Design Document. for Joe s Fruit and Vegetables PL (ABN ) Main Street Mytown NSW 1111

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1 Design Document for PL (ABN ) Main Street Mytown NSW 1111 Version 1.1: 27 August 2002 Prepared by: PB Arachnoid Web Services Commercial In Confidence

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3 Table of Contents Design Document...1 Background...5 Background Goals Success measures User experience Audience definition Scenarios Competitive analysis summary Site content Content grouping and labelling Functional requirements Site structure Site structure summary Architectural blueprints Global and local navigation systems Visual design Layout grids Design sketches Page mock-ups Web-based prototype Appendix A: Competitive analysis Greengrocer.com Woolworths Home Shopping Coles Online Shopfast.com.au Appendix B: Content inventory Appendix C: Site structure listing Arachnoid Web Services (2002) Page 3

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5 Background Joe s Fruit and Veg is a traditional store selling fruit and vegetables, along with other commodity items such as milk, soft drinks, sweets etc. Joe s has been in business for 27 years and has a reputation for the quality of their goods. The proprietor, Joe Bashir, has discovered that there are many people who, through work schedules and home lifestyles, don t have the opportunity to shop in person. For convenience, they did fruit and vegetable shopping at supermarkets, but were not happy with the quality of the produce from the supermarkets. Joe wants to tempt these customers back by taking his store to them, in their homes. 1 Goals The major goal of the site is to show users the range, quality and price of fruit and vegetables available from Joe s Fruit and Veg. It will also: Show customers how to find the store Give a brief history of the business Give brief overviews of the staff Give information to customers on the history of different fruits and vegetables as well as meal planning and recipes. Goods will not be sold directly from the site but will refer customers to a number for ordering. 2 Success measures The major measure of success will be the number of calls received on the special telephone number. This will not be used in any other advertising. After three months, the volume of calls should grow to 50 per week. With an average spend of $40 per order, this should result in an additional $2,000 turnover per week. A secondary measure will be ordering. This is expected to grow to 20 per week, resulting in an additional $800 per week turnover. 3 User experience Users will find using the site a pleasant experience. They will be able to find details about the fruit and vegetables, some of the history of their use, how to cook them and their use in recipes. 3.1 Audience definition The major audience will be located within delivery distance of the store. This would be no more than 15-20km away. They will be: People in general disappointed with the low quality of the fruit and vegetables available from the supermarket. Busy mothers of young children who find it difficult to shop in person Professional couples with busy schedules Single fathers trying to juggle work and children IT skills of the audience will mostly be low to moderate so the site must be easy to navigate. 3.2 Scenarios Four major groups of audience have been defined. The characteristics of each group are outlined in the detailed scenarios.

6 3.2.1 People disappointed with supermarket produce These people will want to be assured of the quality of the produce from Joe s. They will be interested in finding out some of the history of fruits and vegetables. They will want to be reassured by the knowledge of the staff. This needs to be shown through their biographies Busy mothers of young children These will be largely interested in the convenience of telephoning their order through. Price will be less important. They will need to be reassured that the produce is of good quality and will provide excellent nourishment for their children Professional couples with busy schedules These people will regard convenience as the major benefit of buying through Joe s. They will not be very sensitive to price; quality is much more important. They will value the meal planning section; perhaps even to the extent of using it to plan meals for a week, and then order the correct amounts of fruit and vegetables. These people would appreciate a link to a local quality butcher to buy the meat to complement the fruit and vegetables Single fathers trying to juggle work and children For these people, reassurance that the produce is of the highest quality and good for their children is most important. Price is less of a consideration. They will also appreciate the recipe planners and a link to a local butcher. 3.3 Competitive analysis summary Within the town, there is no competition on the Internet. There are small fruit and vegetable shops, but none with the long-standing reputation for quality that Joe s has. Major competition is from the supermarket chains and from greengrocer.com. What these chains lack is the local touch: they are large national or multinational companies. They also suffer from a perceived lack of quality of their produce, with price being far more important than quality. The websites of the supermarkets are very well designed and make ordering very easy. They are fully-fledged e-business sites and of a different character to Joe s. See Appendix A for full details of the analysis. 4 Site content The site will contain details of the range of fruit and vegetables in stock. The home page will feature the Specials of the Day. The site will also contain information about the produce, some anecdotes about the use of the item, some history, and recipes for using the produce. It will also contain brief biographies, experience and photographs of the staff and testimonials from satisfied customers. 4.1 Content grouping and labelling There will be three major parts to the site: produce on sale, site and business information and general information Produce on sale There are two major groups: Fruit and Vegetables Arachnoid Web Services (2002) Page 6

7 Within each group, produce will be in alphabetical order. Where there is more than one name used to describe the same item (eg. rockmelon and cantaloupe) the more common name will be used (rockmelon) Site and business information This will have sub-sections on: Location of the store History of the store and staff Short biographies of the staff General information This will contain: A description and photograph of each of the fruit and vegetable items on sale. Where there are interesting historical or other facts about an item, it will be shown. A recipe section showing recipes that can be used for each of the items 4.2 Functional requirements Users need to be able carry out both known-item searching and casual browsing Listing All products need to be listed, in alphabetical order, along with prices. Users should not need to know whether an item is a fruit or a vegetable. Tomatoes, for example, are fruits but mostly used as vegetables. There should be an easily accessible list of produce that is on special, located on the home page Searching Users need to be able to search for a known item of produce. This will take the form of an index, arranged alphabetically Ordering While the site will not allow online ordering, it must provide ready access to the 1800 number for ordering Accessing other information Users will be able to click on a button to find information and recipes about that particular item of produce. 5 Site structure For convenience, produce will be organised into a hierarchical structure, though this will not be evident to the user. 5.1 Site structure summary The site is relatively simple having five major sub-pages from the Home page. Arachnoid Web Services (2002) Page 7

8 Home All produce Recipes Staff History Search 5.2 Architectural blueprints Home page Produce Table All produce Recipes Table Recipes Staff Table Staff History Search fucntion Mailto: Joe s 5.3 Global and local navigation systems Navigation is independent of site hierarchy. On the Home page, users are able to view the Specials of the Day. Each special has an illustration and links to find out more information about the item and to recipes using it. Arachnoid Web Services (2002) Page 8

9 A fixed navigation bar appears on the left side of each page. The buttons are: All produce Recipes Search Staff History The Search button takes the user to a page with an alphabetical list of each item of produce for sale. Index letters across the top allow the user to jump to that section of the list. The description of each item contains a link to additional information about it, as well as a link to the recipes using it. 6 Visual design The visual design metaphor for the site will consist of images of fruit and vegetables. The banner at the top of each page will have a fruit design. The vertical navigation bar will have fruit or vegetable images, with rollovers that animate on a mouse-over. Four major regions are visible on each page: Top banner Vertical navigation bar on the left hand side of each page Horizontal text navigation bar at the bottom of each page Content area. This will be different for each page in the site, though templates will be used to ensure consistency of layout. 6.1 Layout grids 640 pixels Banner 120 pixels Vertical Navigation Bar Content Area Text Navigation Bar 40 pixels 80 pixels Arachnoid Web Services (2002) Page 9

10 6.2 Design sketches Arachnoid Web Services (2002) Page 10

11 6.3 Page mock-ups Home page Arachnoid Web Services (2002) Page 11

12 6.3.2 Detail page of produce 6.4 Web-based prototype Arachnoid Web Services (2002) Page 12

13 Appendix A: Competitive analysis Greengrocer.com The front page is complex, with many different departments listed. It is possible to click on one department or place a tick in the box alongside several departments and show them all in one list. When a department is selected, its items remain hidden from view requiring the user to scroll down. Each item is on a separate line, with most having a link to a popup picture of the item. All items are listed on one very long page, requiring the user to scroll down. To make a purchase, users must register and have a login and password. The site has many other sections, including a recipes section. On the day the comparison was made, Greengrocer had 56 items of fruit and 132 items of vegetables on sale. Woolworths Home Shopping The front page is sparse and requires the user to make 3 mouse clicks to arrive at the fruit and vegetables pages. Items are arranged in a list, with most items having a link to a popup window with a picture of the item. At the time of viewing, there were 149 fruit and vegetable items on sale. Items were spread across 5 pages. The site has many other sections, for general groceries etc. Confusingly, the front page contains links specifically for vendors (people who wish to sell to Woolworths) and a long explanation of the GST which now appears very dated. When the comparison was carried out, Woolworths had 43 items of fruit and 149 vegetables. Coles Online This site is quite different from both Woolworths and Greengrocer. All selections take place in one window. Lists are generally short, requiring no scrolling, but this leads to a large number of mouse clicks to arrive at a selection. On the right side of the screen is a ticker tape showing the contents of the shopping basket and the total cost of items selected. The site appears to need some considerable work before it is complete. For example, there were no product illustrations available for any fruit or vegetable items. In the Express Shop section, a search for lettuce found 7 products that contained the word lettuce but on clicking Show me all products, no products were found. At the time of the comparison, there were 31 items of fruit and 78 items of vegetables, giving it the smallest range of any of the suppliers. Shopfast.com.au This is by far the busiest site with banner ads at the top, featuring constantly changing logos of various products, and animated pictures of various items. Within a category, products are identified first by manufacturer s name. For brand name products, this would make sense, but for fruit and vegetables, it does not as every product other than fruit juices are identified as The Fresh New Way. The site allows the user to search for a particular item of interest. At the time of comparison, there were 78 items of fruit and 122 items of vegetables for sale. Arachnoid Web Services (2002) Page 13

14 Appendix B: Content inventory Content on the site should include: a Information about i phone number ii Address of store iii Staff biographies iv History of the store v address b Produce lists i ii Alphabetical list of specials of the day and price Alphabetical list of all items of produce and price c Recipes i ii Selected recipes, highlighting produce available from Joe s Recipes categorised into different nationalities Arachnoid Web Services (2002) Page 14

15 Appendix C: Site structure listing Site structure essentially follows website logical view. Folder structure: Arachnoid Web Services (2002) Page 15

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