Studio Brief 01 OUGD405 John Lewis Mobile Web Page

As this brief progresses I have found that one of the questions I need to answer is how technologically savvy the target market for John Lewis are. A way to figure this out just occurred to me; look at the mobile website, its design, does it look like it was made for people not used to navigating the internet on their phones?

In my opinion this design is simple and compact in a way that shows an awareness of the limited view of phones but doesn't suggest appealing to an audience unfamiliar with mobile internet. The most obvious signals of this would be not only that the website seems well thought through (why would they bother if their customers barely used it?) but also that the links are not overtly like buttons in a physical sense. The links are often in the form of type or symbols as shown at the top of the page, these would be slightly confusing to those unfamiliar with the internet. 

In conclusion, the majority of John Lewis' target market are middle aged professionals that have possibly had to catch up with the latest technology and would therefore not only easily be able to negotiate a mobile website but recognise and use a QR code as well.