Dick Smiths have recently launched their new web site and it’s fair to say its a small step forward.
From a design point of view, the most obvious change is the adoption of a ‘filter out” attitude when it comes to the content. On the product pages the content is divided into tabs… and users must click (dig) to see more information. That is extra work for users. On the category pages the content is split up into lots of genres, but some of them are very small… more work for the user.
Personally I don’t like their shopping cart. I’m not a fan of shopping trolleys that auto-update without you noticing that something has changed. It makes me wonder if the site works… or if I can even order things from it. We always use a trolley page (with the new item added to the top of the list) so customers know exactly what has happened (and then there’s also the added bonus of a really obvious “proceed” button).
Overall the new design is a small improvement and they have managed to drag the web site forward to this century. We’re pretty confident however, that our new baby will represent a more significant improvement over our current web site… one year later admittedly!
One of the interesting questions the DSE site does raise is — should the use of the Silver Fern be reserved for New Zealanders and New Zealand companies?
Dick Smith is Australian-owned. By using the silver fern… are they trying to pass themselves off as a New Zealand company? Something about that doesn’t seem quite right? Love to hear your thoughts on that.
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