Guidelines for REDESIGN OF FoxfireSigns.com WEB PRESENCE INFORMATION ARCHITECTURE, USER INTERFACE, AND VISUAL DESIGN

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18 Νοε 2013 (πριν από 3 χρόνια και 11 μήνες)

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Guidelines for REDESIGN OF

FoxfireSigns.com WEB PRESENCE


INFORMATION ARCHITECTURE, USER

INTERFACE, AND VISUAL DESIGN



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26



T
ABLE OF
C
ONTENTS

Guidelines for REDESIGN OF FoxfireSigns.com WEB PRESENCE

................................
....................

1

INFORMATION ARCHITECTURE, USER INTERFACE, AND VISUAL DESIGN
.........................

1

SECTION ONE: BACKGRO
UND INFORMATION, CON
TEXTUAL AND HISTORIC
AL REFERENCES

................................
................................
................................
................................
................................
.......
3

B
ACKGROUND
I
NFORMATION AND
C
ONTEXTUAL
R
EFERENCE

................................
................................
...
3

H
ISTORICAL
R
EFERENCE

................................
................................
................................
............................
3

SECTION TWO: GLOSSAR
Y

................................
................................
................................
..................
4

SECTION THREE: PRIMA
RY WEBSITE GOALS
................................
................................
...............
6

P
RIMARY
W
EBSITE
G
OALS
-

S
TATEMENTS

................................
................................
................................
.
6

A.

M
ARKETING
P
ERSPECTIVE

................................
................................
................................
.............
6

B.

D
ATA
A
RCHITECTURE
P
ERSPECTIVE

................................
................................
..............................
7

SECTION FOUR: PRIN
CIPAL CUSTOMER DEFIN
ITIONS AND SPECIAL U
SAGES/DISPLAYS

8

A.

P
RIMARY
C
USTOMER
D
EFINITIONS
:

................................
................................
...............................
8

B.

S
ECONDARY
C
USTOMERS
:

................................
................................
................................
..............
8

C.

C
USTOMER
S
UMMARY
-

T
ABLES

................................
................................
................................
....
8

D.

C
USTOMER
S
UMMARY
P
ROFILE


B
ROWSER AND
C
ONNECTIVITY

................................
.................
9

SECTION FIVE: DESIGN

GOALS
-

SCOPE AND OBJECTIVES

................................
....................

10

A.

P
RESENT
S
ITUATION

................................
................................
................................
.....................

10

B.

C
ATEGORIES OF WORK TO

BE PERFORMED AND ASS
OCIATED DELIVERABLES

...............................

10

1.

Visual Redesign of FoxfireSigns.com web presence

................................
................................
....

10

2.

Overall Information Architecture & Publishing and Production Management

..........................

12

SECTION SIX: ADDITIO
NAL IN
FORMATION

................................
................................
.................

1
4

APPENDIX ONE


EXAMPLE


WIREFRAME DOCUMENTS

................................
.......................

1
5

APPENDIX TWO


FOXFIRESIGNS.COM DET
AILED REQUIREMENTS

................................
..
18

A.

N
AVIGATION REQUIREMEN
TS

................................
................................
................................
.......
18


B
-
D.

P
RODUCT PRESENTATION

................................
................................
................................
.............

19

E.

C
USTOM PRINTING AREA

................................
................................
................................
..............
2
1


F
-
G
.

PRICING
,

DISCOUNTS AND PROMOT
IONS

................................
................................
........................

2
1

H.

S
HIP
PING

................................
................................
................................
................................
......

2
2

I.

S
ALES
T
AX

................................
................................
................................
................................
...

22


J.

PAYMENT

OPTIONS

................................
................................
................................
................

22

K
.

T
IE INTO
H
AGEN

................................
................................
................................
...........................

2
3

L
.

T
OOLS AND
L
ANGUAGES

................................
................................
................................
............
..2
3


M
.

SITE

SECURITY
................................
................................
................................
.........................

23

APPENDIX THREE


FOXFIRESIGNS.COM


THIRD PARTY SITE COM
MENTARY

............

24

A.

R
EFERENCE WEBSITES

................................
................................
................................
..................

2
4

B.

C
OMPETITOR WEBSITES

................................
................................
................................
................

2
5




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I.

S
ECTION
O
NE
:

B
ACK
GROUND
I
NFORMATION
,

C
ONTEXTUAL AND
H
ISTORICAL
R
EFERENCES

A.

Background Information and Contextual Reference

Foxfire Signs is primarily involved in the production of signage and related hardware for use
by retailers on an in
-
store basis.

With 70% of purchases

made in stores influenced by consumer
-
directed signs, Foxfire Signs
wants to capitalize on the positive impact our products will make in a retail setting. A
principle purpose of the website will be to educate less savvy retailers as to why they need
the
product.

We will show retailers how they can supplement communication and mitigate the effects of
reductions in physical staffing with in
-
store signs. We want to show retailers how to use
signs as “silent salespeople” and reinforce their role as essent
ial to a maximized retailing
experience.

The majority of potential customers utilizing our site will be those looking for in
-
store
signage, or researching signage options, with FoxfireSigns.com categorized mainly as a
business to business (B2B) presence,

servicing retailers directly.

B.

Historical Reference

In the fall of 2006, Foxfire Printing purchased the rights to make, sell, and grow the product
line from the well known 75 year old Dismar Corporation.

Foxfire has rebranded this product line under the
name Foxfire Signs


using the
FoxfireSigns.com domain as the principal web presence destination to conduct business
transactions using the web medium. Foxfire has retained many of the productive Dismar
themes, and has added more products because of stron
g brand recognition and customer
familiarity and loyalty. Foxfire regularly receives inquiries into the status of Dismar
Corporation.

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II.

S
ECTION
T
WO
:

G
LOSSARY


TERM


DEFINITION

Information
Architecture

Information Architecture (often abbreviated "IA") is def
ined
as:


1. The structural design of shared information
environments.


2. The art and science of organizing and labeling web sites,
intranets, online communities and software to support
usability and “findability.”


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groups, or even an alphabetical list. In current usage within
"
Knowledge Management
", taxonomies are the way to specify
and categorize a wide variety of objects
in a structured
naming list, and aid in the categorization process for Search
Term Optimization.


Web Analytics

Web analytics is the study of the behavior of
website

visitors.
In a commerci
al context, web analytics especially refers to the
use of data collected from a web site to determine which
aspects of the website work towards the business objectives;
for example, which
landing pages

encourage people to make a
purchase.

Data collected almost always includes web traffic reports. It
may also include e
-
mail response rates, direct mail campaign
data, sales and lead information, user performance data or
other custom me
trics as needed. This data is typically
compared against
key performance indicators

for
performance, and used to improve a web site or marketing
campaig
n's audience response.


Wireframe

In
web design
, wireframes are a basic
visual guide

used to
suggest the la
yout and placement of fundamental design
elements in the interface design. They must be completed
before any artwork is developed, and when completed
correctly they provide a visual reference upon which to
structure each page. Wireframes also allow for the

development of variations of a layout to maintain design
consistency

throughout the site
-

important parts of the initial
development stage, because they create user expectations
a
nd helps to develop an awareness and
familiarity

throughout
the site.

User Interface

User Interface design; depictions of th
e inputs and outputs of
a given product or system from the user’s point of view; used
to convey features and functions, but not the final “look and
feel” of the resulting product; typically represented in the Web
development business as “wireframes,” i.e.,

basic visual
guides in the form of boxes, arrows and annotations to explain
functions.


Visual Design

The aesthetics employed to communicate information
effectively, including colors, images, typography, layout of
elements and iconography; used to convey

the final aesthetic,
i.e., visual tone, of the resulting product; conforms ideally to a
pre
-
defined visual style set for a business’ suite of related
products; often initially expressed as a “mood board,” i.e., a
one
-
sheet representation of colors, fonts,

iconography and
other aesthetics to be leveraged across the experience.



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III.

S
ECTION
T
HREE
:

P
RIMARY
W
EBSITE
G
OALS

A.

Primary Website Goals
-

Statements

A.

Marketing Perspective

1.

We want to generate direct sales from our website, making the conversion path,
from vi
sitor to a completed sale, as seamless as possible



Revamped visual design will establish and extend Foxfire Signs
branding throughout online space



Refinement of developed User Interface & Navigation elements will
capture more completed online transactions



With over 800 Foxfire Signs products, refinement of search and results
presentation within the site must be enhanced



Utilize the website to better detail products, offer tips for usage and to
promote add
-
on product sales.

2.

We want to convey messaging to pot
ential customers capitalizing on the positive
impact our signs make in a retail store



We deliver retail promotions and in
-
store marketing solutions and sign
display hardware at affordable prices for retailers of all sizes.



Our products increase sales an
d give smaller independent retailers the
opportunity to compete in the marketplace.

3.

We would like to build a steady and increasing baseline of web traffic to the site
and use the site as a promotional destination to facilitate and leverage the sales
proces
s



Our brand, Foxfire Signs is not well known thus we must use this site
to capitalize on Search Engine Marketing (SEM) and Search Engine
Optimization (SEO) to drive businesses to this online presence




Serve as a promoted and marketable destination for self

completed/administered sales


4.

We want to be able to capture common and adaptable Web Analytics data of how
potential and current customers are interacting with our sites to become better
marketers and use in the future for possible site redesign



Determin
e quantity of visitors (new/repeat) and their origin, entry
and exit points, navigation path(s), page views per visit

5.

We want to build repeat business and a sense of community/customer service for
existing customers, engaging them to select FoxfireSigns.c
om as the destination
of choice for signage needs, and as a source of other uniquely available customer
benefits



Develop the ability to have customers create a log on profile to keep
standardized information available and reduce check out obstacles



Utilize

opt in permission to offer special promotions, newsletters,
informational white papers

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B.

Data Architecture Perspective

1.

Underlying data architecture of site must adhere to, and use, industry standard
procedures and elements



Allow more flexible and rapidly mo
difiable site components,
maintainable by Foxfire staff



Allow for any/all of Foxfire Sign’s present and future SKUs to be
tagged with meta
-
tag data, and stored in a database for retrieval from
both external and in
-
site searches



Provide the ability to gener
ate and maintain an underlying secure
profile management system to capture customer data



Serve as an easily accessible source to capture online metrics for
analysis and future promotional efforts


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IV.

S
ECTION
F
OUR
:

P
RINCIPAL
C
USTOMER
D
EFINITIONS AND
S
PECIAL
U
S
AGES
/D
ISPLAYS

A.

Primary Customer Definitions:

1.

Independent Retailers

2.

Regional and National Retailing Association members

a.

Association members are mostly independent retailers. Foxfire Signs will
offer discounts to the members of a retail association, with eac
h
association partner having a specialized “Welcome page” containing unique
display elements.

b.

Members would login with their membership code with uniquely displayed
information accessed via a profile management function.

c.

Each association page would speak

directly to that member about current
partnership initiatives and programs.

d.

The page will display the association logo in the body content and display
key people at association with testimonials to the product.

B.

Secondary Customers:

1.

National Chain stor
es

2.

Resellers of our products to other end users

a.

Resellers are mostly independent retailers. Foxfire Signs will offer resellers
larger discounts but they must purchase in higher volumes.

b.

Foxfire Signs would like to incorporate a Reseller Area that is not a
ccessible
to the general public
-

hosting materials to help sell our products as
downloadable pdfs and files.

C.

Customer Summary
-

Tables

Primary Customers

Special Usage Requirements

Independent Retailers


Regional & National Retailing
Association members

Specific Welcome Pages and unique display elements for each
of our Association partners


possibly accomplished via a
profile management function, which also will streamline
checkout/purchases and offer association
-
specific products.


Secondary Customers

Special Usage Requirements

National Chain Stores


Resellers of our products to
other end users

Incorporation of a Reseller Area not accessible to the general
public
-

hosting materials to help sell products as
downloadable pdfs/files

Foxfire Order Ent
ry Portal

Use website to speed up phone/fax order placement.

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D.

Customer Summary Profile


Browser and Connectivity


CURRENT VISITOR ANALYSIS
-

TOP FOUR BROWSERS

Internet Explorer

83.37%

Firefox

10.56%

Safari

5.42%

Netscape

0.25%





CURRENT VISITOR
ANALYSIS
-

CONNECTION SPEEDS

Cable

37%

DSL

27%

Unknown

25%

T1

5%

Dialup

3%



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V.

S
ECTION
F
IVE
:

D
ESIGN
G
OALS
-

S
COPE AND
O
BJECTIVES

A.

Present Situation

At present, the FoxfireSigns.com Web presence is an ad hoc,

inherited collection of content
and features
that were not organized around a cohesive information architecture or visual
design ideology. This makes the incorporation and display of new content, or modification
maintenance of existing content a non
-
trivial undertaking.

The result is a Web presence
with two substantial issues: Poor findability and a non
-
seamless
experience navigating from product to product. With regard to findability, the main page
reveals a crowded navigation scheme, with a large degree of information presented, possibly
confusing
the user, resulting in less purchases transacted within the portal.

Since FoxfireSigns.com incorporates a growing list of products (at present 800+),
navigability and findability are paramount considerations in converting the browsing/user
audience into p
urchasers


both on a first time, and repeat basis.

B.

Categories of work to be performed and associated deliverables

1.

Visual Redesign of FoxfireSigns.com web presence

a.

Current site main and second level page(s)
-

overall findability and
navigability.

The over
all
FoxfireSigns.com
Web presence needs to adopt a more consistent and
clearly articulated visual theme.

As a rough guideline, the accessibility and informational elements are of considerable
importance. FoxfireSigns.com would like to convey an image of
being the industry
leader and marketing expert in ready
-
made retail sales solutions, and have its web
presence one which is consistent of being a business
-
to
-
business marketing site


one
which is aesthetically pleasing


clean, sharply articulated


but n
ot abstract.

The look must appeal to independent small to mid
-
sized retailers, and to large
national chains. Individual retailers may not be as technically savvy and therefore
need more incentives or ease of use features, with a clear understanding as to
what
they are buying and why. Large national clients may be more inclined to be
comparison shopping on price alone.

It is very important that pricing areas are very legible. Foxfire Signs has dimension,
materials, packaging, and quantity pricing that nee
ds to be easy for the potential
customer to understand. Through complete and clearly articulated information, it will
help to encourage and up sell shoppers to the next quantity and next level pricing.


To that end, the vendor will create, possibly throug
h multiple iterations, a visual
design “mood board,” i.e., a one
-
sheet representation of the overall aesthetics of the
FoxfireSigns.com
Web presence, including colors, fonts, iconography, buttons and
button sizes, and any other relevant visual flourish.

S
ubsequently, once approved, this visual design approach will be paired, by the
vendor, with the user interface design at each level of the site to create final
templates and pages to be built within the
FoxfireSigns.com
Web presence, ultimately
bringing to
gether the Information Architecture, User Interface and visual design work
conducted above to craft the best possible, comprehensive, seamless, consistent and
useable
FoxfireSigns.com
Web presence. A sample wireframe document is included in
Appendix A of t
his document.

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With regard to findability and Search Results, for the general user (using a common
web
-
based Search portal (Google, Yahoo, etc)), search results with a Foxfire Signs
targeted link, must not only direct the user to a Foxfire Signs home page,
but it must
also direct the user/potential customer to the specific product that was searched upon
with a minimal sequence of clicks, or display the product and similarly related
products prominently along with the FoxfireSigns.com home page.


Foxfire Sig
n’s rationale for this stipulation is as follows: if a search result merely
directs a potential customer to the generic home page, they may not conduct a
second search within the site. With an ever increasing number of SKUs, proper and
thorough meta taggin
g on each of the SKUs and the ability to associate similar
products together so that if a generic search DOES lead to the home page, associated
products are displayed along with the specific product originally searched upon. This
will result in a better a
nd more useful user experience. Additionally, a site specific
search feature needs to be prominently displayed on all pages to increase website
utility.


Vendor Deliverables



Visual design “mood board”



Main page User Interface articulation/mock
-
ups and as
sociated wireframes



Second
-
level User Interface articulations/mockups and associated wireframes



Site navigation map(s)



Final page
-
level designs, including both specific pages and page templates



Guidelines and recommendations for extending the FoxfireSigns
.com web
presence to include future products and features


b.

Branding and Messaging Considerations

Foxfire Signs will supply the Foxfire Signs logo. In addition, Foxfire will supply the
Foxfire Printing logo. A small Foxfire Printing logo should show at th
e bottom of the
template used for the main and each successive page(s). That logo should be
enabled as a hyperlink to the main corporate www.FoxfirePrinting.com website.

The revamped FoxfireSigns.com web presence must capitalize on the branding equity
exp
ended thus far, and resonate with present and potential customers through the
following “win themes”.

Foxfire Signs slogans and/or phrases used in marketing the Foxfire Signs business:



Fill Your Store with Silent Salespeople™



Sign it and Sell it™



Retail Si
gn Solutions



In
-
Stock, Ready
-
to
-
Ship Signs



70% of the Buying Decisions are Made in
-
Store


Sample adjectives to describe Foxfire Signs:



One
-
Stop Shop

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Creative



Easy Solutions



Hassle
-
Free



Economical

Desired images associated when thinking about Foxfire Sign
s:



Simple Retail Solutions that Increase Sales



Our Signs work as Silent Salespeople



In
-
Stock and Ready
-
to
-
Ship today

Vendor Deliverables



Visual design which conveys and/or incorporates the above mentioned
thematic elements


2.

Overall Information Architecture

& Publishing and Production Management


a.

Information Architecture

One of Foxfire Sign’s most salient strategic needs is a comprehensive ideology and
a thorough examination/revamp of its information architecture on which it can
establish


and continue to g
row


its online products and services, meeting the
needs of existing and new customers alike.

There is an immediate need to improve the current site main and sub level
page(s) to adhere to an industry standard methodology of categorizing, adding,
modifyi
ng, and deleting content.

This effort is principally concerned with the underlying classification, storage, and
retrieval of pages, and the products and product information contained on each.

In increasing level of detail, pages which make up the FoxfireS
igns.com web
presence shall follow a Domain/sub
-
domain/directory and final (terminal) URL
articulation


each utilizing to the maximum extent possible, the ability to
associate and cross reference Metatag data to form the cornerstone of
FoxfireSigns.com’s

search engine optimization (SEO) effort at a granular level.

While Foxfire Signs will assume the necessary coding efforts, it is envisioned that
the vendor will make directional recommendations for the deployment of that
system, including the creation


a
nd the approach for the creation


of the site as
described. The proposal may include some combination of necessary Foxfire and
external resources.








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Vendor Deliverables:



Domain/sub
-
domain/directory specification, e.g., an annotated version of the
s
ite navigation map or a spreadsheet (or both), focusing on providing a high
SEO value of each



Guidelines and recommendations for extending FoxfireSigns.com’s Web
presence to include future products, categories, areas and features

b.

Publishing and Production
Management

There is a longer term, strategic need to develop an improved and more flexible
Publishing and Production Management platform so that Foxfire Signs can easily
modify, add, and delete content on a rapid and in
-
house basis using an automated
appro
ach wherever possible. Any Publishing platform will be able to be utilized with
minimal technical involvement to focus on rapidly changing product mixes as well as
special and seasonal promotions.

To capitalize as a customer
-
centric organization, Foxfire S
igns may need to adjust the
content of its web presence on a seasonal, monthly, weekly, and daily basis.

To synchronize efforts associated with the Visual Design work, Foxfire Signs invites
the vendor to make a directional recommendation for the deployme
nt of this system,
including the creation


and the approach for the creation


of the system as
described. The proposal and solution may include some combination of necessary
Foxfire and external resources.

It is envisioned that this platform will be a t
hird
-
party, off
-
the
-
shelf publishing
platform which is fully acceptable in terms of ease of use, flexibility, and minimal staff
training/expertise.


Vendor Deliverables



Suggested publishing approach outline



Directional guidance on the deployment of a dyna
mic Web publishing platform
with suggested staffing recommendations(quantity and skill levels)

P
AGE
14

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26


VI.


S
ECTION
S
IX
:

A
DDITIONAL
I
NFORMATION

Each category of work will be addressed separately, with each having its own estimates for
cost and time to completion.

For

each category of work, the deliverables will not be considered final until explicit
agreement by both parties is articulated in writing.

The response should be delivered to the Foxfire in the form of an Adobe PDF, Apple Keynote,
Microsoft Word or Microsof
t PowerPoint document. Any of those formats is acceptable.

P
AGE
15

OF
26


VII.

A
PPENDIX
O
NE


E
XAMPLE


W
IREFRAME
D
OCUMENTS

American Institute of Architects


Homepage Concept, Primary, and Secondary Navigation
levels


P
AGE
16

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26



P
AGE
17

OF
26



P
AGE
18

OF
26


VIII.

A
PPENDIX
T
WO


F
OXFIRE
S
IGNS
.
COM
S
ITE
-

D
ETAILED R
EQUIREMENTS

A.
N
AVIGATION
-


1. TOP LEVEL


FIXED
-

NAVIGATIONAL LINKS:



Home



Custom Printing



Account Login



Check cart and order status



About Us



Contact Us



Association Partners



Frequently Asked Questions



Catalog Request



Learning Center



Site Map



Search



2
. PRODUCT NAVIGATION


PAGE ELEMENTS


DEFINED PRODUCT

CATEGORIES

PRODUCT CATEGORIES


SUBCATEGORIES

Retail Store Events



Sale Promotions


Blowout Sales


Grand Openings


Anniversary Sales


Clearance Sales


Furniture and Carpet Sales


Seasonal and Holi
day Events



Christmas Themes


Valentine’s Day


Easter


Spring


Mother’s Day


Father’s Day


Summer


Patriotic Holidays


Back to School


Halloween


Fall and Winter


Item Price Shelf Signs



Non
-
Seasonal


Seasonal


Tags



Non
-
Seasonal


Seasonal


Tagging Gu
ns and Security Barbs


Vinyl Tag Envelopes


Outdoor Traffic Builders



Outdoor Banners


Outdoor Pennants


Sidewalk Signs

P
AGE
19

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26



Flags and Flag Hardware


Giant Balloons


Sign Holders



Floor Stands


Economy Sign Holders


Acrylic Sign Holders


Banner Stands


Sign
Hangers


Store Supplies



Contests and Entry Boxes

Entry Boxes


Contests



Overstocks and Closeouts





3. SPECIAL CONTENT FOR HOME PAGE:



Area of Flash

product highlight



Photo gallery with slideshow
-

stores with signs and shoppers.



Live Help invitation



We
lcome text. Brief and topical.



Survey. This area would give us visitor input on new designs,
products and programs.



B.
PRODUCT

CATEGORY

PRESENTATION:

When a shopper clicks a product category, the shopper will get a page with a large
page
-
specific image

and then fill with dynamic content driven by a product and image
database.

The large page
-
specific image area will show top products or promotion for that
category


we will have the ability to change this area to keep content fresh.

Below that, all pro
ducts that are enabled from the product database from that
category will be shown in the order that we have chosen.

All products will have meta tags corresponding to them. All products are searchable.

It is important that we can assign products to multip
le categories.











P
AGE
20

OF
26


C.
PRODUCT

PRESENTATION:

When a shopper clicks on a thumbnail, product name or more detail button from a
category page, they will be shown a dynamically driven product detail page.


This page will have:



















We would like to have additional product suggestions shown a
t this time (image and
text) that would allow them to add to cart to meet minimum or enhance purchase.

In addition



To better explain our sign kits contents, we need a link to
a popup jpeg that details
the
kit contents. For example


the visitor
search
e
s

for part KBK085
-
00 and
when
they are viewing the product detail page, the

will see a hyperlink “Click here for kit
contents” The pop
-
up shows an image detailing the contents. We will use this
feature to better detail any kit.


D.
P
RODUCT
C
ATEGORY
-

O
V
ERSTOCKS AND
C
LOSEOUTS
:

When the Overstock and Closeout product category is selected, the shopper will go to
a page showing the categories of closeouts
.

Once a category is selected, the shopper would go to a dynamic list of those
products. Products can

then be selected and displayed in a Product Detail page.



PRODUCT NAME

UNI
T OF MEASURE

SIZE

SUBSTRATE

TEXT ABOUT THE PRODUCT

RETAIL PRICE

QUANTITY PRICING:


QUANTITY BREAK ONE


PRICE BREAK ONE


QUANTITY BREAK TWO


PRICE TWO


QUANTITY BREAK THREE


PRICE THREE


QUANTITY
BREAK FOUR


PRICE FOUR


QUANTITY BREAK FIVE


PRICE FIVE

PRODUCT IMAGE

LINK TO LARGE PRODUCT IMAGE

LINK TO IN USE PRODUCT IMAGE

CUSTOM CATEGORY LINK



E.
C
USTOM
P
RINTING
A
REA
:

This area of the website will allow shoppers to customize a number of our products with their logo
and/or their message. In addition a customer could upload a totally un
ique design.

Customer will be able to upload images, add images from our collection, modify the size of all
images, add text, change font, size and style color of text. See
a print
proof,
they can
modify
the
art
and reproof as many times as needed to fin
alize and order. They will have the opportunity to
approve online, initial proof and
proceed
to checkout.

At checkout, they will be shown a series of add
-
ons appropriate to the order. For example, if they
have ordered signs, the offer would show custom p
ostcards, banners, shelf signs using the same
art. Items would be priced and could be added on to the order. In addition, companion parts from
the Foxfire Signs line would be offered. For example, if they ordered signs, we would suggest a
sign holder or
hanging kit.

The customer should have the functionality to see what they have done previously, have a place
for

their images and saved working proof(s) until ready to buy.

The

Custom Printing
area
will
utilize

the
Printable
web
-
to
-
print collateral manage
ment system
.
This will allow for automated production
and production
management. The Foxfire IT staff will work

with vendor on the integration to include job creation, job approval, job submission and tracking,
variable data publishing, campaign managemen
t, digital asset management and integration to
production workflow.

This area will be launched in Phase Two of the FoxfireSigns.com web presence re
-
designed and
should be quoted separately.



F.
P
RODUCT
Q
UANTITY
P
RICING AND
C
USTOMER
D
ISCOUNT
L
EVELS

Curre
nt website has retail pricing

and 3 levels of
quantity breaks
discount based on Foxfire defined criteria.
This redesign needs to be expanded to retail price and 5 quantity breaks to better serve customers’ needs,
to reduce calls for quantity pricing and to

encourage larger buys.

In addition to quantity pricing, we need 5
-
levels of customer discounts that will be utilized by users falling
into the categories below:

Regular users

the most common category, includes all walk
-
ins

Association Members 20%

get a

20% discount off retail price.

Association Members 15%

get a 15% discount off retail price.

Resellers

20
-
40% depending upon product (see below)

Other

not currently used, may need in future


These discount groups qualify for their particular discoun
t off of retail prices.

The flat discounts (association members 20% and association members 15%) should be an easy
calculation.

The Reseller buyer gets a larger discount off the products we make and a lessor discount off
products we resell. Currently
Foxfire codes products in the product database to identify the level
of discount (20%, 30% or 40%) the reseller gets off the price of the product.


G.
P
ROMOTION
C
ODES
:

We need the ability to offer a code that the shopper can use at the checkout for a
savi
ngs or to redeem an offer.






H.
S
HIPPING
:

The website should tie into the UPS website to more accurately give our customers the rates and
ability to select all UPS appropriate services. An automatic process will confirm order immediately
via email.



I
.
S
ALES
T
AX
:


The site must collect sales tax from non
-
tax exempt customers where the order is shipped to states where
we collect sales tax. We need to have the capability to change the rates and add states as we grow.
Current collected sales taxes:

STATE

TAXRATE

MD

6

RI

7

NJ

7

NC

7

AZ

6.7

CA

7.25

NY

8 variable by county

PA

6

VA

5


J. PAYMENT OPTIONS

The site must have the ability to collect customer payments made via credit card,
We accept
American Express, Visa, MasterCard and PayPal.

The site must have t
he ability to perform currency calculations/ conversions
.



K.
T
IE INTO
H
AGEN
:


The website should tie into our internal manufacturing program, Hagen. Web orders should go directly into
the system for picking, packing and processing. Should a customer order
something that is not in stock,
they would get a backorder message letting them know when to expect their product back in stock. At the
very least, a process needs to be created that will take web orders and twice daily upload them into the
Hagen system r
educing the need for manual order entry. This may be a later phase of the project but
needs to be considered at the onset. This phase will involve the website developer and the Foxfire IT staff.



L.

T
OOLS AND
L
ANGUAGES
:

The tools we expect to be used fo
r website construction:

Design
-

Photoshop, DreamWeaver, Adobe Illustrator or other graphics programs

Programming Tools
-

PHP, MYSQL, AJAX, Java Scrip


Flash

Should programs outside of this list plan on being utilized on the website, the Foxfire IT Mana
ger
should be consulted prior to any work.




M.

S
ITE
S
ECURITY
:

The following security Features will be provided on the site:

Secured Socket Layer (SSL)

Secured transaction

Reliable information storing

Reliable information sharing







A
PPENDIX
T
HREE


F
OXF
IRE
S
IGNS
.
COM


T
HIRD
P
ARTY SITE
C
OMMENTARY

A.
F
IVE WEBSITES TO USE
FOR REFERENCE AND WH
Y WE LIKE THEM
:


1.
www.barnesandnoble.com

This site is attractive, artistic, well organized and involving.

The color pallet is appealing and shows off the product ni
cely. The homepage (990 pixels
wide) makes good use of the real estate available on today’s larger monitors and laptop
screens. The content floats on subdued gradient background. The navigation is compelling
and involving.

The search is very prominent an
d the ability to choose a category to search speeds up what
could be a lengthy process. We would like to have a similar search so a customer could
type for example “Sale” into the search field and select the drop
-
down “Banner” to produce
page result with

all our SALE BANNERS.

The flash area shows a steady stream of their products in a most interesting way.

The site has an area below the flash that flips through four offers allowing this retailer to
push additional products and or offers. We would lik
e our home page to have an area where
we can show our products in use in various locations. Each “slide” would have a progression
from a store setting with no signs and no customers to the same store setting with our signs
and many involved shoppers.

The

body content and additional offers gives the shoppers ample input to choose from.


2.
www.istockphoto.com


This site establishes itself as an authority on stock photography. The color pallet sets off
their products although their text is not as easy to r
ead as Barnes and Noble’s. The search is
prominently placed and tells you what you can search for which reinforces the purpose of the
website.

The opening flash is effective in showing the wide range of photography they offer. Their
treatment, one big p
icture followed by nine little ones popping up has a long loop so you
really get a good look at what is available.

Their navigation is easy to understand and they have kept their homepage clutter
-
free.


3.
www.bestbuy.com



According to Stores magazine,
the Best Buy site is one of 2007 top 100 shopping websites.
The site is devoted to easy navigation and add
-
on sales. The search is very prominent and
has the ability to search by word and by category.

Like Barnes and Noble there is a promotion extending

the width of the content, below the
search this allows this retailer to push a specific promotion.

The slideshow on the homepage is interesting. And give you the ability to “Shop now”
jumping to each featured product. The layout of the flash is nice and

the text clearly
readable and compelling. Under the slideshow are links to areas of product


these seem
weaker than the top half of the page.

The footer wraps it up nicely with rounded corners.

The Best Buy sight pins to the left. The presentation cou
ld be improved by adding a
background color and floating content to the center.




4.
www.QUILL.com

The header on this site should be stretched to fit the body content. With that in mind, there
are several elements that make this site work well.

The sear
ch is very prominent.

The color pallet is consistent and shows off their products well.

The area of flash is reminiscent of best buys with offer and a “shop Now” button.

The section under the flash offers nice product/product groupings. This is an effec
tive way to
show off the product and deliver a quick promo to entice the shopper. It is also nice that part
of this area shows on the full screen and hopefully entices visitors to scroll, look, click and
buy.


5.
www.amazon.com


The gold standard in the on
line customer experience is Amazon despite a very unattractive
color palette


they are able to group similar products together


offer promotional products,
retain customer information and personalization efforts.



B.
F
IVE COMPETITORS


WEBSITES
:


1.
ww
w.VistaPrint.com


This site is responsive to the user. Extremely easy to navigate. Their product photos are
clear and attractively angled to give more visual flare to a flat product. Their pricing
throughout is easy to read and emphasizes discounts nicel
y. They have fun areas and
freebies to encourage visitors to stay on the site longer to answer their many calls to action.

When FoxfireSigns offers custom variable data printing online, this company will be a
competitor. They specialize in small size
d items. FoxfireSigns can do the small postcards,
shelf signs, etc but what we bring to the table is custom printing without those limits


for
example, buy one of our Sign Kits and order signs with your logo and special message that
use the same backgrou
nd as the sign kit. Our customers will be able to advertise with a
postcard, and tie the graphics into their store signage.


2.
www.fastsigns.com


This site’s homepage is neat although not very enticing. The homepage little flash area on
top is interesti
ng. The site is very easy to navigate however copy
-
heavy once you get past
the home page. Their “Learning Center” idea is intriguing although the placement of the
link is odd. The site has a wealth of images, a lot in use. They don’t have products for

sale
on the site. Quote only. Each store has a website, you could drill for days. They position
themselves well as a knowledgeable source.



3.
www.nu
-
era.com

Nu
-
era is not only a competitor but they are also a reseller of our product.



Their site is e
asy to navigate


with the exception of they do the same thing as
russellandmiller (see below) by having the browser click though pages
-
upon
-
pages of
product.

There are good little slideshows on many pages showing the wealth of product


like ours:
http:
//www.nu
-
era.com/Holiday
-
Signage.asp


We like their shop by store idea. We do not like the left navigation treatment. The
wraparound text is hard to read and the list of products is too large. We do not like that the
page pins to the left, does not fit
the screen and has no background.


The next two are the two main companies that make ready
-
made sign solutions


direct competition.

4.
www.russellandmiller.com


Main competitor #1
-

The look of this website too old and dated. The website is set up f
or an

small screen view. Shoppers have to drill for everything. The price grids do not have table
lines which makes it hard to fast view for a price. Rare photo of the product in use leaves a
dry feeling. On the positive side: It does have everything c
learly marked and the view by
industry feature is an additional tool to help direct shoppers.

5.
www.shopsalessigns.com


Main competitor #2


also a poor looking site. This recently launched website is not totally
functional yet. This company is owned by

the same company that owns Russell and Miller.
Although the appearance of the site is non
-
inviting, the many in
-
use photos show the
shopper how to use the product. The navigation is laborious.