FASHLAB E-COMMERCE WEBSITE PROPOSAL
FASHLAB E-COMMERCE WEBSITE PROPOSAL PRESENTED BY F(X) DESIGN STUDIO DECEMBER 9, 2014
Table of Contents Project Overview. . . . . . . . . . .
1
Terms & Conditions. . . . . . .
55
Market Research. . . . . . . . .
3
About Us. . . . . . . . . . . . .
61
E-Commerce Industry. . . . . . . . . . . . . . Target Audience. . . . . . . . . . . . . . . . .
4
About F(X) . . . . . . . . . . . . . . . . . . .
62
9
Our Team . . . . . . . . . . . . . . . . . . . .
63
Competitors . . . . . . . . . . . . 13 Etsy . . . . . . . . . . . . . . . . . . . . . . . Threadless. . . . . . . . . . . . . . . . . . . . District Lines. . . . . . . . . . . . . . . . . . . Competitive Matrix . . . . . . . . . . . . . . .
14 16 18 20
Project Scope . . . . . . . . . . . 21 Measure of Success. . . . . . .
25
E-Commerce & Web Hosting . .
31
E-Commerce & Web Hosting . . . . . . . . . .
33
Widgets & Extensions for Magento CE. . . . .
34
Design & Development Process. 41 Our Methodology . . . . . . . . . . . . . . . .
42
Schedule. . . . . . . . . . . . . . . . . . . . .
52
Billing Plan. . . . . . . . . . . . . . . . . . . .
54
Our Portfolio. . . . . . . . . . . . . . . . . .
References. . . . . . . . . . . .
64
67
PROJECT OVERVEIW
FashLab Introduction
Project Objectives
FashLab is a new start-up dedicated to designing,
FashLab aims to be recognized as the number one
selling, and celebrating the fusion of graphics and
supplier of personalized apparel and as a provider
fashion. It provides a way for artists to express
of superb customer service. In order to do so,
themselves through fashion and for others to enjoy
FashLab plans to stand out among their competitors
these artists’ works. FashLab also serves as an online
by offering a unique assortment of artists and items.
community that unites artists; bringing together a
Their online experience will be top-of-the-line.
circle of people with similar interests.
Project Summary
to accrue revenue through sales. To be successful, they must establish a strong web presence, attract
FashLab is currently seeking a web design firm to
large numbers of users, effectively promote their
design and develop an e-commerce website flexible
products, and provide excellent and economical
enough to meet their needs. Because of FashLab’s
customer support. Establishing these things will
creative nature, a creative, yet functional, approach
allow FashLab to develop an extensive customer
is best.
base and spread brand recognition.
FashLab has requested that the website caters to their target customers by providing the capability
Purpose of Proposal
to create and customize graphics, as well as
The purpose of this proposal is to express our interest
opportunities to be part of an artistic community. The
in acquiring a contract for service with FashLab, and
website is to run properly across current platforms
to state our qualifications in regards to this service.
and devices, meeting all design, technical, and functional requirements. Since the website is an e-commerce site, all functionality and security of the payment process is expected. f(x) Design Studio will design and develop a solution to meet FashLab’s needs.
2
As an e-commerce site, FashLab’s primary goals are
MARKET RESEARCH
E-Commerce Industry This section covers an overview of the e-commerce
each customer based on their past shopping record
industry. First, we will look at e-commerce as a whole
and behavior, and what they liked on social media
by reviewing some of the current trends that are
sites. Personalization improves customer experience,
driving the industry. Then, we’ll look more specifically
leading to a higher conversion rate.
at the trends within the e-commerce fashion industry, which relates directly to FashLab. Lastly, we will look
Data will be the driver for capturing more customers,
at some of the market research, including data and
upselling to existing customers and retaining them
graphs, relating to customer base, online shoppers,
for the long term. Big Data analytics will become a
and e-commerce revenues.
core business practice that e-commerce firms use to understand their business and their customers in fundamentally new ways.
E-Commerce Trends E-commerce is constantly evolving. This evolvement is dependent on current technologies. As technology advances, so does the approach to e-commerce. After our research, we found three consistent e-commerce trends: Big Data analytics, a more personal shopping experience, and the growing importance of mobile.
Big Data Analytics E-commerce merchants collect and analyze data to discern shopping patterns that have predictive value and to understand consumer experiences in digital and physical contexts. For example: The online fashion industry have begun to personalize each customer’s shopping experience, like in flash sales. Products are recommended to
4
A More Personable Shopping Experience The more data a company has on their customers, the more personable of an experience they will be able to offer, from personalized product suggestions to completely customizable products. Businesses are also focused on providing a more engaging customer experience beyond making the actual purchase, such as saving favorite items, product displays, and tracking orders. These types of additional perks and services will play a major role in driving customer loyalty and demonstrating value to the consumer.
The Growing Importance of Mobile An increase in purchases of smartphones and tablets means an increase in e-commerce – this is an opportunity you want to take advantage of. Shoppers use mobile devices to make purchases and research products and prices before making a purchase,
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
making it an important channel for both earning sales and engaging potential customers.
Fashion E-Commerce Trends The fashion industry is an ancient industry, and yet when it comes to e-commerce, they are ahead of the game. Consistent industry trends include virtual reality retail, online stylists, curation, social, and data-driven innovation.
Curation
Customer Base
Curation is a way to organize, sort, and select items
It is important to note that demographic studies,
in a collection. It offers a more seamless shopping
even if it’s a general one, will give you a good basis to
experience and makes a site more useful through the
understand your customer base.
use of innovations such as “search by image” and algorithms that “learn” users preferences.
Social Being social has become a big part of the fashion industry’s marketing effort. It allows businesses to listen to their customers, collect feedback, and customize the experience. It is a powerful tool.
Virtual Reality Retail To
improve
customers’
online
experiences,
businesses are trying to bring the real-life shopping experience to e-commerce. For example, recreating the texture, feel, and fit of garments for an online shopper; and providing a 360-degree view of a product. Businesses are also revising the purchasing process to fewer clicks, which speeds up the process of making a visitor a customer.
Online Stylists
Data-Driven Innovation
Who Shops Online? Women usually leads the shopping trend since they control majority of household spendings. However, when it comes to e-commerce, men takes the lead. Recently, men in both age groups, 18-34 and 35-64, leads most e-commerce activities compared to women of similar age groups. Men ages 18-34 have the highest activity percentages.
Data helps businesses evaluate consumer responses through social media and online product reviews, and consumer behaviors. These evaluations help businesses see the direction of fashion trends and react to it.
E-Commerce Market Reserach
Just as physical stores have stylists to dress you,
As mentioned earlier, e-commerce is always evolving.
e-commerce stores do the same. Online stylists
As e-commerce evolves, consumer behavior also
provide an organic element in the shopping
evolves. Technological advances lead to new needs
experience, which is human interaction. The trend of
and expectations from consumers, which then
having an online stylist makes the online shopping
affects how businesses strategize for e-commerce to
experience feel like a physical one. Not only do these
meet these needs. Market research helps businesses
online stylists pick clothes for you, they customize
gauge their strategies.
them to your comfort level and personality. They do all the work in making you look fashionable.
5
MARKET RESEARCH
American Attitudes Toward E-Commerce
Popular Online Shopping Categories
January 2013
June 2014
Typically shop on auction sites
27%
22% 23% 23% 27%
15%
24%
12%
Have requested a price match using mobile phone
15% 9%
Typically use mobile phone to scan and find the best price in town for a specific item
15% 11%
Typically shop for and buy items on mobile phone
13% 7%
0%
Male 18-34
47%
Accessories
Attitudes Toward E-Commerce
Attitudes Toward E-Commerce
17%
Typically use retail store apps
56%
60%
28%
13%
An extreme couponer
62%
Digital Content
30%
15%
75%
33%
26%
Typically use shopping apps on mobile phone
63%
Clothing
40%
29%
Ideally would buy everything online
43%
31% 31%
25% 21%
25% 20%
49%
Household Electronics
37% 28%
Cosmetics & Personal Grooming Items
41%
Prescription Medication
24%
Specialty Food & Beverages
24%
27%
27%
18%
20%
19%
General Food Purchases (e.g. Groceries)
19%
Male 35-64
43%
Over the Counter Medication 24%
10%
55%
Personal Electronics
30%
Female 18-34
40%
50%
16% 15%
0%
10%
20%
30%
40%
50%
60%
Male
Female 35-64
70%
80%
Female
In general, men are more likely to shop online, use e-commerce apps, are more
If e-commerce was broken down into specific shopping categories, we can see
price-conscious, and are more likely make to purchases on their mobile phone. The
that men and women have different preferences. Women shops more in categories
following graph is provided by BI Intelligence to analyze American Attitudes Toward
such as clothing, accessories, and cosmetics and personal grooming items; while
E-Commerce (Smith).
men shops more in categories such as digital content, personal electronics, and household electronics according to Statista’s report.
6
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Online Shopper Projection
E-Commerce Revenue Projection
The number of online shoppers have increased every year. The graph shows the
E-commerce revenue is expected to keep rising. In 2010, the total revenue was
number of online shoppers since 2010, and the prospective growth by 2018. Since
167.3 billion U.S. dollars (Lupec). It is projected to grow to $361.9 billion by 2016.
2013, 191.1 million online shoppers have browsed products, compared prices, or
Within this projection, the online fashion industry has been the second sector in
brought merchandise online at least once. The figures are projected to surpass
retail e-commerce sales in the U.S. for the last 4 years and it is predicted to almost
200 million in 2015. This increase in online shoppers is mainly due to the fact
triple the sales number by 2016 ($73 bilion) compared to 2010 ($28 bilion). Computer
that online platforms have become more stable and reliable, improving the online
and consumers electronics takes first place with a sales growth from $35.7 billion
shopping experience.
(2010) to an estimated $80.2 billion dollars in 2016.
Number of Online Shoppers in the United States
U.S. Retail E-Commerce Sales (in billions)
2010 – 2018
2010 – 2016
2010 2011
178.3
2012
183.8
2013 Year
Product Category
172.3
191.1
2014
196.6
2015
201.7
2016
206.2
2017
210.8
2018
215.1
0
50
100
150
200
2010
2011
2012
2013
2014
2015
2016
Computer & Consumer Electronics
$35.7
$41.9
$48.6
$55.9
$63.8
$71.9
$80.2
Apparel & Accessories
$28.0
$34.2
$41.0
$48.6
$56.6
$64.8
$73.0
Books/Music/Video
$14.4
$17.2
$20.4
$23.8
$27.3
$30.9
$34.7
Auto & Parts
$16.2
$17.0
$18.3
$19.7
$21.1
$22.5
$24.0
Furniture & Home Furnishings
$11.9
$14.2
$16.5
$18.8
$21.3
$23.9
$26.6
Health & Personal Care
$7.5
$8.7
$10.1
$11.5
$13.0
$14.5
$16.0
Office Equipment & Supplies
$6.3
$7.1
$7.9
$8.6
$9.3
$9.9
$10.5
Toys & Hobby
$5.7
$6.7
$7.8
$8.6
$9.3
$9.9
$10.5
Food & Beverage
$5.7
$6.7
$7.8
$9.1
$10.4
$11.8
$13.3
Other
$37.9
$42.9
$48.5
$54.2
$60.4
$67.1
$74.7
Total
$167.3
$194.3
$224.2
$256.0
$289.8
$325.2
$361.9
250
Number of online shoppers (in millions)
Note: eMarketer benchmarks its retail ecommerce sales figures against US Department of Commerce data, for which the last full measured was 2011; excludes travel and event tickets.
7
MARKET RESEARCH
Social Media
Percentage of Social Orders Originating from Facebook
When it comes to e-commerce, being social matters.
40k Photography
to create an online presence. Through this presence, businesses can increase their customer base, build loyalty, built relationships with customers, and advertise to specific demographics; all of which allows businesses to gain value in their customers’ eyes. With all the hype about social media, it is Industry
important to understand that social media is a tool
98%
Sports & Rec
94%
Pet Supplies
94%
Dropshipping
93%
Jewelry & Watches
92%
Clothing & Apparel
87%
purchases.
Food & Beverage
86%
The graphs to the right illustrate social media’s
Home & Garden
that then leads to purchases, not to directly drive
contribution to the e-commerce industry. Data analysis of twelve social media websites shows that about 85% of all orders came from Facebook alone, dominating industries such as Photography, Sports & Rec, and Pet Supplies by 95% (Macdonald).
30k
Order
Social media offers an opportunity for any business
used to build awareness and reputation of a business
Long-Term Orders Growth (Quarterly)
20k
83%
Web Design
81%
Health & Beauty
81%
Music & Movies
80%
10k
0k 0% 20% 40% 60% 80% 100% Percentage Percentage of social orders originating from Facebook(by industry)
8
Q2 2009 Quarter Long-term orders growth(quarterly)
Q3 2013
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Target Audience Understanding the target audience for FashLab site and knowing how to effectively reach them is vital. f(x) Design Studio will refine a target audience analysis after receiving the FashLab contract and help the site to best meet the goals and needs of the expected users. There will be three primary dimensions in the refined analysis document: demographic
Demographics Gender Women and Men Age 18 to 35 Characteristics
psychological audience analysis to discover what
• • •
the audience may be thinking about your site,
Motivator
contextual audience analysis to understand contexts
• •
audience analysis to define group characteristics,
the audience will be faced with. In this section, we will briefly explain target audience demographics, personas, user scenarios, and key tasks
•
Creative and tech-savvy Very hip and knowledgeable about fashion Has a very original style
Look for unique ways to express themselves Has expectations of fast turnaround designs, high-quality products, and trendy designs Eager to create designs, upload their artwork, and purchase personalized items designed by themselves and others.
Internet Usage High/Fluent • Love social media services • Be online everyday Technical Comfort Level High/Fluent • Fluent with various desktop or mobile apps •
Seek new tools to help them day-to-day
Size of the Average Purchase $25 to $35 Language English Location The United States
9
MARKET RESEARCH
Persona 1: Shopper The shopper primarily shops for other people’s design to customize their shopping items.
“I am eager to create fashion items designed by myself.” Name: Jessica Age: 20 Occupation: College Student Location: San Francisco, CA Activities: Photography, Drawing, Painting
User Scenario Jessica recently found that one of her favorite artists is registered on the FashLab website as an artist. Now, the artist is continuously uploading his artworks on the site. She wants to place one of his artworks on her new fashion item. The customized item will be only one in the world.
Goals •
Find an artwork to place on her new item
•
Customize the item with her selected artwork
Outcomes •
Enable users to provide a filter to search fashion items and artists they like
•
Enable users to scale and position a selected artwork on a fashion item
Key Task •
10
Buy a customized item designed by herself
Task flow
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Persona 2: Artist
Task flow
The artist uploads his designs on the website to sell.
“I want to sell my artworks and make some profits.” Name: Joe Age: 25 Occupation: Graphic Designer Location: Mountain View,CA Activities: Swimming, Cycling
User Scenario Joe is a freelance graphic designer living in the SF bay area. He is looking for an e-commerce website to sell his artworks and thinks that FashLab is good for him. Because he wants to upload as many artworks as possible, a widget to upload a file will be easy to use. In addition, he wants to add a description and tags to improve search results so that customers can access his artworks more frequent. He also wants to keep track of whether his artworks are approved from FashLab.
Goals •
Sell his artwork on the FashLab site
•
Keep track of FashLab approval
Outcomes •
Enable users to upload their artworks
•
Enable users to check FashLab approval
Key Task •
Upload one of his artworks
11
MARKET RESEARCH
Persona 3: FashLab Staff The FashLab staff reviews and approves all new files; as well as manage product inventory and posts on the FashLab Blog.
“I review and approve all new files before they can be posted on FashLab.” Name: David Age: 30 Occupation: FashLab Staff Location: San Francisco, CA Activities: Reading Books, Jogging
User Scenario David is one of FashLab staffs. His role is to review new files to check whether they are appropriate for FashLab site or not. After reviewing the files, he will delete or approve the files. His other roles are managing product inventory and customer orders. He regularly updates new products and edits product details. In addition, he reviews and confirms customer orders.
Goals • •
Review and approve new files Manage product inventory and customer orders
Outcomes • •
Enable users to approve/decline new files Enable users to manage products and details.
Key Task •
12
Review all new files and manage products and customer orders
Task flow
COMPETITORS
Etsy (etsy.com) Etsy is one of the premier e-commerce marketplaces for artists on the internet. This site is where people around the world come together to buy and sell unique goods focused on handmade or vintage items and supplies. Many artists, or craftsmen, choose Etsy because they can create small home-based businesses to sell items online.
14
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Menu Navigation for an Individual Shop
Focus Area
they also can enter words to create a menu
Individual Shop
navigation for the shop. This causes inconsistent
Mobile Services (iOS and Android)
issues such as font style. For example, some
Curated Collection
shops use all caps for the navigation, but some
Social Media Website: Facebook, Twitter, Pinterest, Instagram
shops use all lower case letters for it. •
There is no main menu bar on the homepage and
Artist Profile: Facebook, Twitter
Page to Browse Who Favorited This
No Main Menu Bar other pages that generally is designed for other
Pros
websites at the top or left side. Instead of the
•
the users confused when navigating.
This website was developed based on a gridbased layout, making it visually organized. The
Insights from Etsy
user interface looks clean, structured, readily
•
intelligible, and streamlined. •
menu bar, there is a search bar, which can make
Grid-Based Layout
A grid system offers a certain level of stability
Curated Collection
to the structure of web design that establishes
The users can browse curated collections created
visual unity. In addition, it helps to develop a
by Etsy members. They can get inspirations from the collections and contribute to a community as well. •
Who Favorited This The website provides a page to browse “Who Favorited This” so that a user can follow other users or artists who are similar to one’s
Grid Approach
scalable responsive site. •
Widget to Customize Products f(x) Design Studio will sort a list of key options that FashLab users use to customize their items. We will customize a widget platform to meet their goals and needs.
artistic interests.
Social Media Integration
Cons •
Request Custom Order The users can request their own custom order when contacting with a shop owner, but they cannot customize items by themselves.
•
Not Consistent Because the users can create their own shops,
15
COMPETITORS
Threadless (threadless.com) Threadless is an online creative community of artists and e-commerce website based in Chicago, Illinois. Threadless designs are created and chosen by an online community.
Users can create a
creative and collaborative community that supports artists. They can vote on original designs and follow inspiring artists.
16
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Participate - to Vote Top Designs
Focus Area
•
Vote on Original Design
Though Threadless provides a native app that
Mobile Services (iOS only)
can be used for iOS platform. It supports only
Featured Designers and Artworks
iOS 7.0 or later, and the website for desktop is not responsive, making it difficult for users to access
Social Media Website: Facebook, Twitter Artist Profile: Facebook, Twitter, Instagram,
the site. •
caps, it becomes illegible. Also, there is a sharp color contrast between background and font,
Pros •
Social Media Integration for Artist
which makes it hard to read.
Profile Page
Insights from Etsy
Artists can choose and integrate the social media
•
services they use. •
designs are popular and most funded. This menu helps users to understand current trends and to
services, it will be better to let the users choose social media services to create their profile page. •
products using various payment methods, the
Mobile Apps
users’ information should be protected in the
There is not a particular widget to customize iPhone app, Type Tees, to create a slogan through
Social Media Integration
text to be printed on a t-shirt.
Strong Site Security Because FashLab’s site is to buy and sell
find high-quality artworks.
products on the website, but they provide an
Social Media Integration for Artist Page Since there are huge number of social media
Participate Menu Participate menu enables users to browse what
•
Bad Readability Because some text are very small and uses all
Behance, Tumblr, YouTube, Vimeo, Linkedin, etc.
Custom T-shirts iPhone App
Not Responsive
most secure way. •
Responsive Website f(x) Design Studio plans to make FashLab site responsive as a hybrid application that can be
Cons
used in both mobile and desktop devices. The
•
that it can improve user experience.
Password Security A user can create an account with a password
site will support all platforms and browsers so
with only 4 characters. The site does not even recommend how to make a strong password.That makes the site security unreliable and insecure.
17
COMPETITORS
District Lines (districtlines.com) District Lines is an online merchandise store that sells various fashion items and customized items designed by the user. They provide various vendor categories such as music, pop culture, geek, gaming, and so on so that users can browse their products of interests.
18
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Widget to Customize an Item
Focus Area
•
No Wish List
Widget to Customize an Item
There is no wish list on this website, so it is hard
Various Vendors
to keep one’s favorite products.
Insights from Etsy
Social Media Website: Facebook, Twitter Artist Profile: Facebook, Twitter, Pinterest, Tumblr
•
FashLab site should speak the users’ language, with words, phrases, and concepts familiar to the
Pros •
users, making all content appear in a natural and
Widget to Customize an Item The users can customize a blank item with their own graphics. The widget is simple and easy to
Dropdown Menus for Shop
logical order. •
simple as possible. The site will not provide too
is easy to find on the homepage.
much information at once. Unnecessary features
Icons to Define Item Categories Instead of words, they use icons to define their multiple categories in a well-defined way.
Aesthetic and Minimalist Design The user interface for FashLab’s site will be as
use. Also, the yellow button to access this widget •
Content Strategy
and elements will be omitted. •
Wish List Menu FashLab’s site will have a wish list menu to save
Cons
users’ favorite products. It also allows users to
•
that are not currently in stock.
keep track of items that they wish to purchase
Content Organization and Word Choice There are eight categories, such as music,
Social Media Integration
youtube, vine, fashion, pop culture, geek, and so on, on the main menu bar. They are supposed to represent various vendors to browse products, but word choices like youtube or fashion can make the users confused to understand the purpose and meaning of these vendors. •
Inconsistent and Busy User Interface Each page for a vendor has a complex layout and a variety of colors
though it generally
keeps a basic grid system of the site. The background images for all vendor pages lower users’ readability.
19
COMPETITORS
Competitive Matrix COMPETITORS
Etsy User Interface Grid-Based Layout Aesthetic & Minimalist Intuitive Navigation Easy to Ease to Use Use
Readability Slideshow
(We recommend slideshow that features new items and special events on Home) (We recommend slideshow that features new items and events on the homepage.)
Function Filters to Browse Products Responsive Web Design Customization Widget
(We recommend recommend buying FashLab to buyofaalicense of a widget pre-made widget to (We license pre-made platform toplatform reduce design reduce design andtime.) development time) and development
Shop Guest Shopping Abandoned Shopping Cart Wish List/Adding to Favorite
Social Writing Comments & Reviews Following Artists Blogging
(We recommend recommend adding to add Featured Online Stylists on Blog in order to trends.) suggest (We to suggest current current trends)
Social Media Integration
(We recommend FashLab to make users customize social media links they frequently use.)
Curated Collection
(We recommend FashLab to have a section for curated collection on Home in order to browse and follow specific communities they like)
Security Password
(We will encode all passwords in the most secure way, the andsite the will sitesuggest will suggest how how to make secure passwords to users registering) to make secure passwords to users whenwhen registering.)
Secure Tran saction
(We recommend FashLab to add premium SSL Certificates ($69.99/yr) and Site Lock Web Site Security service ($83.33/yr) from Godaddy hosting service that we suggest for FashLab.)
8
20
Threadless
District Lines
FashLab
PROJECT SCOPE
Project Scope f(x) Design Studio will provide responsive web application development services to FashLab in
User Scenarios, Tasks, and Flows f(x) Design Studio will create and refine user
a collaborative environment to meet the business
scenarios based on the specific personas who come
objectives of FashLab. The application should be
to FashLab. The scenarios will specify how users
interactive, easy to use and meet the marketing
carry out their tasks in specific contexts. In addition,
requirements of FashLab. f(x) Design Studio will
we will finalize task flow diagrams before all technical
gather
features and functions are developed.
design
and
development
requirements,
analyze, design, develop, implement, test and integrate the application according to the guidelines and schedules stated in the booklet. The following are descriptions of the services that f(x) Design Studio provides.
Wireframes and Sitemaps for the Site Estimated total number of navigation menus: 11 Key features for each menu is the following: Home
Usability Specifications
•
3 Personas
•
Featured online stylists
•
Featured curated collection
f(x) Design Studio will conduct additional user research, such as interviews and surveys, to validate key target audience groups stated in the booklet. Based on this research, we will refine one persona for each group . The personas for FashLab are: •
Shopper who primarily shops for other people’s design to customize their shopping items
•
Artist who uploads his/her design on the website for sale
•
FashLab Staff reviews and approves all new files and updates posts on the FashLab Blog
Slideshow that features new items and special events
Shop •
Product filters to browse items by categories and artists
Create •
Widget to customize user’s product
•
Widget to upload artist’s work
Artist •
List of artists
•
Artist profile
Blog •
Uploaded posts by FashLab
•
Community-building features (including user comments, favorites, social media sharing)
22
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Shopping Cart •
Order summary
•
Proceed to checkout
product photography. •
contents are needed,
Wish List •
Collection of items a customer desire
If any modification of the branding, images, and f(x) Design Studio will
•
•
provide high-quality images for the slideshow on
FashLab’s story
Contact
the homepage so that the user interface looks
•
FashLab contact info
consistent according to f(x) Design Studio’s
•
Links to social media
solutions. FashLab can update a slideshow every
Login •
FashLab staff account
Administration •
Management of all accounts and products
Usability Testing
week during one month.
Design Unique Positioning Strategy Our competitive analysis on the booklet will help FashLab encapsulate how FashLab’s site is unique
We will conduct and analyze usability testing after
and innovative with respect to similar products in
Phase 1, Phase 2, and Phase 3.
the industry. After discussing the unique positioning
*We will conduct usability testing with TryMyUi that provides online usability testing services. 10 testers will be selected from FashLab’s target audience. TryMyUi will send us a video screencap including mouse clicks and keyboard input, real-time audio captured from the user’s microphone, and written comments.
Site Contents •
FashLab will provide their corporate identity, as well as guidelines including logo, fonts, color palette, graphic treatments, and all copy and
strategy with FashLab, f(x) Design Studio will start analyzing the examples of the sites that FashLab has provided so that we can help FashLab find their particular design preference in terms of color palette, font, layout, and so on within their corporate identity.
The most appropriate and applicable open source e-commerce platform and widgets are suggested for modification or enhancement by
20 high-quality images Under FashLab’s approval, f(x) Design Studio will
User account
•
discuss it with FashLab.
About
•
Technical and Infrastructure
anyone •
The most economical and reliable hosting service is suggested
•
Scalable solutions (responsive app) across all browsers and devices are offered
Functionality/Programming E-Commerce Platform The decision to go with an e-commerce platform is top priority. f(x) Design Studio suggests currently well-known e-commerce platforms and compares their pricing, functionality, user experience, and overall values in order to find the best platform to match FashLab’s goals and needs. 11 Key e-commerce platform features: •
Database/Inventory for user accounts and products
•
Secure online payment processing
•
Shopping cart/Wish List
Clean, contemporary, innovative, creative
•
Shipping details
interface
•
State sales tax inclusion
•
Intuitive navigation with a site structure
•
Email confirmation receipts to customers
•
Scalable solution to keep a consistent interface
•
Widget to customize and upload products
that matches FashLab’s identity
•
Function to scale and position artwork on a
User Interface •
selected item •
360-degree view of a product
•
Product color option extension is provided
23
PROJECT SCOPE
•
Big Data analytics and reporting of selling
links so that the users choose the links they
products
need and integrate with their profile page
•
to track and better understand a variety of information about target customers
•
to create personalized offers
•
Link to subscribe for newsletters
•
Social media integration
Administration •
website for search engine results, so that the site
•
Online marketing campaign
•
Social media marketing
•
Mobile marketing
•
All copywriting All printing services Branding identity and stationary system
Product database/inventory is designed not
This service will include the following:
•
Product photography to be used for Shop
only to help FashLab’s staff easily manage all
Architecture Decisions Relevant to SEO
•
Slideshow photography after the first thirty days
•
Long-term maintenance support
FashLab staff can manage this menu to review
•
File/directory structure and naming
•
Navigation schemes
•
Password protected areas
Note: f(x) Design Studio reserves the right to confirm
•
Error trapping
provided materials from FashLab fit within the environment of the current project.
Automatic statistics on the use of the site
f(x) Design Studio recommends the following:
Technology and Source Code Decisions Relevant to SEO •
Tracking systems
Website
•
Entry/splash pages
•
Site Maintenance Plans
Twitter to promote new events and to create a sense of community and closeness between FashLab and users Facebook to allow users to follow and to keep up to date with updates and news Instagram to share images of artworks and items customized by others
Artist Profile
24
License fees for widgets and extensions
•
Social Media Integration
•
E-commerce platform license fee
•
•
visible to others
•
•
the words correct.
and approve all new files before they become
•
Web hosting fee
opening an account, accepting user agreement,
product category or by artist
•
This service is for optimal placement of FashLab’s
Domain name registration
•
gets the architecture, technology, source code, and
accounts and products, but to sort items by •
SEO consulting is provided at no extra charge.
•
A secure user database is created to manage setting password, etc.
•
Search Engine Optimization Consulting
What’s Not Included
FashLab site will provide all social media service
•
The overall product manual and instructions specific to the FashLab site is provided
•
Training for key staff members is scheduled prior to launch
•
After the launch, short-term support for any technical issues that come up during the first thirty days is included
MEASURES OF SUCCESS
Measure of Success f(x) Design Studio plans to add Google Analytics to provide FashLab a wealth of information about your site and your visitors. All this information can be used to find new customers and increase conversions1. To measure the success of FashLab, we have decided to look at key factors such as: •
Number of unique visitors monthly
•
Completed transactions monthly
•
Number of repeat visitors
•
Abandoned Carts
Note: All expected outcomes are based on the RFP. FashLab expects a total sales of about three million dollars in the first year with the average purchase being in the range of $25-$35. We assume that FashLab expects to have 7,991 actual buyers per month. We set $30 as the value of one item.
Increase Number of Unique Visitors2 1. Expected Outcome 305,000
335,500 unique visitors
per month 2. Sales Forecast $263,700 per month How to Measure The average conversion rate for e-commerce is about 2.62%, according to Monetate (15). FashLab might have about 305,000 visitors monthly based on this report. This report also found that the website traffic growth rate for e-commerce between Q2 2013 to Q2 2014 is about 10%. We expect that FashLab will get a 10% increase of the website traffic within three months and keep the number of visitors. The estimated number of visitors per month is about 335,500. We assume that this number is a minimum size of unique visitors. If the site is successful to keep this number in average, FashLab will earn about $263,700 per month.
Our Approaches For growing a successful business, FashLab needs to have a steady stream of visitors who they can turn into customers. f(x) Design Studio recommends solutions to increase website traffic without having to spend a lot on advertising.
1. Conversion: Completed Transaction/Number of Unique Visitors
26
2. Unique visitors: Distinct individuals requesting pages from the website during a given period, regardless of how often they visit
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
1. Enable social sharing through mobile-optimized user interface design
Social Media Metrics
3. Improve SEO (Search Engine Optimization) Our free, but highly-qualified, SEO consulting will
Metrics
How to Measure
e-commerce businesses. We believe that providing
Conversation Rate
Comments per Post
FashLab with a responsive user interface will allow
Amplification Rate
Shares per Post
Applause Rate
Favorite Clicks per Post
Economic Value
Sum of Short and Long Term Revenue and Cost Savings
We understand how important social media is to
users to easily read, view, and share your content via social platforms.
•
Conversation Rate understanding of who FashLab’s target audience is, what FashLab’s attributes are, what FashLab’s good at, what value FashLab can add to followers, and the ecosystem FashLab participates in.
•
We will be glad to discuss about integrating social media marketing activities, such as adding social
what pieces of content cause amplification and understand times, geo-locations, and topics. •
each
independent
channel
participate in for FashLab.
visitors/customers
rate
helps
FashLab
better
they don’t.
exposure, website traffic, and engagement. The created by TrueSocialMetrics in order to measure
applause
understand what the audience likes and what
team. This will help to increase your business following table explains four social media metrics
Applause Rate The
media buttons to your website with your marketing
•
Note: All approaches will be rediscussed after a contractual agreement between FashLab and f(x) Design Studio.
Increase Completed Transactions 1. Expected Outcomes • 7,991
10,065 completed transactions
per month (Conversion Rate: 3%) • Lower bounce rate3: 33.9% to 20% • Increase pageviews4: 8.2% to 10%
Amplification Rate The amplification rate helps FashLab measure
2. Integrate social media marketing
increase the average website traffic as well as unique visitors.
A high conversion rate requires a deeper
Image: Responsive Website - folksy.com
improve your search engine ranking; leading to
Economic Value The economic rate helps quantify the economic value created through social media.
2. Sales Forecast $301,950 per month How to Measure 1. Conversion Rate We are positive that FashLab will be able to keep the average conversion rate, 2.62%, or increase up to 3% monthly. By doing so, we expect that there will be 10,065 transactions per month. If the site is successful to keep a 3% conversion rate, FashLab will earn about $301,950 per month.
3. Bounce Rate: The percentage of visitors who view just a single page of website and leave without taking any further action. 4. Pageviews: The number of pages viewed by visitors
27
MEASURES OF SUCCESS
2. Bounce Rate and Pageviews
collection on the homepage in order to encourage
According to Correll, the average bounce rate of
customers to browse and explore featured products,
e-commerce websites is 33.9%, which means that
as well as follow specific communities that they like.
approximately 103,395 visitors per month will leave
expects to reduce the bounce rate of FashLab up to
2. Sales Forecast
20% and increase the average pageview rate from
$59,933 per month (Increase 25% on the
8.2% (Monetate, 19) to 10%, so that it will increase
average profit per month)
potential customers.
How to Measure
Our Approaches
Studies by Bain & Company, along with Earl Sasser
Improving FashLab’s conversion rate can be one
Image: Etsy - Recent Favorites
of the most effective ways to improve FashLab
1. Improve the content quality Our content specialist will help FashLab improve the content quality of the site. In addition, visual content will be improved through tools such as the customizable widget that allows users to do a 360-degree view of a product. 2. Think about user experience We believe that the most important thing to think about from a user experience point of view is simplicity. We make all pages in the site intuitive
61,000 repeat visitors per month
(Repeat Visitor Rate: 14% to 20%)
the second interaction on FashLab, f(x) Design Studio
to help turn casual visitors into paying customers.
1. Expected Outcome 42,700
FashLab without further action. Since pageview is
e-commerce sales. Our solutions will be guaranteed
Increase Number of Repeat Visitors
4. Speed up page loading time Page loading time is an important part of any website’s user experience and affects conversions. One out of four customers will abandon a webpage that takes more than 4 seconds to load on the web (Čandrlić). We will build FashLab to load faster than
of the Harvard Business School, have shown that even a 5% increase in customer retention can lead to an increase in profits of between 25% and 95% (Stillwagon). However, 86% of all online shoppers had only placed one order ever, according to RetentionGrid in 2013. It represents a giant missed opportunity. We assume that FashLab will increase the average repeat visitor rate per month
other competitors.
from 14% up to 20%.
Note: All approaches will be rediscussed after a
Our Approaches
contractual agreement between FashLab and f(x) Design Studio.
Great e-commerce sites reward their repeat visitors. Visitors who repeatedly visit your site signals a level of connection and relationship with FashLab, so a reward endears FashLab to those visitors.
and easy for customers to understand, in order
We suggest the following ways to reward frequent
to effectively guide them through the decision-
visitors:
making process. 3. Suggest featured products We recommend FashLab to have a section for curated
28
1. Improve email customer service marketing We recommend FashLab send post-purchase, events, and reminder e-mails. If a customer has
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
just made their first purchase, this is a good time to follow up with a welcome email and some up-sell and cross-sell suggestions.
Reduce Abandoned Shopping Cart Rate 1. Expected Outcome 207,125
1. Before Cart Abandonment •
The
152,500 visitors who might
loyalty. The program should make it easy for visitors to determine the value of their points. 3. Send a retargeting advertisements Retargeting is a useful tactic for retaining customers.
customers
before they buy an item. •
Allow customers to purchase products without signing in Customers may not have the time to create an
putting items in their online shopping carts, but never
visitors earn points is a great way to reward visitor
why
FashLab to show at least shipping price options
Shopping cart abandonment refers to customers
A point-based loyalty program where frequent
reason
taxes are included in the total. We recommend
$136,562 per month
2. Create a point-based loyalty program
one
surprised by the price spike when shipping and
2. Sales Forecast
Image: J.Crew - email marketing
number
abandoned shopping cart is that they become
abandon their shopping carts
How to Measure
Show hidden prices up front
account. We recommend FashLab to give them
completing the purchase. According to Baymard
the option of making their purchase without
Institute in March 2014, 67.91% of online shopping
creating an account.
carts are abandoned. The average conversion rate for e-commerce is about 2.62% in Q2 2014, according to Monetate (15). For example, you might have about 305,000 visitors per month; among them, about 207,125 visitors might abandon their shopping carts. If FashLab is successful to reduce the abandoned shopping cart rate from 67.91% to 50% in the first year, you will earn $1,638,750.
A well-timed and well-executed offer can be enough to attract customers back to FashLab to purchase items they were looking at. Note: All approaches will be rediscussed after a contractual agreement between FashLab and f(x) Design Studio.
Image: Threadless - Checkout without signing in
Our Approaches We design and build FashLab’s website with effective approaches to reduce the number of abandoned carts so that the site leads to higher store revenue. FashLab can also take advantage of the “Abandoned Cart Alerts” extension in Magento CE to track abandoned carts and orders, enabling customers to recover their shopping carts with just one click.
•
Display security logos Customers are extremely cautious about payment security and want to feel safe when making online purchases. Setting a highly-secured checkout process and displaying security logos will allay their concerns.
29
MEASURES OF SUCCESS
•
Offer price guarantees and refunds By
offering
a
price
guarantee,
FashLab’s
customers can be confident that they’ve found the best deal and not have the need to compare prices with FashLab competitors. •
FashLab Success Scenario f(x) Design Studio is convinced of FashLab’s success in the e-commerce fashion business. With our unique approaches to the site, not only will FashLab achieve the goal of three million dollars in the first year, but also you can earn extra profits. The FashLab success scenario is as follows:
Speed up overall loading time
Unique Visitors (per month)
Conversion Rate
Completed Transaction
Average Purchase
Sales Forecast by Month
Sales Forecast by Year
RFP
305,000
2.65%
7,991
$25 ~ $35
$200,000 ~$280,000
$2,400,000 ~$3,360,000
FashLab Studio Success Scenario
335,500
3%
10,065
$25 ~ $35
$251,625 ~$352,275
$3,019,500 ~$4,227,300
Many customers do shopping online in a rush. Fewer steps and fast checkout process would enhance customers’ willing to complete their purchases. f(x) Design Studio will build FashLab with “Fooman Speedster” and “One Click Checkout” extensions in Magento CE to speedup overall loading time, and bring down processing time within a few minutes. 2. After Cart Abandonment •
Send abandoned cart emails We set up personalized emails that get sent to the shopper if they don’t complete their purchase.
Note: All approaches will be rediscussed after a contractual agreement between FashLab and f(x) Design Studio.
30
E-COMMERCE & HOSTING
E-Commerce & Web Hosting One of the most important thing to powering an e-commerce site is to choose the right e-commerce platform that best matches the business’ needs, goals, and objectives. There are two major categories with e-commerce platforms: hosted and self-hosted. Hosted simply means that the company will host your store, while self-hosted means they will provide you with software, but you have to get your own web hosting. f(x) Design Studio has performed a thorough competitive analysis on both hosted and self-hosted e-commerce platforms with web hosting services. Among numerous platforms in the market, f(x) Design Studio narrowed them down to three platforms: BigCommerce, Shopify, and Magento Community Edition, and compared their pricing, functionality, user-experience,
and
overall
value
based
on
FashLab’s needs and long-term potentiation. The following spreads will show f(x) Design Studio’s competitive analysis of these three platforms, as well as hosting service.
32
FASHLABPROPOSAL PROPOSAL | | F(X) F(X)DESIGN DESIGNSTUDIO STUDIO FASHLAB
E-Commerce Platform Comparison FashLab
BigCommerce Next (Gold)
Shopify (Unlimited)
Magento (Community Edition)
FashLab
Shopping
Whole Product Search
Secure Shopping Cart
Social Media Integration
Automatic Taxes
Flexibility
Order Tracking
Add-on Apps / Extensions
Order History
Customizability
Abandoned Cart Recovery
Pricing
Built-In Marketing
Estimate FashLab Annual Cost
Payment Payment Gateways
Monthly License 60+
70+
Variables
(including PayPal)
(including PayPal)
(including Paypal)
Visa/Master Cards 3rd Party Cards (AE, Discover)
Hosting
Provided
Provided
with BlueHost Pro
Disk Space
Unlimited
Unlimited
Unlimited
Bandwidth
Unlimited
Unlimited
Unlimited
Dedicated IP
Unlimited
Unlimited
BigCommerce Next (Gold)
Shopify (Unlimited)
Magento (Community Edition)
Partial
Partial
Full
of $3,000,000 USD (100,000 Based on FashLab’s annual goal $3,000,000 USD 100,000 transaction) transactions, $30 USD per transaction
$79.95
$179.00
$0
Estimated Average Credit Card Transaction Rate
2.99%+$0.30
2.23%+$0.24
0.23%+$0.15
Estimated Average 3rd Party Payment Gateway Transaction Rate
2.90%+$0.30
1.92%+$0.18
1.92%+$0,18
$9,900
$7,200
$3,200
Estimated Average Monthly Payment Transaction Fee Monthly Add-on Functionality Fee Estimated Total Monthly Fee
$19.99 $9,980
$7,399
$3,280
Annual SSL Certificate
$0
$0
$69.99
Backup
Annual Web Hosting Fee (BlueHost Pro)
$0
$0
$79.94
General Features
Extension for Magento
24/7 Support
Annual Cost
$119,760
$88,790
$39,510
Search Engine Optimization
1st year Cost
$119,760
$88,790
$40,500
DNS Management Database SSL Certificate
Built-In Blog
Unlimited
Unlimited
Unlimited
Shared
$990 (Lifetime)
Free as extension
Mobile Commerce Analytics & Reports
333
E-COMMERCE & & HOSTING HOSTING E-COMMERCE
Web Hosting Comparison iPage (Optimum)
Godaddy (Deluxe)
BlueHost (Business Pro)
120GB
unlimited
Unlimited
Unlimited
Unlimited
Unlimited
4TB
Unlimited
Unlimited
Unlimited
25*1GB
Unlimited
Features Disk Space Website & Website space Bandwidth Easy Application Installer Site Statistics 24/7 Phone/Email Support MySQL Backup
DNS Management External Domains
Unlimited
Unlimited
Unlimited
Subdomains, Alias Domains
Unlimited
Unlimited
Unlimited
$0.00 (included)
$71.88
$39.96
Data Security SSH Access(Secure Shell) FTP over SSL(FTPS)
SSL Certificate /yr
$59.95
$69.99
$0.00 (included)
SiteLock Website Security /yr
$59.99
$83.88
$19.99
Annual Total Price
$219.93
$234.74
$79.94
Annual Price
$99.99
$8.99
$19.99
4 34
f(x) Design Studio compared three popular hosting service in the market, iPage, f(x) Design Studio compared three popular hosting service in the market, iPage, Bluehost, and GoDaddy to work along with Magento CE. Since the three hosting Bluehost, and Godaddy to work along with Magento CE. Since the three hosting services have similar general features, such as unlimited website and website space, services have similar general features, such as unlimited website and website unlimited bandwidth, domain and database, providing 24/7 Phone/Email Support space, unlimited bandwidth, domain and database, providing 24/7 Phone/Email and easy Application Installer, f(x) Design Studio focused on the data security and Support and easy Application Installer, f(x) Design Studio was focusing on the annual price to determine the perfect candidate for FashLab. Because of BlueHost’s data security and annual price to value the candidates for FashLab. Because compact service package and reasonable price, f(x) Design Studio recommends BlueHost’s compact service packaging along with reasonable price, f(x) Design BlueHost as the web hosting service to work with Magento Community Edition. Studio recommends BlueHost as the web hosting service to work with Magento Community Edition.
Domains
Dedicated IP /yr
f(x) Design Studio recommends BlueHost as the Web Hosting Service to work with Magento CE
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Shopify vs Magento Community Edition
f(x) Design Studio recommends FashLab to
Shopify
Both Shopify and Magento meet FashLab’s needs.
Shopify can save FashLab a lot of trouble with its compact e-commerce solution. Its highlights are its simplicity and ease of use. Anyone, both familiar and unfamiliar with coding, can easily use it. It is ideal for small to medium-sized businesses, so if FashLab has massive inventories, the management of these inventories may be cumbersome. If FashLab’s ultimate goal is to scale up into a large-sized business, Shopify may be too limited. More add-on apps means less functionalities, so why pay more for less features?
Magento Magento Community Edition is one of the most capable open-source software solution on the market, built with a more dynamic structure, helps in creating refined business mechanisms, and building dynamic wholesale, B2B and marketplace websites. Magento can be easily integrated with ERP and CRMs which helps in simplifying order management no matter what the number of products or categories are. Above all the potential Magento has, it comes
work with Magento Community Edition
Shopify is a safe card, easy to use and rich with relevant features, but comes with limitations. In contrast, Magento is capable of creating a complex and highly sophisticated online store that is fully customizable and flexible, allowing FashLab to expand when desired. f(x) Design Studio is a high-level web design studio, advanced in both visual design and web development. We can provide FashLab with a welldeveloped website with full functionalities that will fit all the needed criterias. Do consider that Magento Community is an open-source platform, so there will be no direct tech support available for FashLab. FashLab is more than welcome to take advantage of the abundant resources in Magento Forum. We recommend that FashLab hire 2-3 IT personnels to maintain and update data. The investment in these personnels may result in exceeding Shopify’s total annual cost. Because FashLab’s ultimate goal is to scale up into a large-sized business, we suggest Magento Community Edition.
with a high learning curve. As Magento’s code base is complex in structure, technical knowledge is needed to maintain the website.
35
E-COMMERCE & HOSTING
36
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
also be imported and exported for batch updates
Gain further control by using Magento’s URL Rewrite
offline. Magento’s Core API allows for integration
tool to specify the exact structure of specific product
via web services with existing back-office systems
pages, and take control over the Meta information
to make the management of online channel even
using Magento’s intuitive administration interface.
more efficient.
Marketing Promotions and Tools Offering
Core Features
Magento’s flexible pricing rules enable the efficient creation of a variety of promotions to increase
Analytics and Reporting
conversion rates. Coupled with powerful tools such
Magento’s included reporting suite provides
as Up-Sells, Cross-Sells, and more to increase
visibility into the store performance to enable
Average Order Value, Magento’s suite of powerful
actionable changes in response to customers’
Marketing Tools provide the functionality and
needs, and out-of-the-box integrations with Google Analytics and Website Optimizer allow for further insight into store performance and the ability to run A/B and multivariate tests.
ease-of-use to increase your online sales.
Payment Magento is integrated with major out-of-the-box payment gateways, as well as alternative payment methods from PayPal, Amazon and Google. Customers also have the option to pay via check, money order, purchase order, or other payment extensions.
Mobile Commerce
Checkout Magento
Checkout
offers
one-page
checkout
process and the ability to integrate with a variety
Catalog Browsing Magento’s robust feature-set and flexible frontend templating allow for highly usable sites with 100% customizability. Features such as Layered Navigation, Product Comparison, and Review & Ratings allow
of payment gateways and alternative payment methods. Allow customers to ship items to multiple addresses, input gift messages and more, all in a secure checkout process.
customers to find the product that is right for them.
Search Engine Optimization
Catalog Management
Magento auto-generates SEF (search engine friendly)
The
flexible
catalog
system
includes
various
options for the display of items, while products can
Enable M-Commerce with mobile-optimized version site to attract and convert customers on the go. Automatically detect mobile browsers and show the mobile-optimized version site and provide either the full site catalog or a smaller selection of products tailored for the mobile customers.
URL, even down to the links in the Layered Navigation, sitemaps for search engine submission as well as for display on site, and a popular search terms page.
37
E-COMMERCE & HOSTING
Success Cases
38
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Widgets & Extensions for Magento CE Product Designer Pro $799.00 USD (one time fee only)
Price Setting for Each Product Custom Option
A solution for online product design tool integrated
The price can change at every option, eg color, size,
with Magento CE. Allow users to customize products by transforming artwork, adding new text & using
material, product type, etc.
personal graphics or images. Applies to numerous products, including T-shirt/apparel, sign board, stamp, smartphone/tablet/laptop skin, bottle label, bags, and stickers/label. Free installation, all source files included, and available updates for life.
Features •
4 Views of product
•
Price setting for each product custom option
•
Artwork Libraries
•
Text Editor
•
Upload images or use artwork libraries
Upload Artwork
Text Editor
39
E-COMMERCE & HOSTING
Blog
Facebook Connect & Like
Fooman Speedster
FREE
FREE
FREE
The Magento Blog extension helps in creating
Allow customers to log into store just using
Fooman Speedster combines, compresses and
relevant and valuable content to attract and engage
Facebook account. Fast, safe and reliable, only a few
caches multiple Javascript and CSS files into a single
target audience. Gives noteworthy opportunity
clicks instead of filling the forms, which increase the
one, reducing the total size of all files to be loaded
to
and
number of successful registrations. The Login button
for empty and primed caches. The number of HTTP
casual visitors. Blog can create an interactive two-
can be customized in the backend in order to suit
requests is also reduced. As a result, speeds up total
way communication platform to provide official
store design.
site loading time.
communicate
with
regular
customers
information on store news, upcoming products, promotions, and get customers’ feedback.
40
DESIGN & DEVELOPMENT PROCESS
Our Methodology Our streamlined web design and development process has been developed over many years of working and gaining experience in the web design industry. We have put it to practice in a various range of projects, and it has proven to be an effective and efficient method. We believe following this process will help us efficiently manage our development of your website in a timely manner. This section introduces and describes f(x) Design Studio’s unique methodology via four phases: structure, design, develop, and finalize. You will find that each phase section includes a brief description, steps, and milestones; as well as an overview of each phase’s development length and cost. At the end of this section, you will find a schedule and financial summary of all phases.
42
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Here is a brief overview of our process:
Phase 1
Phase 2
Phase 3
Phase 4
Structure
Design
Develop
Finalize
Determine the right solutions
Create user interfaces
Implement front-end & back-end development
Verify the project and launch
Milestones:
Milestones:
Milestones:
Milestones:
Content Strategy
Final User Experience Brief
Refined User Interface Mockups
SEO Consulting
Information Architecture
Refined FashLab Branding Guide
Beta Site
Website Manual and Instructions
User Experience Brief
High-quality Images
Final Website Launch
User Interface Mockups
All Files Used for the Project
43
DESIGN & DEVELOPMENT PROCESS
Phase 1 - Structure
Steps
Since f(x) Design Studio already analyzed FashLab’s
1. Assess and Outline Content
target audience, competitors, and current trends
We will determine how to deliver key messages and
within e-commerce industry through primary and
the types of content that support project objectives.
secondary research, we are able to move to Phase One as soon as we receive the FashLab contract. Once the FashLab contract is signed, we are going to hold a kickoff meeting to articulate how the project will be managed before starting Phase One. This phase is where we will start from assessing and planning for content that meets project goals and intended messaging. Based on the content analysis, we develop information architecture, refine key personas, scenarios and task flows, and create sitemaps and wireframes.
2. Develop Information Architecture We will identify and define functionality of FashLab.
3. Refine Key Personas, Scenarios and Task Flows We
will
refine
contextual
scenarios
showing
FashLab’s primary personas in a specific situation of need, and then rethink key tasks they go through to accomplish their goals. The tasks define the essence of the project (goal, outcome, steps), and user flows contain all of the views users would see to accomplish the tasks.
4. Sitemap and Wireframe We will build a sitemap and computer-sketched wireframes of eleven main templates: Home, Shop, Create, Artist, Blog, Shopping Cart, Wish List, About, Contact, Login, Administration.
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FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Milestones
Number of Revisions
All milestones will be delivered at the end of a specific
FashLab is able to ask f(x) Design Studio to refine
step. Once a milestone is approved, we will move to
milestones up to three times.
the next step or phase.
1. Content Strategy and Information Architecture Report
This document provides schematics that structure the design and development of FashLab. It includes
Note: Once you sign off with your final approval, no more refinement will be done. f(x) Design Studio will reserve the rights to charge extra for any changes requested after approval.
the following: •
Summary of Stakeholder Interviews, User Interviews, and Surveys
•
Summary of User Personas and User Scenarios
•
1 Information Architecture
Delivery Time: At the end of Step Two Format for Delivery: PDF format
2. User Experience Brief This document is to provide FashLab a sitemap, refined user task flow diagrams and wireframes. •
1 Sitemap
•
3 Sets of User Task Flow Diagrams (11 pages each)
•
3 Sets of Wireframes (11 pages each)
*3 sets - smartphone, tablet, desktop *11 pages - Home, Shop, Create, Artist, Blog, Shopping Cart, Wish List, About, Contact, Login, Administration
Delivery Time: At the end of Step Four Format for Delivery: PDF format
Total Weeks
3 weeks Fees
$28,800 Expenses
$0 SUBOTAL
$28,800 45
DESIGN & DEVELOPMENT PROCESS
Phase 2 - Design
Steps
Once all milestones for Phase One are approved, we
1. Conduct the 1st-Round Usability Testing
will start to build visual elements of FashLab. Our first
10 participants who represent the intended user
round of user testing will be conducted in this phase.
communities will conduct the 1st-round usability
After the first-round usability testing, we will refine
testing. Low-fidelity paper prototypes will be used.
the sitemap to ensure all the key pages in the site, showing their relationship to each other and defining how the sites overall menu navigation should be structured. In addition, we will update wireframes to provide a detailed view of the content that will appear on each page. Once the sitemap and wireframes define, we will start creating visual styles and refine FashLab’s current branding.
Note: We will conduct usability testing with TryMyUi that provides online usability testing services. TryMyUi will send us a video screencap including mouse clicks and keyboard input, real-time audio captured from the user’s microphone, and written comments. Our user experience strategist will review and analyze all deliverables from this company.
2. Refine Sitemap and Wireframes After conducting the user testing, we will refine the organization of content and interactive behavior of the website at the page level. Detailed content strategy and information architecture including user scenarios, user tasks, user task flows, sitemap and wireframes are developed.
3. Refine Creative Ideas and Set Up Style Guides
Once we finalize step two, we will analyze what FashLab wants for visual styles and ask FashLab to identify the site they like. Various visual exploration work (typeface, color palette, moodboards, concept sketches, etc) will be created to set up style guides for the site.
4. Create Branding 1
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Based on our style guides, we will create FashLab’s branding in order to make it fit into an e-commerce
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
site. In addition, we are going to hire a professional photographer to achieve a consistent aesthetic throughout FashLab site. We will provide FashLab with 20 high-quality images for the launch during the kickoff so that they can update a slideshow every week during one month.
5. Create User Interface Mockups We will bring together information architecture, style guides and refined current branding into mockups that closely mimic the final website.
2. Refined FashLab Branding Guide Delivery Time: At the end of Step Four Format for Delivery: PDF format
3. 20 High-quality Images for the Site Delivery Time: At the end of Step Four Format for Delivery: JPG format
4. 3 Sets of User Interface Mockups (11 pages each)
*3 sets - smartphone, tablet, desktop *11 pages - Home, Shop, Create, Artist, Blog, Shopping Cart, Wish List, About, Contact, Login, Administration
Milestones
Delivery Time: At the end of Step Five
All milestones will be delivered at the end of a specific
Format for Delivery: PDF format
step. Once a milestone is approved, we will move to the next step or phase.
1. Final User Experience Brief This document finalizes user experience research, sitemap and wireframes. All contents are refinements. This document includes the following: Summary of User Personas and User Scenarios •
1 Information Architecture
•
1 Sitemap
•
3 Sets of User Task Flow Diagrams (11 pages each)
•
3 Sets of Wireframes (11 pages each)
*3 sets - smartphone, tablet, desktop *11 pages - Home, Shop, Create, Artist, Blog, Shopping Cart, Wish
Number of Revisions FashLab is able to ask f(x) Design Studio to refine milestones up to three times. Note: Once you sign off with your final approval, no more refinement will be done. f(x) Design Studio will
Total Weeks
reserve the rights to charge extra for any changes
4 Weeks
requested after approval.
Fees
$36,000 Expenses
$5,220
List, About, Contact, Login, Administration
Delivery Time: At the end of Step Two Format for Delivery: PDF format
SUBOTAL
$41,220 47
DESIGN & DEVELOPMENT PROCESS
Phase 3 - Development
Steps
Phase Three is where FashLab site is coded. After the
1. Conduct the 2nd-Round Usability Testing
2nd-round usability testing, we are going to refine the
10 participants who represent the intended user
user interface mock-ups, and then start customizing
communities will conduct the 2nd-round usability
the e-commerce platform and widgets, and coding
testing.
pages. In addition, we will set up the database for
prototypes will be used.
user accounts, products, and customer reviews. We will carefully design the administration pages so that FashLab’s staff can easily manage the database.
Clickable
and
interactive
high-fidelity
Note: We will conduct usability testing with TryMyUi that provides online usability testing services. TryMyUi will send us a video screencap including mouse clicks and keyboard input, real-time audio captured from the user’s microphone, and written comments. Our user experience strategist will review and analyze all deliverables from this company.
2. Refine User Interface Mockups Based on the 2nd-round user testing, we will refine user interface mockups.
3. Create the Production Plan We will define development environments, outline how features and interactions will be completed, and consider technical and creative details.
4. Implement Front-End Development with Style Themes
We will develop front-end templates that create the fully-developed end product, using style themes that are the intersection of content, design and user experience.
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2
3
4
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
5. Outline the Development Plan We will define technical explanations of how each requirement from the requirements definition will be implemented in the software and databases that FashLab needs.
6. Implement Back-End Development We will build back-end, databases and administration pages to manage databases.
Number of Revisions FashLab is able to ask f(x) Design Studio to refine milestones up to three times. Note: Once you sign off with your final approval, no more refinement will be done. f(x) Design Studio will reserve the rights to charge extra for any changes requested after approval.
7. Integrate Front-End Development with Back-End Development
We will complete a beta site.
Milestone All milestones will be delivered at the end of a specific step. Once a milestone is approved, we will move to the next step or phase.
1. Refined User Interface Mockups Delivery Time: At the end of Step Two Format for Delivery: PDF format
Total Weeks
2. A Fully Working Beta Site Uploaded to
7 Weeks
Delivery Time: At the end of Step Seven
Fees
Format for Delivery: The link to the beta site
$68,800
the Server
Expenses
$420 SUBOTAL
$69,220 49
DESIGN & DEVELOPMENT PROCESS
Phase 4 - Finalize
Steps
Phase Four is where the website is completed and
1. Conduct the 3rd-Round Usability Testing
is launched to the public. We will review all content
10 participants who represent the intended user
that will be published in the final website and conduct
communities will conduct the 3rd-round usability
many rounds of Quality Assurance (QA) testing to
testing. The beta site will be used.
find bugs and confirm site security. In addition, we will provide Search Engine Optimization (SEO) consulting so that FashLab gets the architecture, technology, source code, and the words correct. Though we don’t provide a long-term maintenance service to FashLab, we will train FashLab’s staff and provide them with an instructional website manual so that they will understand all the features and functions of the FashLab website.
After launch,
f(x) Design Studio will discuss about FashLab’s short-term maintenance plan.
Note: We will conduct usability testing with TryMyUi that provides online usability testing services. TryMyUi will send us a video screencap including mouse clicks and keyboard input, real-time audio captured from the user’s microphone, and written comments. Our user experience strategist will review and analyze all deliverables from this company.
2. Update and Check All Content We will make sure to update and check all content that are in place when the final website goes public at launch time.
3. Debug Through many rounds of QA testing, we will review codes and fine-tune the site to achieve the highest quality website possible.
4. Confirm Site Security We will check and review site security issues.
5. Optimize for Search Engine We will provide FashLab a unique approach to Search Engine Optimization to uncover hidden opportunities at the consumer level. 1
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4
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
6. Prepare the Announcement Plan
1. Website Manual and Instructions
f(x) Design Studio will work together with FashLab to
Delivery Time: At the end of Step Eight
prepare the announcement plan.
Format for Delivery: PDF format
7. Develop the Maintenance Plan
2. SEO Consulting
We will develop the overall website manual and
Delivery Time: At the end of Step Five
instructions specific to the project.
Format for Delivery: PDF file
8. Train Key Staff Members
3. All Files Used for the Project
In advance of the launch date, we will develop a
Delivery Time: At the end of Step Nine
training plan for FashLab’s key staff and train them.
Format for Delivery: 1 DVD
9. Launch the Final Website
4. A Fully Working Final Website Uploaded
Once the final website is approved after checking
to the Server
bugs and security issues, FashLab is ready to launch
Delivery Time: At the end of Step Nine
the site to the public.
Format for Delivery: The link to the final website
10. Post-Launch Meeting We will review the project from a post-launch perspective in order to give f(x) Design Studio and
Number of Revisions
FashLab the chance to assess how the project
FashLab is able to ask f(x) Design Studio to refine
unfolded. In addition, FashLab can discuss about
milestones up to three times.
short-term support of the site with our team.
11. Short-Term Support
Note: Once you sign off with your final approval, no more refinement will be done. f(x) Design Studio will
Short-term support for any technical issues that
reserve the rights to charge extra for any changes
come up during the first thirty days after the launch is
requested after approval.
Total Weeks
8 Weeks Fees
provided at no extra charge.
$69,200
Milestones
Expenses
All milestones will be delivered at the end of a specific step. Once a milestone is approved, we will move to the next step or phase.
$420 SUBOTAL
$69,620 51
DESIGN & DEVELOPMENT PROCESS
Schedule f(x) Design Studio carefully crafts a detailed success plan for the FashLab website. The Gantt Chart is used to keep track of project phases and steps. It will show
PHASE 1: STRUCTURE
Steps 1. Assess and Outline Content
3 days
2. Develop Information Architecture
3 days
3. Refine Key Personas, Scenarios, Tasks and Task Flows
5 days
4. Sitemap and Wireframe
4 days
the amount of work done and milestones in certain
Phase 1 Total Duration
process. This Gantt Chart is an effective and efficient way to hlep manage this project by visually displaying
PHASE 2: DESIGN
periods of time in relation to the amount planned for f(x) Design Studio’s design and development
our order of process. The work flow will occur only in the sequence shown. If any phase is delayed, it will
as scheduled.
PHASE 3: DEVELOPMENT
both FashLab and f(x) Design Studio’s responsibility
2 days
2. Refine sitemap and wireframes
2 days
3. Refine Creative Ideas and Set Up Style Guides
3 days
4. Create Branding
3 days
5. Create User Interface Mockups
10 days
PHASE 4: FINALIZE GANTT CHART KEY:
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Phase Duration
Milestone
2 days
2. Refine User Interface Mockups
4 days
3. Create the Production Plan
2 days
4. Implement Front-End Development with Style Themes
8 days
5. Outline the Development Plan
2 days
6. Implement Back-End Development
15 days
7. Integrate Front-End Development with Back-End Development
8 days
Wk 3
7 Weeks
1. Conduct the 3rd-Round User Testing
2 days
2. Update and Check All Content
3 days
3. Debug
12 days
4. Confirm Site Security
5 days
5. Optimize for Search Engine
3 days
6. Prepare Announcement Plan
3 days
7. Develop Maintenance Plan
5 days
8. Train Key Staff Members
3 days
9. Launch the Final Website
3 days
10. Post Launch Meeting
1 day
11. Short-Term Support
30 days Phase 4 Total Duration
Wk 2
4 Weeks
1. Conduct the 2nd-Round User Testing
Phase 3 Total Duration
Wk 1
3 Weeks
1. Conduct the 1st-Round User Testing
Phase 2 Total Duration
affect the schedule for the rest of the project. It is to follow this process in order to complete the project
Duration
8 Weeks + 30 days short-term support
Wk 4
Wk 5
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Wk 6
Wk 7
Wk 8
Wk 9
Wk 10
Wk 11
Wk 12
Wk 13
Wk 14
Wk 15
Wk 16
Wk 17
Wk 18
Wk 19
Wk 20
Wk 21
Wk 22
Wk 23
Wk 24
Wk 25
Wk 26
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DESIGN & DEVELOPMENT PROCESS
Billing Plan f(x) Design Studio closely analyzed the business needs of FashLab, and concluded with the billing
Phase Recap Fees
Expenses
Total
Phase 1: Structure
$28,800
$0
$28,800
f(x) Design Studio requires a 10% advanced deposit
Phase 2: Design
$36,000
$5,220
$41,220
of $20,886 after the contract between FashLab and
Phase 3: Development
$68,800
$420
$69,220
Phase 4: Finalize
$69,200
$420
$69,620
$202,800
$6,060
$208,860
10%
$20,886
Progress Billing at the end of Phase 1
22.50%
$46,993
platform, product-customization widget, and hosting
Progress Billing at the end of Phase 2
22.50%
$46,994
service will not be covered in the contract. FashLab
Progress Billing at the end of Phase 3
22.50%
$46,993
is responsible to acquire the e-commerce platform,
Progress Billing at the end of Phase 4
22.50%
$46,994
plan as follows.
f(x) Design Studio is signed, and before Phase 1. The remaining balance of $46,993.50 will be paid after the approval of the last milestone of each phases, which is 22.50% of total budget.
Phase
Total
Fees for three rounds of user testing, high-quality photography for a slideshow on the homepage, shortterm support for dealing with any technical issues
Billing Plan
that come up during the first thirty days after the
Advanced Deposit
launch, and training fees have been included in the contract. Understand that fees for the e-commerce
product-customization widget, and hosting service before the start of the project.
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Total
$208,860
TERMS & CONDITIONS
Basic Terms & Conditions
to Client by Designer as described and otherwise further defined in
Payments will be credited first to late payment charges and next to
the Proposal.
the unpaid balance. Client shall be responsible for all collection or
1. DEFINITIONS
1.11 Third Party Materials means proprietary third party materials
As used herein and throughout this Agreement:
which are incorporated into the Final Deliverables, including without
1.1 Agreement means the entire content of this Basic Terms and
limitation stock photography or illustration.
Conditions document, the Proposal document(s), Schedule A, together with any other Supplements designated below, together with any exhibits, schedules or attachments hereto. 1.2 Client Content means all materials, information, photography, writings and other creative content provided by Client for use in the preparation of and/or incorporation in the Deliverables.
1.12 Trademarks means trade names, words, symbols, designs, logos or other devices or designs used in the Final Deliverables to designate the origin or source of the goods or services of Client. 1.13 Working Files means all underlying work product and digital files
and enforceable under U.S. Copyright Law. 1.4 Deliverables means the services and work product specified in the Proposal to be delivered by Designer to Client, in the form and media specified in the Proposal. 1.5 Designer Tools means all design tools developed and/or utilized
other than the format comprising the Final Deliverables.
Web authoring tools, type fonts, and application tools, together with any other software, or other inventions whether or not patentable, and general non-copyrightable concepts such as website design, architecture, layout, navigational and functional elements. 1.6 Final Works means all creative content developed by Designer, or commissioned by Designer, exclusively for the Project and incorporated in the Final Deliverables, including, but not limited to, any and all visual elements, graphic design, illustration, photography, animation, motion design, audio-visual works, sounds, typographic treatments and text, modifications to Client Content, and Designer’s selection, arrangement and coordination of such elements together with Client Content and/or Third Party Materials. 1.7 Final Deliverables means the final versions of Deliverables
of any current work if accounts are not current or overdue invoices are not paid in full. All grants of any license to use or transfer of ownership of any intellectual property rights under this Agreement are conditioned upon receipt of payment in full which shall be inclusive of any and all outstanding Additional Costs, Taxes, Expenses, and Fees, Charges, or the costs of Changes.
4. CHANGES
4.1 General Changes. Unless otherwise provided in the Proposal, and
2. PROPOSAL
The terms of the Proposal shall be effective for 30 days after presentation to Client. In the event this Agreement is not executed by Client within the time identified, the Proposal, together with any related terms and conditions and deliverables, may be subject to amendment, change or substitution.
by Designer in performing the Services, including without limitation pre-existing and newly developed software including source code,
reserves the right to withhold delivery and any transfer of ownership
utilized by Designer to create the Preliminary Works and Final Works
1.3 Copyrights means the property rights in original works of authorship, expressed in a tangible medium of expression, as defined
legal fees necessitated by lateness or default in payment. Designer
3. FEES AND CHARGES
3.1 Fees. In consideration of the Services to be performed by Designer, Client shall pay to Designer fees in the amounts and according to the payment schedule set forth in the Proposal, and all
except as otherwise provided for herein, Client shall pay additional charges for changes requested by Client which are outside the scope of the Services on a time and materials basis, at Designer’s standard hourly rate of $100 per hour. Such charges shall be in addition to all other amounts payable under the Proposal, despite any maximum budget, contract price or final price identified therein. Designer may extend or modify any delivery schedule or deadlines in the Proposal and Deliverables as may be required by such Changes. 4.2 Substantive Changes. If Client requests or instructs Changes thatamount to a revision in or near excess of fifty percent (50%) of the time required to produce the Deliverables, and or the value or
applicable sales, use or value added taxes, payment schedule.
scope of the Services, Designer shall be entitled to submit a new and
3.2 Expenses. Client shall pay Designer’s expenses incurred in
on the revised services until a fully signed revised Proposal and, if
connection with this Agreement as follows: (a) incidental and out-ofpocket expenses including but not limited to costs for telephone calls, postage, shipping, overnight courier, service bureaus, typesetting, blueprints, models, presentation materials, photocopies, computer expenses, parking fees and tolls, and taxis at cost plus Designer’s standard markup of twenty percent (20%), and, if applicable, a mileage reimbursement at .50 cent per mile; and (b) travel expenses including transportation, meals, and lodging, incurred by Designer
separate Proposal to Client for written approval. Work shall not begin required, any additional retainer fees are received by Designer. 4.3 Timing. Designer will prioritize performance of the Services as may be necessary or as identified in the Proposal, and will undertake commercially reasonable efforts to perform the Services within the time(s) identified in the Proposal. Client agrees to review Deliverables within the time identified for such reviews and to promptly either, (i) approve the Deliverables in writing or (ii) provide written comments
provided by Designer and accepted by Client.
with Client’s prior approval.
and/or corrections sufficient to identify the Client’s concerns,
1.8 Preliminary Works means all creative content including, but not
3.3 Additional Costs. The Project pricing includes Designer’s fee
to request written clarification of any concern, objection or correction.
limited to, concepts, sketches, visual presentations, or other alternate or preliminary designs and documents developed by Designer and which may or may not be shown and or delivered to Client for consideration but do not form part of the Final Works. 1.9 Project means the scope and purpose of the Client’s identified usage of the work product as described in the Proposal. 1.10 Services means all services and the work product to be provided
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only.Any and all outside costs including, but not limited to, equipment rental, photographer’s costs and fees, photography and/ or artwork licenses, prototype production costs, talent fees, music licenses and online access or hosting fees, will be billed to Client unless specifically otherwise provided for in the Proposal. 3.4 Invoices. All invoices are payable within fifteen (15) days of receipt. A monthly service charge of 1.5 percent (or the greatest amount allowed by state law) is payable on all overdue balances.
objections or corrections to Designer. The Designer shall be entitled Client acknowledges and agrees that Designer’s ability to meet any and all schedules is entirely dependent upon Client’s prompt performance of its obligations to provide materials and written approvals and/or instructions pursuant to the Proposal and that any delays in Client’s performance or Changes in the Services or Deliverables requested by Client may delay delivery of the Deliverables. Any such delay caused by Client shall not constitute a breach of any term, condition or Designer’s obligations under this Agreement.
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
4.4 Testing and Acceptance. Designer will exercise commercially
website.
reasonable efforts to test Deliverables requiring testing and to make all necessary corrections prior to providing Deliverables to Client. Client, within five (5) business days of receipt of each Deliverable, shall notify Designer, in writing, of any failure of such Deliverable to comply with the specifications set forth in the Proposal, or of any other objections, corrections, changes or amendments Client wishes made to such Deliverable. Any such written notice shall be sufficient to identify with clarity any objection, correction or change or amendment, and Designer will undertake to make the same in a commercially timely manner. Any and all objections, corrections, changes or amendments shall be subject to the terms and conditions of this Agreement. In the absence of such notice from Client, the Deliverable shall be deemed accepted.
of fees paid to said person if engaged by Client as an independent
7. CONFIDENTIAL INFORMATION
Each party acknowledges that in connection with this Agreement it may receive certain confidential or proprietary technical and business information and materials of the other party, including without limitation Preliminary Works (“Confidential Information”). Each party, its agents and employees shall hold and maintain in strict confidence all Confidential Information, shall not disclose Confidential Information to any third party, and shall not use any Confidential Information except as may be necessary to perform its obligations under the Proposal except as may be required by a court or governmental authority. Notwithstanding the foregoing, Confidential Information shall not include any information that is in the public domain or becomes publicly known through no fault of the
5. CLIENT RESPONSIBILITIES
Client acknowledges that it shall be responsible for performing the
receiving party, or is otherwise properly received from a third party without an obligation of confidentiality.
following in a reasonable and timely manner: (a) coordination of any decision-making with parties other than the Designer; (b) provision of Client Content in a form suitable for reproduction or incorporation into the Deliverables without further preparation, unless otherwise expressly provided in the Proposal; (c) final proofreading and in the event that Client has approved Deliverables but errors, such as, by way of example, not limitation, typographic errors or misspellings, remain in the finished product, Client shall incur the cost of correcting such errors ; and (d) ensuring that all information and claims comprising Client Content are accurate, legal and conform to applicable standards in Client’s industry.
6. ACCREDITATION/PROMOTIONS
percent of said person’s starting salary with Client, or (b) 25 percent
8. RELATIONSHIP OF THE PARTIES
8.1 Independent Contractor. Designer is an independent contractor, not an employee of Client or any company affiliated with Client. Designer shall provide the Services under the general direction of Client, but Designer shall determine, in Designer’s sole discretion, the manner and means by which the Services are accomplished. This Agreement does not create a partnership or joint venture and neither party is authorized to act as agent or bind the other party except as expressly stated in this Agreement. All rights, if any, granted to Client are contractual in nature and are wholly defined by the express written agreement of the parties and the various terms and conditions of this Agreement. 8.2 Designer Agents. Designer shall be permitted to engage and/or use third party designers or other service providers as independent
contractor. In the event of (a) above, payment of the commission will be due within 30 days of the employment starting date. In the event of (b) above, payment will be due at the end of any month during which the independent contractor performed services for Client. Designer, in the event of nonpayment and in connection with this section, shall be entitled to seek all remedies under law and equity. 8.4 No Exclusivity. The parties expressly acknowledge that this Agreement does not create an exclusive relationship between the parties. Client is free to engage others to perform services of the same or similar nature to those provided by Designer, and Designer shall be entitled to offer and provide design services to others, solicit other clients and otherwise advertise the services offered by Designer.
9. WARRANTIES AND REPRESENTATIONS
9.1 By Client. Client represents, warrants and covenants to Designer that (a) Client owns all right, title, and interest in, or otherwise has full right and authority to permit the use of the Client Content, (b) to the best of Client’s knowledge, the Client Content is accurate, legal, conforms to ethical standards of the Client’s industry, does not infringe the rights of any third party, and use of the Client Content as well as any Trademarks in connection with the Project does not and will not violate the rights of any third parties, (c) Client shall comply with the terms and conditions of any licensing agreements which govern the use of Third Party Materials, and (d) Client shall comply with all laws and regulations as they relate to the Services and Deliverables. 9.2 By Designer (a) Designer hereby represents, warrants and covenants to Client that Designer will provide the Services identified in the Agreement in a professional and workmanlike manner and in accordance with all
All displays or publications of the Deliverables shall bear accreditation
contractors in connection with the Services (“Design Agents”).
and/or copyright notice in Designer’s name in the form, size and
Notwithstanding, Designer shall remain fully responsible for such
location as incorporated by Designer in the Deliverables, or as
Design Agents’ compliance with the various terms and conditions of
(b) Designer further represents, warrants and covenants to Client
otherwise directed by Designer. Designer retains the right to
this Agreement.
that (i) except for Third Party Materials and Client Content, the
reproduce, publish and display the Deliverables in Designer’s portfolios and websites, and in galleries, design periodicals and other media or exhibits for the purposes of recognition of creative excellence or professional advancement, and to be credited with authorship of the Deliverables in connection with such uses. Either party, subject to the other’s reasonable approval, may describe its role in relation to the Project and, if applicable, the services provided to the other party on its website and in other promotional materials, and, if not expressly objected to, include a link to the other party’s
8.3 No Solicitation. During the term of this Agreement, and for a period of six (6) months after expiration or termination of this Agreement, Client agrees not to solicit, recruit, engage or otherwise employ or retain, on a full-time, part-time, consulting, work-for-hire or any other kind of basis, any Designer, employee or Design Agent of Designer, whether or not said person has been assigned to perform tasks under this Agreement. In the event such employment, consultation or work-for-hire event occurs, Client agrees that Designer shall be entitled to an agency commission to be the greater of, either (a) 25
reasonable professional standards for such services.
Final Deliverables shall be the original work of Designer and/or its independent contractors, (ii) in the event that the Final Deliverables include the work of independent contractors commissioned for the Project by Designer, Designer shall have secure agreements from such contractors granting all necessary rights, title, and interest in and to the Final Deliverables sufficient for Designer to grant the intellectual property rights provided in this Agreement, and (iii) to the best of Designer’s knowledge, the Final Works provided by Designer and Designer’s subcontractors does not infringe the rights of any
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TERMS & CONDITIONS
party, and use of same in connection with the Project will not violate
any settlement agreement without the indemnified party’s written
the rights of any third parties. In the event Client or third parties
consent.
modify or otherwise use the Deliverables outside of the scope or for any purpose not identified in the Proposal or this Agreement or contrary to the terms and conditions noted herein, all representations and warranties of Designer shall be void.
party shall return or, at the disclosing party’s request, destroy the
Designer are sold “as is.” In all circumstances, the maximum liability
Confidential Information of the other party, and (b) other than as
of Designer, its directors, officers, employees, design agents and
provided herein, all rights and obligations of each party under this
affiliates (“designer parties”), to Client for damages for any and all
Agreement, exclusive of the Services, shall survive.
causes whatsoever, and Client’s maximum remedy, regardless of
this Agreement, Designer makes no warranties whatsoever. Designer
the form of action, whether in contract, tort or otherwise, shall be
explicitly disclaims any other warranties of any kind, either express or
limited to the net profit of Designer. In no event shall Designer be
implied, including but not limited to warranties of merchantability or
liable for any lost data or content, lost profits, business interruption
fitness for a particular purpose or compliance with laws or government
or for any indirect, incidental, special, consequential, exemplary or
rules or regulations applicable to the Project.
punitive damages arising out of or relating to the materials or the services provided by Designer, even if Designer has been advised of
10.1 By Client. Client agrees to indemnify, save and hold harmless Designer from any and all damages, liabilities, costs, losses or expenses arising out of any claim, demand, or action by a third party arising out of any breach of Client’s responsibilities or obligations, representations or warranties under this Agreement. Under such circumstances Designer shall promptly notify Client in writing of any
the possibility of such damages, and notwithstanding the failure of
mutual agreement of the parties, or for cause if any party:
under this section. Client will reimburse the reasonable out-of-pocket
assignment for the benefit of its creditors; or
finding of fact which is inconsistent with Designer’s representations and warranties made herein, except in the event any such claims, damages, liabilities, costs, losses or expenses arise directly as a result of gross negligence or misconduct of Client provided that (a) Client promptly notifies Designer in writing of the claim; (b) Designer shall have sole control of the defense and all related settlement negotiations; and (c) Client shall provide Designer with the assistance, information and authority necessary to perform Designer’s obligations under this section. Notwithstanding the foregoing, Designer shall have no obligation to defend or otherwise indemnify Client for any claim or adverse finding of fact arising out of or due to Client Content,
continuing waiver or as a waiver of any other breach.
writing either by facsimile or electronic mail with return confirmation of receipt or by certified or registered mail, return receipt requested, and shall be sent to the addresses identified below, unless notification of change of address is given in writing. Notice shall be effective upon receipt or in the case of fax or email, upon confirmation of receipt (by automated confirmation or substantive reply by the recipient). 12.3 No Assignment. Neither party may assign, whether in writing or orally, or encumber its rights or obligations under this Agreement
this Agreement, which breach is not remedied within ten (10) days
or permit the same to be transferred, assigned or encumbered by
from receipt of written notice of such breach.
operation of law or otherwise, without the prior written consent of the
11.3 In the event of termination, Designer shall be compensated for the Services performed through the date of termination in the amount of (a) any advance payment, (b) a prorated portion of the fees due, or
other party except that this Agreement may be transferred or sold as part of a transfer or sale of the assigning party’s entire business or portion thereof relating to the Project.
(c) hourly fees for work performed by Designer or Designer’s agents
12.4 Force Majeure. Designer shall not be deemed in breach of
as of the date of termination, whichever is greater; and Client shall pay
this Agreement if Designer is unable to complete the Services or
all Expenses, fees, out of pockets together with any Additional Costs
any portion thereof by reason of fire, earthquake, flood, hurricane or
incurred through and up to, the date of cancellation. In the event of
other severe weather, labor dispute, act of war, terrorism, riot or other
termination for convenience by Client, Client shall pay in addition to
severe civil disturbance, death, illness or incapacity of Designer or
the above an early termination fee equal to 25% of the total project
any local, state, federal, national or international law, governmental
fee, Schedule A shall not be effective, and Client shall not have rights
order or regulation or any other event beyond Designer’s control
to use Deliverables except upon written consent from Designer
(collectively, “Force Majeure Event”). Upon occurrence of any Force
provided after such termination.
Majeure Event, Designer shall give notice to Client of its inability to
11.4 In the event of termination for convenience by Designer or for
update or maintain any Deliverables provided by Designer.
cause by Client, and upon full payment of compensation as provided
58
construed as a waiver of such rights nor shall a waiver by either party
(b) breaches any of its material responsibilities or obligations under
any unauthorized content, improper or illegal use, or the failure to 10.3 Limitation of liability. The indemnifying party may not enter into
of extreme time sensitivity. Failure by either party to enforce any right
12.2 Notices. All notices to be given hereunder shall be transmitted in
delivered.
(a) becomes insolvent, files a petition in bankruptcy, makes an
all damages, liabilities, costs, losses or expenses arising out of any
expenses or costs that Client authorizes by electronic mail in cases
and shall remain effective until the Services are completed and
11.1 Term. This Agreement shall commence upon the Effective Date
information and authority necessary to perform Client’s obligations
agrees to indemnify, save and hold harmless Client from any and
except that Designer’s invoices may include, and Client shall pay,
of default in one or more instances be construed as constituting a
at any time by either party effective immediately upon notice, or the
representations and warranties provided in this Agreement, Designer
theparties. Any modification of this Agreement must be in writing,
11. TERM AND TERMINATION
settlement negotiations; and
10.2 By Designer. Subject to the terms, conditions, express
12.1 Modification/Waiver. This Agreement may be modified by
or seek to remedy any breach under this Agreement shall not be
11.2 Termination. This Agreement may be terminated for convenience
expenses incurred by Designer in providing such assistance.
12. GENERAL
essential purpose of any limited remedy.
claim or suit; (a) Client has sole control of the defense and all related
(b) Designer provides Client with commercially reasonable assistance,
11.5 Upon expiration or termination of this Agreement: (a) each
10.4 Limitation of Liability. The services and the work product of
(c) Except for the express representations and warranties stated in
10. INDEMNIFICATION/LIABILITY
provided to, and accepted by Client as of the date of termination.
perform or of delay in completing the Services and shall propose revisions to the schedule for completion of the Services.
herein, Designer grants to Client such right and title as provided for
12.5 Governing Law and Dispute Resolution. The formation,
in Schedule A of this Agreement with respect to those Deliverables
construction, performance and enforcement of this Agreement shall
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
be in accordance with the laws of the United States and the state of
shall inform Client of all Third Party Materials to be procured by
California without regard to its conflict of law provisions or the conflict
____ ____ Supplement 2:
Designer that Client may need to license at Client’s own expense, and
of law provisions of any other jurisdiction. In the event of a dispute
unless otherwise arranged by Client, Designer shall obtain a license
Interactive-specific Terms and Conditions
arising out of this Agreement, the parties agree to attempt to resolve
for Client to use the Third Party Materials consistent with the usage
any dispute by negotiation between the parties. If they are unable
By their execution below, the parties hereto have agreed to all of the
rights granted herein. Client shall indemnify, save and hold harmless
to resolve the dispute, either party may commence mediation and/
terms and conditions of this Agreement effective as of the last date
Designer from any and all damages, liabilities, costs, losses or
or binding arbitration through the American Arbitration Association,
of signature below, and each signatory represents that it has the full
expenses arising out of any claim, demand, or action by a third party
or other forum mutually agreed to by the parties. The prevailing
authority to enter into this Agreement and to bind her/his respective
arising out of Client’s failure to obtain copyright, trademark, publicity,
party in any dispute resolved by binding arbitration or litigation
party to all of the terms and conditions herein.
privacy, defamation or other releases or permissions with respect to
shall be entitled to recover its attorneys’ fees and costs. In all other circumstances, the parties specifically consent to the local, state and federal courts located in the state of California. The parties hereby waive any jurisdictional or venue defenses available to them and further consent to service of process by mail. Client acknowledges that Designer will have no adequate remedy at law in the event Client uses the deliverables in any way not permitted hereunder, and hereby agrees that Designer shall be entitled to equitable relief by way of temporary and permanent injunction, and such other and further relief at law or equity as any arbitrator or court of competent jurisdiction may deem just and proper, in addition to any and all other remedies provided for herein. 12.6 Severability. Whenever possible, each provision of this
materials included in the Final Works at Client’s request.
Schedule A: Intellectual Property Provisions
IP 2. RIGHTS RESERVED TO DESIGNER
Assignment of Rights
rights and Copyrights, in and to all Preliminary Works and Working
IP 1. RIGHTS IN THE FINAL DELIVERABLES
IP 2.2 Original Artwork. Designer retains property ownership in any
assigns to Client all of Designer’s Copyrights in and to the Final Works, including Trademarks, and Designer shall deliver to Client all with Client and shall execute any additional documents reasonably
is held invalid or unenforceable, the remainder of this Agreement
requested by Client to evidence such assignment, and Client shall
shall nevertheless remain in full force and effect and the invalid or
reimburse Designer for Designer’s reasonable time and out-of-pocket
unenforceable provision shall be replaced by a valid or enforceable
expenses in connection therewith. IP 1.2 Trademarks. Client shall have sole responsibility for ensuring that Trademarks do not infringe the rights of third parties, and
are solely for convenience and reference only and shall not affect
Client shall indemnify, save and hold harmless Designer from any
the scope, meaning, intent or interpretation of the provisions of this
and all damages, liabilities, costs, losses or expenses arising out
Agreement nor shall such headings otherwise be given any legal
of any claim, demand, or action by a third party alleging trademark
effect.
infringement, or arising out of Client’s failure to obtain trademark
original artwork comprising Final Works, including all rights to display or sell such artwork. Client shall return all original artwork to Designer within thirty (30) days of completion of the Services. IP 2.3 Designer Tools. Designer Tools and all intellectual property rights therein, including Copyrights, shall be owned solely by Designer. Designer hereby grants to Client a nonexclusive, nontransferable (other than the right to sublicense such uses to Client’s publisher, web hosting or Internet service providers), perpetual, worldwide license to use the Designer Tools solely with the Final Deliverables for the Project. Client may not directly or indirectly, in any form or manner, decompile, reverse engineer, or otherwise disassemble or modify any Designer Tools comprising software or technology.
clearance or permissions, for use of Trademarks.
of the parties hereto on the subject matter herein contained, and
IP 1.3 Client Content. Client Content, including pre-existing
supersedes and merges all prior and contemporaneous agreements,
Trademarks, shall remain the sole property of Client or its respective
understandings and discussions between the parties relating to the
suppliers, and Client or its suppliers shall be the sole owner of all
subject matter of this Agreement. In the event of a conflict between
trademark, trade secrets, patents, Copyrights, and other rights
the Proposal and any other Agreement documents, the terms of the
in connection therewith. Client hereby grants to Designer a
Proposal shall control. Any other ambiguities shall be resolved with
nonexclusive, nontransferable license to use, reproduce, modify,
the most reasonable and legally valid construction, without regard to
display and publish the Client Content solely in connection with
authorship of such provisions. This Agreement comprises this Basic
Designer’s performance of the Services and promotional uses of the
Terms and Conditions document, the Proposal, Schedule A, and the
Deliverables as authorized in this Agreement.
following documents as indicated by the parties’ initials:
and Working Files in Client’s possession within thirty (30) days of completion of the Services.
and valid under applicable law, but if any provision of this Agreement
12.8 Integration. This Agreement comprises the entire understanding
Files, and Client shall return to Designer all Preliminary Works
conditioned upon full payment of all fees and costs due, Designer
Working Files related to the Final Works. Designer shall cooperate
12.7 Headings. The numbering and captions of the various sections
proprietary rights, including property ownership, intellectual property
IP 1.1 Final Works. Upon completion of the Services, and expressly
Agreement shall be interpreted in such manner as to be effective
provision.
IP 2.1 Preliminary Works/Working Files. Designer retains all
IP 1.4 Third Party Materials. Intellectual property rights in Third Party Materials shall be owned by the respective third parties. Designer
Supplement 2: InteractiveSpecific Terms & Conditions I 1. SUPPORT SERVICES
I 1.1 Warranty Period. “Support Services” means commercially reasonable technical support and assistance to maintain and update the Deliverables, including correcting any errors or Deficiencies, but shall not include the development of enhancements to the Project or other services outside the scope of the Proposal. During the first 1 months following expiration of this Agreement (“Warranty Period”), if
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TERMS & CONDITIONS
any, Designer shall provide up to 36 hours of Support Services at no
any third party, and use of same in connection with the Project will not
additional cost to Client. Additional time shall be billed at Designer’s
knowingly violate the rights of any third parties except to the extent
regular hourly rate, then in effect upon the date of the request for
that such violations are caused by Client Content, or the modification
additional support.
of, or use of the Deliverables in combination with materials or
I 1.2 Maintenance Period. Upon expiration of the Warranty Period and at Client’s option, Designer will provide Support Services for the following 1 months (the “Maintenance Period”) for a monthly fee of $8800 [or Designer’s hourly fees of $100 per hour]. The parties may extend the Maintenance Period beyond one year upon mutual written agreement.
equipment outside the scope of the applicable specifications, by Client or third parties.
I 4. COMPLIANCE WITH LAWS
Designer shall use commercially reasonable efforts to ensure that all Final Deliverables shall be designed to comply with relevant rules and regulations known to Designer; however, Client, upon acceptance of the Deliverables, shall be solely responsible for conformance with all
I 2. ENHANCEMENTS
During the Maintenance Period, Client may request that Designer develop enhancements to the Deliverables, and Designer shall exercise commercially reasonable efforts to prioritize Designer’s
rules, regulations, and laws relating to Client’s use thereof, including without limitation, relating to the transfer of software and technology, and compliance with the Americans with Disabilities Act and Section 508 of the Workforce Investment Act.
resources to create such enhancements. The parties understand that preexisting obligations to third parties existing on the date of the request for enhancements may delay the immediate execution of any such requested enhancements. Such enhancements shall be provided on a time and materials basis at Designer’s then-in-effect price for such services.
I 3. ADDITIONAL WARRANTIES AND REPRESENTATIONS
I 3.1 Deficiencies. Subject to the representations and warranties of Client in connection with Client Content, Designer represents and warrants that the Final Deliverables will be free from Deficiencies. For the purposes of this Agreement, “Deficiency” shall mean a failure to comply with the specifications set forth in the Proposal in any material respect, but shall not include any problems caused by Client Content, modifications, alterations or changes made to Final Deliverables by Client or any third party after delivery by Designer, or the interaction of Final Deliverables with third party applications such as web browsers other than those specified in the Proposal. The parties acknowledge that Client’s sole remedy and Designer’s sole liability for a breach of this Section is the obligation of Designer to correct any Deficiency
PRODUCER:
CLIENT:
180 New Montgomery St.
180 New Montgomery St., Fifth Floor
San Francisco, CA 94115
San Francisco, CA 94105
Signed: _______________________
Signed: _________________________
Date: _________________________
Date: ___________________________
f(x) Design Studio
FashLab
identified within the Warranty Period. In the event that a Deficiency is caused by Third Party Materials provided or specified by Designer, Designers sole obligation shall be to substitute alternative Third Party Materials. I 3.2 Designer Tools. Subject to the representations and warranties of the Client in connection with the materials supplied by Client, Designer represents and warrants that, to the best of Designer’s knowledge, the Designer Tools do not knowingly infringe the rights of
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ABOUT US
About F(X) Who We Are “We turn our clients’ imaginations into reality!”
What We Do Creative We create meaningful new ideas for our clients. We understand the importance of creatively delivering
f(x) Design Studio is a digital user experience design and technology agency specialized in branding, web/mobile application, and e-commerce based in San Francisco, CA. The design team’s name, ‘f(x)’, is inspired by a function formula from mathematics, which defines the relationship between the input and the output. The ‘x’ stands for our clients’ needs. The design team carefully analyzes our clients’ individual needs to come up with an effective solution based on those needs.
your message to the world. Depending on the level of creativity you desire and the size of your project, we offers a variety of options for the design of your website.
Interactive We
develop
intuitive
user
interface
through
collaborative processes between clients and our team. Our experienced ux strategist, creative designers,
competent
developers
and
content
specialist work together to define and develop a custom and creative design. Our best design solution reveals your company’s personality and facilitates your marketing objectives.
Analytic We do logical reasoning based on user experience research. We go way beyond traditional web analytics, providing detailed insight across all of your website. Based on many years of experience in web design and development, we suggest a highly optimized design solution that delivers more revenue and greater Return On Investment.
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FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Our Team
Yunji Ha
Chessey Kong
Joe Rong
[ Producer ]
[ User Experience Strategist ]
[ Visual Designer ]
Yunji is a producer of f(x) Design Studio. She has
Chessey has a working experience in Google since
been putting into motion everything from design
2006 and recently joined our team as user experience
and development, to meeting and working with a
strategist. She always walk miles in users’ shoes.
diverse array of intelligent and motivated clients, to
She shapes unique, online experiences without
developing creative strategies for web processes.
sacrificing user need, technology capabilities, and
Yunji manages every aspect of the project definition
business objectives. She creates user experience
and delivery. She is not only the primary contact for
documentation that include sitemap, wireframes,
clients but also the “go-to” person in the team. She
and user flows. She is also responsible for usability
determines actual needs of a project and educates
testing, user research and persona development.
clients on requirement to meet goal and budget.
She tests and redesigns a project for usability issues
He has been working with great design companies such as AKQA and Meta Design for more than 6 years. Joe is responsible for brainstorming concepts, developing original designs, executing visuals based on established design direction, putting together design specifications for production and pitching in on any design-related tasks. He is a visual design expert to have a solid understanding of designing with grids and design for user interface and navigation.
in all phases.
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ABOUT US
[ Front-end Developer ] Naif is a recent transplant to San Francisco, joining f(x) Design Studio as a front-end developer. He loves Javascript, CSS and “Interwebs� in general. He supports our team in bringing complex user interface to life through a compelling display, paramount quality with any device or browser. He has both aesthetic sensitivity and programmatic rigor in building the client-side of a web development. He converts all mock-ups, designs, and wireframes into HTML pages and validates page code and works closely with the back-end developer.
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Chi Zhang
Kai Hsu
Naif Tamaihi
[ Back-end Developer ]
[ Content Specialist ]
Kai has spent the better part of a decade solving
Chi is responsible for creating and acquiring
problems with technology in a variety of locations.
content for website, email newsletters and other
She has been working on the web since 2008, and
online communication media. She also outlines
been focusing on back-end development. She has
and evaluates all contents for a project, in order to
a Bachelor of Science in Computer Science with a
provides strategic guidance to ensure that content
concentration in database and search optimization.
is clear, concise, and focuses on business and user
She
publishing
goals. She informs the user experience architecture,
environments, web development languages and
design and site development. She also creates a long-
frameworks, web database options and network
term plan for content maintenance and development.
has
a
broad
grasp
of
web
technology. She analyzes a project and provides technical specifications that will support website’s framework.
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
Our Portfolio Trail’s End Ranch Radio Show
(www.ranchradio.com) Responsive Website for Concert Promotion
Walking in SF
(www.walkinginsf.com) Responsive Website for Travel Agency
Detail
Detail
Client: Trail’s End Ranch Band
Client: SF Travel
Date: Nov, 2014
Date: Sep, 2014
Category: Entertainment Trail’s End Ranch Radio Show
Category: Travel, Business
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ABOUT US
La Creperie Cafe
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Adriatic
(www.lacreperie.com) Responsive Website for Restaurant
(www.adriatic.com) Responsive Website for Restaurant
Detail
Detail
Client: La Creperie Group
Client: Adriatic Cafe
Date: Jun, 2014
Date: Jun, 2014
Category: Restaurant, Business
Category: Restaurant, Business
FASHLAB PROPOSAL | F(X) DESIGN STUDIO
References Baymard Institute. “28 Cart Abandonment Rate Statistics” Baymard Institute. 29 Nov. 2014 <http://baymard.com/lists/ cart-abandonment-rate>.
Stillwagon, Amanda. “Did You Know: A 5% Increase in Retention Increases Profits by Up to 95%” Small Business Trends. 29 Nov. 2014 <http://smallbiztrends.com/2014/09/increase-in-customer-retentionincreases-profits.html>. TrueSocialMetrics: www.truesocialmetrics.com
Čandrlić, Goran. “How Website Speed Affects Conversion Rates” GlobalDots. 29 Nov. 2014 <http://www.globaldots.com/ how-website-speed-affects-conversion-rates/>. Correll, Jon. “How Does Your Bounce Rate Match Up to Others in Your Industry?” ConversionVodoo. 29 Nov. 2014 <http://www.conversionvoodoo.com/blog/2013/04/ how-does-your-bounce-rate-match-up-to-others-in-your-industry/>. Hathaway, Sandy. “86% of Online Shoppers Order Once and Never Again” RetentionGrid. 29 Nov. 2014 <http://blog.retentiongrid.com/ the-customer-retention-problem/>. Lupec, Loana. “Optimization Ideas for Fashion E-commerce Industry to Inspire You” Marketizator. 29 Nov. 2014 <http://www.marketizator. com/blog/fashion-ecommerce-industry.html>. Macdonald, Mark. “Which Social Media Platforms Drive the Most Sales?” Shopify. 29 Nov. 2014 <http://www.shopify.com/ blog/12731545-which-social-media-platforms-drive-the-most-salesinfographic>. Monetate. Ecommerce Quarterly EQ2 2014: M-Commerce Today: Opportunity & Challenge. Monetate, 2014. 29 Nov. 2014 <https:// drive.google.com/file/d/0B1QfLk3Bra6-blpoeG56bXBSeE0/view>. “Most Popular Online Shopping Categories of Internet Users in the United States as of June 2014, by Gender” Statista. 29 Nov. 2014 <http://www.statista.com/statistics/311406/ us-online-shopping-categories-gender/> Prickett, Kirby. “Who is Shopping Online and on Mobile in the US? The Answers might Surprise You” Prospress. 29 Nov. 2014 <http:// prospress.com/who-is-shopping-online-and-mobile/>. Smith, Cooper. “The E-commerce Demographics Report: Men are Actually More Likely to Shop on Mobile than Women” Business Insider. 29 Nov. 2014 <http://www.businessinsider.com/ the-surprising-demographics-of-who-shops-on-mobile-2014-8>.
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ABOUT US
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