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ModerNash is one of those ideas that when you hear about it, your jaw drops, but when you see it in action you are even more amazed. Kevin Powell has done an incredible job at creating a shopping and user experience like no other!



  • Hello! Who are you? What’s your company? How’d you get started in web development or with your business?

    I’m a self-taught web developer that got my start in the music industry in Nashville, TN. I went to school to be a recording engineer, and moved to Nashville to take a job in that industry. As I watched that industry go through a lot of rough changes I decided that this web design hobby I had could probably become something more. Under The Bed Studios was originally a music production company, but has evolved into a 100% User Experience consulting and web development company. I serve a lot of FoxyCart customers as well as clients that are interested in unique, delightful and easy experiences for their users.

  • Could you describe this project? What was the goal? What was the vision?

    ModerNash is a company in Nashville, TN that ships furniture from the IKEA store in Atlanta to IKEA fans in Nashville that want to buy their products. ModerNash was FoxyCart’s first customer way back when. The owner of ModerNash, Nick Ray, asked me to do a screencast explaining the ordering process which involved copying and pasting several pieces of information from IKEA’s website onto an order form and then submitting their orders through FoxyCart.

    After realizing that it took about nine minutes to explain how to do all this, I knew there had to be an easier way. My goal and vision was to make ordering IKEA products through ModerNash as simple as possible.

  • What were your roles and responsibilities in this project?

    My relationship with Nick has been awesome and the high level of trust he’s given me means I’m pretty much responsible for everything that goes on concerning ModerNash’s online presence, ordering system, and the administrative system.

  • How’d you find FoxyCart, and what need or problem drove you to choose FoxyCart over other options?

    When I first started changing the way the ordering system worked, I didn’t know what FoxyCart was, and I didn’t think I needed it for any reason. I started building my own cart system to simply persist products ordered until the customer checked out. How hard can that be right?

    Yeah, it’s really really hard. There’s way too many little pieces to get right that you’ll get wrong if you do it on your own. Please don’t try to build your own shopping cart. It won’t be pretty.

  • How was FoxyCart able to meet the need or problem?

    My biggest issue with FoxyCart’s default behavior was the pop-up window that showed up whenever you added something to the cart. I wanted something that stayed out of the way of what I was trying to do. I wanted users to be able to copy and paste a URL from IKEA’s site into a form on ModerNash’s site and have all the necessary bits of information for the order show up magically. Once I realized FoxyCart had a JSONP interface (and I taught myself what JSONP was), I realized I could do whatever I wanted with FoxyCart “in the background,” and I was able to build the interface I wanted.  That was 1.0.

    Today’s version is actually a JavaScript bookmarklet that allows the user to actually shop on while placing their ModerNash order. Any time they want a product on they simply click the bookmark, and their ModerNash cart appears right on the IKEA product page. They drag and drop the IKEA item into the ModerNash cart (powered by FoxyCart’s JSONP API), and they checkout securely whenever they’re ready.

  • What was your experience with using FoxyCart?

    I can do whatever I want with it. As a UX professional I’m very concerned with having full control over the experience and I typically don’t like using “default UI’s”. With FoxyCart I don’t have to.

  • What surprised you about working with FoxyCart?

    How easy it is. Seriously, check out the documentation, copy/paste some code examples, and you can basically set an entire e-commerce store up in about 10 minutes. It’s crazy!

  • What would you say to other Developers/Designers/Merchants who are looking for an ecommerce solution?

    If you want full control. If customer experience is important to you (and it should be), then you’re gonna want a system that not only doesn’t tie your hands, but encourages you to build something amazing while they take care of all the details you don’t want to mess with.