Conor Cunningham P4 M2
LEARNER ASSESSMENT SUBMISSION AND DECLARATION
When submitting evidence for assessment, each learner must sign a declaration confirming
that the work is their own.
Learner name: Conor Cunningham Assessor name: F.Mooney
Issue date: 17.03.17 Submission date: 05.05.17 Submitted on: 05.05.17
Programme: BTEC Level 3 Extended Diploma In Business
Unit: 34
Assignment reference and title: Website Design Strategy
Please list the evidence submitted for each task. Indicate the page numbers where the
evidence can be found or describe the nature of the evidence (e.g. video, illustration).
Task ref. Evidence submitted Page numbers or
description
Task 3 – P4 M2 Word Document/Excel 15 Pages
Learner declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced
any sources used in the work. I understand that false declaration is a form of malpractice.
Learner signature: Conor Cunningham Date: 05.05.17
Task 3
In this task you will design a 4 page website for your specified client which will meet the
stated purposes of the business and their defined target group. You must take the time to
understand their business and create a strategy plan to fulfil their commercial objectives.
a) The design of the website should span 4 pages and should include structured
navigation, coherent style and information and functions suited to the needs of the
customer and the organisation. Site mapping sketches and drawings should be used
to produce a model of the intended design. You must show a detailed plan which
covers ‘functions of the site’: e.g. search facilities, links to further information;
registration of users; help facility; transaction arrangements; payment options e.g.
use of credit cards, PayPal; background functions e.g. databases. There should also
,Conor Cunningham P4 M2
be personalisation of the web experience: benefits to users; greater efficiency of
user experience; benefits to organisation; tools e.g. cookies; databases.
You also need to make a detailed list of ‘resources required’: domain name; hosting
own website; ISP hosting of website; options for connecting to the internet; software
options (use of online ‘shop’ package or development of own software); use of web
authoring tools (advantages and disadvantages); security measures; evidence of
researching the typical costs of developing small website. P4
b) Include a set of notes assessing how your own website design contributes to fulfilling
the organisation’s purpose through meeting the requirements of the target
audience. M2
P4
Name of business: Frozo
Purpose of business: “To establish Frozo as the local leading source of healthy energy in the
form of fresh fruit, frozen yoghurt and detoxes with a dedicated commitment to the health
of the people of Belfast – all whilst building relationships with customers and making a
healthy profit”.
General aims/objectives of business:
To develop a strong brand image
To have the highest sales of a frozen yoghurt bar in the Belfast area
To increase sales by 20% within the first six months of launching
To increase market share by 5% each year for first two years of trading
To make a profit by the end of year three
Marketing objectives:
To increase sales online
To build brand awareness
To build relationship with consumers
Target customer:
My target market has quite a significant range due to the extensive product range which
Frozo has to offer. Smoothies and healthy shakes for 12-25 year olds will attract a large
segment, detoxes will attract those into cleansing their bodies and those who are interested
in health benefits and frozen yoghurt will attract almost everyone. This target market has
been chosen because of the opportunities within it; having such a large target market gives
me the ability to go wider with my business’ objectives and gives me the opportunity to
develop new products and services all the time.
Profile of target customer and expectations
Age – The age of my target audience are those aged between 12 and 25.
,Conor Cunningham P4 M2
Sex – My target audience includes all sexes and does not have any limitations with regards
to this.
Work status – Due to the affordability of my products, those from a low income or high
income will be able to afford and enjoy Frozo.
Physical abilities – There are no restrictions with reference to the physical abilities of my
target audience.
Interests – Frozo is open to an audience who have interests in everything and anything. In
particular though, this business will see a lot of people who are interested in fitness, health
and exercise.
Technical abilities – Due to the simplicity of the website, it will be accessible for everyone
and therefore the technical ability of the target audience does not have to be complex at all.
Colour and typography preferences – The website will be using bright colours such as blue,
yellow, green and red as the products involved are fruit and vegetables and these colours
portray that. The typography will be simple and easy to understand; making it suitable for
all.
What are their expectations from the website?
This target audience will have many different expectations from the Frozo website. Those
aged 12-25 will expect the website to be available on different platforms. This will include on
a computer, iPad, tablet or iPhone for example and I will ensure that this website is
compatible with as many devices as possible. The target audience will also expect the
website to be efficient and this will involve the website moving from one page to another
quickly and all text/images loading quickly too. There is an extensive use of colours which
will be used in the Frozo website and this will help meet expectations of the target audience.
As the website used cookies to track customer purchases, the website will be one which is
personal and is customised to the particular customer’s needs. The target audience will also
expect the website to be easy to understand and obtain information such as who to contract
and how to get more information if need be. They will also expect a website which they can
trust and use with confidence. This will allow other purposes and objectives to be fulfilled
such as increasing sales and making a profit.
To help build brand awareness, the website will make full use of company colours and the
company logo. Images will also be used that reflect the brand of Frozo. A store locator is
used to help build awareness of the business and links to social media are on all pages of the
website. These are all very important in building brand awareness which is a huge business
objective of the company.
Websites I looked at
I looked at - and analysed - many different websites which were similar to my business. I did
this because I was then able to look at positives and negatives of each website to help
strengthen my own. This provided me with positives for my planned website and provided
opportunities for further innovation to stay ahead. It also highlighted which aspects of my
competitors sites are not usable and helped to prevent pitfalls when designing my own. This
inspired me to include a lot of colour and images within my website. Websites I looked at
included;
, Conor Cunningham P4 M2
Friscos Froyo Newry
Xpress Juice Belfast
Sucos Shake N Juice Newcastle
Nugelato Newcastle
Dr Smoothie Australia
I loved the look of Dr Smoothie and took inspiration from it when designing the Frozo
website.
What four pages I intend to create
The four pages on my website will include;
Home page
About us
Products
Contact us
The home page will help to achieve aims and objectives such as developing a strong brand
image and having the highest sales of any frozen yoghurt bar in the Belfast area as it uses
the company logo and brand image clearly. It also has direct links with the products page
which will help secure high sales quickly. The about us page will have links to social media
and will give the user a more in-depth understanding of what the company is all about;
helping to develop a strong brand image.
The Products page will use cookies and this will remember consumers previous product
interests so they can be more personally and directly targeted on their next visit to the site.
This will help to achieve business objectives such as increasing sales by 20% in the first six
months of launching and increasing market share by 5% in each year. The Contact Us page
will also inform the customer of where the business is and its opening times and this will
LEARNER ASSESSMENT SUBMISSION AND DECLARATION
When submitting evidence for assessment, each learner must sign a declaration confirming
that the work is their own.
Learner name: Conor Cunningham Assessor name: F.Mooney
Issue date: 17.03.17 Submission date: 05.05.17 Submitted on: 05.05.17
Programme: BTEC Level 3 Extended Diploma In Business
Unit: 34
Assignment reference and title: Website Design Strategy
Please list the evidence submitted for each task. Indicate the page numbers where the
evidence can be found or describe the nature of the evidence (e.g. video, illustration).
Task ref. Evidence submitted Page numbers or
description
Task 3 – P4 M2 Word Document/Excel 15 Pages
Learner declaration
I certify that the work submitted for this assignment is my own. I have clearly referenced
any sources used in the work. I understand that false declaration is a form of malpractice.
Learner signature: Conor Cunningham Date: 05.05.17
Task 3
In this task you will design a 4 page website for your specified client which will meet the
stated purposes of the business and their defined target group. You must take the time to
understand their business and create a strategy plan to fulfil their commercial objectives.
a) The design of the website should span 4 pages and should include structured
navigation, coherent style and information and functions suited to the needs of the
customer and the organisation. Site mapping sketches and drawings should be used
to produce a model of the intended design. You must show a detailed plan which
covers ‘functions of the site’: e.g. search facilities, links to further information;
registration of users; help facility; transaction arrangements; payment options e.g.
use of credit cards, PayPal; background functions e.g. databases. There should also
,Conor Cunningham P4 M2
be personalisation of the web experience: benefits to users; greater efficiency of
user experience; benefits to organisation; tools e.g. cookies; databases.
You also need to make a detailed list of ‘resources required’: domain name; hosting
own website; ISP hosting of website; options for connecting to the internet; software
options (use of online ‘shop’ package or development of own software); use of web
authoring tools (advantages and disadvantages); security measures; evidence of
researching the typical costs of developing small website. P4
b) Include a set of notes assessing how your own website design contributes to fulfilling
the organisation’s purpose through meeting the requirements of the target
audience. M2
P4
Name of business: Frozo
Purpose of business: “To establish Frozo as the local leading source of healthy energy in the
form of fresh fruit, frozen yoghurt and detoxes with a dedicated commitment to the health
of the people of Belfast – all whilst building relationships with customers and making a
healthy profit”.
General aims/objectives of business:
To develop a strong brand image
To have the highest sales of a frozen yoghurt bar in the Belfast area
To increase sales by 20% within the first six months of launching
To increase market share by 5% each year for first two years of trading
To make a profit by the end of year three
Marketing objectives:
To increase sales online
To build brand awareness
To build relationship with consumers
Target customer:
My target market has quite a significant range due to the extensive product range which
Frozo has to offer. Smoothies and healthy shakes for 12-25 year olds will attract a large
segment, detoxes will attract those into cleansing their bodies and those who are interested
in health benefits and frozen yoghurt will attract almost everyone. This target market has
been chosen because of the opportunities within it; having such a large target market gives
me the ability to go wider with my business’ objectives and gives me the opportunity to
develop new products and services all the time.
Profile of target customer and expectations
Age – The age of my target audience are those aged between 12 and 25.
,Conor Cunningham P4 M2
Sex – My target audience includes all sexes and does not have any limitations with regards
to this.
Work status – Due to the affordability of my products, those from a low income or high
income will be able to afford and enjoy Frozo.
Physical abilities – There are no restrictions with reference to the physical abilities of my
target audience.
Interests – Frozo is open to an audience who have interests in everything and anything. In
particular though, this business will see a lot of people who are interested in fitness, health
and exercise.
Technical abilities – Due to the simplicity of the website, it will be accessible for everyone
and therefore the technical ability of the target audience does not have to be complex at all.
Colour and typography preferences – The website will be using bright colours such as blue,
yellow, green and red as the products involved are fruit and vegetables and these colours
portray that. The typography will be simple and easy to understand; making it suitable for
all.
What are their expectations from the website?
This target audience will have many different expectations from the Frozo website. Those
aged 12-25 will expect the website to be available on different platforms. This will include on
a computer, iPad, tablet or iPhone for example and I will ensure that this website is
compatible with as many devices as possible. The target audience will also expect the
website to be efficient and this will involve the website moving from one page to another
quickly and all text/images loading quickly too. There is an extensive use of colours which
will be used in the Frozo website and this will help meet expectations of the target audience.
As the website used cookies to track customer purchases, the website will be one which is
personal and is customised to the particular customer’s needs. The target audience will also
expect the website to be easy to understand and obtain information such as who to contract
and how to get more information if need be. They will also expect a website which they can
trust and use with confidence. This will allow other purposes and objectives to be fulfilled
such as increasing sales and making a profit.
To help build brand awareness, the website will make full use of company colours and the
company logo. Images will also be used that reflect the brand of Frozo. A store locator is
used to help build awareness of the business and links to social media are on all pages of the
website. These are all very important in building brand awareness which is a huge business
objective of the company.
Websites I looked at
I looked at - and analysed - many different websites which were similar to my business. I did
this because I was then able to look at positives and negatives of each website to help
strengthen my own. This provided me with positives for my planned website and provided
opportunities for further innovation to stay ahead. It also highlighted which aspects of my
competitors sites are not usable and helped to prevent pitfalls when designing my own. This
inspired me to include a lot of colour and images within my website. Websites I looked at
included;
, Conor Cunningham P4 M2
Friscos Froyo Newry
Xpress Juice Belfast
Sucos Shake N Juice Newcastle
Nugelato Newcastle
Dr Smoothie Australia
I loved the look of Dr Smoothie and took inspiration from it when designing the Frozo
website.
What four pages I intend to create
The four pages on my website will include;
Home page
About us
Products
Contact us
The home page will help to achieve aims and objectives such as developing a strong brand
image and having the highest sales of any frozen yoghurt bar in the Belfast area as it uses
the company logo and brand image clearly. It also has direct links with the products page
which will help secure high sales quickly. The about us page will have links to social media
and will give the user a more in-depth understanding of what the company is all about;
helping to develop a strong brand image.
The Products page will use cookies and this will remember consumers previous product
interests so they can be more personally and directly targeted on their next visit to the site.
This will help to achieve business objectives such as increasing sales by 20% in the first six
months of launching and increasing market share by 5% in each year. The Contact Us page
will also inform the customer of where the business is and its opening times and this will
