E-commerce Website - new look and feel

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This customer received 86 web designs from 8 designers. They chose this web design from pb as the winning design.
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Web Design Brief
Link to website
http://203.170.87.225/~shieldki/shieldking_ecommerce/index.php#
Home page
-Header
- -Search bar and add to cart
-Drop down - Multi layer category representation: 1st main category level in menu bar style, 2nd category to follow and 3rd category
-Banner
-Footer
-Search listing
Category page
-Product listing
-
Product detail page
-Product variation tabular view
-
Checkout page
-
404 link/product image not found
Should be fun and engaging customers
Recent search products/ preferred products for customers
all pages:
Headroom js search bar once you are lower down the page
Shrinking navbar
Target Market(s)
Telecommunication installers, electricians working on Industrial plants and projects, on the move customers that need immediate products, procurement officers buying for projects, hard to get items customers, Car hobbyists ( future market ) for some specific product like stainless steel braid(sleeve)
Industry/Entity Type
Telecommunications
Number of Pages Required
5+ page
Colors
Designer to choose colors to be used in the design.
Look and feel
Each slider illustrates characteristics of the customer's brand and the style your logo design should communicate.
Elegant
Bold
Playful
Serious
Traditional
Modern
Personable
Professional
Feminine
Masculine
Colorful
Conservative
Economical
Upmarket
Requirements
Must have
- - less cluttered design
- - Easy to navigate
- - more white area on all pages
- - quick orders
- - repetitive product ordering by customers menu/list
- - branding consistency, logo colours and design
Nice to have
- -modern look
- -user friendly for less technical and computer skilled customers
- -quick to navigate
- - fun text to make customer feel at ease when navigating through website
Should not have
- -too much details
- -