Website www.northamptontaxis.co.uk

Design Brief Document
Website: www.northamptontaxis.co.uk
Client:
Designer:
Organisation: Northampton Taxis
Address: Northampton Taxis, 1-3 Gold Street,
Northampton, NN1 1AX
Date:

Table of Contents
1. Introduction.........................................................................................................................2
2. Purpose and Definition.......................................................................................................3
3. Target User Groups.............................................................................................................5
4. Functional and Non-Functional Requirements...................................................................5
5. Website Content..................................................................................................................8
5.1 Navigations Menu.......................................................................................................8
5.2 Links:...........................................................................................................................8
5.3 Site Map.......................................................................................................................9
5.4 Page Descriptions........................................................................................................9
6. References.........................................................................................................................11
Appendix 1 (Prototypes)..........................................................................................................13
Design Brief 1

1. Introduction
Northampton Taxis, initially established in year 1998, is a taxi firm maintained (family-
based) in Northampton, England. The present office working personals comprises of one
professional business owner, one general manager, two general equities personnel, five
controllers, one accounts assistant and an accounts manager. In the current scenario, the
organisation draws its customer by using local newspaper advertisements and Yellow Page
directory. The controller personnel in the organisation takes care of the booking part. It is
done receiving calls, fax or emails from the clients and they (controller personnel) deliver the
reservation details to the drivers nearest to the customer’s pick-up site with the help of digital
assistants.
The organisation is now planning to expand the booking system by implementing a web-
based system along with its current working system. In their website, they want to include
their company name in the home page, alternate tags in case there is some problem in loading
the image, display of their company email in the website, compatibility of their website in
mobile devices, inclusion of the ‘major credit cards accepted here’ statement along with their
logos, a Google map link showing their office location and a booking via online booking
form in which the submit button must redirect the details to their email address.
In order to fulfil these requirements, a basic website structure can be included which
include the ‘home page’, the ‘about us’ section, the ‘services’ section, the ‘bookings’, price
rate section, organization contact section and in the end an index page containing the site map
of the company website along with the links of the intermediate pages. In the following
sections everything about the organizational webpages will be discussed in detail.
Design Brief 2

2. Purpose and Definition
The current website in development will serve the purpose of booking the cab system
using the form given in the website in the booking section. It will resolve the problem (that
the controller personnel face) of reading emails from various senders and confirming whether
the service is allotted to available driver or not. With this new system (website), all the orders
will come from a single specific address and it will be much more easy to differentiate the
new order mails with that of the feedback ones (if any). Following table shows the website
purpose details in a section based format.
Necessity of the website: The website is needed to mainly implement
a new way of customer bookings and
control the booking flow from one source (if
the customers use website only for
booking). Apart from the booking necessity,
the website will also let the customers get
aware of their booking price range, in which
location they (the organization) provide
their service and various details about the
organizations like the address of the
organization, the exact pin point location in
the map, the company history and
specifically what services they (the
organization) perform along with the
transportation system. Additionally all the
personnel visiting the Northampton Taxis
website can visit their Facebook website by
using the image link in the company’s home
page and get to know about their various
achievements that the organization may get
and share in the same (their Facebook page).
What purpose does this website
serve?
As per the initial requirement of the
organization, the website serves the purpose
of booking the customer application using
online booking forms and receive the same
details in their organization email address.
Apart from the desktop browser
compatibility, their website will also be
compatible with various mobile device
screens.
In the website, there will be a link of Google
map showing the office location.
The website will help the customers to
identify about what type of cards are
accepted while transactions with the help of
Design Brief 3

their logo images.
In case (due to technical) error, if the
customer browser does not load any image,
the website will contain the name of what
image was supposed to be present that place
(it will help the customer know that there
was an image at that place and they might
need to reload the page to resolve the image
loading problem).
Ease of access for the customers to browse;
a site map (index.html) of the whole
company’s website.
Stakeholders of the website (i.e. the
personnel who have interest in this
current website)
The main stake holders on the new
developed website are the personnel who
takes the service from airport or takes the
same to go to the airport. Apart from them
personnel from schools, local university,
hospitals and business may also be a part of
the stake holders.
How will the organization benefit
from this website?
The organization may advertise themselves
by opting for different online marketing
strategies like Search Engine Marketing
(SEM), SEO (Search engine optimization),
social media marketing, content marketing,
influencer marketing, email marketing,
reputation marketing and many more
(Iskandar and Komara 2018). In these
marketing types, the organization can
simply add their website url to make the
most out of the possible advantages. It will
attract more and more customers form
around the service providing areas.
In addition to this, by using the organization
website while booking its service, the
customers will not need to contact the
organization for any additional requirements
as most of the information that the
customers need to know about is already in
the website.
This will reduce any unwanted congestion
in the organization’s working structure.
3. Target User Groups
Target User Group Target User User Goals to be
Design Brief 4

Characteristics achieved in using
website
Clients taking the service
from or to the Airport
In a hurry.
Schedule may change in
some case.
Cancel the service for
latency.
All time booking.
Will be able to book for
their requirements without
them having to wait in
calling queue.
Customers taking the
service from the schools
Mostly booking in the
morning and evening time.
In a hurry.
Fixed schedule.
Cancel the service for any
type of latency.
Will be able to book for
their requirements without
them having to wait in
calling queue.
Local university customers
taking the service
Mostly booking in the
morning and evening time.
In a hurry.
Fixed schedule.
Cancel the service for any
type of latency.
Will be able to book for
their requirements without
them having to wait in
calling queue.
Local hospital customers
taking the service
All time booking.
In a hurry.
Will be able to book for
their requirements without
them having to wait in
calling queue.
Local business customers
taking the service
All time booking.
Mostly booking in the
morning and evening time.
In a hurry.
Flexible schedule.
Cancel the service for any
type of latency.
Will be able to book for
their requirements without
them having to wait in
calling queue.
4. Functional and Non-Functional Requirements
Before developing the website, initially all the functional and non-functional requirements are
chalked out by visualizing what will be the requirements of the website and how the
developed website will look like. The customer requirement and their interaction process is
also taken into consideration (Khan and Khan 2017). The detailed functional along with all
the non-functional requirements are discussed in the following table:
Functional Requirements Non-Functional Requirements
On the top of every page of the website
there should be a navigation bar with the
help of which, all the viewers can browse
In a later point of time, if the organization
wants increase the number of pages, they
can do the same without any problem.
Design Brief 5

throughout all the webpages of the website.
For achieving this task, hyperlinks of all the
pages are given on the top of every page of
the website. The hyperlinks are given using
anchor (‘a’) tag (Zhu et al. 2016) under the
‘header tag’ (Carey and Manic 2016).The
tag usage is shown in the appendix section.
The Northampton Taxis requires a website
to get majority of their booking orders form
one source; for this part they want to receive
all the customer bookings in their company
email; the ‘mailto’ tag with ‘POST’ method
is utilised in order to achieve this task
(Japikse, Grossnicklaus and Dewey 2017). It
will help them sort out the orders from that
of the feedback ones. The tag usage is
shown in the appendix section.
The website is easy to use and very light
weight. It will result in a fast loading time
and prevent any type of possible lags.
The business wants to display their office
location in their website by pinpointing the
location in Google maps. In order to achieve
this part, the ‘iframe’ tag is used (Jackson
2016). It will give the current location of the
company’s address. The tag usage is shown
in the appendix section.
The overall colour of the website is very
soothing to the eyes and it will make the
customers want to explore the website for a
longer period of time. The more the
customers browse through the website, the
more the customers are likely to use the
organisation service in their time of need.
The company wants to use an online form to
get the details when taking booking orders
from the customers. The ‘form’ tag is used
achieve the same requirement. The ‘label’
tags will show the labels in the form (like
Name, Phone, Pickup address, Booking
details). The customer data are taken by
using ‘input’ tags and ‘text area’ tags.
In the end, a reset button is taken to reset all
the data in the form along with a Submit
button to direct all the entered details to the
email address of the company (Gabos 2016).
This will help the organization get the
customer order information. The tag usage
is shown in the appendix section.
With the site map attached with the
Northampton Taxis website, the site is very
easy to use by all the customers. It will
result them in not getting lost in the website
in their time of urgency.
The organization also wants to show the
accepting card logos at the lowest section of
the booking page. To achieve this, the image
(‘img’) tag is used (Tang et al. 2016). This
will help the company make their customers
know about what type of card payments
they accept. The tag usage is shown in the
appendix section.
In the service section (booking.html) of the
website, all the details about the costing of
Design Brief 6

the organization’s service is given in a table
form for selected areas. In order to show the
details as per company requirement, the
‘table’ tags are used. Inside the tags, the use
of ‘thead’ is done to define the head section
of the table and ‘tbody’ tag is utilised to
outline the table body within a particular
section. In the ‘thead’ tags, the ‘th’ tags are
used in order to outline the headers of the
table in a column basis; Similarly, in the
‘tbody’ tags, table rows are defined by ‘tr’
and ‘td’ tags are used to enter and display
the table data (Coremans 2015). These tag
usages are shown in the appendix section.
In all the pages of the website, all the
headings are given by using header tags. It
is used to display the headings in a different
bold way so that it is easy on the eye and by
reading the headings the customers can get a
generalised idea about what type of
information s/he will find in the following
material of the webpage. The ‘p’
(paragraph) tags are used to enter the details
in paragraphs under the heading (Kennedy
and Musciano 2017). These tag usages are
shown in the appendix section.
The division (‘div’) tags are used to
partition all the tags performing similar
functionality in same groups (Lee, Na and
Kim 2016). This tag usage is shown in the
appendix section.
In order to make the webpages viewable on
mobile devices, the ‘meta’ tag is used in the
head section (Duncan 2016). The tag usage
is shown in the appendix section.
Overall for all the pages, the ‘html’ tag is
used to write the html coding inside it; in the
html tag, the ‘head’ tag is used to define the
head section of that particular webpage
(Krause 2016). The head tag contains details
like the page title using ‘title’ tag and
referential link to a style sheet (for this
current website styling) (Park, Dorn and
Forte 2015). These tag usages are shown in
the appendix section.
In the end there is an index page which is
divided using frames (‘frameset’ tag); One
frame containing the links of all the website
details and the other displaying the site
pages on the right side. In other words, the
Design Brief 7