understand the customer wants and needs in order to create an industry ready
product/service to be desire.

I have come up with three ideas that I think relate to the brand and customer. These ideas consist of an inspirational guide
which is a custom made book that will include swatches and ideas, an interactive tablet app which will allow the user to match
products to their existing dcor by using colour recognition and finally a scanning service which will allow the shopper to scan
a qr code with a tablet/smartphone which will direct them to a personalized site adhering to their preferences. The survey will
help me determine which route to go down.

I am going to use the effective tool of social media sites to help me launch the survey into the public, I ideally want to survey
to reach 200 members of the public to create a solid ground to work off.



PRIMARY RESEARCH
What is your age group?
18-25 7%
26-35 21%
36-45 41%
46-55 25%
56+ 6%

What Media do you use to browse home furnishings?
Online shopping? 31%
MAGAZINE/CATALOGUE 36%
DESIGN SHOW ROOMS 21%
INSTORE SHOPPING 12%

HOW OFTEN, ON AVERAGE, DO YOU REDECORATE IN YOUR HOME?
EVERY FEW MONTHS 3%
TWICE A YEAR 7%
ONCE A YEAR 9%
EVERY 2-3 YEARS 44%
OVER EVERY 3 YEARS 37%

WHAT DO YOU CONSIDER THE BIGGEST LIMITATION WHEN
FURNISHING/DECORATING?
FINDING MATCHING PRODUCTS TO SUIT MY HOME 33%
TIME I have a busy lifestyle 31%
Decorating is expensive 9%
Comparing different brands 11%
Adhering to fashion/trend 16%

Do you consider your self confident when it comes to the usability of tablets?
Yes, I consider myself confident 46%
I know my way around but I am not fully confident 31%
No, I have no idea how to use a tablet 23%

Do you spend a lot of time planning out redecorating a room in your home?
Yes, 31%
No, 11%
I like to look around 42%
I buy the first thing I like 16%

Would you like the opportunity to see and test your design ideas before purchasing?
Yes, this would help me a lot 79%
No, im not that bothered 21%

Which idea appeals to you the most
Inspirational guide 26%
Interactive tablet app 46%
Scanning service 28%
Opposite shows the results I received from my survey. It
shows me that the predominant age group was 36-45. The
most popular uses of media used to browse furnishing is
online and magazine. They ideally redecorate every 2-3
years or over. This refers to the amount of money used to
spend when redecorating. Quality must be ensured. The
biggest limitations include finding products to match and
finding the time to redecorate. When planning to redecorate
31% said they spend a lot of time planning and 42% said
they like to spend time looking around. 46% of the public
said they were tech savvy and a massive 79% said they
would prefer to see and test out their designs before
purchasing. I also briefly asked the public which idea they
preferred for the service/product I am going to create. They
majority (46%) preferred the interactive tablet app. The
other two were also shown to be favored by near 30% of
the public each.

These results indicate to me that I could merge the ideas of
the inspirational guide alongside the tablet app to please
the public. With only 46% saying theyre confident when
using tablets, I need to make sure the app is easy to use.
The app must eliminate limitations such as time
consumption and assist users into finding matching
products. The product/service ideally will create an
interactive and easy way of shopping the iLiv range. It will
assist them to find matching products that either match their
existing dcor or a complete set from the iLiv range. The
app must offer the customer the option to view designs in
their own home to satisfy their needs and ease their
purchases.
PRIMARY RESEARCH INFOGRAPH
iLiv INITIAL IDEAS
IDEA 1 TABLET APP

An app that allows the user to coordinate their room with
existing features. The app will allow the user to take an
image of their chosen room and the app will take in to
consideration colour and size proportion and offer the user a
range of item that would match. The app will allow users to
dress up existing rooms but also give them the opportunity
to start a fresh by taking photos of colour swatches they are
keen on using to redecorate.


Idea 2 interactive magazine

The magazine will contain swatches of materials and
wallpaper allowing the customer to examine the products
quality and giving them that touch it see it feel it qualities.
The magazine will also give them the opportunity to scan a
car qr code that will take them to their nearest supplier using
geo-graphic location.
Feed back from iLiv

The above two ideas were proposed to Spencer from iLiv. The basis of the ideas was to ease shopping at iLiv for the shopper.
The ideas eliminate some of the weakness that the brand beholds. They both introduce ways in which the shopper can view
the products in their home.
Spencer suggested that the two ideas were merged. The app would stand as it is but with the added element of interaction
with the magazine. When the qr code is scanned in the magazine, not only will it give the user the option to be directed to the
nearest supplier, it will now also offer to be directed to the app. This will allow the user to view the products in different ways
letting them be sure of their purchases. The app will also be synced up with several social media platforms which will allow
the user to share their design ideas with friends to gather Reponses or to boast about their flare for design. The app will also
offer the user links to buy from suppliers if they are wanting to make a purchase.
I am now going to assess iLivs competitors to see if any of them offer their customers a service like this one. And if they do,
how can this one be better? I am also going to examine the market through primary and secondary sources to see what they
think of the product and assess whether it will work as a product/service in the market.
COMPETITORS APPS/SERVICES
John Lewis - services

John Lewis offer their shoppers a wide range of services from designing
a couch, customising upholstery, made-to-measure and many more. The
wide range of services the brand offers accommodates any needs the
customer has, making their brand desirable to shop at. They do not offer
anything alike the product/service I am going to create for iLiv which is a
good thing. There is a gap in the market for it. This may help attract
customers to the iLiv brand and increase their sales and customer base.
COMPETITORS APPS/SERVICES

Marks & Spencer services
The brand offer many services when it comes to assisting
the customer to redecorate. They offer made-to-measure
services and give the shopper inspiration and information to
assist their purchases. They offer the user a room design
app but it is only available on pc/macs.

COMPETITORS APPS/SERVICES


LAURA ASHLEY The service

Laura Ashley offer their customers a magazine updated seasonally filled
with their latest stock resembling the latest trends. The magazine can be
viewed online or picked up in-store.
The retailer also offer a service to their customers. A design consultant
visits the customers home and listens to their ideas. The consultant will
have swatches, catalogues and sample books ready. Then within 7-10 days
they will receive a mood board and a detailed estimate. Then if the
customer is happy they simply place their order. The fee is 100 for a
consultation on 2 rooms.
This service allows the customer to touch, feel and see potential purchases
all from the comfort of their own home. They get to receive a visual
overview of their designs which will encourage them to buy knowing they
are comfortable with the overall outcome of the appearance of
redecorating.
COMPETITORS APPS/SERVICES


Marks & Spencer services
The M&S room design is only available online at the brands official
website. The feature allows the user to design the layout of there room
by adding in the measurements of their room, browse the M&S furniture
range, add items in to the room and then play with different fabrics. This
app is a useful tool for a customer to redecorate. It allows them a visual
insight into the overall appearance of their design before they begin to
make purchases. Limitations include the app only being useable on a
pc/mac and only offers the user the option to explore with furniture and
not wallpaper, curtains, furnishings ect.

COMPETITORS APPS/SERVICES


IKEA created a catalogue app in July 2012, which
features the entire 324-page 2013 furniture catalogue
in a mobile format. The app catalogue uses
augmented reality, allowing users to click on items
marked with a smartphone symbol and watch videos
about the product, as well as additional behind the
scenes footage of work on the project. The app allows
the customer to place ikea items in to a photo taken of
their room but does not allow for furnishings or
textures which the iLiv one will giving it a competitive
edge.
Another app innovation for IKEA, designed for its Australian customer base and not yet available in the UK, is the Klippbok
app; a scrapbooking app for the iPad, which allows users to create digital scrapbooks for their home. The app, which
launched in November 2012, enables users to mix and match different IKEA products to build their Klippbok by rotating,
resizing, flipping, and layering. Users can access product and price information for the items and then share the resulting
images on Facebook, Twitter or Pinterest.
A new furniture app called IKEA Now launched by a third party in October 2012 allows shoppers to take shots of their living
space before then adding in a pre-uploaded picture of the a selected number of IKEA products, thereby allowing users to
visualise how the furniture would look in their home before buying.
COMPETITORS APPS/SERVICES


I wouldn'tt say dfs is a competitor of iLiv,
but there app is inspirational. DFS, the
sofa specialist, launched its smartphone
app in 2012. It has also released an app
for iPad users, which allows them to
create a digital impression of their living
room, and then insert sofas from the DFS
range into the space. The sofas
themselves are customisable from a range
of colours and fabrics, although users still
have to go to their local store to actually
make the purchase.
This app would be perfect for a shopper
wanting to by a from the brand and has
given me inspiration in creating my app. I
want the iLiv app to go above and beyond
and eliminate all its competitors.
COMPETITORS APPS/SERVICES


WHAT
ELEMENTS
DOES THE
DESIGN NEED?
Ability to scan QR
code
Ability to take images
Ability to view iLiv
product range
Ability to skew, resize and
rotate
Ability to erase items
Ability to access and share with
social networking site
Log in via networking?
Ability to store items
Sleek design image
Easy to use
INITIAL DESIGN


INITIAL DESIGN


- SCAN QR CODES 1 ON EACH PAGE OF THE MAGAZINE
- SAVES ALL THE CODED ITEMS OF EACH PAGE TO YOUR PHONE
- TAKE AN IMAGE OF YOUR ROOM
- DRAG AND DROP SAVED ITEMS TO ARRANGE IN YOUR ROOM
- BRING UP RETAILERS LINKS SO CUSTOMER CAN HAVE EASY
ACCESS AND COMPARE PRICES

See it. Love it. Live it.
Strengths
-ADHERES TO TECHNOLOGY
DEVLOPMENTS
-NOTHING ELSE LIKE IT ON THE
MARKET
-MAKES THE PROCESS OF PURCHASING
A LOT EASIER

Weaknesses
-LIMITED TO ONLY TABLETS/IPADS
-KNOWLEDGE OF TECHNOLOGY
NEEDED

Opportunitie
s
-TO DEVELOP THE APP FURTHER
-TO CROSS SELL MORE PRODUCTS
-REACH MORE CUSTOMERS FOR ILIV
-OTHER COMPANIES WITH
SIMILAR HOMEWARE APPS
-PUT PEOPLE OFF THAT THEY
CANT BUY DIRECT


Threats
INITIAL DESIGN S.W.O.T


Lauren Stone, 41
-I love it. I would definitely use it.
I am not to familiar with the
brand though but this app shows
me everything I need to know
INITIAL DESIGN FEEDBACK


Debbie Eaton, 50
I like the idea behind it. Im not to
keen on using ipads so I like the
magazine element to it.
Helen Jones, 52
I think the navigational bar looks
a little hard to use. How do I
know what the buttons mean? I
like the concept though
Rachel Browne, 29
-I like the idea but I wouldnt use
it. Maybe to play around on but I
like to touch and feel things.
Pauline Knot, 46
Ive just got a new iPad and love
decorating so I think I would
enjoy this app! I have never heard
of the brand though?
Beverley Veck, 48
I dont decorate often. I dont
have the time. But I bet people
who enjoy decoration will enjoy
this app.
Caroline Korb, 40
-Im not into decorating although
this app is a good idea. I think
women will love it.
Ali Campbell, 44
I am always spending ages looking
for matching items for my home,
this app is great. It looks easy to
use also!
Susan Sumer, 39
I love this. I think the design could
use a little work. It looks quite
amateur.
Chelsea Lewis, 47
-I have never heard of the brand?
But I like the concept. Looks
professional aswell.
Sharon Doran, 50
I have used the DFS app in the
past and found it difficult to use,
this one looks easier so id
definitely give it ago.
Liz Stainton, 52
I dont decorate my home, I
usually get a decorator, Im sure
she would enjoy it though.
FURTHER RESEARCH


One element feel needs major improvement is the appearance of the magazine for the iLiv brand. I am going to assess other
brand and examine how they advertise their products. Taking into consideration the customer feedback I have received, I am
going to improve the app further to satisfy their needs.


JOHN LEWIS
I like the use of block
panels to house the
text whilst still allowing
the image to be the
dominant aspect of the
image



MARKS & SPENCER
The bold, large
imagery is dominant
and the use of the
white reduced opacity
boxes to house text
works really well and
creates a effective
image.


FURTHER RESEARCH


FURTHER RESEARCH


LAURA ASHLEY
The large imagery is attractive and effective. It
allows the viewer to see the item fully sized and
gives them a chance to examine the products.
The room set ups are also a great source of
inspiration for the viewer. The small detail of the
products is also a great way for the viewer to
find out what the products are.

DEVELOPMENT


This is the new and improved Magazine. It displays large imagery of the iLiv stock range. The room set up allows viewers to examine
and view the products better and the interior design allows to give them design inspiration. I have kept the text small and also added
a smaller version of the QR code to keep attention on the imagery.


APP DEVELOPMENT


Showing how the app will look in the app store.

APP DEVELOPMENT


Feedback from customers show that added features
needed to be included. I am going to customize the
navigational bar to add these additional features in.


APP DEVELOPMENT


The navigational bar has been extended to include additional features. The new and improved app includes a personal
profile for the user to store that design ideas. It also gives the user to share with social media sites. The new app also
includes a running feed of whats new to the brand including latest social media posts.


EVALUATION


TO VIEW FINAL DESIGN PLEASE GO TO;
WWW.LAURA-EATON.WIX.COM/ONLINEPORTFOLIO




Strengths
The iLiv app is like no other. Through extensive primary and secondary research and development, an industry ready
app tailoring to customers wants and needs has been created. It allows the the ultimate designing experience from the
comfort of their own home. The app has been improved to allow the best possible design experience possible by adding
in specialist button that allow the user to customize item to fit in with the image of their room in their home. The scanning
element has been developed further to allow the user to browse through the product range quick and easily. The
magazine has been developed to become an inspirational guide along side the app. This allows them to complement
each other. Sharing designs has been made easier for the user and allows the brand to be promoted to a wider
audience. Allowing the user a profile on the app which houses a place for them to save their designs will help and aid
them to decorate their home by experiment with what they like best. The app/service doesnt necessary have to be used
together, the items can by utilized singularly.

Weaknesses
The app is only available on tablets so tablet ownership is essential. The user must be somewhat tech savvy to use the
app. The QR scanning feature requires the user to have a copy of the magazine. Advertising the app could prove
difficult.

Opportunities
The app could be developed further and become a tool for sales advisors in-store to help customers with their
purchases. The service could be extended where a representative of the iLiv brand comes to your home and designs
room settings for the customer,

Threats
During my research, many customers stated they were not familiar with the iLiv brand, if a more well known brand was
to develop a similar app, the audience iLiv has will be jepodised.