The brief
Calder's store was built in 2021 around a catalogue of forty products. It now carries just over three hundred, and the navigation, search, and product template all show the strain; the team edits the site through a developer because the CMS never kept pace.
The brief is a store that lets customers find things and lets your team run it: clearer discovery, product pages that answer sizing questions before support has to, and a fast experience on the phones where 71 percent of your sessions happen.
Scope of work
Discovery & architecture
- Stakeholder interviews (four) and analytics + site-search review
- Catalogue taxonomy: categories, filters, naming
- Sitemap and wireframes for the nine key templates
Design
- Design system: type, colour, components, art direction
- Nine responsive templates, home to checkout
- Clickable prototype with two structured revision rounds
Build, migration & launch
- CMS build, plus a half-day training session for the team
- Migration of 300+ products and a full redirect map
- Accessibility and performance QA; two weeks of post-launch support
Timeline
| Phase | Weeks | Dates |
|---|---|---|
| Discovery & architecture | 1 to 3 | 30 November to 18 December |
| Design | 4 to 8 | 21 December to 22 January |
| Build, migration & launch | 9 to 14 | 25 January to 19 March |
Design carries on through your Christmas trading freeze, with both revision rounds in January. The build includes two weeks of contingency for the catalogue migration, so the site launches in the third week of March.
Investment
| Item | Fee |
|---|---|
| Phase 01 · Discovery & architecture | £4,800 |
| Phase 02 · Design | £9,600 |
| Phase 03 · Build, migration & launch | £12,400 |
| Total, excluding VAT | £26,800 |
Invoiced 40 percent on signature, 30 percent on design approval, 30 percent at launch. Photography and copywriting are excluded; we would be glad to scope either.
Next step
Reply by 11 November and we hold the November start. Questions are welcome before then; a thirty-minute call usually settles most of them.
This is a fictional example document. Fern Studio, Calder Outfitters, and every figure above are invented; any resemblance to a real company is coincidental.