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The campaign concept was simple:

  • Professional footballers to donate a pair of signed match day boots
  • All signed boots to be auctioned online
  • All football fans, supporters and communities bid for the boots
  • All monies raised to go directly to the NHS

Kenny and Joanne had the campaign name, the designed logo/banners (SimPrint) and a hosting partner (EatITDrinkIT), they needed I‑Finity as a development partner to deliver on:

  • A scalable solution with a fast route to market for a campaign go-live of early April
  • Auction capabilities to be made available at the end of April
  • Well-designed mobile responsive website incorporating Boot the Virus logo
  • Dynamic homepage with an automatic totaliser to show up to date donations
  • Secure and easy to use auction functionality
  • Robust auction feature with automated rules and defined logic for an effective, fair bidding process
  • Secure sign-up process and log in area for bidders to manage and place bids
  • Secure way to process payments for successful bidders
  • Easy to use Content Management System for managing website content

Challenges that were overcome

  • Aggressive deadlines that were achieved with a planned phased delivery without compromising on security, quality and robust auction functionality to deliver a positive customer experience
  • Momentum needed to start immediately in securing partnerships, teams and boots therefore the initial website landing page was prioritised to support press releases
  • Plan for a quick and efficient way to collect final donation of monies
  • Despite the I‑Finity team running at reduced capacity and working remotely with office closure due to Covid-19, established I‑Finity processes and infrastructure enabled instant productivity

Fast route to market with Umbraco CMS

  • Its flexibility enabled the creation of the optimal online experience relevant to the exact needs of users
  • Flexibility facilitated the fast route to market without compromising quality
  • Architected the delivery of a custom content management experience to allow easy content editing
  • Umbraco CMS is intuiative and easy to learn. With a single virtual training session our customer quickly learnt how to manage content for boots, players to uploading pictures.

PARTNERING AND BRINGING THE COMMUNITY TOGETHER

POSITIVITY DURING A TIME OF SIGNIFICANT CHANGE

Boot The Virus website functionality

Timing was critical as momentum was being achieved with football clubs, associations and the media. Therefore, a phased approach was taken to deliver functionality as it was needed to support campaign milestones from awareness, sign up, live auctions to final winners.

Within days I‑Finity built a new website on Umbraco CMS, utilising the supplied logo and banners to inform the overall design of the new site. The design brief was for it too look and feel like a sporting website whilst being fully mobile responsive. Particular design focus took place on the individual player pages to display profile and boots available for auction as well as planning for incorporating auction details such as bid amounts, bid history and bidder information.

Initial website landing page

The first release of the website delivered a landing page containing the press release, contact form to capture enquires and placement of key partner logos from football clubs. This enabled the campaign to generate the interest needed from football clubs and footballers to donate their boots.

Effective navigation, team areas and secure sign-up

The next phase delivered the full site structure including individual team pages across all league teams. Each league team had a page for each footballer to display the boots available for auction. Navigation was kept simple and clear to allow website visitors to easily find how the campaign worked whilst making it easy for returning visitors to easily engage with logging in and placing bids.

A sign-up form was custom built to capture only the details required to support the auction process. The form enabled users to create their own username and password, all management of reset and forgotten passwords were managed by Umbraco CMS. This process was fully automated with industry best practise in place for complete security compliance.

Custom built auction functionality

As the campaign was gaining momentum with sign ups and donated boots, I‑Finity were building a fully customised auction feature based on the requirements captured with the customer:

  • Log in ability to become available for those that had signed up to start placing bids
  • Time bound auctions with a countdown clock to show time left per auction item
  • Bid placement displayed with name of bidder and amount for each auction item
  • Built logic to only enable bids within increments of £5.00
  • Running total of bids per club including the total per footballer like a league table
  • Captured all bid details and data was securely protected

Secure online payment

After a review of all available options, it was decided to use a well-known and familiar payment system to avoid any potential payment barriers. To provide a smooth process PayPal was selected to facilitate the payments once auctions ended in the last week of May. During this process I‑Finity supported the customer with providing bidder details for the transactional marketing emails that were being sent as part of the campaign.

Flash auction

Once the campaign ended, unfortunately there were non-payers leaving boots available. Kenny decided to run a flash auction and being agile I‑Finity were able to respond to changing needs with providing a timely solution. Umbraco’s flexibility meant it was easy to create a Flash Auction area within the website to support a new auction date to run to early June. These boots were auctioned again, and payments were successfully achieved.

Ongoing communication and support

During this project I‑Finity remained in close contact with the customer, interacting daily and monitoring the website in terms of performance and activity. The website experienced peaks of high traffic after every press coverage and each time a footballer promoted their involvement via their own social media channels.

Boot the Virus website was built for scale and presented no issues in managing high traffic and activity to the website. Auction functionality was robust it worked smoothly, and it was easy for bidders to follow and use. Behind the scenes the auction feature captured every single data entry should there have been a need to access precise system details.

How were the results achieved?

I‑Finity is a team of problem solvers who enjoy technical challenges to deliver on performance, security and scale. The approach involved spending time with the customer to plan and scope what the solution needed to deliver.

Timing was aggressive, resources were under capacity therefore combining project management disciplines and Agile development methodology led to a successful delivery. I‑Finity always keep the user experience at the centre of the design and development process, this resulted in a highly performant website with comprehensive auction capability.

Campaign results

The website achieved high engagement that was positively received by many and it was accessed predominately over mobile. All website design and functionality worked seamless together to provide that positive experience across all modern web browsers and screen sizes. Furthermore, the money raised reinforces that the website features were simple, efficient and easy for people to use. There were multiple bids being placed and it truly encouraged positivity within the community at a time when no sporting events were taking place.

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