Assignment 1: Explain, Review and Discuss the use, features and benefits of Websites Chosen client’s business area: Retail

Retail Website 1 - ASOS (asos.com) Asos provides online retail for a variety of outlets and clothing lines through the use of its website and mobile apps. The intended uses for this website are to allow users to search through a database of clothing items, selecting ones that they like and adding them to a virtual shopping basket. From here, they will move on to the online checkout where they will select payment and delivery options before finalising the purchase. This process uses various website features to enhance the buying experience which I will demonstrate next.

Website Features Stylistic presentation The ‘pop-art’ style fonts and images create a theme for the brand and match the products that the company is selling. The presentation of the website will appeal to the same audience that their clothing does, which is important in keeping a specific brand theme.

Website Features Well designed menus The navigation menus for this website are easily accessible and located at the top of the page. The menu links are alphabetically ordered which allows for fast navigation of the whole website.

Website Features Accessibility options The options for alternative currency choices and language options is a big feature of modern retail websites as it maximes the amount of vistitors it can get. By limiting a website to only one language, you are significantly limiting the amount of people who can view it.

Website Features User customisable The various toggles and sliders available when viewing a clothing category allow users to refine the displayed products, creating interactivity between the user and the website beyond simply scrolling and clicking on links.

Website Features Account creation The ability to create an account allows for faster checkout and updates for existing customers, a feature that many websites use in order to keep customers coming back.

Strengths; -Customisability (the options to filter which products are displayed are instantly available to the user and have a range of different categories to chose from such as style, brand, colour, price and even whether the item is made from real or fake leather/fur) -Contact information (the website has a strong social presence, providing links to their Facebook, Twitter, Google+, Pinterest, Instagram, YouTube and Tumblr accounts and including well designed icons to go with each which match the site’s overall theme) Weaknesses; -Stylistic presentation (the modern, pop- culture look of the website could be confusing for older users and too complicated for younger users to understand, limiting its attracted audience) -Font size (although the small font size works well with the overall theme of the site, it may be difficult for users with a visual impairment to read and will therefore detract another category of potential audience members)

Retail Website 2 - H&M (hm.com) H&M provides online and in-store retail for a selection of own-brand and designer clothing lines. As well as a number of physical global stores, it also provides a website and mobile apps. The intended uses for this website are to allow users to search through a wide variety of products, from clothing to home furniture, and add chosen items to a virtual basket. From there they will checkout and enter details such as credit cards and delivery locations before finishing their purchase by clicking a final button.

Website Features Accessibility options The very first page of the website provides a list of languages to chose from before entering the main site. This maximises the amount of people who can view the website and massively increases the amount of potential buyers.

Website Features Simple Presentation The gridded layout of the homepage allows for easy navigation between pages as well as creating a simplistic and modern design. This makes it easy to use for people who may not be very technically minded, increasing the amount of people who can use the site.

Website Features Specifically chosen images The photos featured on the website contain multicultural models as well as children to attract a wider audience and help to convey the brand’s ‘clothing for everyone’ attitude.

Website Features Interactive On every product images are interactable and can be zoomed, scrolled through and shared. This adds an extra level of interactivity to the website and allows advanced user interaction.

Strengths; -Design (Navigation links are distinctly positioned at the top of the page and are kept very simple, allowing for easy navigation of the site) -Provided information (sections about the company, contact information, store locations, job vacancies, newsletter subscriptions, customer service, social media accounts etc. are conveniently placed on the homepage) Weaknesses; -Product filtering (the option to refine the products displayed to the user isn’t easily noticeable and could be hard for users to find) -Font differenciation (product descriptions and other sections use the same font sizes meaning that they often don’t stand out)