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LET ME TELL YOU ABOUT US:

Australian Bloodstock Exchanges is a start-up company developing technology based solutions for problems facing the Australian horse racing industry. Our primary area of focus is on the difficulty of transferring ownership (full or part) of a racehorse from one person to another. We aim to overcome this difficulty by:

* Creating a system of registration for racehorse ownership interests

* Using this system as a basis for an online exchange to fully automate ownership transfers

Whilst there is a formality to the above it is critical to keep in mind the nature of the horse racing industry. Racehorse ownership is seen (rightly or wrongly) as a glamorous undertaking. There is a certain elitism attached and, as such, a large portion of those involved are involved for aspirational reasons.

Racehorse ownership is an investment but it means a lot more than that. It is as much the thrill of owning a part of something as impressive as a racehorse as it is the pleasure of rubbing shoulders with the rich and powerful at the racetrack when your horse is running.

HERE IS WHAT WE NEED:

A working prototype of the website is already up and running. A logo has been designed that we would like to retain (although we'd be happy to change the text font or the colours to match a new site design). A CSS based site design is already in place but it is very basic and in desperate need of a spruce up.

Screen shots of the current pages are attached to use as a basis. Unless a compelling reason was uncovered we would prefer to stick with the basic layout (ie: header, left nav, body, footer) but we are not closed to any ideas.

Specific instructions for each provided page are as follows:

Dimensions:

(Yahoo YUI Standard)

- Width: 950px

- A (left) column: 180px

Key elements to consider

- Header (inc. login links, logo, nav bar)

- Page titles, subtitles

- Data tables (eg: Portfolio, Horse Details page)

- Error bubble (see error.jpg)

- Footer

Home page (homepage.jpg)

- Open to fresh ideas here

- Should still contain common header and footer elements

- Search engine and owner/buyer info boxes only critical elements (full requirements not in place)

- "Owners" and "Buyers" boxes key

Portfolio page (portfolio.jpg)

- Redesign based mainly on key element changes (ie: data table)

Search Wizard (search.jpg)

- Using Yahoo YUI tab design which we would like to retain (design of tabs and contents can change though)

Search Results (results.jpg)

- New design required, core elements shown to be maintained

Transaction Path (capture.jpg, confirm.jpg, receipt.jpg)

- Redesign in line with other changes

Horse Details (horse_details.jpg)

- Apply relevant key element changes (ie: data tables)

- Rearragement of elements for better user experience welcome

OUR TARGET AUDIENCE IS:

Four main categories, focus more on first three. Common theme would be aspiration:

* "Battlers" - Typically middle-aged, middle income earners, living in outer suburbs of the city or in the country. Usually part owners in cheaper horses (more likely to be running on regional or country tracks rather than the large metro ones).

* "Dilettantes" - Younger, typically male, owners. New to the sport, attracted by the glamour, putting ample disposable income to use.

* "Traditionalists" - Older, upper-middle to upper class, typically male. Conservative types.

* "Elite" - High income earners, often successful participants in the industry

WE LIKE THESE DESIGNS:

With the core functions of the site being fairly formal (registration, exchange) it would likely be unwise to rely too heavily on imagery but some good sites to get a feel for the types of images associated with this industry would be:

* http://www.ajc.org.au/

* http://www.racingvictoria.net.au/

From a purely functional standpoint something like this would be a good indicator:

* www.drive.com.au

Whilst admittedly difficult (more of a trade-off) the ideal would be to be able to combine ease of use and functionality with an attractive and compelling overall look and feel. Imagery should not dominate though.

WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:

- At the end of the day this is a serious business so anything too left field will probably not be appropriate

- CSS friendly designs preferable

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