570368 Eyewear Website1 2

Website Specification 1. The Company - Eyewear Distribution Limited (EDL) will be an online and offline retailer and distributor of spectacle frames and sunglasses, and possibly other eyewear products. ED hopes to create a website in the first instance that will allow it to promote and sell eyewear products, initially spectacle frames (frames) and sunglasses. ED has purchased two domains: 1. [login to view URL] 2. [login to view URL] the “Sites” The plan is to have both sites running simultaneously with the same content, as effectively and cost efficiently as possible. The domains of the Sites are completely different, and therefore will legitimately fight against each other and will have two separate SEO focuses in terms of their names, although not their products. The objective is to have one main frame CMS system that controls both websites to ease pressure on the background work of uploading products and general updates to the site. 2. Main Features of the Sites a. Clear promotion of the frames, and offer zoom facility The presentation of the Sites needs to be clear and simple, focusing on the frame rather than having graphics or adverts playing on the side of the product. The main objective for both Sites is to have them as simple and easy to use as possible with the minimum amount of fuss and confusion. Frames can be available in a variety of sizes. Therefore the CMS should provide the facility to enter one frame, and then provide options for different variations. Typical variations can be: • Colour • Lens size • Bridge size (space over the nose) • Arm length b. Comprehensive search facility The problem with many sites is the lack of search facility, or a difficult search facility. The Sites must offer a comprehensive search facility that allows the visitor to search depending on the style of frame, for example rectangle, round, over etc, or the size and colour. It is preferred that the sites offer two methods of search, a Simple Search and an Advanced Search, for visitors that know what they are looking for. A Simple Search could include the following fields: • Brand/Designer • Colour • Type of frame – full frame, rimless or semi-rimless An Advanced Search can lead into a more specific search: • All of the above, and including the following: • Shape of frame • Different sizes as discussed above • Price • When added to website • Popularity • Customer review c. Ability to Try On the glasses The ability to take a picture and try on a pair of glasses option would like to be explored. This is not an immediate requirement, but one that should be considered. Specsavers on their website currently offer this service. The feature on their website allows you to either view a preferred frame on pre-loaded pictures that may be similar to the visitor, or upload your own picture. Once you upload your picture you can click on any frame to allow you to see that frame on yourself. This option should be explored to advise how much work would be involved to have a feature such as this, excluding the work required to image each frame on the website. Specsavers call this the Digital Mirror. d. Offer a “Deliver to Personal Optician” Service Consideration is currently being given of offering a service whereby a Customer can choose from a pre-loaded list of opticians to whom he wishes to have the selected frames delivered to in order to have the frames glazed into prescription glasses. For example, opticians could register with us in order for customers from their practice to select frames from the Sites and have them delivered to their local optician in order for their local optician to make up the complete pair. This will be a long and ongoing process, however, we may possibly wish to have the facility there. This service will be focused at the optician practices around the UK as well as the customer, and would provide the optician a listing on the website that will be shown when the customer searches for an optician in a City, or based on a radius mileage from his home. The initial listing could be free, with a premium offering available upon payment of a fee to provide the following features to the optician practice: i) Have their own dedicated page on the Sites ii) Upload a logo iii) Enter further information on their practice iv) Have Google Places listing on their page v) Include special offers that they may be running The customer should be able to choose the frame, and then search for a local optician in their area, or have the complete pair made up by us. Therefore, the process will be Step 1 – Choose Frame Step 2 – Select Optician Step 3 – Frames delivered to Option for glazing A further feature of this service could be the facility of the Sites to determine automatically the city or region the visitor is searching the Sites from, and then recommending local opticians that have signed up to the service and who can make up their glasses for them. This would no doubt have to be a Premium Service offered to opticians, and one that they would be expected to pay for. However, before a feature such as this can be introduced, one would expect to build a significant amount of goodwill with opticians in order for them to sign up to such feature, otherwise the feature box that shows the practices will be empty. This in turn will provide the visitor with an uneasy opinion of the Sites. e. Offer a prescription service There is consideration of offering a full glazing service through an associated practice. This option is still being considered 3. Payment Gateway The preferred payment gateway is Google Checkout or Sage Pay. 4. Similar Sites offering this service Online frame selling and the ability to purchase fully made up spectacles have been around for a while. Key players in this market are probably Specsavers and Glasses Direct. There are many more sites, but these sites seem to be the largest players. It is worth reviewing these websites to understand the industry, and the customer journey of a visitor from frame selection to ordering. 5. Layout and Initial Head Categories Although further discussion is required on this, the most suited style of the Sites should be as clean and simple to use as possible. The Sites home page must be as inviting as possible, and intrigue the visitor within a couple of seconds. Thought must be given on how best to achieve this, whether this is by immediately imposing special offers and new styles upon the visitor, or simply asking the question what they want and then navigating the customer to exactly what they want to find. The Sites should offer a Guest checkout to allow those who know what they want to checkout as quickly as possible. In terms of Accessibility – the website should comply with the Disability Dissemination Act, as the clientele for the website will vary from the young trendy consumer to the older mature clientele. As advised above, the website must be very user friendly. Spectacle websites, due to the type of product they offer, can look cluttered very quickly as can be seen from the Glasses Direct. The issue with the Glasses Direct website is that it is trying to do too much on the homepage, which could baffle most visitors to the website. This can be compared to the John Lewis website, which is very clean and clinical. With the Sites, a proposed layout could be to have Head Categories as image selections on the left. So for example the following Head Categories could have the following images and Icons: • Men's Glasses – Man wearing glasses • Women's Glasses – Woman wearing glasses • Contact Les – Lad inserting Contact Lens • Your Prescription – image of prescription • Etc The left hand side of the website could be a wide scroll bar to allow some one to quickly navigate from the Home Page. Using the left hand side would take advantage of the left to right reading mode. Or the above options could be split across the centre of the home page, which immediately provide the visitor an option of something to choose before they proceed.