Arlene Kline, Usability Specialist, The
Usability Company
First published in Internet World Magazine Jan-Feb 2004
GOOD POINTS
- The six methods available to find products
They accommodate those users who know exactly what they
want ('Search'), those users who already know the product's
Argos catalogue number ('Quick Order'), those who have a rough
idea of what they would like (The category lists and 'A-Z
Index') and those who require help in choosing a gift ('QuickFind-It
Gift' and others). The 'Quick Order' feature has the added
advantage of allowing users to enter up to ten catalogue
numbers at once for a quick multi-purchase option.
- The search results
Only the top results from each relevant category are
displayed initially, with the option of viewing the full set
of results. This makes the return of the results page quicker
and avoids overloading users with too much information at
once.
- The variety of ways for customers to pay for and receive
their goods
This integration of multiple shopping channels assists the
usability of the online shopping experience by exploiting
offline knowledge and experience that users would have gained
through their dealings with Argos in the physical world.
LET DOWNS
- The high-level product information pages
The information provided in the list is scant. Ideally,
users should be provided with sufficient information to make
an informed decision. This information is not available until
a product is selected from the list and the detailed product
information page appears.
- The quality and clarity of product photographs
Users typically want to simulate having a 'closeinspection'
of the product to satisfy themselves of the material's
quality. More views of the products and close-ups of details
would be useful.
- Stock availability
Users do not know whether a product is in stock or not
until the product has been added to the trolley. It could be
frustrating to find a product out of stock after going to the
effort of locating it. Ideally, the availability of the stock
would be displayed when the detailed product information page
is viewed.
OVERALL
This site is a good example of how good information
architecture can make it simple to present a vast product range.
The pages are simply laid out, yet provide users with enough
information and related links to investigate further. The
categories are clear and the labelling is appropriate. Good use
has been made of the alt tags to enhance the clarity of links and
images. Overall, this is a tightly-knit site that sits very well
with the Argos brand - not overly elaborate, but with plenty of
options to satisfy most users' needs.
Would you like The Usability Company to assess how well your
website shapes up? Then please drop the editor of Internet World a
line at: janine.milne@fastnet.co.uk
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