LuxuryFinder.com Feature Review
Wednesday, August 2, 2000
By Christine Yu, Creative Good analyst
Summary: LuxuryFinder's 'Ms. Find It' Not Much of a Find
Date of our evaluation: July 9, 2000
How to get there:
1. Go to www.luxuryfinder.com
2. In the left navigation, click "Shop by Brand."
LuxuryFinder.com, a high-end e-tail site, disorients customers with jarring, animated navigation on its "Shop by Brand" page. LuxuryFinder attempts to help shoppers by providing descriptions of each brand with the image of a model, but ends up creating a bad customer experience instead.
Customers can choose to "Shop by Brand" through a link in the left-hand navigation bar of the home page. Animated doors open and enlarge to reveal a list of brand names arranged in four columns within the doorframe. When customers roll over any of the brand names, the three other columns disappear and an image of a woman named "Ms. FindIt" appears to one side.
As customers roll their mouse over "Agnona" in the left column, for example, Ms. FindIt appears in the middle of the page along with a description reading "The world's finest cashmere goods." If customers roll over "Frédéric Fekkai" in the second column, Ms. FindIt appears to the left and the text "Handbags and Hair Accessories that combine brilliant color and whimsical details" appears to the right.
Customers must endure constant changes when using this page. Columns, brand descriptions and Ms. FindIt all continually disappear and reappear. This hides many of the customer's options, making it harder for them to get a handle on their desired brand and shop. Further, the implementation is visually jarring as Ms. FindIt appears in various locations depending on where customers move their mouse.
LuxuryFinder could provide brand information more effectively by removing the disappearing images and text and presenting brief descriptions next to each brand name. The change may result in a longer page, but would make shopping on the site less confusing.
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