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LIBRARY
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This is to certify that the

thesis entitled

Digital First Impressions:
an analysis of e-retailing homepages

presented by

Jiatyan Chen

has been accepted towards fulfillment
of the requirements for

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Major professor

 

Date 8 ' a\' 3000

 

0-7639 MS U is an Affirmative Action/Equal Opportunity Institution

 

 

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woo chfis-pu

DIGITAL FIRST IMPRESSIONS:
AN ANALYSIS OF E-RETAIIIN G HOMEPAGES

BY
J IATYAN CHEN

ATHESIS

Submitted to
Michigan State University
in partial fulfillment of the requirements
for the degree of

MASTER OF ARTS

Department of Telecommunication

2000

ABSTRACT

DIGITAL FIRST MRESSIONS:
AN ANALYSIS OF E-REI‘AILIN G HOMEPAGES

BY
JIATYAN CHEN

This thesis discusses issues associated with retailers’ online presences -
specifically examining the relation between presentation form and
communication functionality. This is accomplished through an examination of
five business genres — books, electronic greeting cards, toys, clothing and
accessories, and computing merchandise - utilizing persona to illustrate how
form may add to or detract from the function of a particular website.
Suggestions are then offered for how online presences might be constructed.

The thesis concludes with general observations of form in this young medium

and possible future research.

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Table of Contents
1. Introduction

2. Methodology

3. Analysis
3.1. Books
3.2. Cards
3.3. Toys
3.4. Clothes and accessories

3.5. Computing

4. Redesign
4.1. Books
4.2. Cards
4.3. Toys
4.4. Clothes and accessories

4.5. Computing

5. General Recommendation

6. Future Work

7. References

8. Appendix

iii

1. Introduction

Architect Louis Sullivan once said, ”The architect who combines in his being
the powers of vision, of imagination, of intellect, of sympathy with human
need and the power to interpret them in a language vernacular and true -
is he who shall create poems in stone," extrapolates the need for interface
designs to combine the form and function, emotion and reason, decoration
and purpose; for in the users’ eyes, these elements are intertwined. [Flem,
70]

There are many areas to the design of a website - functionality, usability,
effectiveness, speed, etc. Different people measure a website with their
own yardsticks. The purpose of a website is usually determined by the
requirements of the people who commissioned the site, an analysis of
target user needs, the web technology support team expertise and the
software at their disposal. Technology’ 3 influence on any website is so
great that it sometimes might take over the reasoning of the designer, who
opts for a high-tech gadget and sacrifices a broader audience. Conversely,
usability folks sometimes emphasize the accessibility option so much that
they miss out on the ’cool’ stuff that could have been used to impress or

attract visitors of the site.

Designing should be seen as a whole, not as separate elements to be
optimized in their own way. It is a complicated balancing act, but not
without any designing guidelines. In this project, I chose to look at the
visual and structural designs of several websites, especially ones that make
money off the sites. They have a well-defined purpose narrow enough for
my analysis.

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eCommerce web pages are commissioned and designed by the seller and
not the buyers. The designers must serve the seller, who pays them, but
also accommodate the buyers. I would like to approach my analysis and
redesign from the buyer’ 3 perspective, using scenarios as a way to examine
how a customer would navigate the site, look for information, make

decisions and possibly finally make a purchase.

Jakob's Law of the Internet user experience: users spend most of their time
on sites other than yours. Thus, users rarely learn enough about any given
site to become true expert users. [Niel, 0200] If the page is not designed
well enough to help a user figure out how s/he should manipulate the site’s
functions within the first few seconds, 8/ he will get frustrated and thus
leave. This make—or-break property of an interface is probably the least
emphasized among the other needs to display the money making portion
of the site. Familiarity, intuitiveness and simplicity of an interface design
helps. At the same time, we do not want the interface to be so elementary
and long-winded that returning users find it cumbersome to trudge
through. They need fast loading, easily accessible, in-depth information
that allows them to easily accomplish their tasks.

In order for the designer to better serve the eCommerce client, it is
important for him / her to understand ordinary users. It would be a fallacy
to assume homogeneity among the users, thus the designer needs to define
the prospective audience - what are the major concerns of the users? What
are their limitations and constraints? What are their needs? Since most
clients, given the choice, would like their site to lure in as many customers

as possible, a site has to cater to multiple audiences, each with different

2

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1

concerns and interests. [F1em, 33]

The basic considerations of a user / shopper are

(a) where am I?

(b) where can I go?

(c) what can I find here, or does it sell what I want?
(d) how can I find items I want?

(e) how can I get back from there?

and then

(f) what are the security and privacy measures?
(g) what if I am not sure of what I want?

(h) how can I make sure that it is the correct product for me?
(i) is it in stock and how do I buy it?

(j) what if I have problems or returns?

(k) what if I have a question?

[adapted from Flem, 111]

The homepage of any shopping site should address all of the first five and
most of the next six issues. If the user is unable to figure out, with a
cursory glance (the 10 second rule of attention [Niel]), 5/ he is very likely to
go elsewhere. Think about the homepage of any site you first went to. As
you quickly look across the screen, what goes through your mind? As a
user, you are looking for clues to tell you what the site does, and how to
work with the interface. After orienting yourself, understanding a little of
the site and determining that you are indeed interested, you start to
question where on the page you should click in order to explore further.

After these navigational questions, the second tier of questions ( (f) to (k) )

3

 

varies as personal concerns of users diverge, but remain indicative of user
insecurity, being a number of ”what if” questions related to the products or
merchandise.

If the customer is looking for a product, the site designers have a choice of
providing a search function or a hierarchical navigation. The latter lists the
possible choices in categories, but not necessarily in the same train of
thought as the customer’ 3. The former requires the customers to guess at
the correct product name or description Based on a premise by Jacob
Nielsen where ”. .. usability studies show that more than half of all users
are search-dominant, about a fifth of the users are link-dominant, and the
rest exhibit mixed behavior,” [Niel, 0797], providing a search function is
almost as important as any interface for clear navigation.

Jennifer Flemming suggested that the designer put himself / herself in the
users’ shoes, by creating profiles of fictional users who represent the target
audience. [Flem, 8] It is much simpler to imagine and define a character
than to grapple with a ’cloud’ of target audience. With the exception of the
very few, we all grow up immersing ourselves in fictional characters
walking through fictional scenarios, evident with the plenitude of fiction
and movies. Role-playing is not alien to us. I will adopt this method of
conjuring imaginary users and defining their mind sets, then placing them
in possible scenarios to reveal the pros and cons of the sites under

examination.

Brick-and—mortar store designs can make use of special effects, lighting and
space, creating dramatic looks to involve and influence customers. For

example, a BlockBuster store uses signed areas with ”Lights, Camera,

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Action", ”You ain’t seen nothing yet” and ”What’s Hot”, along with
Hollywood style flooring fixtures and ceiling treatments to bask its
customer in the limelight. [VMSD, 27] The online store loses out on these
spatial and contact environment aspects, and thus have to make them up

with interactiveness of the site and ease of information retrieval.

There are other tricks that brick-and-mortar store designers apply which
can be adapted for online stores. Carefully co-ordinated banners, panels,
pennants and photomurals set strong themes to create powerful
statements about the brands and core businesses. For example, Borders
adopts a theme and projects a consistent image through fonts, graphics and
logos on its products and packaging. Customers can thus easily identify a
Borders product based on this theme. Notice that this kind of branding is
also widely use in advertisements to create names and identities. Online
stores can easily match this kind of packaging with their own version of
images, fonts, logos and deliverables. A pitfall is that since it is much easier
and cheaper changing graphics electronically than printing them, online
stores are prone to alter their icons, themes and layout (in the spirit of
improving the site), and in turn alienate returning customers by forcing

them to re-learn the interface.

As a general reminder in the designing directions of an eCommerce site,
Dr. Therese Torris of Forrester Research suggested that, ”Dot Coms must
remind themselves what customers miss about in-person shopping and
compensate with true value: meaningful personalization but also

discounted prices .” [Torr]

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2. Methodology

I elected to look at a series of eCommerce sites that carry products or
services with prices ranging from free to under $50 - books, electronic
greeting cards, toys, clothes, and computer merchandise. The choices were
selected from sites I had visited in the past year.

I first took screenshots of sites I visited within a few months, and selected 5
genres to explore further. Using Yahoo, Netscape Center and several other
web portals to locate a list of potential sites, I visited and took screenshots
of these sites, writing down my observations as: (a) a designer regarding
their layout, and (b) a user interacting with the site. I picked out at least 5
sites for each genre, ranging from representative designs for that genre to
sites with different and interesting elements. Other than looking at the
homepage of each site, I explored the site for its structure and navigation
patterns, attempting to get a feel of the shopping experience it provides. I
revisited these sites during November through January, taking note of
their Christmas presentations. Within the lapse of a few months, some of
the sites have overhauled their pages, and a number of them listed extra
special deals on their site to take advantage of the seasonal spending spree.
It was somewhat surprising to observe sections of the site shifting around
and features appearing and disappearing. For example, Dockers used to
have a ”changing room" feature that helps customers mix-and-match a
selection of tops with bottoms, but was no longer available the next time I
dropped by. It was, nevertheless, a unique and useful service to have.

 

 

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For the other part of my analysis on these websites, I constructed persona
from the generic ”target audience,” defining the needs and abilities of three
fictional characters for each genre of sites. I then put these characters
through an imaginary walkthrough of each site, noticing the challenges

they faced as they maneuver around the site to complete their task.

The images presented with the analyses are but part of the full screenshots,
collected as color plates in the appendix of this document. These are meant
to be used as an easy reference to the pertinent section of each analysis.
Most of them have been reduced in size and cropped to display only key

elements.

Throughout this paper, the terms ”homepage” and ”front page” are used
interchangeably to mean the main page of a website which presents a
visitor with the site's basic navigational links, and usually provides the

topmost level of information.

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3.1. E

3. Analysis

3.1. Books

One of the first markets to go online is books, where Amazon
practically set the bar for good sites and good service. Having a
huge list of books available, but not needing display space is a big
plus to the online book stores. In addition, the virtual stores have an
advantage to the physical stores in terms of sorting titles - a title can
appear under as many sections as needed. For example, a
biography of an esteem physicist might be classified under ”physics"
or ”biographies.”

Books, as it turned out, is a perfect product to be sold over the
Internet. A good catalog of books would contain thousands, if not
millions of listings [Quit 64], making it cost-efficient to maintain an
up-to-date online database rather than sending out out—dated
catalogs on paper or CD-ROMs. Bookstores thus need to advertise
new releases for casual window shoppers, provide good search
support for the goal-oriented shoppers, and fantastic service to keep

the customers coming back.

Since a significant number of customers enter a bookstore with a
purpose in mind, bookstores are designed in such a way to attract
their attention with books that are not on their list. Physical
bookstores can ufilize shelf space to display the sales/ new items in
the front of the store. This technique will undoubtedly fail with an
online store - with just a few click, the customers can go straight to

8

   

what they came for, bypassing these ’extras’. To gain the
advertising advantage, it is crucial that the online bookstores make
full use of the first 500 or so pixels — the first ’scrolling page’ of the

screen - customers will not scroll down if they are not interested.

Books are advertised differently from toys or clothes where the
emphasis is on looks. Although book covers have in them a certain
degree of attraction, if only to catch the eyes of a window shopper,
books sell mainly by content and not covers. It is for this reason that
physical bookstores lay their merchandise out for the customers to
peruse, and this is more difficult for an online store to achieve. It is a
tough balancing act determining how much content is sufficient
without taking too much space, and how seductive this content is.
These online customers are unable to pick a book up, look at the
table of contents, flip through the pages, or even read a page or two
that interests them. Also, a customer in a physical store has a time
constraint where s/ he can or will only stay for so long before having
to make a decision, but an online customer can revisit the site
repeatedly without incurring much travel cost. This makes it more
difficult for an online book seller to accomplish a sale, but is evened
off by the absence of queues and merchandise unavailability.
Therefore, the operation of an online book seller has to be different
from a bricks-and-mortar bookstore.

3.1.1. Profiles

Jerome is a retired clerk who enjoys reading science fiction,
thrillers and biographies, and he polls the shelves of his local

9

 

bookstores and library every week for new releases or old
classics. When he learnt from a friend that he might get a
much better selection online, he went to the library to use
their computers to connect to the Internet. Jerome has little
experience when it comes to computers and browsing -
knowing very little of windowing objects, URLs and links.
With some help from the librarian, Jerome sat down and

began going through the sites recommended by the librarian.

Keith is a programmer who is in need of a reference book for
the new language he is programming in. He wants
something that explains not only fundamental elements of the
language but serves as a reference manual later on. Although
there are various books regarding this subject, Keith needs to
find a book with good explanation that works the first time,
since he does not have too much time to test things out.

Keith is proficient with the web as he has to frequently look
up product information and specifications.

As a graduate student who has been just been hired by the
Business department of a college as a teaching assistant,
Lawrence is responsible for delivering his own lectures and
assignments, subjected to some departmental guidelines. He
will have to look for a source of reading material for the
classes he will be teaching. In addition, he also is on the
lookout for a cheaper source of textbooks for the classes he is
taking, since the college bookstore has a monopoly over
required readings assigned by instructors. Lawrence is

10

familiar with computers and the web, having used them for
his undergraduate studies. He is aware of the more popular
Internet bookstores like Amazon, and has seen flyers on

campus advertising cheaper prices on textbooks sites like
VarsityBooks.

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One of the first on the scene, Amazon sets the standard for
interfaces for online stores. Their design is so implicitly
simple and worked so wonderftu that many others
designed their store front based on Amazon. Usability expert
Jacob Nielsen feels that tabs should be used for, ”rapid

switching between alternative views of the same information

11

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object” than as navigations to unrelated information; and that
the left navigation column has usability problems. [Niel, 1 199]
Defying his observations, this tabbed interface, with the
search function just below it, the customer service icons to the
right of the logo, and the columnar layout have been
replicated many times. In fact, it has become so universal that
any deviation becomes a hindrance to the shopping
experience by giving the shopper a different interface. Unlike
various other sites, Amazon’s tabbed format makes good use
of colors to create a sub—category listing just under the tabs.
Amazon also makes itself more personal by addressing
returning users by their name; and a fast checkout process.

Perhaps the best service that Amazon carries is that of user
reviews. Creating a sense of community by asking readers
and customers for input on their merchandise, Amazon
instituted a trustworthy recommendation network that is
more informative and participatory than mere editors’ or
critics’ choices. By providing a text-only site, Amazon
addresses an audience larger than usual - accommodating not
only slower connections, but the PDA/ cellular phone groups

as well.

Jerome does not have much experience with any online
stores, but a casual glance at Amazon’s site indicates to him
that he can click on the tabs on top to get to the bookstore,
and the color-coordinated sub-headings (green) on the page
highlights the various ’important’ sections of the page -

12

 

”sear ” and ”browse ”. Unfortunately, by reading data
from the cookies stores on the public computer, Amazon
would have pulled up the records for whoever had used the
computer before Jerome, or that Jerome’s records would be
retained for the next novice user, a great security and privacy
concern that Jerome is unaware of. The ”10 under $10” link
has an icon which stands out among the myriad of text,
catching Jerome’s eyes. Since Jerome is scouting for new
releases, he might only have Amazon’s reviews to go by, but
he definitely finds the ’related items’ link (”Customers who
bough this book also bought”) very useful. Jerome chanced
upon the ”wish list” service, where he can keep a list of the
books that he wants, and have someone buy them for him -
perfect for his birthday next month! Keith, on the other hand,
uses the search engine to look for prospective books, then
reads the reviews and recommendations from his peers about

the various books which he is considering.

13

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Barnes & Noble has went through a couple of designs before
settling on one with a very similar interface to Amazon’s. The
”Advanced search” option might be helpful for a library
search on keywords, but I see limited use for a bookstore.
B&N has a ”Special Features” column on the left, containing
items like ”Award winners", ”Bestsellers” and ”New
releases”. This mirrors their brick-and-mortar in-store
displays, where they situate such sections near entrances to
draw customer attention. Unfortunately, it gives the
impression that it had been put in as an afterthought, trying
to coordinate the corporate directorates into the website, as it
displaces the high priority ”Browse Subject” further down the

14

screen, contradicting priorities users would normally associate
with these screen positions. However, B&N provides a
prominent ”Order Status" link, taking good care of returning

customers.

The header graphics spots three distinct red dots, highlighting
to Jerome the three most important functions of the site —
”cart”, ”help” and ”account”. After glancing through the
page and going through the more apparent texts, Jerome
decides to click on the ”help” button to see if it will help him
locate the new books. The help topics are not that clear to
Jerome, as they address online shopping issues like search
criteria, privacy concerns and customer accounts. He tries a
few links but eventually returns to the homepage and starts
reading the finer print lower down the page, where he then
discovered the links to ”Bestsellers” and ”New releases”
under the ”Special Features” list. Jerome also tries searching
by his favorite authors’ names, and found their other books

which are not in the categories he usually looks under.

Lawrence, our graduate student in search of textbooks,
moves his mouse pointer quickly to the search box. Thanks
to his experience from his library researches, he elected to do
a ”keyword” search for the business textbooks he is
researching on. Searching for the price of the textbooks
assigned by his instructor is a breeze, since Lawrence has all
the information he needs to locate the book Lawrence also
found the additional links on the left, related to the books,

15

rather interesting, especially for the topic he is researching on.

Although the B&N and Amazon sites look very similar, they
focus differently on the way customers shop. Amazon places
more emphasis on popular books, with the right column
devoted to bestsellers and sale items. B&N moves towards
customer enrichment by offering ways to ”Renew Yourself”
and more diverse links providing information about authors

and software.

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Without an extra column on the right, Borders’ site looks
cleaner than that of Amazon or B&N, defining just the menu

16

on the left and contents on the right. Unfortunately the menu
on the left does not really show up due to its tiny font and
low text-to-background contrast. Borders took the approach
of listing detailed information of each book in the

highlights/ special section on the front page, speeding up the
ordering process. By providing more information per
highlighted item, Borders makes up for it smaller item-to-
space ratio. By giving more of the editor’ 8 review, compared
to ”hear what he has to say...” or ”check this book out at. ..”,
the book stands a better chance at being looked at as more
information is provided about it. Despite this slightly
superior approach in capturing its audience, Borders needs to
exert more effort in community building by providing
’related’ book lists and ’customer reviews’ to retain

customers.

A quick scan of the page reviews the white-on-blue words of
"Best Sellers” to Jerome, and he follows the links to check out
the list. The layout of the page, compared to other sites, is
less confusing to Jerome, who quickly surmises the left
column is a list of indices and the right (main) column are
highlights of the books. Jerome found the excerpts from the
books very helpful in making his decision on purchasing new
books, especially ones by authors he does not yet know.

The ’window dressing’ of the homepage does not have too
much effect on Keith as he makes a bee-line for the search
button. Without a good source of reviews by his peers, Keith

17

 

found it difficult to decide on which book would most likely
be of use to him. Keith browses around the site for a little
while, looking at the links, but eventually heads off to another
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technical bookstore fatbrain manages to give its menus a
more personal, less rigid look. The hand-written subtitle,
"Because great minds think a lot,” conveys a casual, non-
businesslike atmosphere. Fatbrain looks like the ’little
bookstore around the comer’ compared to the corporate
chain Borders. However, Fatbrain is one of the Net's biggest

18

e-books sellers, selling these downloadable electronic books
online for about $5 each. [Sach, 76] Opting to dispense less
information, the tabbed menu bar has more visual space
around it to separate and highlight it from the rest of the
information on the page, providing a clear visual information
hierarchy. Fatbrain has an advantage over the generic
bookstore since it only carries technical books (compared to
Amazon carrying music, videos and other merchandise). It is
able to allot more space and effort when presenting the books
with better targeted descriptions.

Keith finds himself right at home at Fatbrain’s site. All the
labels and lingo look familiar, and Keith can immediately find
his way around, reading through the editors’ choices,
navigating through the hierarchical menu, checking out
books from other topics he is mildly interested in.

Fatbrain’s business department is equally well organized by
topics which are familiar to Lawrence. Using the topical menu
and associated links, Lawrence manages to filter down to a
handful of elementary economics books that he might be
interested in teaching with, reads through the summaries and
reviews from other customers, and decides to order two of
them. He also buys a book that his instructor recommended
at a much reduced price. Not bad for an aftemoon’s work.

19

 

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Since eFollett uses the same formula to present its various
pages for the colleges it is affiliated to, I elected to look at its
page for Michigan State University (MSU). As it has a very
targeted audience — students who are buying textbooks - it
uses a very utilitarian page for the MSU Bookstore. The page
provides the most essential items that a college student needs
in the left column, and a pointblank ”search by term” engine.
Zero frill. Due to its affiliation to the college, it sees no
necessity to lure or retain customers, since there is virtually
no competition. However, things may start to change with
the increase of online college bookstores like VarsityBooks.

Lawrence obtained the URL to his college’s bookstore from
one of eFollett’s flyers. Once he got to the customized
eFollett’s store for his college, he immediately begins
retrieving the relevant information based on the class he is

20

 

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With the menu ordered by semesters, followed by
department then course number, finding his assigned
readings is child’s play. It does not even require him to type
in any text. The book list that Lawrence ends up with also
includes pricing for used books, a big bonus for someone
tight on the purse string. However, Lawrence is also hoping
to compare notes with a list of readings other colleges use for
introductory economics classes similar to what he will be
teaching. Unfortunately he is not going to find it here, not in
either MSU Bookstore nor the main site of eFollett.

 

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VarsityBooks tries to enter the college textbook market by

advertising savings of up to 40% off the publisher’ s price.

They do indeed have cheaper prices on certain books, but the
21

book lists are less accurate. Having a wider audience than
other college bookstores, VarsityBooks also earns extra

revenue selling ads placements to sponsors.

Lawrence types in VarsityBooks’ URL from the flyer that he
took off the notice board. It is a pretty simple URL to
remember. He went through several pages to locate his
school and finally lands in a page that asks him for the title of
the book, searching only in the database pertaining to his
school. Lawrence found the books without much trouble, but
he has to double check the list with the one his instructor gave
out, and though discounted, the prices are not as attractive as
used books. In comparison, eFollett makes use of its
affiliation to the schools to construct a more streamlined

process for students.

22

3.2. Cards

Let us go to something free. Electronic greeting cards have a high
fixed cost but almost no variable cost. The provider needs to set up a
database and a mail server, and intermittently add or replace card
selections. Since it costs next to nothing to send an e-card, all the these
sites have a free selection of cards. Most of them are funded solely by
sponsor advertisements, while some also provide additional services
for a price. It is thus the prerogative of a site to attract as much traffic
as possible - by providing a large selection of cards so as to make it a
one-stop-shop for repeated visitors. Most of the sites look about the
same — banner ads, multiple lists of card categorization / indices, and a

card pick-up point.

Almost all of the sites have a holiday or special occasion cards link,
displayed rather conspicuously. Interestingly, some sites provided a
search function, which I do not really see a purpose for since all the
categories are already listed in plain view. So, unless I have seen a
phrase in some cards that I really wanted to send, and that the
keywords in the images are indeed in the search database, I find a
search function rather useless. Also, providing a search function
means that it will take a lot more effort on the part of the site
maintainers to categorize and cross-index the cards, not only
according to occasions but also according to text and image content.
Sites which provide such search capabilities are welcomed but in the
interest of time and resources, such free service sites do not really do

a commendable job in categorizing their card choices.

23

 

3.2.1. Profiles

We first look at some prospective customers. Alex is a fairly
web-savvy grandfather, who has just found out from Yahoo
that he can send free personalized greeting cards to his
grandchildren. So he goes to Yahoo, types in ”cards” and
clicks on one of the links to a virtual card site. Alex does not
know a lot about the new technology. His browser is
probably not configured to peruse Flash animations or even
listen to the accompanying music selection. Alex does know
how to pick a card off the shelves of a supermarket. He is

probably going to go by the categories he is familiar with.

What about Bob? As a middle-aged son and father, Bob has
Internet access at home and probably a good computer and
connection at work, maintained by the company. He receives
a card from a co-worker. He follows the link to pick up the
card, and decides to send one to his wife, who is currently on
a business trip. Bob does not have too much time to browse
the lists of categories and their respective cards. He just
wants something suitable to say a few words to his wife
before his next meeting with a client.

Claire is a student at the university. She is in a computer lab,
answering emails, when she receives a card from a friend.

She follows the link and collects the card, and is then intrigued
by the amount of cards available. She thinks of browsing
through them for some ideas on a project that she is doing, or

24

 

maybe just looking at the funny jokes some of the cards have.

If she finds a good one, she might even share it with her

friends. Claire does not have a class for the next hour or so

(or she would not be in the lab writing emails) and so she has

some free time to look the choices carefully. Perhaps she

would even fire up the search engine and look at more than

 

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elaborate categorization scheme — sorted not only by holidays

and occasions but by various other topics like objects, artists

and movies. Luckily it provides a few one-click selections, a

25

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list of ”top 30 categories” and a search function conveniently
located at the top. As with most e-cards, the primary
objective is to facilitate communication - a card must reach its
receiver. The pick-up location occupies a prominent space on
the page. The site is liberally sprinkled with sponsor ads but
are in the ’standard’ places, thus not too distracting to the
users. However, the ”Pick a category” drop down menu is
way too long for anyone to reasonably go through it - just

watch it scroll!

Our grandfather Alex will probably be confused by the sheer
number of categories as he scrolls down the page. If he is not
looking for a holiday card, he would probably pick something
from the ”top 30” list and start from there; or perhaps click
the ”back” button and try another site. On the other hand,
Claire might well like a huge list to choose from. She can do
the ”fun stuff” or send a card starring her favorite actor.

Since Claire has the time to look around, she will probably
send more than one card to her friends, perhaps even for the

various occasions listed in the left column.

26

 

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At the 123 Greetings site, its homepage is formatted using a
very large table. This is unfortunate as browsers need to load
all the table information before displaying the entire table,
and thus users will have to stare at a blank page for an
extended period of time while table data completes loading.
A nice thing about this site is that it provides a ’reminder’ of
nearing holidays and occasion — useful if one visits the site
regularly, or happens to be sending a card for some other
occasion. It has a lot more obscure events (”Cotton Candy
Day”?!) than some others. This listing (right column),
however, seems more haphazard than the chronological
listing that appears on the left column of 1001 Postcards.

27

Instead of a drop-down menu, 123 Greetings provides a at-a-
glance menu of the popular topics at the top of the page,
saving the users from scrolling down looking for an index. If
a user examines the page carefully, he can find extra services
to manage his cards, popular selections of cards and help, all
listed beneath an ad in the left column This left column is
most likely to be ignored starting from the ad. User attention
has been diverted to either the center column that lists the

selections, or the right column which lists occasions.

After waiting a long time for the page to download over his
33.6K modem, it was not gratifying for Alex to find only an
extended list of card choices. He feels he should have been
able to download a similar text list much faster. While he is at
the site, he looks at its list of cards for little known events. He
has never seen the special ”Jazz Day" category before in the
stores, and probably would not know what to make of it nor
who to send to. Bob would definitely appreciate the
”midweek crisis" card, right at the top in plain view, but being
a busy person, he might not even have the patience to wait
for the page to load.

28

 

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Activegrams can be seen as one of the ’speciality’ e-card
websites. It has a lighter air than others and more character.

The user can mail his recipient a series of animated cards
based on various protagonists, fake news and memos. The
cards even come as attachments instead of the recipient
having to pick them up. The banner ads on this site
constantly stay on the page since they are housed in a
separate frame. This decreases the number of banner ads that
the site can display, but maximizes the chance of visitors

seeing the ads.

Claire enjoyed her time going through the list of funny quips
at Activegrams. Alex, on the other hand, is more baffled than
finding anything suitable for his needs. Clicking through the
various links, Bob decides that he does not have the time to

29

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click a link for just one card. He needs to be able to scan
through a number of cards quickly.

     

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Card 4 You presents a similar long listing as 123 Greetings
and 1001 Postcards. Each of its categories, however, comes
with a little icon and some blurb about it, which helps the
decision process. One can easily identify the ”Animals” and
the ”Games and Flash” selections. It uses ads and mailing lists

to draw customers.

This site is definitely more friendly to Grandpa Alex, with
pictures and explanations to help him make more sense of the

30

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selections. Although ”Christmas” and ”Love” might be
familiar to him, ”Karaoke” or ”Weekend” pretty much
belong to the online categories. Bob and Claire might also

find the icons and examples useful.

3.2.6.

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Keeping with the theme of its site, Carez donates 10% of its
ad revenue to environmental funds. The categories also
differs from the usual. Instead of ”congratulations” or ”get
well”, it has classifications like ”wild animals” and ”adoption”.
The white, lighter background on the right diverts the
attention of the user from the green background menu on the

left. Most of the ’useful’ links, like holiday greetings, are thus

31

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item in this menu has a border around it, making it appear

like a banner ad if not inspected carefully.

Aged Alex or busy Bob might not notice the menu on the left,

and instead browse through the categories on the white

background. Since this is a site that places emphasis on a
”nature” theme, Alex and Bob might not be able to find
something familiar or suitable for their tastes. Claire, on the
other hand, might be attracted to the ”Friendship" and

”Loony Toons” selections.

 
       
   

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As one of the major greeting card manufacturers, Hallmark
has a large pool of talented writers and artists to draw its e-
card selections from. On one hand, Hallmark is able to
capitalize on its brand name, yet on the other, it is likely that a
visitor to Hallmark’s site will have a certain expectation of the
quality of the e—cards. It is no wonder that many of the e-
cards come with animation and music, some even in Flash
format. The categories are also in the more familiar shelf
language, with broader groupings of ”milestones”, ”just a
note” an ”special collection” to the more defined ones like
”anniversary” and ”blanks”. This front page listed quite a
selection of thumbnails versions of e—cards with various topics
to make it easier for a visitor to go straight to the relevant
page. Hallmark has obviously been subsidizing this site with
sales from its related gifts and flowers site, since I did not find
any kind of advertisements on the pages.

Other than the fact that Alex might be a little miffed by the
bleeding edge in web teclmology and has to install Flash, the
Hallmark site would be wonderful for Alex, who is already
familiar with the card categories, and would feel right at
home with many of the featured cards in plain view. These
highlighted cards are quite a handful to choose from,
especially for Bob, who needs just to send a quick note
without going through the hierarchical menu of choices.
These many choices are also just what Claire likes, including
the humorous Shoebox collection.

33

3.2.8.

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Just Postcards is rather similar to Card 4 You with its icons
layout. It does not, however, provide the ”Top cards” choices
that Card 4 You does. An experience surfer might overlook
the top banner automatically (I know I do) and thus miss the
holiday card link. Instead of putting ads at the top of page,
Just Postcards left them at the bottom. With the popular card
link at the top of the page (special events and holiday cards),
the effectiveness of the ads is questionable, although I am
pretty sure that the ”Jokes” mailing list generates a certain

amount of revenue from its sponsor ads as well.

In comparison, the categories for Just Postcards look smaller

34

than Card 4 You, which actually makes it easier to go
through. Since it does not provide further explanation, Alex
might be a little perturbed by some of the categories (for
example, ”dessert") while Claire will just try out the link The
spaces between the icons are spacious enough for Bob to
easily spot the ”I miss you” category, if he ever scrolls down

enough.

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Another card company, American Greetings, offers a few free
e-cards as an enticement to its other paid card products —
better designed cards, create-your-own cards and paper
cards. And like Hallmark’s, it uses strategic placement of

35

numerous thumbnails of various cards helps expedite the card
selection process. It also carries a few comic series that might
keep users coming back. It is interesting to note that
American Greetings is the only one that uses a hybrid method
to generate funds - ads, draw and membership, compared to
the others who depend almost entirely on banner
advertisements. As such, the better card designs have been
restricted as a paid member privilege, effectively
disappointing visitor expectations.

The site looks great at first with various choices, but Alex runs
into a snag. He had picked a card he likes, but he cannot send
it without paying for the membership. Alex will soon learn to
notice the ”FREE” label beside the thumbnail image, but Bob
might not want to spare the time or energy to go down the
blind alley. Claire, who likes to browse around, does not
think that this site offers enough choices.

36

3.3. Toys

The toy business is a very commercial and kids-driven economy.
Other than the standard set of ’must-haves’ - Lego and teddy bears
— the demand for toys is mostly fueled by the popularity of a
product among the children, especially school kids. Manufacturers
create and fuel this hit wave and use all sorts of marketing gimmicks
to get children to persuade their parents to buy them the toys of
their dreams.

An eCommerce interface becomes acceptable either by its
intuitiveness, or by mass indoctrination - people learned to use it
and are now familiar with it. The tabs-on-top—and-categories-on-left
pioneered by Amazon is pervasive in most online storefronts. It has
became the de facto interface and presumably works well for sites
with massive amounts of standardized merchandise, so why re-

invent the wheel?

Fortunately, every merchant in this category realizes the need for
customers to easily locate a particular toy, and offers a search

function.

Most of the sites have a ’shop by’ area, where users can search
through merchandise by age, category, brand, characters, etc. This
is especially useful in helping users narrow in on what they want.
This function, amazingly, is unique to the toys sites. I suspect it is
either a very common phenomenon that merchants notice in

physical toy stores, or that site designers copy extensively from each

37

other.

In a typical retail store, the sales assistants always greet the
customers and ask what they can do to help. Such customer service
is a way to keep the customer in the store and hopefully they will
find something to buy. Asking for recommendation is a typical
response for someone buying a toy for a relative’s or friend’s
offsprings, since most are not buying toys for themselves but for an
unfamiliar child whose needs and interests change quickly from year
to year. The recommendation section of an online toy store should
thus be rather extensive and easily accessible, yet the sites I visited

seldom provide such a guide or advisor.

I also noticed that order tracking is not of great concern with online
toys stores, and I am unable to understand why this is so. A
customer who places an order online wants the product as soon as

possible, and an order tracker eases the anxiety especially for a child.

I find it disturbing that most of the sites are designed for the 800x600
or larger screens. With a smaller window or screen, the customers
can easily miss out the right column entirely, where most of the
speciality shops and coupons and offers are located. As for target
audience, the sites that I have examined talked more to the parents
than the kids, which is reasonable, since the parents are the ones

with the money.

38

 

3.3.1. Profiles

Delia’s adult son recently bought her a computer so she can
receive all the digital photos he takes of her three
grandchildren. She read in a magazine article that she can
now go online to buy toys and have them sent to her
grandchildren without her even leaving her living room.
Delia thought she would give it a try. Delia does not know a
lot about computers or toys. She just wants to spend some
money on her grandchildren and make them happy. But
spending money on a total of eight grandchildren is quite a
bit. Delia hopes she can find something wildly popular at a
discounted or affordable price. Not being in touch with the
grandchildren everyday makes her somewhat unsure of what
appeals to them nowadays. She would most likely make use
of any recommendations she gets, though she may not
realize such services are available online or where she might

find them. She could ask the kids, but that would spoil the
surprise.

Being a father who works full-time, Eric is less attuned to the
daily necessities of his children, but he prides himself on
keeping on top of what toys and games they like. He would
sometimes supervise the computer games that his 8—year-old
son and 11-year-old daughter play, and, being a child at heart,
more than often joins them in building models or playing
PlayStation games. Eric has a little time during his lunch hour
and wants to get a Toy Story 2 figurine for his son’s birthday,

39

am _ 3'!

since the son was rather excited about the movie the whole
family went to see last weekend. Eric is also experienced
enough to remember to get an item of lesser value for his
daughter, in the name of fairness. But since it is not her
birthday, Eric is considering getting something more

educational in nature.

Fiona is a 10-year-old who watches the Pokemon cartoons
almost religiously. She has a small collection of cards and
games which she plays and trades with her friends. The
Harry Potter magic is also brewing strong in school. Fiona
aced her end-of-terms recently and her mother said that she
can get something under $50. Fiona has the time to look
online for the perfect toy or game to impress her friends and
make her popular.

40

 

      
 

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The bricks-to-clicks Toys 'r' Us is a late comer to the

eCommerce scene, and had its fair share of trouble during the
release of their annual Toys 'r’ Us Big Book with severe server
crashes and site inaccessibility. I happened to be attempting
to visit their site during this period and was turned away all
but one time. Toys 'r’ Us uses the familiar ’tab’ interface to
sort its departments. The big attractive animated graphics of
”T oday’ s hottest toys” catches the eye, and displays a toy car
and Barbie just below it, satisfying the most generic buyer’ s
basic concern for a gender-based toy. Presenting sales items
on the first page is as common a ploy as window dressing in a

physical store, serving to draw visitors into the store to look

41

 

at some other items. Each of these special items on the main
page has an ”add to cart” button nearby, encouraging
impulse shopping. I doubt that any one would click on these
buttons without reading the detailed descriptions on the
items’ individual pages, and thus Toys ‘r’ Us will successfully
entice shoppers into the e—store and promote other deals or
more profitable products. Toys 'r’ Us is also very sensitive to
consumer demand, creating a separate department

”Pokemon Central” for the current hit collectables.

Given its history and size, Toys ’1’ Us will probably appear on
every search result for ”toys” or any online toy store
directory. Delia would definitely feel comfortable with the
Toys ’r’ Us name, as she has most likely purchased toys from
them before. Since Delia is shopping for several
grandchildren, she notices the ”by Age” category on the left,
and thinks that it might be the best way to get some ideas -
much easier than shopping in the toy store. But Delia also
wants a variety: buying the whole set of a series of toys
would seem fair to all her grandchildren. The "by Category”
link might work. . . . She is not worried as she waits for the
pages to load; after all, she is not a rushed schedule.

Eric’ 8 shopping list is less generic than Delia’s. He has already
determined that he wants a Toy Story figurine. The first thing
he looks for on the page is the Toy Story logo. Seeing none,
he might click on the ”hottest toys” link, or simply move on
to another site since he would rather buy both toys from the

42

same store and save on shipping cost. The use of a minor
character from Toy Story 2 — Tour Guide Barbie -— was
ineffective advertising on this prime space. However famous
Barbie is in her own right, one of the movie’s main characters,
e.g. Woody, might have caught Eric’ 3 attention more

successfully.

As for Fiona, she would immediately head to the ”Pokemon
Centr ” department, clicking the icon button even before the
page has completed loading.

 

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Even though I had cookies turned on, toysmart interpreted

43

5?

no

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my non-Netscape, non-Explorer browser incorrectly and
gave me an error message which advises me on how to turn
on cookies, and would rather forgo any kind of sales or
publicity by turning away potential customers who do not
use the two ”traditional" browsers. Not very smart,
toysmart. Such problems aside, it is interesting to note that
toysmart carries furniture, a first that I have observed among
the online toys stores. Toysmart also has a ”Children’s
Favorites” column on the right, highlighting the current
favorite protagonists — it seems to be missing Pokemon,

though.

After looking briefly through right column and deciding that
there is too much text for her ailing eyes, Delia glances
sideways and notices the ”Top 10 Toys” and ”Toys under
$25” links - what wonderful help with her shopping. The
animated ”free shipping" label at the top also pleases both
Delia and Eric. Buzz Lightyear from Toy Story 2 in the center
and on the right catches Eric’ 3 eyes easily. Glandng down
further, Eric also finds the ”School at a Glance” picks, which
might be useful for his daughter’s gift. Unfortunately for
Fiona, no Pokemon toys or games are listed anywhere. The
search engine also reported 0 item with that name. Fiona is
really disappointed with this site. She might have changed
her mind and decide to get a Harry Potter book if she
happened to glance down the list on the right far enough.

3.3.4.

     
 

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Proving that one can sell toys online, eToys has successfully
captured more than 50% of the online toy business in 1998
and is still the current leader. [Gree, 93] eToys did not
manage this feat by being online, but because customers can
easily find toys on their site. Part of the reason, beside
ironing out the logistics, lies with the user-friendly interface.
By expending some effort to organize and sort toys into
logical categories, eToys made a successful decision on how to
advertise and draw people in. I am confident in saying that its
interface is the one that has been mimicked by so many other
sites. The strategically placed ”last minute gift” is a neat idea
to get the indecisive or last minute buyer to buy a gift

45

 

certificate. For somebody who is undecided, eToys offers the
most selections in terms of types of recommendations -
instead of just recommendations for toys under a certain
dollar amount or suggestions for toys for a certain age group,
eToys also has other suggestions like ”special needs” and
”fantastic finds”.

The ”200 under $20” link on the recommendation list in the
left column, if Delia scrolled down far enough, looks like a
great place to start - it fits her budget and 200 toys seems like
an awful lot to choose from. Eric, however, is unable to find a
link to Toy Story products, except perhaps under the ”hot
list” link or searching for it. Too bad it wasn’t his wife
shopping, or she would probably be interested in the Gap
discount. Intent on his search for Toy Story products, Eric
probably will not read through the fine prints on the left
column for ”Action Figures" and attempt to search there. On
the other hand, scrolling down the page a little, Fiona easily
finds her Pokemon shoppe icon and off she goes.

46

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To make things clear for the user, web pages are usually
divided into menu and contents sections. Most of the time the
menu stays on the top or left, and the contents occupy the
rest of the page. Occasionally, a designer might plan a third
column to hold extra information like special offers or
services, news and other dynamic information. ToyTime’s
page has four columns instead of the normal three column
format used on many sites. The first column of menus and
second of special items are pretty much standard. The third
seems to mimic the speciality shops of eToys. I question the
wisdom of this column since it only lists a few of the toys

available and requires the user to click again to see the full

47

selection, which is the same as clicking on ”Do ” and then on
”Barbie” (or just clicking on the brand ”Barbie”). This third
column is also slightly difficult to read because the bounding
boxes of its listing seem to lead the user’ 8 eyes towards the
icons in the fourth column. All in all, I find the page layout of
ToyTime’s homepage rather disorientating and haphazard -—
there are too many lines that do not help separate the page
into easily processable visual, and thus logical, chunks.

With eight grandchildren, Delia is probably going to spend
more than $75, and would promptly click on the ”Free $20”
coupon. The sweepstakes on the right catches her attention,
too. After filling out the lengthy sweepstakes forms, Delia
continues to look for some suggestions or some good sale
items. Not knowing what toys to look for, she finds there are
too many headlines screaming at her - Toy Story 2, Furby
Baby, $20, $75, Enter to Win, Win $500 a Day, Deal Time - all
on the top part of the screen. In addition, the primary colors
used beg for her attention.

The Toy Story 2 gang should claim Eric in a heart beat, and he
reckons that ToyTime should have the largest and most

complete selection of Toy Story products.

Fiona would find the Pokemon icon and go straight there,
ignoring the rest of the ruckus on the page.

48

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A speciality store is Are You Game, which carries only toys
for the mind - games and puzzle. Are You Game does not
have as many categorizations as eToys due to this specialized
nature. However, there are extra sortings, hidden in the drop
down menus on the left, listing types like ”brain teasers” and
”magic” under ”Your Interests", and ”Dr. Seuss” and
”Peanuts" under ”Your Favorites”. These menus will take
some exploring for a first-timer, but are not very difficult to
remember, although I think ”Your Favorites” should be
named ”Favorite Character”. The rest of the page is pretty
typical of other toy sites - thumbnails of the product listed as
specials on the front page, with super savings and other ads.
Notice, however, on the lower right hand corner, is the ”Our
Favorites" recommendation link. This is surprising, since a
49

-u¢s

recommendation link is like a sales associates making
suggestions to the customers. Leaving it in this most
inconspicuous corner is, in my opinion, not the best way to

garner business.

Since most of the games are for multiple players, Delia thinks
she might be able to get away with buying one game per
family, which means she has to select the games carefully,
catering to the ages of the kids. Two of the three families
have children of similar age, and the third has a variance of six
years between the youngest and the eldest. In order to find a
game suitable for them, Delia would have to think hard about
what the kids enjoy most and look under those categories. In
a physical store, she might have to read the instructions to
figure out whether or not the game is suitable, but
unfortunately, this is not given in the detailed description of
the game, even as a summary. Well, at least the categories in

the drop down menus are using large enough fonts.

50

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SmarterKids targets its sales pitch at the parents, providing
more in-depth reviews and ranking of the educational toys.
This is actually quite a good selling point, which is why
SmarterKids reserves a unusually large area on the screen for
the age group category, coupled with icons. It also offers a
”Parents Center” for advice seekers. If I were the designer, I
would move the ”learning style” survey to the top of the
page or into this ”Parents Center” to let the parents find
matches for their children.

SmarterKids would be perfect for Eric, in search of a
’parenting tool’ for his daughter. He might have to look

51

somewhere else for the the Toy Story figurine, but he will be
sure to bookmark this site the next time he needs some
advice. Delia could use of the advice on the site as well. There
are the ”Gift Ideas”, ”Best Sellers” and ”20 under $20”
recommendations, which she could not go too wrong with.
With only two main columns / colors of information to tackle,
Delia can definitely understand the layout of the site much

faster than some of the other sites.

3.4. Clothes and accessories

A study by PeopleSupport finds that women make up 50% of
online shoppers. [Bung] Also, in an article distributed by the
Washington Post, the reporters reported that,

”...women are not only going online for the first time

at a greater rate than men, they are opening their

purses to electronic merchants faster than predicted.

made women hungry for the convenience and lower
prices the Internet promises [Stou].”

Shopping for clothing is very personal yet the customer rarely
knows in advance exactly what he or she wants - color, texture,
style, size and fit are all important considerations for such items.
The customer likes the option of feeling the fabric, trying on the
item, matching it with other items and so on. Trying to imitate this
shopping procedure as closely as possible is an online challenge,
which prompted Internet-based companies to open up physical
stores. [Stei] The other alternative for the customer when unable
to try on the clothes at the store would be to risk ordering it, then
returning if unsuitable. Thus, sizing measurements and the return
policy should be in a prominent and / or easily accessible place on

52

 

 

the page. And because it has to be customized, I relaxed the rule of
the 'front page', for my analysis, to the secondary pages leading

into either the men’s or women’s section.

I found the largest variance in the design of the online storefront in
this category. There are the usual new items, sale, customer
service, categories, shopping basket, etc., but the look and
placement of these menus and choices vary so much from site to
site that a user usually has to re—leam the interface of each site.
Although a similar look—and-feel helps the user, it also nullifies the
uniqueness of the site. It is thus necessary that each of the sites
who emphasize selling 'individuality’ be different in layout but
similar in function. Like design or advertisement companies, a

major part of the site design is to impress.

It is also interesting to note that most of these sites do not have a
search function. The products are so irregular that there is really
no standard to address them, for example, jeans, pants, trousers,
chinos, stretch, regular, twill, cargo, khaki, etc. can all be used to
describe various types of trousers-like wear. The color naming
convention is also non-standard with names like oatmeal, ivory,
bone or cream referring to similar yet slightly differing shades.
Unless the customer already has the catalog number handy, it is
almost impossible to find an item based on the ’name’ of the piece
of clothing. Furthermore, the menu hierarchy of most sites are
shallow enough for the user to engage in only a few clicks before
getting to a page which they can browse through specific

selections.

53

I elected to look at the ladies’ clothing section of the these stores, if
there was a choice. Most of the sites were selling winter clothing,
with the possibility of their summer stock on sale. Although they
are all selling coats and gloves, each of the site pushes its own style
and fashion, instead of factory-pressed products as with toys.

3.4.1. Profiles

Although very few men will shop for female clothing, Gary
represents the population who shop for someone dear. Gary
needs to get a birthday present for his wife but feels
uncomfortable walking into a boutique alone. He knows her
size and somewhat her style and taste in her wardrobe, but
he really wants something that is vogue and slightly spicy to
surprise her. Gary does not really know the names of the
boutiques, nor the different classifications of women’s
clothing. He might even not have the particular
measurements that are required by some companies, for
example, he probably does not know his wife’s arm length or
inseam measurements. In other words, Gary needs lots of
help, but is somewhat embarrassed to ask. He thought he
might give online shopping a try, hoping that it might

provide enough information for him to make a decision.

Helen is a mother looking for a good deal on the web
together with her pre-teen daughters. Her kids are rapidly
out-growing their current set of clothes, and Helen would like

54

 

 

to get something cheap but chic. Instead of going to the local
mall with the unmanageable kids, Helen is amicable to the
idea of an afternoon of quiet shopping, not having to
constantly tend to the kids. Helen has been keeping in touch
with technology and she is not uncomfortable with the Web,
using it almost daily to send emails to her friends. Like most
bargain hunters, she is drawn towards a sale. After settling
her kids down in front of the computer, Helen closes her eyes
and thinks of all the boutiques and clothing stores she
frequents in the mall, plugs the store names into her browser,
and hopes that they will lead to the relevant sites. Helen also
goes to a search engine to look for some potential sites and

finds links to most of the the major brands/ designers.

As a college senior, Irene needs to get a few good outfits for
her upcoming interviews. She will need formal blouses and
pants, some shoes and possible a suit or two. Irene is on a
budget, but she knows that she will have to spend some
money on a good suit. From experience, she knows that
especially for suits, she will have to try them on for their
particular cuts and fits, and most likely she will have try on
quite a few before finding something that really fits. With this
in mind, Irene is also on a look-out for the company’ 3 return
policy and any 'personal shopper’ services that might help her
in securing the best fit with the least price. The college town
Irene lives in does not have a large mall with the classy
boutiques she needs, thus she thought she might be able to
find a better selection using online stores, crossing the

55

accessibility barrier.

 

Eddie Bauer lists only one special item (laptop case) on its
storefront homepage. The rest are links to holiday shopping
and other departments. Since an English-speaking user’ 3 eyes
tend to start reading from the left, the picture on the left
naturally guides the eyes to the main menu (men’s,

women’s. . .) using the same background framing. It seems
strange that the major attractions of the page is to get people
to sign up for the mailing list and watch real video rather than
purchase clothes. The menu on top has a drop down sub-
category list for users whose browsers have DHI'ML

56

I)

capabilities, or defaults to the first sub-category for users
without DHTML. Each sub-category is then divided into yet
another level of product classification users have to sort
through. For example, women’s -> sweaters -> solid cotton
sweaters, patterned cotton sweaters, sweater vests, and
cardigans. This is great for database management and
merchant classification, but may not coincide with the train of
thought of a casual shopper, since a random shopper would
most probably have little idea of the name of the product he
or she is looking for. Fortunately, the site provides a
thumbnail for each category, and all product names are listed
in this same page, avoiding the need for the user to burrow to

a deeper layer for the wrong items.

’ . . 7
£((l.14: .bttngxr

 

To Helen, a bricks-and-mortar Eddie Bauer store looks very
different from their online storefront. The familiar men’s and

57

women’s division in its bricks-and-mortar stores is not the
center stage here. However, Helen swiftly adjusts. She takes
a look at the ”Bonus Buy” selection, decides she is not
interested, and goes to the ”women’s” department (either
through the drop down menu on the left, or the overhead
menu on the top). After clicking through a few categories,
Helen realizes she has to click on the ”view all” button to take
a closer look at the products - the thumbnails are simply too
small to tell the difference in order to make an informed

decision. This expands the subcategory menu on the left and
loads pictures of each item in that product line.

The dress clothes from Eddie Bauer are a little difficult for
Irene to locate, since she has to go under ”Dress Casual” and
look for ”Blazers 8: Jackets”. She would have spotted this
section immediately if she had walked into a physical store.

58

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Compared to Eddie Bauer, Gap’s page is more focused on
getting the users into their shopping area - men’s, women’s
and others — using complementary colors, large but simple
graphics, and limited choices. The page is also small enough
to fit into even the smallest screen settings (640x480), which a
lot of sites are ignoring. Gap used to have a comparison
page, where the user can view two similar products side by
side. (Great for products like jeans.) I was quite disappointed
when they removed this feature, probably due to the high

maintenance and need for multiple images and modeling.

59

 

 

 

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Gap uses a similar classification as Eddie Bauer, except for the
”view as images”. With the same amount of magnification,
Helen is able to look at all the selections under a category
instead. Although it takes longer to load, Helen gets to
compare the entire catalog on a single page, rather than
clicking back and forth among the different sub-sub-
categories. This overall view would also benefit Gary, not

having to guess at the names of items.

60

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The mail-order powerhouse Lands’ End duplicated its large
inserts from its catalog onto the web page, featuring a
detailed shot of a single jacket. This would look great in a
printed catalog, but the browser window is unable to display
it all, both size and details, and thus loses the effect it achieved
in the catalog. This picture serves more as window dressing
than anything else. Lands’ End cleverly left the ”women’s”
and ”men’s” link on this picture, which is good since the dark-
blue-on-blue tabs on top do not really get noticed as a menu.
On side note, the way my window was sized (640x480), I
missed the entire column on the right numerous times, until I
was taking screenshots. This is because of the large amount

61

all.

 

of white space in that comer, deceiving users into thinking

that they have seen everything on the page. As such, items
listed on the bottom right are likely to be overlooked.

 

 

 

Lands’ End has a lot more categories for Irene’s needs,
tailored or casual, sorted in ”petite”, ”tall", and ”18W~26W”.
Clicking on ”T ailored” lists all the sub-categories with a
thumbnail. The thumbnails in the sub-subcategories are
more visible, but not as detailed as one might like them.
Irene can also take advantage of the "Personal Model" who
would try on clothes for her. Like Eddie Bauer, Lands’ End’s
”view all" lists only images from the sub-sub-category, and
Gary would have to move in and out of the categories to find

62

3.4.5.

something, confusing him further since he is already
unfamiliar with the names and terminology.

 

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Like Gap, Dockers presents a minimalistic page, with key
items and distinctive text. The special links on the left, khaki
’ticket’ and ”Mystery Men” logo, stand out a lot more than
other sites with a million and one things on them. Again,
Dockers’ page fits into a 640x480 window easily, giving the
user a overall view of the available choices. The only thing I
was unhappy about is the interaction with the menu on the
left. A mouse rollover expanded a pseudo sub-menu, a
description set in list form which gave the appearance of
being clickable. I was quite disappointed when I was unable
to click on this list, or on any of the pictures in the squares

above.

63

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The women’s page does seem to have a more sophisticated
air compared to the others that Irene has seen. Browsing
through the choices provided by various links to other
selections, although not in an easily visible or strict hierarchy,
is more congruent to the way Helen shops in a physical store
shops — by related items - since she does not have anything
precise on her shopping list. For example, the Trends
collection can be found through "Collections" -> "See The
Trends Collection," and can also be found on the individual
item page (e.g. Capri Utility Khakis). This keeps the
’browsing’ users like Helen around and interested in the
collections, but might annoy goal—oriented users like Gary by

leading him round and round to the same items.

3.4.6.

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Again, simple and distinctive graphical choices as we look at J.
Crew’ s page — men’s, women’s, specials, sales - all neatly
within the smallest window size. By listing menu items
horizontally (instead of vertically in a column) saves a lot of
redundant wrapping space. The site also maintains this
horizontal flow in their clothing list, where the user would
scroll and read through the selections in a left-to-right
manner. One would think that this less common presentation
will disturb visitors, yet]. Crew neatly resolves this problem
by having each model's arm, elbow or hand intrude into the
unused white space of her neighbor. This then creates a sense
of continuity as the user notices a part of the next model and

realizes that there is still more to the page.

65

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page once they click into the ”women’s" department, with

typeface and color differences indicating hierarchy. Irene
66

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Teenagers would definitely want to check out dELiAs. Its
flashy and 'gossipy’ colors and looks work well in attracting
girls of that age. With fashion guides and astrology readings,
dELiAs aims to create a sense of community to keep its users
coming back and sharing. Whether intended or not, the page
layout is slightly disorganized, with five or more regions of
information - sales bubbles in the center, highlighted topics
on the left, related information on the right, a shopping-
related sphere on the top right, and a tiny menu in the top

67

center. The user’s eyes will be guided to the center bubbles,
but more time is needed to understand the other bubbles.
For example, the ”Yours is a sign...” Taurus bubble and the
”Number among the great..." hash bubble are expansions of
the lounge bubble (forward triangle in light blue) in the
menu. With no guide as to which sub-menu they belong to,
the user has to immerse herself into the symbols on the page
first before comprehending this subtle relationship. This
same example also shows the Taurus bubble in orange while
being part of the lounge, which has a light blue bubble. The
designer has thus missed using color as a useful relationship

defining tool.

The model-in-a-bubble really brings forth the discounted
items to Helen and her two daughters, especially her middle
school girl, who is sensitive to what the ”in” things are. Also,
the yellow bubble with ”Start Shopping” and other essential
links channels Helen's attention towards her task so that she

does not feel too lost in the site.

68

 

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World Piece is by far the least sophisticated page among all.
It does not have models to parade the clothes, nor graphic
artists to touch up images. The font sizes are different,
images are dithered, and buttons are bland. The page layout
also needs work. I was quite surprised to discover that the
company is actually serious about its site, since it does

frequently update its selections.

69

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Irene was not impressed by World Piece’s page at all. She
took a look at the suits and pants selections and decided that
the site does not inspire confidence nor assurance, but instead
left a disconcerting feeling that her orders would be filled by
amateurs. The description of each item is very detailed and
honest, but she encountered several database errors while
retrieving the images, leaving her with the impression that
although the company may be good at selling clothes, it is not
good at selling clothes online.

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The Canadian branch of the Italian casual-wear company,
United Colors of Benetton, understands doing business with
Americans very well, listing on its first page the exchange
rate. The left corner spots an artistic menu for ”women’s”,

I I!

”men s and ”accessories”. The menu below it, however,
needs some work to allow more space between the five menu
items. The generic photos that occupy the majority of the
page, although clickable, do not say much. I had to guess
from the URL in the status bar of the browser window where
each will lead me to — top left: women's; top right: men's;

bottom left: sweaters; bottom right: not a link.

71

 

 

The sweaters page that Helen landed on listed all the different
sweaters with pictures. Once the all the images are loaded, she
could glance through all the sweaters without too much
clicking and further waiting. Gary is also grateful that he does
not have to guess at the category of clothing but simply look
at pictures for items he could purchase.

72

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BlueFly has very distinct ioons indicating clear categories.
While identifying some special topics like ”holiday” in the
page, the column on the right looks like a database driven
sales item that updates daily. This keeps the site changing and
encourages users to retum to see what is new. BlueFly plays
to the users' fashion sense by utilizing a designer list. It looks
similar to some other catalog pages, but with BlueFly there is
a subtle hierarchy of importance, achieved by varying font

size.

73

 

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Helen first scrolls down the right column of the page to look
at today’ s ”FlyBuys” and then starts picking through the
categories under ”Womens”, looking for cheaply priced
designer products.

Clicking on ”Womens" brings up two types of search options
- by designer or by category - and lots of other
Cosmopolitan-ish columns. This suits Irene’s purpose since
she can get advice and a good deal on trustworthy products.

Even Gary found the site easy to navigate, with the obvious
choices in a distinct color; if only he could retrieve an
extensive list of merchandise... .

74

3.5. Computing

Buyers of software and hardware are more likely to know what they
are looking for than aimlessly browse around. The need for a good
search function in a prominent and easily accessible location on a page
is thus essential. In cases where the user does not know the name of
the product, s/ he will at least have some idea what functionalities

s/ he is looking for. Thus, a secondary search function an online
software vendor should provide is classification by common

functions.

In some ways, selling computing products is very much like selling
books or toys - there are standardized units of measurements and
specification so one cannot really go wrong. In fact, these
specifications are more precise than toys or books, and a typical user
will have to do some research on them to even begin to compare the

different products.

On the other hand, there are also the intangible measures of usability,
upgrades, bugs, technical support and price protection that a user
needs to be aware of. For example, a user might have purchased a
graphics application from a vendor on Monday and the company
announces a new version on Tuesday. Can the user get a free
upgrade or rebate? What should happen if the user found out, after
trying, that this application is incompatible with some other software
or hardware s/ he is using? We do not experience such concerns
when purchasing other kind of products - if the shirt does not fit, we
return it; nor will a teddy bear get too many upgrades in its lifetime.

75

Not so for most software - if the shrinkwrap is broken, the user is
stuck with it. A handful of companies get around this problem by
delivering downloadable demos, but most do not bother. Even with
demos, it is unlikely that the user will uncover every little
incompatibility problem. These intangible assets or liabilities of an
application can only become apparent with extensive use. With the
availability of user feedback and discussion on the vendor’s website, it
will help build the confidence and expectation of a potential user for a
particular product. By building this trust, the vendor can in turn
benefit from a successful transaction and / or future transactions. It is
unfortunate that customers have to do their own research, since I
have yet to find a software vendor site which provides this service.

An observation of online computing stores disturbs me - the ability to
display a large amount of special items on the homepage often causes
the store to construct pages larger than the lowest screen size
(640x480 pixels). Most vendors employ similar presentations - menu
on the top for various departments. Some of them use the left hand
column for related information like auction or affiliate sites, while
others place their category indices there. It is, however, alarming to
notice that most sites appear to not have essential links like a search
function or help button because they are placed in the oft missed

extreme right of the window.

While browsing around, I noticed that due to the variety in colors and
such, a lot of popular items have a 3 days to 2 weeks availability

schedule. This discourages users from placing an advanced order, not
knowing when their order would be shipped and would rather check

76

back later. Thus another service that online companies should
provide is email notification, if requested, of product availability.

3.5.1. Profiles

Part of Mary Ann’s job description is to be a purchasing agent
for her department. Buying things for an R&D department
gives her more freedom in terms of store selection, since a
large number of the purchase requests are new technology
items which the regular suppliers of her company do not
usually carry. Mary Ann has learnt a lot about online
shopping thanks to this role, and has experienced her fair
share of troublesome purchasing processes. When she
needed to shop for a new digital camera, Mary Ann naturally
starts looking through online stores which she is familiar
with, comparing prices and specifications. She is looking for a
camera with the same functions as a normal 35mm camera,

but has download capabilities.

It is the summer holidays, and Nora just got a spanking new
computer as a present, in preparation for the start of high
school come Fall. She will be installing various productivity
software plus a few games on it. Talking to some of her
upper classmates, Nora found out that she will need a word
processor plus a drawing/ charting program. She has also
been dying to get her hands on the immensely popular game
”The SIMS” that her friends are raving about. Since both her
parents are out working during the day, Mother told Nora

77

 

that she could log on and scout the prices for the software,
and mother will buy them for Nora once she has the chance
to sit down and approve them. Nora is no stranger to the
Internet, as she has done projects in school that required
research on the Web. This is, however, Nora’s first online
shopping experience. She will have to find the right software
(her friends have given her some suggestions), and look for a

store with competitive pricing.

Olga knows that her father, a retired engineer, likes to tinker
with his computer. She thought that she would surprise him
with a little gift (under $100) since he had volunteered to pay
for her trip to Europe. Olga is a medical intern and is thus on
call most of this semester. Although there is a computer in
the staff lounge, Olga feels that she should not hog the
machine, since other interns and doctors also use the machine
to check their emails. She thought she might be able to make
use of the interim time between shifts and seeing patients to
look for a new gadget that her father might like. Though
familiar with the Web, Olga does not have too much time nor
energy to carefully compare each product for prices and
specifications. All she needs is something new that falls within
her budget and works with her father’ 3 computer.

78

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Outpost is certainly not a new comer to online sales. I
remember a ”Cyberian Outpost” in the haydays of the web
start-up, sporting an distinctly different interface, with the
front page holding national flag of different countries,
directing users to their closest distribution centers around the
world. The recent Outpost homepage has evolved gradually
to the Amazonian style, as more and more departments are
added to its selections. Its right column highlights the special
items with colorful pictures and very concise text. As every
customer will need to check out the details of the product,
there is no point wasting screen space for the front page.

However, I find that Outpost does not make good use of its

79

prime real estate on the first scrolling page of the screen. It
spends two-thirds of this space explaining the obvious. For
example, there are three links to its ”After Holiday Sale” -
each of them already using a slanted word to draw attention —
going overboard with this advertisement. In addition, the
search box on the far right is hardly visible to a customer with
a small window size. As experienced online shoppers learn, a
hidden cost to watch out for is the stripping. Instead of
flaunting a ”Shipping Showdown” with Amazon at the end of
the page, Outpost could have easily place its true price, free
shipping policy in big bold letters at the top of the page. On a
personal note, Outpost has so far been my favorite site to
price products, as I found out on numerous occasions that its

selection is by far the most extensive.

After doing a little research on the Web, reading up on digital
cameras and their features, and using Active Buyer’ 3 Guide
(httpzl / www.activebuyersguide.com/ ) to narrow the range
of cameras, Mary Ann is ready to look for a store. Her first
hit is Outpost, having frequented the store in her previous
purchase endeavors. Ignoring the rest of the page, Mary Ann
seeks out the search box and types in the name of the camera
she has in mind. She then navigates swiftly through the site,
often opening different windows to compare the features side
by side. Mary Ann is already familiar with Outpost’ 3 shipping
policies and has no problem locating links to functions she

frequently uses.

80

Outpost looks like a good place for Olga. Upon hitting the
Outpost page, Olga is immediately attracted to the ”sale”
links, hoping that she can find a good bargain there. Olga
also discovers that with every product that she clicks on,
Outpost advertises its free overnight shipping policy.
Although slightly more expensive, Olga finds this ”true cost’ ’
of the listings simplifying her task. And with the extensive
product selection, she can do effective comparisons within the

site.

Per her friends’ suggestion, Nora plugs in Outpost’ 5 URL in
her browser. She looks through the big-ticket items
advertised on right of the page, and determines that they are
useless to her cause. She carefully clicks on the ”Computer”
tab, bearing in mind that she might need to come back to this
page again to click on the ”Games” tab. Unfortunately, Nora
does not manage to get too far down the hierarchical menu
before she is stuck wondering which sub-category ”word
processors” belong to. She looks around on the page, and
finally saw the search box. That solves her problem. Nora
recalls a friend recommending ”W ord-something” as the
word processor, and she retrieves the special editions of
Microsoft Word with rebates, among others. She clicks on it
to place it in her cart, but also writes it down on paper since
she does not know if Outpost will remember her cart. Typing
in ”draw” or ”chart” did not get her too far in with her search
for other software, and Nora decides to ask her mother at

night. Nora then clicks on the ”Games” tab, and again uses

81

the search box to find her game easily.

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The electronic / computer store Egghead merged with the
online retail warehouse OnSale (which sells mainly
discontinued products) to create an all-in-one shopping site.
To help customers navigate, Egghead places a location tracker
”You are here ->” beneath the tabs. Not only does it pinpoint
the page in the site to any lost customer, but also benefits the
customer who used the search engine to pull up a certain
product. The customer now learns, for example, that
Egghead classifies a particular USB hub under ”Datacom”
products, and can proceed to investigate other USB hubs, or

82

alternatives to them. Besides placing a big prominent ”Free
Stripping” logo in the main column of the screen, Egghead
utilizes this space effectively for hot items with big icons and
red price tags. Since the rest of the page is in a

pastel/ lavender color, these icons and text stand out

significantly.

Mary Ann decides to try looking at Egghead + OnSale, in
hopes that she might chance upon good deal. She briefly
glances through the special items on sale, but none of them
catches her eyes. She finds the search box and types in her
request. Since Mary Ann does not frequent Egghead, she
wonders what the ”Superstores” drop-down menu does. She
looks around carefully, and surmises that it must mean to
search ”Computer products,” ”Software” and ”Electronics”
(blue tabs). She wonders why she has to search the ”Auctions
and Surplus” separately.

Olga has seen Egghead mentioned in some articles, and
thought she would try the store out. She does not see
anything that might interest her father among the hot items,
but notices the big ”Free Shipping” sign on the right, and the
”Top Ten” list just above it. Suspecting that the popular items
might contain a new gadget or two, she proceeds to check the

site out in more detail.

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buy.com establishes itself as a low price Internet superstore.
The white search and order tracking boxes are extremely
apparent on the dark background. Unfortunately, this dark
header takes up half of a 640x480 screen window, and it can
definitely be more thrifty in the use of space. The
‘department’ tabs at the very top of the page (”Computer,”
”Software,” etc.) are easily missed, as more and more users
get used to the tabs running across below the company logo.
The page also spans wider than the 640 pixels minimum,
causing more misery for those already hampered by a small
screen. My primary gripe with buy.com was that it required

the user to first choose a store from its menu then type in the

84

keyword to search for. If the user did not pick a store to
search in, an empty search result would be returned.
(Incidentally, between the time I started this project, I had the
opportunity to give the buy.com a detailed account of all the
interface problems I discovered in their site. They have since
then corrected most of the problems, including the above
mentioned searching pitfall and several other interpretation

problems.)

As with Outpost, Nora encountered a similar problem at
buy.com: she was unable to deduce the hierarchy of
categories. She quickly learns that going through the
categories is not the best way to look for her software, and
starts using the search functions. Since she is still unfamiliar
with software titles, the advertisements and top ten items do

not mean too much to her.

The little computer in the hospital lounge is unable to display
the full page of buy.com width-wise. Olga tries to scroll
horizontally constantly, checking out the special items on sale,
but it soon becomes a hindrance to her ability to look the site
quickly.

85

 

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eCOST specializes in computers and consumer electronics,
advertising that they save the customer time and money by
carefully building their infrastructure, passing the savings on
to the customers. It boasts of keeping its low costs current to
the day. eCOST lists its categories half way down the middle
of the left column. It uses the top of this column for help
topics, which I believe benefits customers less than a list of
categories. Also, eCOST attempts to highlight the three
special promotion products - ”Stylus Color 740”, ”Nikon
Coolpix 950” and "Microsoft Project 98" — by setting them on
colored backgrounds; visually, this approach conceals these
advertisements in the same positive (blue) space. I noticed

86

the ”FREE FREIGHT” and ”Buy Now” buttons, but hardly

saw these specials items, let alone their prices.

The screen size of eCOST is once again problematic to Olga.
She is also unable to find a link that indicates something cool
and new, and all the advertised items are big-ticket items
which she cannot afford.

Mary Ann immediately notices the digital camera link for
”Nikon Coolpix 950” at the center of the page. A bit out of
her league, but she is excited and looks around the page,
locating the ”Digital Cameras” link. Rather than using the
search function, Mary Ann decides to use this categorical link.

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NetMarket seems like a Jack-of-all—trades place, selling

popular household items by using a warehouse membership

system. Like Egghead, it lists the logical page location in its
87

category classification, providing a sense of direction for
customer navigation. So far NetMarket is the only site that
provides (pseudo) reviews and helps assist the decisions of its
customers. It has a list of "Buyer’s Guides” for the newer and
more complicated products. For an inexperienced customer,
getting a brief overview of the product and its category, with
a list of parameters to watch for or compare against, is almost

as helpful as having a salesperson asking pertinent questions.

Mary Ann chanced upon NetMarket from one of the banner
ads some time ago, and saved it in her bookmarks. She
occasionally comes to NetMarket to look at its sales items.
Even an experienced shopper like Mary Ann is curious about
NetMarket’s Buyer’ 5 Guide for digital cameras. She looks
through it briefly to confirm the check list she has prepared
by browsing other digital camera sites, making a few extra
notes. Unfortunately, NetMarket only carries a few varieties
of digital cameras, and Mary Ann is not satisfied with its

selections.

88

 

 

 

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Nora finds the categorical search on software in NetMarket
very helpful. Instead of typing in a word in the search box
and hoping to get a list of possible products, she gets to
narrow her choice by answering questions about what she is
looking for. She also gets to check out a couple of other
games in the same category as ”The SIMS.”

89

.10

4. Redesign

Online stores have gradually established their own culture in page
formatting and customers, too, have learnt the schema of a typical online
store. They know where the session/ customer related links are (top right
corner and bottom of page), and the relative positioning of one group of

ideas to another (e.g. menus on top with categories on the left).

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situated on the top left corner, followed with each department types as
tabbed selections beneath it. These tabs usually have a little more space
below for their respective sub-sections. Over on the right-hand comer a
customer usually finds the shopping cart, help button, and one or two

90

more customer related services like order information and account
information. The search function, for those who have it, falls somewhere
within the area (outlined in blue), from just under the sub—sections listings
to the entire top area on the right of the logo. The red content area is
usually divided into two or three columns, with the left column
predominantly used as a category index. The ‘center-stage’ of the page is
reserved for special items which the store wants to highlight or advertise,
either because of their low prices or because they are the most popular
items currently. The right column of the red content area varies from site
to site, containing special limited time offers to a variety of lists. At the
bottom of the page, depicted in green, one usually finds the links which are
necessary but not so important to an enjoyable online shopping experience,
like the privacy policy and contact information.

This schema makes it easy for a customer to locate information, but limits
the company from expressing its individuality. With numerous
competitors around in a tumultuous market, an online store also worries
about how it can distinguish itself so that customers will remember it and
thus return to it. Customer who have the time might be willing to adapt
and re-learn an interface, provided that they can observe that the store has
something special to offer, for example, a unique experience, impressive

graphics, flashy animations, artistic interpretations or special services.

My redesigns that follow are but one of the many ideas I have. I
approached my redesigns based on the issues reviewed in the analyses,
reducing as many user-interface problems I could predict, but there were
tradeoffs to be made. The sketches provide only the essential elements to
help my explanation, and thus may appear rather bare compared to the

91

real sites. I have left room for items such as the tabbed interface to co-exist

with the rest of the elements, but I did not put these extra interfaces in.

These screenshots are again scaled down to fit in the flow of the text, and

their full length version are available in the appendix.

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Due to the dominating influence of Amazon, an online bookstore
design should not deviate too much from Amazon’s layout. My
design left the logo and customer services in their respective places.

The icons can be reduced to make room for other services or tabbed

92

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menus if necessary. Since a large percentage of users use the search
function [NieL 0797], I placed the white search box on a dark
background to accentuate this function. For this search-dominant,
goal-oriented crowd, providing related links in the database and
maintaining good customer relations is crucial in book sales and
traffic, with the latter including email updates when books are
available, comparison with other books, customer recommendations

and even search links to compefitors if the book is unavailable.

With search-dominant users making up the crowd, the insubstantial
”editor" 6 choice” has limited abilities to attract attention. With more
screen space allocated to a handful of books, the editors can do a
better job at providing details and quotations, and even cliff-hanging
text that usually appear on the back covers of books. With such
exposure, these books stand a better chance with the casual shopper.
Little picture icons of the books will help provide a sense of
identification and necessary visual space within lines of text.

The left column provides several ways to guide customers, with lists
of bestsellers and a popular subject index. Since these links are just a
selected few, the ”subject” and ”popular” headers are both clickable
to bring up a more detailed classification.

Promotional offers and coupons can be placed after the list of
subjects or book highlights. Since this homepage’s main audience is
the wandering, undecided customer, s/ he would have scrolled down
and thus spotted the promotions. I would suggest placing the same
promotional ads at the bottom of each page of book description, to

93

better capture the search-oriented customers who have missed these
ads and coupons because they did not glance down the homepage.

4.2. Cards
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prepare and consistently update a large selection of cards. This will
keep the users’ interest and thus encourage return patronage.
Conversely, if the site does not have a large repertoire, it can also
compete and survive by collecting and promoting a special series of
cards, a comic strip, or cards of particular themes and quality.

94

That said, let us look at the page layout.

Since there is no need for continuity of the header graphics (logo and
pick up area) to the category index, there is no apparent reason to
use a standard layout. Also, as most of the e-cards sites have
demonstrated, via a lack of a categorical index in the left column,

there is even less need to conform to the ”index-in-left-column” rule.

The two important sections of an e-card site are the categorical index
and the fast.click cards for people in a hurry. I have partitioned my
page into two distinct columns using frames, with the latter in the
left frame. This left frame lists the Top 10 cards of the site for the
past seven days, banking on the fact that a user in a hurry would go
for the most popular ”Special of the Day". The user can thus swiftly
compare and make a decision, click on the icon of the card, type in
addressee information and send off a card.

The pick up location must be in an easy to find spot and the top left
corner will be an ideal place users who read from left to right. It
must also be located near the banner ads, for these banner ads to
better draw user attention and hopefully invite clicks. By placing
banner ads near the pick up location, advertiser exposure is
guaranteed for visitors, especially first timers, when picking up a
card.

As Donald Norman reminds us on ”banner blindness”, users are
'trained’ by the schema of free sites to scroll pass large colorful
rectangles to get to the ’real’ information. [Norm] I suggest

95

circumventing the results of this training by placing a special day
banner (preferably animated) to the right of the logo and pick up
area, suggesting that there is more on the right, and thus guiding the

users’ eyes towards the ad on the far right.

In the right column is a detailed, expanded hierarchical list of
categories. This frame is free of graphics so that it will load quickly.
Goal-orientated visitors can scroll through the categories according
to their individual interest, because this page indexes each card in
multiple ways. This expanded view also serves as a site index for the
astute user to utilize the browser find function to find specific words

or descriptions.

Since the service provided is free, I do not anticipate too many
complaints or concerns. I left the “Questions” and ”About Us" links
at the bottom of the left frame, but it can be easily be repeated in the

right one.

96

 

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Most of the sites selling toys provide more than usual number of

ways for the customer to look for toys. This is probably a lesson

learnt from the brick—and—mortar stores sales experience. I have

picked the more popular sorting orders (age, category, brand, etc.)

out and implemented them as drop—down menus in the left-hand

column. Since the user is unable to scan through these menus

without first clicking on each, an example or two about each sorting

97

 

order is needed to help clarify the general search criteria.

Besides the usual ”help”, ”shopping wagon” and customer
”account”, I also suggest a help-line ”advisor” for parents and
educators. This advisor would provide educational and
psychological guidelines for the adults through articles and
”Questions and Answers” sessions. I can even expand into another

area where kids can visit for online chats and network games.

The nil-Toys header color scheme tries to imitate kids’ affinity to
cheery rainbow colors. As a result, important links and attractions
can potentially be overshadowed by the vibrant colors. As such, a
lot of white space was left between each element so that they are

able to stand out on their own.

A typical way to advertise related merchandise is to put them
together with the most popular item — ”selling by association”. For
example, linking all Harry Potter merchandise and activities together
will draw more traffic to those link then if they were scattered.

If there are any special events or offers, the customer should get to
see it without having to scroll down the page. Therefore, the
coupon area should share the same priority as advertised special
items; and thus the ”$20 off coupon” was placed immediately below
the header, next to the Pokemon toys promotion and the most

common sorting method menu — ”age”.

98

4.4. Clothes and accessories

Designing a homepage for an online clothing store requires a more
impressionable interface than other type of merchandise. To sell its
clothes and designs, the store needs to take more liberty with the
standard layout in order to express its individually and thus establish
its brand. But at the same time, it needs also to conform loosely with
the standard layout so as not to confuse a new customer.

 

My redesign of an online clothing store combines the layout of
typical online store functions (help, shopping baskets, privacy
statement, etc.) with catalog layouts (models, index, etc.) The front
page to the site is simplistic, compared to other stores, to primarily
emphasize the style and emotional appeal of the brand. It spots two
models in the seasonal selections. The ”help desk" not only answers

shopping and account problems, but also contains a fashion guide.
Advice columns will help with the decision process, especially for
someone new, like Irene or Gary, or even for someone like Helen

who wishes to stay trendy.

As mentioned in the analysis section, the knowledge of the store’s
return policy is of high priority to customers of this genre, since
clothes sizes, colors and proportions are non-standard, thus making
the chance of a return much greater. I have placed the ”Return
Policy” in its usual position at the bottom of the screen, but limited
its companions to three instead of the usual ten or more as this will
allow it to stand out more effectively.

As comparison of various purchase choices is very important (no
one ever walks into a store and buys the first blouse she sees), I
would want a site that can display its merchandise side by side.
Dockers used to have a neat utility where one can pair one’s
selection of tops with bottoms, providing a similar experience of
flying on clothes in the fitting room. Gap had something similar,
too, but both utilities were phased out after a few months. I suspect
that they were difficult to maintain due to the necessary high
frequency updates. In light of that, I settled for a weekly (or
monthly) model. The women’s front page shows a model dressed in
a set of carefully selected apparels from the store. This aesthetic
presentation enforces the opinion of the customer about the store, as
well as providing her with some suggestions on colors and clothing
combinations. On the right of the model is a list of item descriptions

where a customer can click to view details of an item.

100

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Since each brand has its own color codes and descriptions, and a
search tree is broad and shallow, I saw no point in providing a
search function. Instead, I chose to list the entire collection, in their
sub-category names, on the further right of the model. When the
customer clicks on the icon, a full selection of the specified category
will be displayed pictorially as medium-sized icons. This helps
reduce the need for the user to click back and forth from the index
text description to the garment picture, and eliminates the guessing
game: trying to tell from the text what the actual product looks like.
It also fits the profile of a window shopper, doing visual searches for
something striking, even tempting her into some items that were
not on her shopping list.

101

4.5. Computing

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computer users. Since they have some knowledge of what they are

looking for, they are more than likely to use the search function.

In the redesign of a computing retailer site, I kept the four important
functions usually found in headers - order tracking, help, shopping
carts and search — in my header. However, I moved them to the left
of the header, as that is the first place a user would start reading the
page. This de-emphasized the name of the company, but placed the
search box in the top-left corner as the first thing a user sees, which,
in my opinion, was a fair tradeoff because customers will then

remember the company by their service, selection and ease of use.

102

I deliberately limited the height of the header so that it will not
occupy too much screen space on a computer with limited window
size. The customer should be able to see the header and several
other special items on the page. This ensures that the ads will be
viewed by the customers, including any limited time offers.
However, the number of special items should be limited to seven, as
customers will begin to forget what they have seen as the number of

items increases.

Due to the speed of introduction and increasingly blurred
boundaries in product definition, not only should a good computing
store provide a highly visible and versatile search engine that
searches both the titles and descriptions, but also a hierarchical
category menu that is cross-indexed, with clear navigational
compasses. I have thus implemented the idea of a search path (e. g.
hardware >> printer >> inkjet) as in some of the sites. It implicitly
helps the users navigate and learn about the site structure and
product classification. Familiarity with the site means a better chance
that the customer will remember and return. The search path also
serves as another way to direct the flow of traffic, by pointing out to
the users related items through the path to their goal.

For customers who do not know exactly what they want, the left-
hand column contains expanded lists of merchandise classification
and sub—classification. The customer can choose to go through these
lists in detail, or do a search.

By providing a direct and immediate link for potential customers

103

interested in shipping cost estimates, nit-Tech leaves a good and
honest shopping experience in the users’ minds, even before they

register with the site.

5. General Recommendation

Against the recommendations of one of the renown usability experts, Jacob
Nielsen [Niel, 1199], the tabbed interface at the top of a webpage, with a
left-hand menu column, remain overwhelmingly popular with the majority
of websites. Thus, a newcomer to the online business should follow the
"norm", since potential customers are likely to have spent more time at

competitors' sites where they have been trained to this schema.

A site that promotes merchandise using its brand name depends heavily on
its ability to stand out of the crowd uniquely. However, designers who
flaunt the 'rules' do so at considerable risk because information displayed
outside the accepted schema will likely be overlooked. [Norm] Nielson
expressed these same sentiments in one of his Alertbox articles, "...anything
that is a convention and used on the majority of the other sites will be
burned into the users' brains and you can only deviate from it on pain of
major usability problems." [Niel, 0899] Nevertheless, I feel that plenty of
design freedom still exist within the accepted boundaries for web designers
to work with. For example, variations in colors and different thematic
elements can be used to set the stage and atmosphere of a site,
individualizing it while remaining within the popularly used schema.

As screen sizes of 640x480 still exist, one should design within such screen
restrictions but be flexible enough for larger window sizes. This is to

104

empower companies to reach as many users as possible. Another reason is
that sites designed for a large screen might have too much content which

will overwhelm users.

Due to the emergence of web enabled cell phones, an increasing number of
mobile users will access the web with the small screen on their phones.
Thus, if the company presents a text version of its site, it can reach an even
larger audience. This is, of course, limited to sites that can provide text-only
content. Products where an image conveys a lot of details which cannot
otherwise be expressed in text (such as clothes), customers would prefer to
view a full-color picture and thus the use of a web-enabled cell phone for
this kind of purchase will not be popular nor viable at this time.

. Future Work

There are different parts to a webpage and this analysis is only an overview
based on user interface design principles, drawn from books and articles by
Brenda Laurel, Jennifer Flemming, Jakob Nielsen, and Donald Norman.
There were no detailed analyses of the pictorial layout of the icons, colors,
placement of banner ads, and the psychological implications of a design.
Since web design is relatively new, drawing much upon numerous and
sometimes conflicting principles of user interface, presentation, print,
physical store layout, and store window design techniques, there remains
much work to be done in formulating a set of principles specifically for the
web. A means of assessing the effectiveness of these principles and page
designs would be to monitor site traffic or compare financial performance
data before and after a re-design.

105

I realize that role-playing the persona described in each analysis was done
through one individual’s perspective. Characters defined and role-played
by a group should be able to garner more balanced insights.

In addition, further research regarding the choice and ratio of color on a
page, and work regarding advertisement banner placement can be done.
One can also explore the long term appeal of personalization and

community building services.

106

7. References

[Buns]

[Flem]

[Niel 0200]

[Niel]

[Niel 0797]

[VMSD]

[Torr]

[Cree]

[Stei]

[Stou]

Bunger, Stan. ”W omen Shoppers”. [Online] Available
http: / /www.medianews.com/ stan/ 2000/ 8053600.html

Fleming, Jennifer. ”Web Navigation - Designing the User
Experience”. 0’ Reilly, 1998.

Nielsen, Jakob. ”Novice vs. Expert Users”. [Online] Available
http:/ /www.useit.com/ alertbox/ 20000206.html

Nielsen, Jakob. ”Response Time: The Three Important
Limits”. [Online] Available
http: / / www.useit.com/ papers/ responsetimehtml

Nielsen, Jakob. ”Search and You May Find”. [Online]
Available http:/ / www.useit.com/ alertbox/ 97 O7b.html

Editors of VM+SD Magazine. ”Visual Merchandising”. ST
Publications, Inc, 1997.

Torris, Dr. 'Iherese. ”Why did Boo flame out so fast?”. [Online]
Available httpzl / www.theregister.co.uk/ 000518—000008.html

Greenfeld, Karl Taro. ”Clicks And Bricks”. TIL/IE, 27 Dec 1999.

Stein, Tom. "From Clicks To Bricks - Some Net merchants
expanding into the real world of "stores with doors"”. [Online]
Available http: / /www.sfgate.com/ cgi-bin/ article.cgi?

file=/ chronicle/ archive/ 1999/ 11/08/BU67049DTL

Stoughton, Stephanie and Walker, Leslie. ”Web Sites
Returning to Appeal to Rush of Female Shoppers”. [Online]
http:] / www.sfgate.com/ cgi-bin/ article.cgif-—-/ chronicle /
archive/ 1999/ 11/08/BU64242.DTL&type-=printable

107

[Norm]

[Quit]

[Niel 1199]

[Bach]

[Niel 0899]

Norman, Donald A. ”Banner Blindness, Human Cognition
and Web Design”. [Online] Available

http: / / www.sandia.gov/ itg/ newsletter/ mar99/
commentaryhtml

Quittner, Joshua. ”An Eye On The Future”. TIME, 27 Dec
1999.

Nielsen, Jakob. ”When Bad Design Elements Become the
Standard”. [Online] Available
httpzl /www.useit.com/ alertbox/ 991114.html

Sachs, Andrea. "Boo! How He Startled the Book Worl
TIME, 27 March, 2000.

Nielsen, Jakob. ”Do Interface Standards Stifle Design

Creativity?”. [Online] Available
httpzl /www.useit.com/ alertbox / 990822.html

108

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8. Appendix

This appendix lists the full-colored screenshots of the sites examined, in the
order they were mentioned in the analysis. The screenshots have been
scaled down to fit into the formatting requirements where necessary.

All screenshots are copyrighted by their respective companies, and are only
used in this thesis under the ”fair use” Copyright Act guidelines.

Images in this thesis are presented in color.

109

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