FUNNEL INCORPORATED

CASE STUDY	CLIENT	USE
How a product is made	Webcrafters (manufacturing)	To show customers an entire process
Selling a medical procedure	Dr. Tattoff (medical)	To alleviate fear about laser treatments
How a technology works	CSS Power (engineering)	To show how products work together
How a web site works	Mattel (consumer)	Proposal for financing - internal review
How a utility works	Missouri Water Dept. (utility)	To educate the general public - outdoor
Mapping a legend	Ten Chimneys (wayfinding)	To help a tourist find their way
Educating 3,000 employees	SC Johnson & Son, Inc (consumer)	Internal training materials
Multilingual sales tool	Fish & Schulkamp (insurance)	To clarify insurance issues for Hispanics

HOW A WEB SITE WORKS ~ TO WIN APPROVAL FROM INTERNAL AUDIENCE

CLIENT: Mattel - American Girl

INDUSTRY: Toys and dolls

OUR ASSIGNMENT: Visualize a web site from a functional and customer profile perspective to gain upper-level approval on strategy and financing

AUDIENCE: Internal executive level

FORMATS: Five variations of a 3D web site map, printed poster size

RESULTS: Shawn Lockyear, Vice President of Brand Management at American Girl, said, "Funnel's work on our web development project was the difference that secured project funding from corporate management... their diagram allowed non-technical executives to understand the idea, and give their wholehearted endorsement."

Routes
Other Content Offline World

The web site was diagrammed to show various routes and usage patterns based on the customer type. ie: a father at work would not use the site the same way a mother and child would at home.