Mass market mobile web site needs a designer

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This customer received 19 web designs from 4 designers. They chose this web design from Sumit as the winning design.
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Web Design Brief
We need a web design for a mobile and tablet based site to be used as a second screen application usable by the mass market.
We would appreciate input not only into the graphical design aspects of the page but aslo the user experience aspects (UX) if possible. This is not an essential aspect of the brief however.
The design needs to be such that consumers can utilise the site's value with the least concentration possible as they will be wathcing the TV simultaneously.
The design should focus on the floating boxes (or similar) that will eventually move across the screen and the categories on the bottom of the screen. We need a design that somehow matches up the floating boxes with the category that the box is associated with.
Please refer to the attached wireframes for initial thoughts.
We would like the design to convey a friendly, inviting fun tone, perhaps even a little cheeky at times.
Updates
The design should focus on the floating boxes (or similar) that will eventually move across the screen and the categories on the bottom of the screen. We need a design that somehow matches up the floating boxes with the category that the box is associated with.
Added Saturday, January 19, 2013
Project Deadline Extended
Reason: Some designers have requested that the deadline be extended.
Added Saturday, January 19, 2013
Project Deadline Extended
Reason: No designs turning up.
Added Friday, January 25, 2013
Target Market(s)
Mass market TV viewers
Industry/Entity Type
Tv
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
- It must work on smart phones and tablets in both landscape and portrait orientation. The end consumer must not feel intimidated by too many options on the page. It should feel fun, simple, obvious and non intrusive.
Nice to have
- Initial UX thoughts are demonstrated in the attached wireframes but alternative user experience ideas are welcome. For example, we have some doubts about whether a popup box is the best UX design and would be interested in other options that do not steal screen space.
Should not have
- It should not be cluttered, busy or intimidating. Users will not have their full attention on the screen. When their attention is focused on the screen it will be brief and actions on the screen should be very intuitive and simple.