Zipcar ( BK FarmyardsZipcar URL S: The URL is clear, logical and intuitive to Brooklyn Farmyards O: Not all users are familiar with the branding; they may not be aware that it is a car rental company. W: The term "BK" might not be known to all as Brooklyn. Burger King etc. T: The URL is catchy and memorable. It is also the first to come up on Google search when searching 'Zip car'. A majority of the other results are Zipcar related. The individual URLs page matches the product. Home Page Design S: The font is nice; there are big graphics, and the images draw attention. O: They used two basic color schemes thru out the site, green and grey. Most people don’t associate green with automobile. "W: inconsistency in image quality, color, fonts, symmetry; main navigation is at bottom; no priority to labeling; relevance is not hierarchical; labels size is meaningless; random choice of labels; main right label navigates away from site-- not clear link destination; need more relevant info; not clear link destinations in general T: Good leverage of users type and car type, so that they can quickly determine personal association. Logo and tag line are memorable. Clear distinctive labels that are engaging. The images related to the cars are creative and meaningful. Clearly defines the type of users to the site. Positive feedback when hovering over links. Footer links are understandable. The Homepage fits within a normal PC screen. Sign in is prominent. Home Page Content PageInterior Page

2 Interior Page Design S: Logo and color schemes match the homepage. Somewhat more manageable since it uses a blog template. Most of the images relate to matching topics. O: n/a W: IP opens as another tab/window, indicating to users that you are no longer on BK Farmyards site. No organization on how information is arranged. Inconsistent labeling and design. Multiple pages on the same or similar content (Example 'About Us' : and farmyards.html). There seem to be two major sub-sites. Links are not linked properly, example 'farmyards' is linked to Doesn't tell when last updated. There seem to be two major sub-sites. Links T: The header and footer is always present thru out the pages. The contents are within the center of the page or the drop down. Well design and highly organized in a logical order. Forms have clear instructions. Good use of images and visuals. Content is written in common language. Search Functionality S: NoneO: The search is pre-fix and may not contain all users search vocabulary. W: Search box in upper left, not labeled 'search'. No advanced search option. Can only search blog posts, not full content. In the search does not work. On there is no search optionhttp://bkfarmyards.blogspot.come is no search option T: Clear and preset search functions. If you can find what you are looking for you have access to full list of contact and a 800 number. Features Offered S: Subscribe to newsletter. Donate option via PayPal. Connection via online network, like facebook on the blog site. Google calendar for events on the blog site. Map of Urban Farm Network under Brooklyn Farmyards left hand vertical navigation. O: No advanced search. No comparison feature with other brands to help users select, make them stand out from their competitors. W: Donate link on the blog site links back to the homepage instead of directly to the donate paypal page., The Subscribe option on the homepage is fairly simple to use but bkfarmyards.com the newsletter are posted on the site and then on the blog it is 'Join our Mailing list'. T: The site is dynamic with moving image and engaging with actionable language. Ability to sign-up, join in competition, interactive roll-over and click on features. User friendly search option. User type selection. They utilize social media to promote their branding. Zipcar ( BK Farmyards Zipcar

3 Zipcar ( Navigation S: There are diverse content navigation options-- several ways to get to the same place. O: They tailor their navigation with three types of users, this maybe limiting or users can get confuse as to what type they fit into. W: Overlap in content between primary horizontal nav and vertical secondary nav (e.g. Apprenticeships/Volunteer Opportunities). Unclear relationship between primary and secondary. The homepage navigations are poorly located, labels are not clear and most are linked to external sites. On the blog site, the navigations are both listed on top tabs and left side menu. On the bkfarmyards.com the navigations are on the side menu. Use of abbreviation, CSA. Labels not clear. T: Most content can be view within two clicks. Is only when you decide to join or drill down are there more 3 steps. There are 3 tabs for user types and 5 subcategories within them. The contextual is self explanatory. Interaction Design S: None or limited.O: Relevant videos to promo sustainability W: Interaction is all over the place, easily confusing users. Some links on right side (e.g. Join our mailing list) look like they should be clickable but aren't. T: Interaction provides feedback to the users. Complex interaction such as sign up provide detail instructional information for easy follow through. Visual Design S: Visuals are relevant to the site.O: Visual are relevant to the site. W: Visual are all over the place and in different format that add to is disorganization. Different colors between headings and clickable subheadings on left menu would be helpful. Overall design is clunky, text is not linear, no consistent coloring, formatting is flawed. T: The visual are relevant to users who would use the site and product. The images are crisp and tell a story. The color they use reflect their branding. Social Networking S: They utilize social media to promote.O: n/a W: The links to social media gets lost in the disorganization. T: Already have a fair amount of present in social media (Facebook, twitter, LinkedIn and other bookmark). They also have 'Tell a Friend' page where user can message others about their products. In addition they have a 'Press'. BK Farmyards Zipcar