02 Jun 2008 0624H

UX-dojo-storming PotteryBarn.com

Oh. Looks like W-S brands’ UX & Dev teams down at the north end of Van Ness have been hard at work lately. Let’s look the numbers:

We are all trying to get this right. Yes yes. Oftentimes we make decisions to get us down the road towards where we are trying to go even if they seem like detours away from the customer-centered path. It’s easy to criticize if you’re not working in that environment: I understand all that. And anyone who has worked in online retail for any amount of time should know that too. So with that disclosure, purely in the interest of competitive spirit, let’s look at what they’ve done across their brands, since they too, like the Gap, share code across the different web properties:

Ginormous hero image

Ginormous hero image. What’s so special about this image that it has to take up 2/3rds the height of the screen (which is still accommodating 800 x 600, by the way) and flush left, not centered at that? Trying to get a piece of the Crate & Barrel pie, eh? They need to get in line with everyone else. Sometimes I’m not even sure if the pie’s already been et, as they say in certain parts of this country.

Hidden affordances on mouseover

Ah. As you can see here, they have hidden links within the hero image that present themselves on mouseover. But there are no affordances (little hints that things, like door or faucet handles, can be acted upon and how to act upon them) on the hero image and no expectation that the mouseover would show that the user can take action on the target. Perhaps that is why the designer or their stakeholders decided to make the image 2/3rds of the height of the screen. You know — subtly hint something could be done here. Ha. Let’s click.

The Collections page

This would seem to be a detail page on first glance. But actually it is a kind of detail page that is a bit wonky since it is both master and detail, subcat and product page. There are actually different kinds of pillows that are on this page. I learned that by scrolling down the page by the way cos I was looking for an add to cart button and a quantity field. Instead all I see are swatches, which we could use further down the page when you are trying to make the comparison, and there’s the shopping info, which isn’t helping me right now either. Where is the compare function anyway?

Pop-up window with the collection

So this is helpful, but the image that gets fired up when I hit the button to view the swatches (and view shipping info should be worded so as to maintain consistency for action buttons) doesn’t entirely fit inside the darn window and you have to scroll to see the detail. It’s nice they have different contexts, sure, but couldn’t this be more appropriate to the context?

Oooh pretty colors

We march on, inexorably, to the colors. Again, I am thinking that these could be more contextual.

Shipping Info.

As could the shipping info. You all did see the PayPal ComScore survey that said people really get turned off at checkout by high shipping costs, right? On eBay, a common seller tactic is to lowball the price but then stick it to you on the shipping. People really pay attention to the shipping costs, which really can only go up as the days of cheap gas are officially over. More so than taxes. But you could move this information elsewhere to be more contextual.

Selecting items.

Advancing down the page, we come to the product details. Here’s where the problems really begin. We saw at the top that the price for the pillows is $25. This is fine for just one — the 18″ pillow — but for the 12″x15″s it’s used to show $25 for each color, unless not available. So this appears to be a code issue where because of the way the page is coded, the iterator pattern is used to write $25 as the price for each color unless it’s not available, in which case no price, but “no longer available.”

There’s a number of lost opportunities here, not the least of which is that here is where you want to show the colors. Is it really necessary to show $25.00 for each pillow? And maybe the only reason why I would show No Longer Available would be to use it as an opportunity to check other PB stores in my area to see if they have any, or email me when this comes back into stock, or some way to get the user to convert.

Here\'s where the colors could\'ve come in helpful

By the way, those bright swatches we saw waaaaay up top? We could really use them here. Did I mention the color swatches already? Avoids bouncing back and forth to the top. Kind of mini-pogosticking.

Selecting Shipping Options

Here’s something interesting. If you select You for the Shipping Options, all the other shipping options change in turn. So there is no ship these pillows here and then ship those pillows there.

Shipping to Yourself

So what happens if we ship these to Other?

Taking the user to the Shipping Page

I’ve been taken to what looks to be a page in the Checkout path to give my Ship To information. Unexpected. Seems odd and out of place here, since it still seems that I’m in the Rugs, Pillows & Windows Page. Wouldn’t this be best in the Shipping Info page for the Checkout instead of interrupting my shopping experience?

What happens when I click Add to Cart?

The cart as lightbox

Actually all the items get added to cart with one add to cart button push (unexpected, but okay) if you have set quantities for each item on the collection page, and add to cart then fires off a lightbox, which is modal (no real reason for it) instead of pogosticking you to the first page in the checkout path.

A good thing working here is that the cart indeed, when fired off, does not have to be pinned top right. Only the affordance for the cart — meaning the cart icon, the word “cart”, the checkout button — needs to be at top right where people expect to find it. Here it is not exactly clear, hidden in plain sight as it is as a kind of link which will take you to the checkout path. But the action of adding to cart is correct, and it shows what has just been added and allows the user to close the thing to acknowledge the action, which, I don’t think is necessary here — it should acknowledge the action and then go away.

Paraphrasing Krug, this stuff is hard to get right. People always make these assumptions that the people behind websites are just crazy, simply irrational, they don’t know what they’re doing. But in reality often times people do have rationales about doing things, even if they don’t wind up doing things right for the consumer online. Maybe someone with more authority leaned on them or made a unilateral call without any data. Maybe it was IT related and the effort to change a process or data was ridiculously expensive. Everyday we deal with highly political environments where we are trying to deal with multiple inputs, from merchants, from business unit owners, from the IT side: this is what it is to work in large corporate settings with lots of people. The important thing is that as a discipline, businesses are starting to understand that their profitability online is inextricably linked to the quality of their user experiences. Now having said all that, because business leaders are still trying to grasp this concept, progress is measured oftentimes by baby steps, and not by the quantum leap that Gap Inc took with its user experience back in ‘05, which even that likely required months of planning in advance.

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27 May 2008 1702H

Borders.com launches!

And we’re live! Congrats at last to the Brulant team under Adam Cohen who stuck it out in Ann Arbor for the past year and change, the Deloitte guys, and the Borders e-commerce team under Kevin Ertell. All in all, pretty miraculous building up an entirely new business operation wing more or less from scratch. Hard to believe it’s been over a year since I first stepped foot into the corporate offices in Ann Arbor. I personally am going to celebrate by trying to buy books on the very systems that I worked as a user experience architect on, and of course, trying out the various flows which we had fleshed out over hours of reqs sessions.

Edit: Hmm. (Forgot how expensive Borders can be.) I also forgot we designed a flow in there for Ship to Store. Free shipping, 3-8 days! I can wait. Works good. There are some weird interactions with the site remembering me though. Did I sign in during the beta period? Must have. Thought we designed a flow in there so that when you continued as guest, you would be given a chance to save info to your account after checkout. Oh well. R6 perhaps. . . . Did we knock out gifting? Need to review the screen grabs.

The epilogue: Ordered on a Tuesday. Received ship notice Thursday. Said it would arrive by the Tuesday after. No phone call, no email. So was I to assume that one just calls the store? I could have handled that better. Instead I drifted over on Friday. The young lady working the counter seemed unfamiliar with the procedure but produced a ship-to-store binder which I signed duly, without needing to produce info, but I did anyway. And then I had my books. Done done-done done DONE. Couldn’t I use this system to send books to myself  or someone else at a Borders location somewhere else? But of course.

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27 May 2008 0650H

UX Dojo-storming

As a young martial artist, hard to believe, almost 20 years ago, I was told of an old, now deprecated practice called dojo arashi, dojo storming, where by one school would go to another school, usually unannounced, to, uh, test their skills. So in going through the metrics for this site some of the greatest interest is on articles when I’ve gone through and taken a site apart, for FTD and Montauk Sofa, we’re going to do more of these “UX dojo storms” in the future. I have one I’m lining up now, be done before the end of the week. Maybe I’ll try and get someone to guest storm too.

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26 May 2008 0839H

Stop kvetching, start doing

The other night was a local IxDA event which they graciously arranged for it to be broadcast via internet, which was frankly genius in intent, although the execution of it was rather poor — speaker positioned in front of a window, no backup microphone to relay the sound to the online audience. If I am not mistaken I believe Dave Malouf shortly gave up trying to listen in and went back to cooking dinner.

Regrettably the event itself turned quickly into a support group for IAs Anonymous. Given that the topic was about who controls the design process, which itself is a loaded question to begin with — does one design in a vacuum? isn’t that the same as being an artist? does one design with the inputs of others? if so then what is a designer, etc? — I suppose it was to be expected. But not in the lengthy painful drawn out manner that it evinced to be.

I hate that.

For over 10 years I have listened to whiny designers kvetch about their situation. I myself have been part of the whinge. The buck stops here. Whiny designers, start figuring out a way to get to where you need to go, either by leaving and joining somewhere else, or doing like my boss said that Don Norman said back in ‘98: stop whining, start doing something about it. Just do something about what your situation is.

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26 May 2008 0724H

Faces of the Dead

A remarkable memorial to the fallen.

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21 May 2008 2221H

Dropclock

One last thing before I pass out tonight: one of the developers on a team working adjacent to ours has this screensaver on his laptop and it’s been catching my eye for a few months now, but, have silently admired it from, uh, five feet away. I need no longer do so because of my mad Google skillz. The loverly creative efforts of the creative label SCR have produced two screensavers, “Kaze to Desktop” (”Wind and Desktop”) and the aforementioned “Dropclock.” Both are totemo kirei na, honto ni. Viddy well the zammechat veschch, o my brothers.

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21 May 2008 2137H

Online satisfaction

So I’m reading the numbers for the May 15th Spring 2008 report from ForeSee Results on the top 100 e-tailers out there. Netflix, QVC and Amazon lead the e-tailing pack and have done so for nearly four years now, rather remarkable in that manner. But then come the next few and these do surprise me: DrsFosterSmith.com, Shutterfly.com, Newegg.com, then Apple, which only squeaks by BassPro, Shopping.HP.com, Avon, and mysteriously the Oriental Trading Company. Hmmm. I need to study the report more. I want to know what the criteria and methodology were. 

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21 May 2008 2126H

Shop four sites at once?

Yep. That’s exactly what the Gap brands would have you do. You can indeed if you so choose buy that bikini to go with your work outfit and don’t forget the flip flops. But, then, where does that leave the Gap? Is it just a slightly more pricey Old Navy? That just seems to expose how that brand’s value prop has been, like the Giving Tree, taken away from all angles. I like how the cart comes down as a visual indicator that an item has been added to the cart and doesn’t take you away from the page you’re on, but disappointed at how the interactivity doesn’t seem to be consistent across all the properties. Oh well. Next release perhaps. 

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21 May 2008 0644H

10 e-commerce lessons

from Tony Hsieh, CEO of Zappos (second time I’ve mentioned them in the last week or two!) by way of eCommerce Optimization. Particularly so for startups, I think, more difficult to apply for established companies with brick and mortar presences. But hey, Sears sold more than $2 billion in goods last year through the ecommerce channel, so, who says this doesn’t apply.

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19 May 2008 1229H

UI Design in an Agile Environment

By way of my friend Joel in Hong Kong, who went to the HCI Conference in Florence:

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