Develop a digital technology profile of the company: IrishTimes.com (of their website), a set of recommendations on their use of technology to deliver marketing, branding and sales and also potential new technologies that could be introduced. The diagnostic should include references to the following; ● (Traffic) analysis of the website or app including: search engine results page presence, google ads or facebook ads or tiktok ads being used by the company. ● Evaluation of the design of the website or app using the design principles and journey mapping techniques outlined in the lecture, respecting the UX design process and highlighting trends if feasible. Benchmarking 7 customer psychology & design applications where appropriate. ● Students should create mock-ups of improved versions of the chosen website using one software discussed in the lecture or using Powerpoint/slides or other visual representation. ● Technology profile of the website of the chosen company including an illustration of where HTML, CSS and JavaScript are used on the website or mobile app ● Examination of the tagging and tracking that is in place on the website along with the cookies and data privacy policy that the website provides ● Students should evaluate the email marketing technology and email content that is used by the website to attract, inform and retain customers and users ● Profile of the social data using a sample of data for social media mentions ● Mobile technology profile including the presence (or absence) of a mobile app or mobile aware website, the relative differences between the mobile and desktop functionality. ● Future technology : are there any technologies that the company is not currently including in their website or app that you would recommend? With your submission you should also include any working material including spreadsheets, mock-ups or other files Thoughout the assignment you should use the 10 principles: 1. Clear Purpose and Intent This principle relates to the Call To Action (CTA). The CTA is the single action you want a visitor to perform and should directly align with your digital marketing campaign objectives. A strong CTA should be: • Simple, Clear and Unambiguous. • Above the fold and visually appealing. For a website evaluation, the CTA should be clear, unambiguous, and above the fold on mobile devices like the iPhone 10 and higher, and on a laptop using Chrome with a screen size of 13 inches. • Convey urgency. • Creative and action-oriented. 2. Simple, intuitive, consistent Navigation Navigation acts as the wayfinding system for visitors. It should be organized and structured using clean, clear, and consistent labels (like a tree of webpages). Standard navigation locations, such as the top or left/right side, should be used. Features like breadcrumbs or other information should be included to let visitors know their current location on the site and how to navigate back. 3. Design for scanning “F” Pattern This principle recognizes that users typically scan a webpage rather than reading every word. The "F" Pattern suggests that users fixate on words toward the beginning of lines and towards the top of the page, which is common in romantic languages. Effective design for scanning can also involve optimizing Fitts Law. 4. Words and graphics in tune with your brand Images and written content should be appropriate to the brand and the value proposition. Visual elements, such as videos and other rich media images, should augment written content and be appropriate to the content and site experience. 5. Visual Hierarchies Visual hierarchy uses various methods to guide the user's attention, including size, colour, fonts, and typographic choices. 6. Create Obvious Affordance Affordance relates to the immediate recognition of what an interactive element does. Confusion can occur if, for example, items are greyed out but are still clickable or reachable. 7. Help your customers A website should minimize user errors and provide assistance, for example, by having a dedicated "Help" section divided into subsections. Highlighting unfilled boxes in red or using an asterisk (*) to indicate importance helps ensure visitors do not make errors. 9. Fast and responsive Website speed and responsiveness are crucial. The design should adjust well to different screen sizes and orientations. Consistency between mobile and desktop experiences, including images correctly resizing and fonts displaying correctly, is required. Slow loading speeds, such as a high Speed Index (e.g., 20.3s on mobile), are considered poor for e-commerce websites. 10. Seamless and sympathetic with marketing The digital marketing efforts should be seamless with the on-site experience, allowing viewers to easily navigate to and from social media platforms and the website