Unit 34: Website Design Strategy
M1: analyze how a selected website has been designed to meet the requirements of its
target audience
D1: evaluate the extent to which the design of a selected website helps the originating
organization to meet its objectives
Introduction
In this assignment, one of the previous websites chosen will be further analyzed to
determine how its designs assists in meeting the requirements of the various target
audiences. It will also evaluate how the website helps the chosen organization meet its aims
and objectives in the end. The chosen website is British Broadcasting Corporation (BBC).
This website was chosen because after previously analyzing it, it has the best features and
more in depth features that can be further investigated.
About British Broadcasting Corporation (BBC- https://www.bbc.co.uk/ )
BBC is the world’s leading public service broadcaster which provides a variety of television
services, including the UK’s most-watched channel BBC One, the youth service BBC Three,
and channels for children, as well as national and regional television programmes and
services across England. Northern Ireland, Scotland and Wales. The website does almost
the same thing by providing information about the day-to-day headlines that take place
across the globe.
BBC Aim: Our aim is simple - to enrich people's lives with programmes and services that
inform, educate and entertain by being the most creative organization in the world.
BBC Vision: To be the most creative organization in the world.
BBC Values: Trust is the foundation of the BBC; we are independent, impartial and honest
Audiences are at the heart of everything we do
We take pride in delivering quality and value for money
Creativity is the lifeblood of our organization
We respect each other and celebrate our diversity
We are one BBC; great things happen when we work together
Target Audience
BBC caters for a variety of different audiences. The different market segments that were
identified are demographic, geographic and psychographic. These segments enable the
organization to be able to organize their website accordingly to meet their different audience
requirements.
Demographic Segmentation
This type of segmentation is separating the audience based on who they are. This means
dividing them by age, gender, occupation, family status, life stage, etc. BBC does this
requesting one’s age and gender when signing up to the website for it will enable them to
personalize the website based on what each gender is most likely to search for on the
website and ensuring the content displayed is appropriate for the age. They are able to know
, this by doing market research to see what each division is likely to watch/search for more
based on the information that they collect using cookies and then apply it accordingly.
Geographic Segmentation
This type of segmentation is dividing the audience based on where they are located. For
example; by region, country, borough/district, etc. As seen on the website, there is a section
where BBC platforms for the different areas in the UK which include; Scotland, Alba, Wales,
Cymru and the Northern Ireland. When these different locations are clicked, it will take the
user to a page that provides information according to the area. The webpage will also
change the language if the selected region speaks a different language, however, the
browser will give the user the chance to translate the
website back to the original language for person may
only want to see information from that area and not be
located there. They also do this segmentation by
requesting new users to enter their postcode.
Psychographic Segmentation
This type of segmentation separates the audience based on interest, values, lifestyle, etc.
and is the main segmentation used by the BBC website. The website is divided into many
sections according to different interests. For example; sports, entertainment news, food,
lifestyle, society, etc. This is the best way to segment the audience for it focuses more on the
mental feelings/opinions of the audience for persons have more in common this way. For
example; in a group of men and women it is highly unlikely that only men will be interest in
sports and only women will be interested in entertainment new. However, it is more likely
that persons will be easier segmented according to their interest, value or lifestyle because
the different genders can like the same things.
