Project title
Ident4
Lead
Donna Williams
Date Submitted to
Web Designer
16 June 2011
Budget inc VAT
£1000-£1500 inc VAT
Timing
Go live end July 2011
Mandatory
Must include Ts&Cs relating to the Consumer
Protection (Distance Selling)Regulations 2000
BACKGROUND
Strong identity – fraction of the cost
It is a simple fact that household electronics play an important part in 21st century
living. Not only do they make our lives easier but they also help to give our homes
an identity and as such are an extension of ourselves.
This brief is for the development of a website in support of a new online electronics
store which focuses on drawing out the right electrical portfolio according to the
personality of the customer – much like the way that they might select furniture for
their home.
OBJECTIVES FOR THIS ACTIVITY
To achieve £250k revenue in the first year of launch (2011/12)
TARGET AUDIENCE
All adults who are looking to purchase a new electrical appliance/gadget for their
home. Typically, they could fall into the following segments:-
Young single adults looking to take advantage of the latest trends
This is a key target market as they are likely to be avid online shoppers who surf for
the best deals. The ‘trendy’ portfolio will be perfect for them and they will love the
savings they will be able to make compared to High Street prices.
Families looking to replace existing electrical appliances
They are likely to know what they are looking for and will be searching for either the
same or similar model that they had before. It is likely that the buying decision will
be all about price and so they may be tempted to move away from a traditional
High Street purchase in favour of an online transaction instead. However, this will
require a certain amount of trust in the company they buy from and confidence in
their ability to deliver.
Couples who have just moved into their first home
The core motivation for purchase for this target market will be finding the perfect
appliance(s) to compliment the style of their new home. Price will be a secondary
consideration and the Ident4 site with its personality portfolio will be engaging and
enticing in comparison to more standard site designs.
SPECIFIC WEB DESIGN REQUIREMENTS
Home Page
The home page needs to really bring the Ident4 personality branding to life. There
should be a large area split into 4 ‘cubicles’ that are designed in such a way that
they depict the following home personality styles:



Ident4 Elegance
Ident4 Classical
Ident4 Trendy
Ident4 Dramatic
Each cubicle will need to include the appropriate electrical appliances – details of
which will be supplied separately. This is very much a showcase for the site and
therefore must be big, bold and eye-catching.
There should also be a strapline/key message: strong identity … fraction of the cost
I think this may work best as a screen show but would like the web designer to make
suggestions as part of the response to this brief.
Wedding Promotion
Ident4 will be offering the opportunity for engaged couples to earn points on
products purchased from their wedding list. These points will act as an extra ‘gift’
from Ident4 – see latter section of the brief for functionality details.
It is important that this promotional offer has prominence within the Home Page.
Elegance, Classical, Trendy, Dramatic
These will be four separate tabs where all the products will be displayed. The pages
within each of these tabs need to be designed in such a way (colour pallet etc) that
they reflect the individual style type. Within each tab, the product will be split into
the following categories/sub-categories.





Household appliances
o Laundry & dishwashers
o Refrigeration
o Small kitchen appliances
o Cooking
o Vacuum cleaners
o Ironing
o Health & beauty
TV & DVD
o Televisions
o Home cinema
Computing
o Laptops
o Netbooks
o Desktop PCs
o Monitors & projectors
Photography
o Cameras
o Camcorders
o Digital photo frames
Audio
o IPods
o MP3 & multimedia players
o Music systems
Within each sub-category, there needs to be an option to view all across the
4 identity types (eg, all camcorders etc)
Each product featured will need the following information included








Picture of the product that can be enlarged for detailed viewing
Top level specification
Detailed specification (can be clicked into)
Price
Saving (compared to RRP)
Add to shopping basket feature
Customer star rating
Customer reviews
Delivery



Highlight delivery is for UK only
Delivery timescales
Delivery costs/options
Who we are
 A section of copy (to be provided separately) that outlines the background
of the company including ethos etc.
Contact us
 Standard contact details including address, phone, email etc
News
 An area where articles relating to Ident4 can be regularly posted. This does
not require the option for customers to add comments.
Check out
 Area for customers to register or sign in before completing a purchase
 Contact , billing and delivery details – forms to complete
 Option to add a promotional code (which needs to feed into the final price
displayed)
 Email confirmation of order
 Tracking facility to check on progress
Search function
 Option to search for a specific product or brand for those that already know
what they are looking for.
Wedding gift list function
 There needs to be the ability for engaged couples to compile a wedding gift
list to share with their guests.
 Login and registration to access the gift list
 Ability to show what has already been purchased (avoid getting two
toasters!!)
 Points functionality that accumulates points for the bride and groom based
on the value of goods purchased by their guests. Points can then be
redeemed as part or full payment on subsequent purchases.
COMPETITOR WEBISITES
www.currys.co.uk
www.sonystyle.com
www.freenet.ltd.uk
www.appliances.co.uk
www.coopelectricalshop.co.uk
www.appliancesdirect.co.uk
In terms of the brand image that we are looking to portray, www.sonystyle.com is
the benchmark.