Livestock Event Website and Application System

Nov 13, 2013


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The Livestock Event is held yearly at the NEC in Birmingham. It’s a massive event, attracting over 16,000 visitors last year, and is generally regarded as vital to the growth and success of the Diary industry in the UK.
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We’ve built something for the hosting body, RABDF – the Royal Association of British Dairy Farmers – that we’re really proud of. We’ve combined Ghost’s trademark bold, simple graphical style with a complete re-imagining of how a website could – and, we think, should – work. The result is a site that responds not only to different screen sizes and viewing media – check out how the whole site flows from mobile to desktop and everything in between – but presents information responsively, too. We’ve done away with the traditional ‘navigation menu’ and its maze of nested links. Instead, we’ve built an intuitive ‘filter system’. Clicking or tapping a filter reorganises the entire site to the user’s perceived need: meaning the most important info is given pride-of-place. Our usability studies suggest this is a massive boost to conversion: almost nobody drops off from landing page to registration, which is almost unheard of in the web world. People can find what they want, and access it in a way that makes sense. It’s unbelievably simple to use, and allows users to take a deep dive into almost anything within two clicks or fewer.

 

 

Technical

Things are pretty revolutionary on the technical side. We’ve built a completely bespoke system modelled around the way RABDF have worked in the past. Careful systemic analysis has helped us to design a process that automates much of the work they had to do before, saving countless man-hours over the next few years. Bookings, which previously have been taken via paper forms, invoices and manual communication – all massive time-sinks – can now be completed online, with careful attention to the user experience of completing long, complex, and ongoing forms. Users receive reminder emails if they leave a form part-way through, which encourages them to return to the process. Upselling opportunities are built into all levels of the booking process. We’ve integrated the bespoke system with Stripe, a US escrow payment provider, which has greatly improved RABDF’s ability to make accurate forecasts and keep tabs on money going out and coming in.

 

We’ve used truly cutting-edge technology across the whole site, including EmberJS, Ruby on Rails 4, Heroku, Gridforms, jQuery, codrops, and a bootload of completely custom engines written exclusively for the client. As a result, much of the site works offline – a key consideration when designing for rural Internet connections. The whole site is linked to a powerful administration system, which allows RABDF to make instant follow-ups on new bookings. Think site admin interface-cum-CRM system.

 

If you’d like to discuss how Ghost can help your company to optimise your existing business processes, feel free to get in touch on the number below.

 

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