Etsy ( Etsy ( BK FarmyardsEtsy URL S: The URL is clear, logical and intuitive because it is the same as the organization’s (BK Farmyards) name. It is human-readable. O: Product pages contain long strings of search terms, symbols, and numbers. A simple short product id would be more memorable for the user. W: : The term "BK" might not be known to all as Brooklyn. It could mean Burger King or other things. T: The home URL is human-readable and matches the (short) site title, allowing users to easily remember the company name and find the site online. Home Page Design S: The font is nice and visually pleasing to the eye; the graphics are big, and the images draw in your eye and call attention to themselves. O: With so much focus on the products, some important information loses visibility. For example, to learn more about the company, the user has to locate the small ‘About’ link in the footer. W: Inconsistency in image quality, color, fonts, symmetry; main navigation is at bottom; no priority to labeling; relevance is not hierarchical; labels’ size is meaningless; random choice of labels; main right label navigates away from site—no clear link destination; need more relevant info; no clear link destinations in general. T: The minimal text and prominent use of images grabs the viewer’s attention and keeps it focused on the products. The “Handpicked Items” feature changes with every reload, keeping the content fresh and dynamic, as well as making more products visible than a static page. Home Page Content PageInterior Page

2 Interior Page Design S: Logo and color schemes match the home page. The blog format gives it a more manageable look and feel. The content of most of the images coordinates and is related to the corresponding text content.. O: Product pages: the text descriptions are in a small font and can be lengthy. The use of a link to ‘read more’ would maintain the site’s uncluttered look and move tags and payment options farther up the page. W: IP opens as another tab/window, indicating to users that they are no longer on the BK Farmyards site. There is no organization as to how the information is arranged. Inconsistent labeling and design. Multiple pages on identical or similar content (Example: 'About Us' : and - these two pages are functioning as two separate sub-sites with huge overlaps in information.) Links are not linked properly (Example: 'farmyards' is linked to Doesn't say when it was last updated. T: When viewing a gallery, the vertical navigation shrinks to the individual category and subcategories, which reduces the distraction. Product pages have multiple image views, various share options, and a clear “Add to Cart” button. Primary navigation from the home page remains at the top, and a breadcrumb trail aids in location. Search Functionality S: There is no search functionality whatsoever. O: There is no advanced search option and no ability to search for a term within search results for a lot of content. A search for ‘bag’ in the ‘Vintage’ category gives a result page labeled “365,647 items for bag” (not vintage bags). Although tags are searchable, there is no option to search or browse by tag from the main search box (the user has to find the tag at the bottom of the product page and click on it from there). W: Search box in upper left is not labeled 'search'. No advanced search option. Can only search blog posts, not full content. On the search does not work. On there is no search option. T: The site offers several different browse options, accommodating a wide range of user needs. There is also an option to search for keywords within six different categories. Features Offered S: : There are several features offered, including Subscribe to newsletter, a donate option via PayPal, connecting via online network (like Facebook on the blog site), a Google calendar for events on the blog site, and a map of Urban Farm Network under the BK Farmyards left hand vertical navigation. O: No advanced search. W: The Donate Here link on the blog site links back to the home page instead of directly to the PayPal donation page. The Subscribe To Our Newsletter option on the home page is fairly simple to use, but on bkfarmyards.com the Newsletter is posted, whereas on the blog you need to click on Join our Mailing List. T: Option to register, sign up for daily , etc. enables different levels of engagement. Dynamic, changing content, such as “Handpicked items” and “Recently listed” makes the site feel active and current. Interactive features such as the ability to create favorites, curate lists, give feedback, and share on social media encourage community building, as do seller profiles and pictures. Company stats are available.

3 Navigation S: There are a variety of content navigation options offering multiple pathways of getting to the same place. O: The main navigation doesn't convey the scope of the site. There are a lot of great features under ‘About’ (at the footer) and ‘Buy’, ‘Sell’, ‘Community’ and ‘Blog’ (at the top), but the small links make them easily ignored. To get into deeper layers of the site, users need to click on the successive links. A dynamic menu would allow them to see whether they wanted to go further down before having to move off the current page. W: Overlap in content between primary horizontal nav and vertical secondary nav (e.g. Apprenticeships/Volunteer Opportunities). Unclear relationship between primary and secondary. The home page navigations are poorly located, labels are not clear and most are linked to external sites. On the blog site, the navigations are listed both on the top tabs and left side menu. On bkfarmyards.com the navigations are on the side menu. Use of abbreviation (CSA). Labels are not clear. T: The three main horizontal tabs: Etsy, Register, and Sign In encourage people to buy products and create an account (versus exploring other areas of the site). The tree navigation under the browse options conveys the scope of the individual categories in a quick glance. Contextual: almost everything is clickable, such as product names, stores, store owners, favorite lists, etc. Interaction Design S: There is very limited interaction design, if any. O: No dynamic menus under tree navigation of the browse categories. The “Shop by Color” feature is an interesting idea but doesn’t really work. W: Interaction is all over the place, easily confusing users. Some links on the right side (e.g. Join our mailing list) look like they should be clickable but aren't. T: Product pages offer list and thumbnail views, plus the ability to sort by most recent or price. When hovering over images, a small heart appears in the upper corner to add to favorites. Short description appears when hovering over products. Dropdown menu next to search box suggests various search categories. Visual Design S: The content of the images on the site correspond with and are relevant to the content themes of the site. O: No glaring problems with visual design. W: Visuals are all over the place and in varied formats, which add to the site’s disorganization. Different colors between headings and clickable subheadings on the left menu would help. Clunky design overall, non- linear text, no consistent color palette, flawed formatting. T: The design is based on a clean, pleasing grid. The use of subtle, neutral colors in the background keeps the focus on products and highlights the bright color of the home page tab and the “Add to Cart” button. Nice integration of icons and text under “ways to shop”. "Handpicked items” are related by color and give the page an artistic feel. Social Networking S: Utilizes social media by placing social media icons on the pages in order to promote the organization. O: There are no links explaining what ‘Admirers’ and ‘Circles’ are. Assumes understanding of internal community structure. W: The social media links are buried on the pages and thus get lost in the disorganization. T: Product pages have options to add items to favorites, see who else ‘favorites’ this item, become an admirer, join a circle. Items can also be shared on Twitter and Facebook. (Combines internal and external networking.)