Organization name LiveActive Description of the organization and its target audience “LiveActive promises its customers ‘fitness and health for you and your family’. It will sell good quality, good value fitness, sports and outdoor activity equipment to people who are interested in being fit and healthy. For regular people, rather than fanatics, the site will provide locally relevant guidance and advice from local experts in each territory to underpin the retail/shopping environment. It will feel like a knowledgeable friend, inspiring and helping people to find the right equipment for their needs (and enjoyment) from a well chosen range” The site will sell fitness equipment, sports equipment and outdoor leisure equipment. It will launch initially with fitness equipment only – the other categories will be added within six months. It will focus on the mid-market, with a selected range of 4-5 products at each price product for each type of equipment. It will not feel like a massive warehouse with a huge range of products, but nor is it a specialised boutique. The core target audience is Late twenties to late forties rather successful male/female who likes to stay fit in hectic life style (either kids, career etc..) despite the time constraints. These are fleshed out in the personas in the documents attached. Ana/Matej and Stefan are the primary target audience. Lazlo is included only as an example of who the site is not designed for. The site will launch into several Central and Eastern European territories. Industry Sport Existing website to reference None specified. Number of pages needed 5 Page descriptions The website design is modular so that elements can be used in different combinations without the page design and flow breaking. See attached wireframes which show content objects and placement.IMPORTANT: The designed pages need to follow the wireframes in terms of content objects and layout. If you would like to develop a design concept without the restrictions of following the wireframes then please do this as a 5th page, in addition to the 4 pages specified above. This could be for either the launch or future ranges. 1. Homepage AMain categories are:- Fitness – includes exercise machines, weights, supplements- Sports – includes tennis, football, hockey, skiing etc…- Outdoor leisure – includes camping, cycling, hiking, walking etc…The page includes spaces for different types of promotion – inspirational imagery, ranges, individual products, content promotion (e.g. blog articles written by experts), and service messages. 2. Homepage B (launch version)This is the homepage for when the site first launches. At this point the range will be limited to fitness products - i.e. exercise machines and sports supplements. The content throughout the page and the page layout is different from Homepage A because of this. There are also different top level categories in the top navigation bar. 3. Category page template ASimple category page with visual browse approach – all categories are represented by images in the main area of the page. 4. Category page template BAlternative category page with a more flexible visual browse approach – selected categories are represented in the main area of the page with more important categories being given more space on the page. 5. OPTIONAL: your own alternative layout concept for either the launch or future range   Style/theme ideas for the website Our style is a shopping site with an inspirational lifestyle magazine feel to be expressed through the content and visual design. The tone of voice we are aiming for can be described as the following: - Joyful: doesn’t feel painful to use or show fitness as being painful or a chore - Friendly: doesn’t feel cold or distant - Trustworthy: does not give mixed messages about products, prices or services - Credible: yet doesn’t feel bossy / too authoritative. Messages are supported by local fitness experts - Fit & Healthy: but not ridiculous or ‘pumped’ If the site were a person, it would be: A personal fitness trainer and a friend. Someone who has been there and knows how easy it is to forget, or not have the time to train. He or she would be in their early 30s. Has a degree in sports science and worked in gyms too. Now works as an independent personal trainer. Someone who makes getting and staying fit fun and a part of daily life. Conversational, motivational, social; not sweaty gym, pumped muscle, fanatics. Some key design principles: - Be consistent but flexible in design – enable variation within a set structure - Categories should feel different but hold to FAMILY, FITNESS, OUTDOORS - The site design reflects the customers ambition - Looks Good (clear and clean), Not difficult to use, a chore, confusing - Should inspire customers to buy and use product – engage the customer in their goal not just their purchase What to avoid 1) Static elements without HTML as the site will need to be localized easily to 20 different languages. 2) Elements with very limited place for descriptions etc. text should be considered very carefully due to the language lengths (e.g. Hungarian words are really long). 3) Fonts that do not support ščćđáýůří etc. 4) Flashing imagery Inspirational websites www.sheactive.co.uk Visual, clean and inspirational design. www.johnlewis.com Dynamic - in structure, no static elements. Notes None specified.