Website Evaluation - Assignment Example

Name Lecturer Course Date Evaluating a web site URL: http://www.zara.com/ Task 1 – Contextual Analysis Zara is leading designer, manufacturer and distributor of clothing fashion in the globe. The advent of Internet has allowed the company to connect more and more to greater international market segments. Its website reveal a number of features that can be analyzed according to the intended users, level of expertise, the reason they customers will use the system, the tasks users can do, technical and environmental considerations. Intended users With the understanding that Zara has developed some competencies and is known for offering high-quality and branded products with a recognizable image to customers, has already created a sense of community in many market segments and reputation as reliable manufacturer, its website is designed for wide-range of users. Zara compete in fashion industry through innovation and short-term release of new products (Park and Lennon, 150). In turn, the website provides information of the recent fashions for regional, local specialty and retail specialty shops. Additionally, its information focuses on major national shops. Individual customers or institutions can also order customized products from their online stores (Zhenxiang and Lijie, 196). It appears that most of its intended users are young people as they indicate that users can follow them through Facebook, Instagram, Twitter and Pinterest. Its website is intended to provide worldwide users with access to their products. It offers a place where a user will select a store by selecting their country from the list, then, noting the common languages in a certain country; they offer a place to select the language. Once the user enters, they can access to a range of products and other necessary information. Level of expertise One can tell the level of expertise from various parameters as revealed in the website. First, the fashions provided shows that Zara targets young users who active users of websites and fast in embracing technology. Secondly, it does not mean that adult and the elderly cannot use the site as the information provided on the site is straightforward. Additionally, there is a place for customer support with choice to chat or call meaning that despite the level of expertise of the user, they can still access to any information and assistance (Schmutz, et al, 123). Thirdly, FAQ part shows that the users of the Zara website mainly comprise of retailers in specialty shops, as many questions revolves around customized sizes, ordering bulk consignments and so on. Use the system The reason such users will use Zara’s website can mainly be noted by how Zara puts it; trendy, all weather fashions and the way they keep their fashions updated within a short-time. It not only has products for individuals but a user can search products for Kids, women, men and TRF. Secondly, consumers are always looking for branded products that they can enjoy with their family and friends, while others are looking for high-tech manufactured fabrics and Zara is known for all quality. Tasks users can do on the web site First, the website provides for general information where after entering the user’s country and language, one accesses trending fashions, store locations and contacts. There is a link to basic corporate information. The link to compelling story of customers and stores is very impressive to users who would like to read about the global response on Zara products. At the same time, a new user can like their Facebook page that has “likes” to receive updates from the company. Zara Twitter feed is also available.  Thirdly, for those who do not want to contact their respective stores, the website shows that Zara is a responsive company and cares of what individuals might be thinking about them as Chatterjee and McGinnis (p.1) observes. A user can submit their story and suggestions on any topic including experiences with Zara’s fashions, environmental concerns and so forth. Technical considerations Zara provides users with information on Electronic Payment Systems. The FAQ has elaboration on common payment gateway challenges for new users. In turn, it advises consumers on how to carry out the transactions and facilitate fast and secure virtual cash transmission. Environmental considerations Zara provides environmental considerations in it’s +information about its historical trend toward health-conscious design, manufacturing, recycling activities and concerns. They reveal the natural environment concerns and how consumers increasingly contribute to its philosophy of safeguarding the environment. It also indicates the firm’s contributions to specific socially responsible programs through campaigns option in various countries mostly Europe and United States. The website shows their audit reports from suppliers’ responsibility and partnership with third parties and respective environmental organizations to carry out responsible operations and to raise their accountability to government regulations and meet conservation criteria. Task 2 – Evaluation Plan Visibility of website status: Zara site has recent information revealing that it is updated regularly to keep its users informed (Chiou, Lin, and Perng, 65). Through the chat and call options, they can ensure that appropriate feedback is provided to the users within reasonable time. The website and real world: Zara’s website is designed to facilitate access by worldwide users through user's language. For instance, for United States, there are language selections for English and Espanol users. It follows the conventions as its information appears in a logical order. For instance, from “About Us”, “products” “FAQ” “Support”“contacts us” and so on. Minimalistic design: Zara’s website is neither redundant nor trying to provide very comprehensive information. It only shows relevant and often needed information (Chiou, Lin, and Perng, 65). With limited units of information, it increases its relative visibility. Consistency and standards The website uses the common wording for a website (Jiang, et al, 1). Especially for an online store, so, it is easy for users to navigate with words and actions that are easily understood from other situations. It also follows the convention of a clothing company with its use of fashion terms that are commonly understood. Flexible and efficient use: The space provided for users to key in details has the accelerators that respond according to key words. The aspect is very important to speed up interaction for both novice and inexperienced system’s user. The site allows users to refer or tailor their frequent actions. Though it was hard to note whether the system uses recognition as a way to minimize user's memory load, from the way options were provided after key-in words, it is easy to suggest that Zara’s website makes objects, options and actions visible. In turn, once the user enters a word or selects an option like country from one part, when on another part of the dialogue, the country’s code will be easily visible or insert itself and require confirmation. It is an important aspect where instructions to use a system is visible and easier to retrieve whenever appropriate (Jiang, et al, 1). Recommendations A major shortcoming of Zara’s website noted is having very minimal information on its first page at the click of the website. It only has selection for Store, Language and then Go. For novice user or even the experienced, the page might not catch much attention. However, if the website opens to the main page with About Us and others options and then has the country/store and language at a far left corner, it can be very beneficial. Obviously, Zara’s website is here for promotion purposes and it should prioritize to have the necessary information provided at the first click without assuming that all users will be motivated to continue without seeing some interesting options (Thongpapanl, and Ashraf, 3). Otherwise, to most users, it will just be seen as extended process. Secondly, most websites have videos to show the going on in the company, how consumers are interacting with its products or just a step by step of how they carry out online sales, shipping period and so forth. Most companies nowadays have noted the needs of the users to have interactive videos not just images (Chandon, Wansink, and Laurent, 79). For Zara, it can be a significant way to show the qualities and improvements in their fashions. Thirdly, another thing to suggest for Zara’s website is having a category to show how well it is concerned about job seekers and not only emphasizing on the customers. Most users comprise of college students and graduates. It can be motivating to see not only what the company wants to get from users but also what it can provide to the society. Comparison of Walkthrough and heuristic evaluation On one hand, while Zara’s websites compares to a greater extent to the evaluation done above, the fact that the page is black and white with options set on the far left corner of the page, it is not attractive and from aesthetic point of view, it is not attractive. On the other, Zara uses minimalist design by limiting the number of options making it interesting to go through each segment of its products and options for information. Additionally, all its information is expressed in a plain language and precisely indicate the most of what users can be looking for and major problem with constructively suggested solutions. The website also provides extra information such as free shipping and is specific by noting the free shipping only for standard orders that exceeds 50 USD, off sale and gift cards. Works Cited Chandon, Pierre, Brian Wansink, and Gilles Laurent. "A benefit congruency framework of sales promotion effectiveness." Journal of marketing 64.4 (2000): 65-81. Chatterjee, Patrali, and John McGinnis. "Customized online promotions: moderating effect of promotion type on deal value, perceived fairness, and purchase intent." Journal of Applied Business Research (JABR) 26.4 (2010). Chiou, Wen-Chih, Chin-Chao Lin, and Chyuan Perng. "A strategic framework for website evaluation based on a review of the literature from 1995–2006."Information & management 47.5 (2010): 282-290. Jiang, Zhenhui, et al. "Effects of interactivity on website involvement and purchase intention." Journal of the Association for Information Systems 11.1 (2010): 1. Park, Minjung, and Sharron J. Lennon. "Brand name and promotion in online shopping contexts." Journal of Fashion Marketing and Management: An International Journal 13.2 (2009): 149-160. Schmutz, Peter, et al. "Designing product listing pages—Effects on sales and users’ cognitive workload." International journal of human-computer studies68.7 (2010): 423-431. Thongpapanl, Narongsak, and Abdul Rehman Ashraf. "Enhancing online performance through website content and personalization." Journal of computer information systems 52.1 (2011): 3. Zhenxiang, Wei, and Zhou Lijie. "Case study of online retailing fast fashion industry." International Journal of e-Education, e-Business, e-Management and e-Learning 1.3 (2011): 195-200. Read More