10 Lane Learning publishes Stock Market Challenge, an online simulation game that transforms trading on the financial markets into a dynamic and accessible learning experience.

Stock Market Challenge's key market is secondary school and college teachers, who use the resource to support the teaching of Maths, Business Studies and for the development of Key Skills and Enterprise Education.

Martin Barnes, co-Director of 10 Lane Leaning explains:

"The existing Stock Market Challenge website was inadequate as a sales and marketing tool. It was visually uninspiring and copy-heavy. It provided information for teachers but conveyed no sense of the dynamism and interactivity of the resource, the range of its applications or the community of users."

The Objectives

To provide a sales, marketing and customer support tool
To give an impression of the resource's 'community of users'
To demonstrate its curriculum application in several subject areas and education stages
To convey an impression of the dynamism and interactivity of this multi-dimensional learning experience.

Why Float?

They impressed us from the pitch stage. Other agencies told us what we needed, and how great they were. Float's team were different in that they clearly responded to the detail of the pitch, and came to us prepared to listen to what we wanted. It's a very natural style and completely unforced. They have an ability to listen to clients and understand their needs. We knew we could work with them."

Martin Barnes, Co-Director 10 Lane Learning

The design solution

Video

To capture the essence of the game's experience, and its visual dynamism, the new site would show potential clients how Stock Market Challenge works in real life situations.

"Video content, using both show-reels and testimonials, was a key element. When a teacher visited the website they would see exactly how the game works and what it can achieve in the classroom."

Real voices

Case studies, and testimonials from teachers and students, were an important aspect. Comments from 'the front line' would help sell the game. Hearing a teacher say that 'this resource really works well in the classroom, it gets students focused and on-task' carries much more weight than a publisher's sales pitch.

"Customers who have found the resource a rewarding and effective tool can be seen and heard on the site. Float understand that getting your satisfied clients to tell your story for you is an effective way of selling."

Interactive

Demonstrating the interactivity of the game was the most challenging aspect of the brief. Float devised several solutions, using live customer and game data and integrating it into the design of the site. These new features included the live Leaderboard and Recently Played features on the home page.

"The live Leaderboard captures the spirit of the game. It not only shows potential clients who's playing the game but also reassures existing and potential customers that there is an established community of users. This impression is supported by the new Our Customers map on the site.

"The Recently Played feature reinforces the product's credentials. With its logging of subject area and year group, it is a useful indicator of the breadth of age range and subjects covered by the resource."

These features also allow students to see how their school is doing against other schools. Teachers have commented that the chance to post a leading score has inspired their students' performance.

Curriculum

Demonstrating Stock Market Challenge's curriculum relevance was an essential part of the brief.

"Float responded by creating areas for each potential client sector: Primary, Secondary & Further, Higher and Business. These are now clearly differentiated with each area of the site containing subject- and sector-specific information about the resource's application."

Stock Market Challenge homepage

Content Management

The website was developed on a custom build of Float's Artisan Content Management System, meaning the site can be easily updated and amended, and can grow organically as the product develops.

Working with Float

"Float's quality of work and professional approach is impressive. They fulfilled the project brief and added value in many areas. They certainly delivered good value for money; and the job was priced in a way that clearly matched each element of the brief. We will continue to work them as we develop the resource. We rate them very highly and would certainly recommend them."

Martin Barnes, Co-Director 10 Lane Learning

The results

We can't yet make a conclusive judgement about the impact of the site on sales but early signs are very encouraging. Users are certainly spending more time on the site. Many teachers have given us positive feedback about and that's the real achievement of the site. With the old site it was difficult for a teacher to visualise how the product might help them in the classroom. The new site achieves this effectively and dynamically. The website reinforces the game's educational credentials at every level."

Martin Barnes, Co-Director 10 Lane Learning was talking to Float in August 2010.