When you enter the page, the first thing you do is put your language so the page fits you. Then, you find a very cozy white background in which several pictures of different models appear with the dresses of the new collections. On this page it guides you to find what you are looking for, that is, it appears very clearly in each window what you can find. For example, if you are looking for a wedding dress, a party, a communion dress, etc. you can find it in the different windows. Finally, a questionnaire appears to request an appointment and be able to prove the dress with professionals that can help you decide. The content is written using a formal tone because it is a formal brand, therefore, its language is clear, serious and transmits quality. There is no help section itself, but there is a contact email for any question along with a form specifying if you are a client or provider and the type of doubt you have to answer as soon as possible.The whole page is white, very visual and with many white spaces to make it easier to use and not have an excess of information. The visitors can’t increase the text size, it doesn’t appears in the home page, but if you zoom with the mouse you can read it increased. It’s difficult to printoff onto porttrait A4 because there are two images on front of the home page so if you want to print off the two images would not look good.

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Yes it does betwen the style, the tone, the pictures and the colours, you know what is the porpouse of the brand. There are many photography that appears on the home page in which a model poses with a wedding dress next to a window that says: see collection 2018. So, it is a commercial or bussiness page but you can also find a entertainment or news in their blog.

Furthermore, on the home page there are models of the age of the target audience, that is, from 25 to 34 years old.


The audience of this site already knows what it is going to find when entering the web page since it has sought it expressly, therefore, once they enter they will stay. It could be said that the copy is focused on what the public wants to know since it is addressed to them.

In the frequently asked questions, we can find any doubt we have or resort to the nearest store as well as call the phone that appears.


The site takes the maximum advantage so that there is an interaction from the first moment you enter and you have to register, request an appointment or share the blog posts on social networks. Therefore, it is a positive interaction since it increases the followers in the different platforms and in the same website. The contact information does not appear on the homepage but in the frequently asked questions. Including the opening hours of the stores, the contact number and the company email. It is not so obvious that the actions of this company is to sell, since its values are to help the clients as much as they can and offer them an experience in a special moment such as the wedding. The privacy policy appears clearly in a section located at the bottom of the web page, therefore, it is easy to find.


The structure of the website is quite logical and clear. When you enter more than once you know where each section is. There is no map in itself but if you enter the section of “stores”, you will find mini sections in which you can choose in which city and country you want to look for the wedding / communion / party dress and they will give you the exact address. It is very easy to return to the main page when you are in another derivative since you only have to click on the name of the brand in the upper part of the left. All links are visible on the first page. Any visitor has the freedom to move around the site since it is super simple. That is, it gets the navigation buttons back and forth, it does not take visitors to blind alleys. There is also the search option in which several news appear next to the different dresses when you are looking for a specific dress.


Being a brand of wedding dresses, the design is attractive, simple, serious, transmits quality, confidence, elegance among other values. It has a clear title, description in each image with subtitles, so, you know at all times what you want and what you are looking for. There is a clear index at the top of the page in a horizontal way in which you can search the blog, ask for an appointment, look at wedding dresses, parties and communion dresses. Within each section there are several blocks of mini sections in which you find shoes, bags, headdresses, etc.

From the first moment it captures and retains the attention since the dresses are precious and the photos are of quality. Catch especially when seeing the different ranges of products that you can find being mainly a brand of wedding dresses. As I mentioned earlier, the brand is located in the upper left and does not use many visual aids to avoid distracting the client. It can be said that it is a successful web design since there is a great human interaction. In addition, there are no errors that make you leave the website. For example, if you click the space button, the page goes down to show more dresses. If you go back, it takes you where you were before. It clearly appears where to find new content since it shows it to you in a visual way. There is a certain cohesion between color and design, since they are the same color as the company’s color range. The images are within the defined image area, since it is not necessary to scroll to better visualize the image.

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Regarding the quality of the content, this is clear, concise and grammatically correct. Being a quality company, this can not fail. There is a certain emotional tone considering that weddings thrill in itself but this more. There are no intriguing titles but simple ones. Each section specifies what it is about and what will be found in it.


Throughout the website there are no italics but capital letters. They are written with a smaller size so there is not much information or it is difficult to read. The size of the letter is at least 10 points and varies in the different areas of the website. Instead, the source is always the same, something like Arial. The background is white with cream or very light tones.


All the information that appears on the website is updated at all times and the forms are verified. In addition, everything that appears in it is legal and “safe for the web”. The requirements of corporate identity appear gradually, as do the declaration of author’s rights and the legal controls already carried out.


This brand aims to deliver a certain user experience since you only get married once and transmit it to you through its functions, images, etc. Therefore, if you still do not know how to make your wedding, in the blog appear several news and tips so it is quite useful. Nothing appears in blue text, but it is underlined in subsections (in black and it does not look like a link) . Frames also appear in relevant words to make it more visual. Pop-ups have been avoided to avoid tiring the user.


It is quite good because it differs from the competition in several things, that is, it is a quality brand that you can not buy online and they help you at all times when you attend the store. On the other hand, the competition is not so expensive and perhaps it does not have as much cache or differential products as are party dresses, communions, etc. Therefore, the proposal of the site is quite clear, with a simple message and focused on the client at all times. In addition, there is a specific target but other segments of the audience can also find benefits. Through social networks such as instagram, pinterest, facebook, youtube, twitter, etc. Readers can share or recommend their friends or relatives whenever they want.


The identity of the brand is clear and appears repetitively throughout the web page as well as on social networks. Obviously, the audience that seeks this brand has the same values or personality as her.


This site is available in all types of computers, both mac and windows and mobile phones and in different countries as well. Therefore, it has been verified in the different versions and modalities.


The home page loads very quickly with a PC with dial-up modem, so you have no problem accessing it. There are no unnecessary animations because it loads instantly.


Being a brand of dresses and bridal accessories, there are no audio files, but some videos about the different collections, therefore, benefit them and consumers.




The Weeknd’s website feels welcoming from the start, because of the easiness of use and the high quality design of the page. Also, the colours used are very related to the brand and to the message that their songs want to impart. There are clear benefits of visiting, because in the same homepage you can find videos, tour dates, merchandising and news, which is content that the people who’s interested in the brand will find important.

Captura de pantalla 2017-12-01 a las 17.16.16.pngRelated to the content of the site, the few words and messages that appear are written in a formal conversational style, though the band prefers to communicate with images and videos instead. That makes everything easier, since we won’t have to worry about the size of the text, and the message will be spread effectively anyway.

It’s not difficult to scan, since there are very few words, and a lot of images or audiovisual content. Also, the fact that the background is black makes seeing the information easier. In every tab youneed to scroll down a bit to see everything that is there, so the content probably wouldn’t fit in an A4, but that’s not something bad, since the process of navigating through this website is simple and the design is very attractive.


It communicates everything it needs, since it’s an entertainment site that is visited by people who are interested in knowing different information about the band. Every single content that the page offers is summarised in the homepage, so it can be considered as an effective website. Also, the fact that the design of the web is highly connected to the type of music The Weeknd produces, helps the people who go to the band’s page find exactly what they were looking for, in aspects of design and content.

We could determine that the site is definitely consistent in design (color, layout and fonts), has an clear and highly usable platform, the buttons and different tabs are easy to find, and it’s simple to understand in general. The only thing that is missing is a navigation bar that might help us find what we look for easier and faster. However, due to the fact that all of the contents are summarised at the homepage, it may not be necessary to have one.


Once we get into the webpage, the design of the platform and the content will be the decisive elements that will make us want to stay there. If we’re there to buy merchandising,the fact of getting inside of this atmosphere will increase or desire of acquiring these items, since that will make us want to be a part of it.

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People that click on the band’s website will want to discover new music, watch The Weeknd’s viedos, know the tour dates, read news about the band or buy merchandising objects, and every single video, image and text that we can find there will talk about these things, so we could say the content that is offered to the audience is absolutely relevant for them. It’s not the brand that goesto the potential client, but the potential client is the one who’s interested in the brand and will go to their webpage to find some more information, so clearly the content will be important for him.


In The Weeknd’s page you can either interact by subscribing to their newsletter, or by buying merchandising produtcts, and in both cases the interaction will be positive, since the client or potential client will have something in return, whether this is information about news, videos or albums, or a merchandising item. 

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There is not a main action that the page wants the audience to take, since its main purpose is not only selling or making people subscribe, it’s more of an information platform. However, it does worry about having a good and pleasant connection with those who want to interact with the brand, and that’s why they make the process of subscribing non-invasive for the person, and also the buying course is easy and well designed.

Something that is very important and that this webpage misses is a tab with all the information about the brand, like who are its components, what kind of music do they play… we can assume that people that come to this website do already know who The Weeknd is, but I think it is important to remind them and that would be also a good opportunity to sell itself and to highlight its values and objectives as a music band. If that part was good, maybe the people who read it would be even more interested in buying its items or being part of this community. In the merchandising page we can see nonetheless what the components of every item are and where they are made and embellished, which I think is important information.

I think the incentive to take the required course of action isn’t sufficiently motivated to the audience of this webpage, since when we get inside it we don’t have any message or pop up telling us we can actually subscribe to its newsletter or that we can buy The Weeknd’s merchandising, we need to look for the buttons instead. So, taking into account that this is more of an information website and it’s main purpose is not to sell items or to make people subscribe to the newsletter, since what is the most important is the music, I think the fact that there were some pop ups or just a little window on the right that appeared when we got inside the webpage saying that we could subscribe by clicking one button or that we could buy elements by clicking another one, would be very important and would make the people more aware of it. That would encourage  visitor details to be left there.

The benefits of the visitors returning to the site are not specified, but I don’t think they are required to be told, since if the visitor wants to go back to buy some specific item, he would go by himself, and he will remember the website because what is offered here is not offered anywhere else.

The privacy policy is easy to find, because it’s at the bottom of the home page, and the regular buyers’ data is stored so that the brand can send them e-mails with new offers.


The site has a logical structure and navigation in it is easy and clear. The only thing that we could improve is that it doesn’t have any site map, and maybe it could have one so that the experience of navigating would be easier.

All the links link back to the homepage except for the merchandising one, that opens in a new tab, but we can go back to the homepage since the home tab is open still. They are easy to find and recognise, and you can go from one page to another in less than three clicks, which would be too much.

The visitor can navigate freely through the site, and they can undo or redo all the times they want, or add items to the basket and then cancel them in just one second. There’s no need for “back” and “forward” buttons in the merchandising page, since the ones from the navigator we’re using (Google, for example) already work. However, they do not have location Bread Crumbs.

There isn’t any search option, which I think it would be necessary to make the process faster. The usability, though, is effective and it has been used by a focus group to prove it.


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The design is simple, attractive and customer orientated since everything’s very easy to be found.  Visually, it offers pleasure to the potential client that visits the webpage. You can immediately know where you are ‘cause every tab has a title and though there are few texts, they say the what’s important in every single one of them. We could consider the main homepage as an index because it has in it a bit of what you will find in every tab on the top. 

It grabs and holds your attention from the first moment and it avoids clutter because everything is very well organised and visual, and the top and left of the page is used to determine brand identity and navigation (there is the logotype on the left and the name of the different tabs on the top). It has a lot of visual aids like color coding and typography, with colors coming from the same tonal range that makes us relate the web concept to The Weeknd’s music.

There are not any big errors, though sometimes when you try to buy a t-shirt the prize is only in US dollars, and not in euros or pounds, but then it gets fixed. The back button takes us where we were and it is very clear to understand how to find new information or content.

The site is more than 800 pixels wide and the images are more than 72 dpi since they are HQ images (same with the videos). However, the user needs to scroll down to see the whole picture in every tab, so maybe this is something that should be fixed.


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The content is clear, relevant and grammatically correct, even though there isn’t much text in general. It doesn’t have any emotional tone, it’s more impersonal, because it’s not the written part but the music the one that needs to connect emotionally with the visitor. The topic of every section is very clear and easy to be scanned. 


It’s easy to read though some of the users may need to zoom the page a little bit to get the information clearly, but the font is well chosen and it’s higher than 10 point size, and it’s always the same. The font used is a sans-serif typeface and it’s always used with capital letters, and there isn’t any marketing-speak word in the content since it’s not  marketing web and it’s purpose is to provide information about The Weeknd. The only bad thing we can point out is that the letters are white and the background is dark, which reduces readership levels.

It’s clearly known what the users will get by clicking on actionable items.


Everything un this web, including the copy, has been double-checked since it’s a worldwide known web. The information that appears is clearly up to date and also there are new links that appear (especially in the merchandising tab) with new updates about news or products of the band.

All of the colours have been checked to be “Web Safe”, and all of the mandatory and corporate identity requirements are included correctly, and the appropriate signs for registered brand are also in the right place. Related to legal checks, they have all been made.


The site clearly proves the competence and experience not only of the web designer who made it, but also of The Weeknd brand. It definitely offers a unique participation to these who are interested on the band, giving a delicate balance of functionality, design, content, structure and usability. In addition, the visitors probably find the information on this website useful, since they will probably be The Weeknd’s fans and they will find most of the content interesting.

In the selling tab, the security icon is evident and as this is an official band’s website, there are no pop-ups. There aren’t frames, nor blue text or underlined words.


The site’s proposition is to offer information about the brand, and also offer the possibility to buy items from it, and its benefit is more valuable than the one offered by competitors since The Weeknd’s products are unique.

There isn’t a defined message for all of the customers since the main purpose is not selling, but the brand tries to make this experience the best one for the visitor anyway. These visitors can be from any age, and it will be easy for them to navigate through this platform.

The updated parts of the site are clearly marked, and there isn’t any mechanism to recommend this page to friends or family. The site might clearly have been checked for search engine optimisation since when you search “The Weeknd”, this page is the first one to show.


The brand identity is clearly projected, not only through the logotype, but also through the typography and colours used. The emotional tone is connected to the band’s songs: dark and mysterious, which will make the audience (that will probably listen to The Weeknd’s songs) feel  highlyconnected to the website.


The site has been checked on the most common browsers, and the website always appears in the first page of all of the results when we search for “The Weeknd”. I don’t know if it has been checked in older versions of the browsers, but I guess so, since there must be a lot of people working in this site. It will work on every device and will be compatible with every operating system.


The homepage loads instantly, and there aren’t any unnecessary animations and complex graphics.


Every video, image and text item serves a clear purpose and a definite contribution to the benefit of the visitor.

Website Evaluation:



How friendly is the site?

The site feels welcoming to the target they want to reach. You can inmediatly see interesting stuff for your interests such as different music, styles and information about the artists. It’s written in a correct tone and grammar. There is no help section and website is made less busy with black space, not white.

Does it communicate everything it needs to?

Target audience is well defined but it’s purpose is not well defined though. Looks like a party organizing website or enterprise, after navigating a bit in the website it starts to feel like a website to simply follow live parties around the world but it is actually more than that, it’s a music and artist library. Helps expand musical culture from all around the world. People who are looking for information about whatever genere of music and actual music to hear to, is the perfect website for them.

How relevant is the content to your audience?

Content is adequate to whoever looks for music. You can find different generes according to most preferences and the information provided by the website about the music or the artists is conrete and informative.

How beneficial is it’s interactivity?

Interaction is beneficial in both ways, users learn about their musical interests and the website slowly becomes a musical reference. Yes it incorporates links to all their social networks and ways to contact them. Bookmarking is normal due to the fact that is a musical reference and becomes an interesting place to listen music to. The privacy policy is easy to find and clear too.


What about navigation?

The website has a logical structure: it’s intuitive, easy, more or less clear and trouble free for sure. I’ve never seen a video not available or the website down. You can easily go to the home page from any page, you can go in less than three clicks into different pages, user is completely free to navigate where he wants, there is no guest user restrictions and yes, there is a search function.


Design quality

The design on the Boiler Room page is simple. Has a big video preview on the homepage, there is a kind of index to know where to go but it’s not that clear, it grabs the attention depending on the content you like or dislike, has a lot of different colours, doesn’t open pop ups or different windows or tabs, has a nice resolution for every device and image quality is between good and excellent.


Copy quality

As said before, the copy is adequate to the content and to the target user. Yes it has the right emotional tone and everything is clear including typography, text colour and size.


Scanning the page can get a bit difficult depending on the section due to the big amount of information it offers but in others is actually quite easy. Depends on the section. Titles are clear and should be easy to know where each button will take you and sometimes has capitals on titles and names.

Attention to detail

Information in Boiler Room is always up to date as they usually promote events and show them live, just as they are happening at any time. Al the corporate identity items are checked and included correctly, the copyright statement is correct too and haven’t seen yet a link not working or taking you to a place it shouldn’t. Boiler Room has also checked all the legal items are correct and content is always in law.



The site has been up for almost over a decade now. Has provided thousands of people with the correct content and information all this years, including artist’s histories, concert dates etc… They are no pop ups, no frames, no blue text as is primarily white and there is no underlined content.

How good is the marketing?

In first place the website looks like a simple place to listen to music. Once you start navigating you realize that it’s more than just a place to listen music but to discover music, artists and different scenes that are live around the world. Once you get to know the page and see what it offers, it becomes one of the most valuable resources to be up to date about music. Yes it delivers benefits for each segment as it not only centers in one musical genre but in almost every style around the world, old or new. It also has good mechanisms to recommend the webpage and share it with other users like social network buttons above and below the page. The site is also very search engine optimization friendly.

The branding

The identity is well defined, delivers their emotional identity very good and the audience engages with it perfectly.

Loading speed and accessibility

It loads instantly if your internet conection is good. It’s a video based website, with content in full hd but also available in lower resolutions for worse internet broadbands. Works well in all kinds of screen resolution, every device is compatible, has responsive skin for mobile devices and is compatible with all operating systems including linux.

All browsers should work while they have installed Adobe Flash Player, even outdated versions of several browsers work, but not super old ones.

Use of multimedia

Multimedia is the most important item in this website. Videos and audio is what they sell. Everything has sense and is placed correctly offering a fantastic experience to the user.


Glossary: Browsers

What it is? 

Is a software application for retrieving, presenting and traversing information resources on the Word WIDE Web.


What is its purpose? 

Bring information resources to the user (“retrieval” or “fetching”), allowing them to view the information (“display”, “rendering”), and then access other information (“navigation”, “following links”).





Available web browsers range in features from minimal, text-based user interfaces with bare-bones support for HTML to rich user interfaces supporting a wide variety of file formats and protocols.






Glossary: e-Marketing

What it is?

eMarketing refers to the use of the Internet and digital media capabilities to sell your products. This is oriented to online communications, using a direct dialogue with users in order to find potential customers.

eMarketing vs Digital Marketing

Unlike Internet Marketing or Digital Marketing, eMarketing includes digital customer data management and customer relationship management (CRM) systems as well as Internet, email and online media.


What does it consist of?

eMarketing is the process of marketing a brand through the internet, therefore, this allows you to attract new customers, retain current customers and develop your brand identity.

To apply the eMarketing in a company, it is necessary to take into account these six channels:

  • Search Marketing
  • Online Public Relations
  • Online associations
  • Interactive ads
  • Email marketing
  • Social Media Marketing


What it is purpose?

The Internet has become a medium that can reach millions of people every year, furthermore, eMarketing implies being at the forefront to know how your customers interact. For example, researching their behaviors, characteristics, knowing what makes them loyal to a brand, etc.


Advantages versus Traditional Marketing.

The benefits that eMarketing offers versus traditional marketing are many. These are the most important:

1. Globalization

The Internet has revolutionized companies as they now have a global reach. With eMarketing, not only large multinationals can reach potential consumers around the world, but so can small businesses.

2. Greater reach

eMarketing allows the seller to reach consumers in many ways to offer different products and services. It includes:

  • Information management
  • Public relations
  • Customer service
  • Sales

3. Interactivity

Compared to traditional marketing, eMarketing facilitates conversations between companies and the consumers. While Marketing looks for the message of a brand is present to sell.

Also, companies feed on the responses of their consumers in order to create more dynamic campaigns.

4. Immediacy

eMarketing is able to create a great immediate impact in ways never before imagined. It is not the same to see an ad in a publication or a fence that can be found on a website or in a mobile application.

5. Segmentation

The Internet pushes its users to organize into very focused groups. Thus, observing marketers will easily deal with desired niche markets.

In short, we only need to know what kind of audience we are interested in, the rest is already given by the digital platforms (Google, Yahoo, social networks or specialized companies), as they contain a lot of data from their users.

6. Adaptability and measurement of results in real time

The eMarketing allows to adapt the initiatives on the march and to know the data of their impact. Additionally, the answers can be analyzed in real time.

Therefore, everything spent on the campaign can be effective. The maximum efficiency of eMarketing is that it creates new opportunities to take advantage of the strategic competitive advantages.




The mass creativity is a digital art concept and one of the changing elements that influence our work (communication, marketing,…). The creativity in mass works from very few years ago, although the origin goes back to the XX century, the truth is that, there is still much to exploit.

-Mass Creativity is a series of outreach workshops designed

to inspire imagination and creativity-

2015-mass-creativity-logo-RGB.pngSpecifically, creativity, as a concept and already installed in the minds of consumers. It is the concept of ability to create, and produce new things that up to date, nobody has created, and also, takes into account in this creation variables and creative abilities to innovation, through art, creation that satisfies a need – in this case – need of the consumer.

On the other hand, the concept of mass, are a homogeneous group with similar characteristics of a primary (family and friends) or secondary group. In relation to this concept with the digital world, it has the same meaning, but in this case, consumers share their opinions, experiences and  own evaluations. Add or subtract value from the brands.

( Mass + Creativity )


In the one hand, the hyperconnected society, the digital mass generates a technological concept that we had not seen until the 21st century. And it generate a revolution, but not only the way of understanding communication at the same time offers a different ​​possibilities -that until now did not exist- but has created new jobs, new university degrees, and of course, new needs and channels to communication.

It should be based on the Creative self-expression that is privilege. And that you can’t talk about creativity without the concept of intelligence. For this reason, I am going to make a point about creative intelligence.

And this desire to achieve new and revolutionary things, are the ones that base the fundamental pillars of the creative personality of each one. Also thanks to her (the personality) we can create from laptop, social media, …

‘It is based on the desire to achieve something different.’
Alan J. Rowe

In short, the online world. It should be noted that in the entrepreneur and business world opens up possibilities that until now were impossible to imagine if you didn’t have a large capital with which you financed.


306372-market-and-economicsThis fact produces falling production costs ← → growing demand for superior experience getting an idea, through the right channel in global online market and a quality of production and this is the weapon of mass creativity.

In short, mass creativity must be a weapon to be able to spread and give more value to our brand.

And as Harvey Specter would say ‘Don’t tell people your plans. Show them your results’.