Comparison and Contrast Bathroom Websites - Case Study Example

Multimedia Essay Compare and Contrast Bathroom Websites Introduction One of the important marketing communication tools, which have a huge potentialto attract the customers is e-commerce. In this Internet enabled world with multimedia playing a universal role, the majority of people are carrying out many of their day-to-day activities and tasks from the comfort of their own homes or work through websites. “The Internets success is just one example of the power of multimedia” (McGloughlin). In this essay, I will compare and contrast two web sites related to similar bathroom products, www.ikea.com/gb/en (UK Ikea site) and www.nicebath.com by taking into consideration various factors relevant to multimedia applications. I will be then suggesting ways the sites could be improved. www.ikea.com/gb/en is the UK segment of the Sweden based website which offers a wide range of home furnishing products for UK based customers. Its product range covers all the parts or sections of a house and United Kingdom’s Ikea maintains separate pages for each section. The links to each section is placed horizontally on the top, which includes the bathroom section and clicking it, will take one to a separate page (opens in the same window) which features Ikea’s bathroom products. On the other hand www.nicebath.com is a one-stop resource for wholesale consumers offering only bathroom products. “We offer a variety of shower enclosures, shower cabins, massage bathtubs and shower panels, all manufactured for wholesale customers” (nicebath.com). The factors which can be taken into consideration for comparison, and which can give a better idea of the strong and the weak points of the website are: Target Users: In the case of Ikea, the target users are UK based consumers specifically family members above 25, who want to purchase products from their homes using convergent technologies. That is, Ikea in its homepage or main webpage has separate links to each country, so when users from UK visits Ikea’s homepage, they will normally click the link to the “Ikea United Kingdom”. So, this arrangement will give sufficient idea that the target users of Ikea will be mainly UK based customers. In the case of nicebath, the targets users could be wholesale customers from any part of the world, who wants to buy the products for their stores or for sale. It offers products to the queries sent through the internet (that is through inbuilt communication page), by e-mail or fax. After getting the query, it will send the products to any place with a delivery fee. Navigation: In Ikea, the navigation bar is very smooth, with all the bathroom related links provided on the left side which also include small graphical icons of bathroom products (refer 1a). Therefore, this makes the navigation ‘intuitive’ to guide the user of its function in determining to which page it would take them to. For example, when user points to an icon showing a light bulb next to the ‘bathroom lighting link’; it will take them to a page which includes relevant images/details of bathroom lighting products. Apart from that, links are also provided through photos of the products, which scrolls horizontally and when clicked moves to a larger screen. There only the most interesting and appreciable work of the website comes into action. That is, when the photo moves to a larger screen, it contains hotspots with mouse events showing link points (with ‘plus’ sign), clicking which, provides details about each product, which could be found or placed in different bathrooms. So, the navigation works seamlessly with easy usability by providing more details. As for the case of nicebath, the navigation appears little out of order because links to the different topics are not provided in a consistent manner. That is, some links are provided on the left side, some other on the top and other in the bottom of the homepage (refer 1b). It makes the navigation little taxing. Speed: relates to how long it takes for a webpage to load. In the case of Ikea, even with the good amount of graphics or Flash animations, the page loads quickly in a standard broadband connection. But in the case of nicebath, the pages with photos of products load slowly due to the high number of photos. Audio: Audio which is now making presence in many websites is also found in the Ikea website. Even though, it is not found ‘attached’ to the pages or when the page loads, audio is integrated in the form of Ikea’s unique Interactive concept, “Need Help? Ask Anna”. This interactive customer advisor or digital assistant answers all type of product related questions in a female voice. So, the visitors after turning on the sound of this interactive feature (by ‘ticking’ a small box in the new window, which opens when the link to that feature is clicked) can start the question and will receive relevant answers in sound. But, in the case of nicebath no sound is integrated in any part of the website. Graphics: The graphics are the main component of a website which will make the first impression among the viewers. That is, visitors of Ikea website will be easily enticed by the smooth flow of Flash graphics combined well with HTML and XML tags. The graphics apart from being beautiful and smooth flowing adds a lot of functionality to the website. Even though, the Flash graphics loads quickly in a standard broadband connection, its performance in a dialup connection needs to be tested. In the case of nicebath, no Flash or any other graphic is included. Images: Both the websites has good quantity of images of the products. Nicebath has higher product images than Ikea, with each link to the products list on the left panel, having multiple collections of photos (refer 2b). While in the case of Ikea, images have a glossy finish, and Flash graphics accentuating the sliding image dynamic effects. Content: In relation to the Content, both the websites provide a good amount of relevant information. In the case of Ikea, all the product information including price, Key features, designer, Assembled size, care instructions, product description & measurements etc are given. This will surely help in making the correct choices. In the case of nicebath, even though it provides good content with features like “Question & Answers” (where common bathroom related questions, which includes questions about bathroom products and general matters are asked and answered), it fails to provide more product information. This is a concern, as a wholesaler which is more professional (business customer), will expect to see detailed product information. Therefore nicebath mainly provides images of the product and fails to provide the relevant price and product information. Conclusion After comparing both these websites, www.ikea.com/gb/en and www.nicebath.com by taking into consideration various factors, one can come to the conclusion that Ikea’s website appears and functions in a far more superior and effective manner than nicebath, leading to the suggestion that Ikea need no further improvements. In the case of nicebath, even though it can excuse itself from making the needed dynamic enriching improvements, by saying that it was primarily directed at wholesalers (who will primarily focus on the product and not other multimedia and Graphical User Interface aspects), nicebath should be improved. Firstly, the look should be improved, for that, images should be innovatively used. For a start, images with female models in almost semi-nude appearance having a bath or just sitting with idly should be removed. As it is a product based website, there is no need use people in the images. The products and its information should be provided clearly in a consistent way because some products are priced, while no price is given for majority of the products and it lacks product information. In the homepage, each section should be arranged in a clear manner because in the present state, advertisements, product range, Questions & Answers sections are all placed in an illogical and uneven manner. Also, more information should be given about the location of nicebath’s offices and how the product delivery works. This will make the potential wholesale customers trust nicebath more and maintain customer loyalty. So, overall the website of nicebath has to be improved integrating many components, while Ikea is perfect and should function in the same way only improving its accessibility, in the aspect of search engines. Appendix: Table of Comparisons www.ikea.com/gb/en 1. Target users are common people from United kingdom 2. Navigation are smooth and interesting and includes hotspots 3. Speed is good in spite of Flash graphics 4. Audio is integrated in interesting way 5. Graphics are added effectively 6. Have images with glossy appearance and dynamic effect 7. Content is good as it covers all the aspects www.nicebath.com Target users are wholesalers from different parts of the world Navigation appears disjointed and there is no hotspots present Page loads slowly due to high number of images Audio is absent Graphics are non-existent High number of normal images which aren’t dynamic Misses important details such as price and other product information Exhibit 1a Exhibit 1b Glossary: Word Definition Convergence Technology Refers to a trend where some technologies having distinct functionalities evolve to technologies that are overlapping, i.e. telephone calling are made through internet Graphical User Interface A method of interacting with a computer that uses elements which are graphical such as windows, menus and icons together with a pointing device such as a mouse. Multimedia Refers to the presentation of a (usually interactive) computer application, including media elements such as text graphics, video, animation, and sound, on a computer. Usability The extent of how easily anything, but mainly computer software, can be operated by users for the purpose for which it was intended. Accessibility Features which ensure that the content of sites or presentation for example can be accessed by people with disabilities of any kind. E-commerce E-commerce means selling products and / or services over the Internet HTML A collection of predefined tags typically used in the development of Web pages. XML The World Wide Web Consortium (W3C) mark-up language for Web documents that lets programmers create their own customized tags. Hotspot Is an area on an image map that is ‘active’, such that a mouse event in that area will trigger some form of action. Mouse event Any mouse input occurring at a different point in time, e.g movement of the mouse over an active area of the screen , clicking the mouse button, etc. Navigation bar A set of links, often using rollovers, placed on a collection of Web pages to provide standard navigational access to each page. Digital Assistant A type of software application, or part of a software application, designed to guide you through a process. Such programs are often characterized as the user’s personal assistant and are depicted as a person, animal or character. E.g. paperclip in office applications References: Ikea, Bathroom, accessed October 31, 2007 http://www.ikea.com/gb/en/catalog/categories/rooms/bathroom/ Nicebath, Bathroom products, accessed October 31, 2007 http://www.nicebath.com/ Oracle, Glossary, accessed October 30, 2007 http://www.oracle.com/glossary/txx.html Wikipedia Encyclopedia, Marketing, accessed October 28, 2007 http://en.wikipedia.org/wiki/Marketing McGloughlin, S. (2001), Multimedia Concepts and Practice – Part One, Prentice-Hall. Read More

Therefore, this makes the navigation ‘intuitive’ to guide the user of its function in determining to which page it would take them to. For example, when user points to an icon showing a light bulb next to the ‘bathroom lighting link’; it will take them to a page which includes relevant images/details of bathroom lighting products. Apart from that, links are also provided through photos of the products, which scrolls horizontally and when clicked moves to a larger screen. There only the most interesting and appreciable work of the website comes into action.

That is, when the photo moves to a larger screen, it contains hotspots with mouse events showing link points (with ‘plus’ sign), clicking which, provides details about each product, which could be found or placed in different bathrooms. So, the navigation works seamlessly with easy usability by providing more details. As for the case of nicebath, the navigation appears little out of order because links to the different topics are not provided in a consistent manner. That is, some links are provided on the left side, some other on the top and other in the bottom of the homepage (refer 1b).

It makes the navigation little taxing. Speed: relates to how long it takes for a webpage to load. In the case of Ikea, even with the good amount of graphics or Flash animations, the page loads quickly in a standard broadband connection. But in the case of nicebath, the pages with photos of products load slowly due to the high number of photos. Audio: Audio which is now making presence in many websites is also found in the Ikea website. Even though, it is not found ‘attached’ to the pages or when the page loads, audio is integrated in the form of Ikea’s unique Interactive concept, “Need Help?

Ask Anna”. This interactive customer advisor or digital assistant answers all type of product related questions in a female voice. So, the visitors after turning on the sound of this interactive feature (by ‘ticking’ a small box in the new window, which opens when the link to that feature is clicked) can start the question and will receive relevant answers in sound. But, in the case of nicebath no sound is integrated in any part of the website. Graphics: The graphics are the main component of a website which will make the first impression among the viewers.

That is, visitors of Ikea website will be easily enticed by the smooth flow of Flash graphics combined well with HTML and XML tags. The graphics apart from being beautiful and smooth flowing adds a lot of functionality to the website. Even though, the Flash graphics loads quickly in a standard broadband connection, its performance in a dialup connection needs to be tested. In the case of nicebath, no Flash or any other graphic is included. Images: Both the websites has good quantity of images of the products.

Nicebath has higher product images than Ikea, with each link to the products list on the left panel, having multiple collections of photos (refer 2b). While in the case of Ikea, images have a glossy finish, and Flash graphics accentuating the sliding image dynamic effects. Content: In relation to the Content, both the websites provide a good amount of relevant information. In the case of Ikea, all the product information including price, Key features, designer, Assembled size, care instructions, product description & measurements etc are given.

This will surely help in making the correct choices. In the case of nicebath, even though it provides good content with features like “Question & Answers” (where common bathroom related questions, which includes questions about bathroom products and general matters are asked and answered), it fails to provide more product information. This is a concern, as a wholesaler which is more professional (business customer), will expect to see detailed product information. Therefore nicebath mainly provides images of the product and fails to provide the relevant price and product information.

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