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Case Study

Requirement:

Fencing can be a complicated and confusing task for any homeowner! What's the length of your boundary? What sort of posts do you want? Do you need gravel boards? What are gravel boards?! And, to top it all, do you want Decorative, Pressure Treated, Low Level or Traditional? Posts that is.

This minefield of questions and with so many potentially pitfalls where you might make that drastic wrong decision, led one of our clients to require a system which would guide their e-commerce visitors through the process, dropping them off at the other side, complete with everything they need.

Living on www.buyfencingdirect.co.uk, this would guide users through every step of the fence buying process, calculating what they would need and how many. Providing this priceless tool to their users would hopefully not only encourage sales but would also mean recommendations and show BuyFencingDirect as market leaders.

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Creative:

The creative aspects of this build encompassed many different points, covering character development, Flash animation and the design of a website application which was sympathetic to the existing design but slick enough to appear as an external application.

One of the most important aspects was the factoring in a progress timeline bar which would clearly show the user where they'd been, what stage they were at, and how far they had to go. Combining this with succinct buttons and a clear list of available products, the application soon began to take an impressive form.

The use of clear, slick buttons meant the complicated process was slowly beginning to have clear layout and the user had an obvious path to follow. The traditional web elements introduced, including quantity of products written after the section and the use of radio buttons for product selection, meant that loyal web users wouldn't be put off by navigating through a different format.

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Technical:

The engine driving the Fence Panel Wizard was written in classic ASP, but not before 2 days of working out the logic and mathematics which would confidently drive it. With all possibilities having to be catered for, i.e. width of posts means less panels, panels which can be associated with certain boards and accessories, the variations are endless. Couple this with the potential for user error or misunderstanding, the motivation behind the project in the first place, and the Developer working on this had a massive job on his hands!

Using a validation script against the text boxes, the Developer built a relationship between the quantity box and the end value of the stage. As the quantity increased, so did the price, without the need for updating or refreshing. Finally, the products which were gathered throughout were dropped into the secure Shopping Basket of the host website, and the user would continue with payment as usual.

The end result of this project is an intuitive, easy-to-manage and self-explanatory application which is controlled and edited through the CMS of the main website. From a client viewpoint, minimal training is needed to successfully manage the Fence Panel Wizard. The logic and the mathematics are hidden, allowing the BuyFencingDirect staff to concentrate on the products they are assigning - one of our starting objectives achieved.

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Delivery:

Utilising on both a long standing relationship with the client as well as tried and tested Project Management methodologies, resulted in the successful and satisfying delivery of this project for all concerned; this was launched and welcomed by BuyFencingDirect customers and will impact successfully on the websites conversion rate.

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