In 2000 Mickey Ascott started investing in Digitax taxi meters so that he could start supplying one of the biggest automotive electronics to the London black cab driver. Due to the association with Ascott's, Digitax soon became a well known name within the trade and had attracted over 5000 customers within five years.
The request from Digitax was to design and develop a new website and to simplify the brand mark that was present on the existing site. The main functionality of the new site was to allow users to book fittings and pay for their meters online; and the site generally needed to promote the features and strength of the F1 meter within a competitive market place.
The website design was to be contemporary and stylized and user journey on mobiles was a key element. Most drivers have a fair amount of waiting time during thier day, which is a key time they will engage with the site.
The design of the site was kept relatively simple with empasis being on the simplicity of finding information. During the UX phase we highlighted releveant user journeys and key areas we wanted to direct users to. This included pricing, features of the meter and further products available from Digitax. We applied a scrolling homepage to help highlight the key selling points of the meter and a twitter feed was added on the homepage to keep information moving and help SEO.
The functionality of the booking forms and payment sytem was implemented into the design and the site was built using Ruby and Prismic CAAS