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Case Study

Requirement:

Homebase engaged Creative Jar to develop the creative content the Homebase website. This was a core component within a broader strategic programme to extend, and redesign, the Homebase online capability and to deliver additional value creating functionality.

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Creative:

During the redesign of the Homebase website there were a number of factors that needed careful consideration. Homebase have a very successful and established Brand representation, used throughout printed collateral and stores; this language needed to be preserved and translated for the online channel. Homebase retained their existing enterprise ecommerce solution, upon which the creative layer would be built. This placed some restriction on the creative process but ensured retained commercial benefits for the Homebase business.

Initially, Creative Jar ran a series of workshops to define requirements and establish the scope of the creative deliverable. The standout requirement was to build on the strong established Homebase brand and to create a more lifestyle orientated online experience - delivering online support for the 'Make a house a home' concept.

Once the online representation of the Homebase brand was established, Creative Jar developed initial wireframe designs to bring the online channel to life. The aim of this work was to maximise the usability of the website, whilst ensuring core functional areas were retained and improved where possible. This work ultimately delivered the creative approach and framework for the website through an iterative and consultative process with the Homebase business teams.

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Technical:

To ensure proof of concept the page templates were built in CSS to a triple A compliancy standard before being handed over to Homebase for internal development work to commence. This handover facilitated a smooth transition from the creative process to the site development and also ensured that a robust style sheet was in place for the development team.

Creative Jar also designed and developed the 'Create the Look' inspirational content component for the new website. This dynamic component enables users to visualise Homebase products within a room setting and retrieve product details for those products they are interested in - this provides a key alignment between static content and the commercial sales component of the online channel. This component was developed in Adobe Flash and XML.

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Delivery:

Leveraging established Programme and Project Management methodologies, as well as establishing solid communication lines with the Homebase business team, ensured optimum delivery for both businesses.

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