What’s the point?
Before designing our own website we first needed to observe and evaluate existing websites. Evaluating existing website designs is an important step in the design process as it allows designers to see what works and what doesn’t without having to make the same mistakes themselves.
Depop is an online store targeting creatives and allows its users to sell their own belongings on their profile. Items for sale vary greatly with the most common item being clothing. In terms of usability the Depop website is incredibly effective. The home landing page is very intuitive with users being greeted with a selection of the most popular items for sale and a search bar. Users can use the search function to find any specific items they are looking for.
You could also use these points to consider the website accessible with the simplistic design and functionality allowing for easy use even for those who are less tech savvy, such as the elderly. This is backed up by what can be seen at the bottom right of the screenshot where Depop offers a translation of the entire website into Italian which makes the website accessible for multiple nations also. Depop has also clearly carefully considered their visual hierarchy with the items for sale being the thing that attracts the eyes of the viewers the most with their gaze only being stolen briefly by the bright Depop logo in the top left hand corner.
The Depop website does have some flaws however which mainly fall into the categories of functionality and visual design. Firstly, other than the search function there is very little else for customers to do on the website. The only way of sorting through the mass of products listed is to search for a term and then view all the results related to that term. There is no function for categorising listed items allowing for a simple filter to be applied whilst searching. This means many people may lose interest in the website before finding the item they wanted as a result of the time it sometimes takes to find the correct item sometimes making it not worth it. Secondly, the website is very plain, the landing page and even the returned pages after a search simple consist of rows of squares which makes for an incredibly boring and forgettable experience. The visuals of Depop fail to create any excitement of satisfaction meaning that potentially returning customers are being lost due to a lack of memorability.
Deliveroo is a website and app based service allowing for the ordering and delivery of food from restaurants that previously did not provide a delivery service in the UK such as McDonald’s. The landing page makes the use of the website incredibly easy with users being instructed to enter their postcode before seeing any of the food on offer. The phrase “Your favourite restaurants, delivered fast to your door.” explains to users the basic premise of the sight right away allowing for easy usage during the rest of their time on the website. Once your postcode has been entered you are taken to the home page where all available establishments are listed and all of the relevant information including prices and expected wait times.
This placement of information is one of the most effective aspects of the deliveroo website. Users have access to all of the information they require without having to press a single button. This creates an incredibly usable website which provides customers with an intuitive, fast and efficient service which not only encourages users to use the service again in the future but also means that no customers turn to competitors due to an inability to understand how to use the website. This intelligent design creates an incredibly accessible website with even those with less experience ordering food online will be able to quickly learn how. It can also be seen how Deliveroo used the idea of visual hierarchy. Deliveroo decided which information was the most important to customers, and they decided it was price and expected time for delivery. These are the two main factors when choosing somewhere to order from and so by placing this information alongside each restaurant it ensures that customers make their decision and order their food in as few button presses and possible and with as little time as possible spent trying to cross compare restaurants trying to decide which is the best choice.