Web Design Information

This article proposes a human, rather than technical, basis for the design of shopping websites. It suggests an approach that: reflects real world shopping principles; allows shoppers to complete familiar tasks and procedures; reassures shoppers that their purchasing decisions are sound; is based on non-technical shoppers' needs and abilities.

My wife and I are English. We've just moved to Holland, a lovely country, albeit a country that is alien to us. Yesterday, we went shopping locally for a new pair of work shoes for my wife. As we were going into unknown and unfamiliar territory, it occurred to me that the experience was similar to non-technical people shopping online for the first time. Since I run a shopping website, I decided to record our experiences, to see what I could learn about good site design and best practice.

My wife is a skilled, real world shopper. The first thing she did, therefore, was to make a mental list of what kind of shoes she needed: 'must have' attributes, 'could have' attributes, acceptable price ranges and possible brands. The list was not overly specific initially, to provide flexibility. It read something like this: brown, leather uppers, flat heels, wide fitting, plain styling, up to 60 Euros, Hush Puppies.

We arrived in our nearest Dutch town and started to shop. Like the Internet to non-technical people, this was a new, exciting and yet daunting shopping environment. We had no idea: which shops we'd encounter, which order we'd encounter them in, or in which shop we might be the most successful. When we saw a Dolcis store, a brand we were familiar with in England, we felt reassured and entered. This was less alien territory, which seemed to offer us a degree of security.

The next thing we did was to head for the women's shoes. As in most shops, Dolcis' goods were grouped geographically, according to an implicit logic. The grouping allowed us to bypass the winter boots, even though my wife has (lower priority) winter boot needs. As we passed by, I sensed that she made brief mental notes about winter boot features and benefits, for future shopping trips.

Arriving at the women's shoes, we found goods displayed in a uniform fashion, with similar offers positioned side-by-side, to facilitate rapid comparison. From any viewing angle we chose, we could evaluate easily the shoes in relation to one another. Because the shoes were all one size and the lighting was good, we could appreciate quickly relative dimensions, shapes and colours.

Having ignored shoes that didn't meet my wife's 'must have' attributes, or price and brand parameters, the next step was to touch the remaining, short-listed shoes. At this stage, we wanted to conduct very close, almost intimate inspections. We wanted to 'tumble' each contender in our hands. We wanted to appreciate the raw materials used, to smell and feel the leather. We wanted to know the standard of workmanship, as well as any potential design or manufacturing flaws.

This, clearly, was a key, kinaesthetic stage in real world shoe shopping. We wanted to taste the physical attributes of each potential purchase. Not only did we want to know tangible facts, like weight and volume, we wanted to judge intangibles too, like whether the shoes would 'go' aesthetically with various trousers, skirts and dresses already in my wife's wardrobe.

Once the tumbling stage was over, another important stage began: trying pairs of shoes on, to see how well the selected styles fitted. With each style being physically different to the other, it was vital to ensure a good degree of comfort. My wife walks many kilometres at work and, to compound our shoe-buying problems, she has different size feet! The ideal shoes had to be practicable therefore, in a variety of weather conditions.

I must say that the shop assistant was very helpful and informative, so much so that we were able to reject several contenders and reach a final decision. Since the price of the chosen shoes was acceptable and the service had been good, we didn't feel the need to look for cheaper offers in other shops. That was it then; the decision was made. All that remained was to take our purchase to the check out.

At this time, the assistant tried valiantly to sell us a range of ancillary products that would enhance our purchase. These products were recommended by the manufacturer and other shoppers, apparently. We declined politely and handed over a credit card, entered a PIN and picked up the shoes, now in shiny packaging. The Dolcis carrier bag allowed us to show-off our purchase to other shoppers and added to our sense of wellbeing: we had just met an important need! Our satisfaction was enhanced by the knowledge that we could return the shoes for a full refund, if they were unsuitable or unsatisfactory.

So, what can shopping website designers learn from this analysis of one, real world shopping trip? Despite the lack of scientific and statistical rigour, I suggest the following:

* Allow shoppers to make a list of what they need, even if it's just a general statement of: what the goods must do for them, what constitutes an acceptable price range and how long they're prepared to wait for delivery.

* Allow shoppers to enter the size, colour and number of goods they are looking for too. Shoppers usually know such matters from the outset and the data entry gains commitment.

* List clothing sizes in the various ways used around the globe (see more on sizing below).

* If requested by the shopper, use this information helpfully, to suggest interesting options.

* Promote brands, whether they are familiar High Street brands, or new brands. Whatever you do, promote brands. They encourage feelings of safety and security, confidence in short.

* Help shoppers to search for and find what they need quickly and easily, whether this is by text-entry into a search engine or by exploring logical classifications.

* By all means, briefly show shoppers other goods that may interest them now or in the future, whilst they are 'on their way to' the goods they are looking for.

* When they arrive, display goods initially in a uniform manner that enhances the commodity and is acceptable to shoppers. For example, shoes might be displayed as if shoppers were looking at them from the front, right hand side and slightly above.

* Show the nearest similar goods alongside each offer, so shoppers don't waste time looking too narrowly and, possibly, buying the wrong goods. I suggest a maximum of five options on screen.

* Illustrate or photograph goods to very high standards, in ways that make clear function and form. Ideally, allow shoppers to see true colour alternatives, as they would appear in daylight.

* Tell shoppers the price of goods, ideally including taxes and delivery charges; also tell them the current stock levels and delivery times. Be honest, don't leave nasty surprises until the check out.

* Allow shoppers to explore potential purchases in three dimensions, to see what goods look like from different perspectives and in different modes. At least offer them front, side and top/bottom views, as well as the chance to zoom in and zoom out.

* List the raw materials used to produce goods, explain the method of manufacture and state the quality assurance methods. Describe finished goods in terms of features and benefits to shoppers.

* List too physical parameters, using metric measurements. Metric is the future.

* Include non-standard, but nonetheless useful, measurements too: measurements that allow shoppers to judge the likelihood of physical 'fit' in their homes. Compensate for the fact that shoppers can't try things on and avoid the hassle of having to return ridiculously unsuitable items.

* Include manufacturers' names and model numbers. More importantly, because these descriptors can be spelt in numerous ways, include the barcode number. With this unique, standard number to hand, shoppers could find the best deals online easily.

* Offer access to a knowledgeable online shop assistant, ideally a real-time 'live' assistant, rather than one available by e-mail. A freephone number is worth consideration, as long as shop assistants speak suitable languages, aren't automated and 'pick-up' telephones quickly.

* Show related purchases at the check out only. Don't confuse or agitate shoppers by presenting too many potential add-ons, or upgrades too early in the buying process.

* Make checking out swift and simple. Resist the temptation to collect personal details that shoppers find intrusive, questionable or irksome. All you really need are the card and delivery details.

* Ensure that your fulfilment process is swift and sure. Shoppers like to have goods in their hands within days (ideally hours) of making cash and time investments.

* Ensure that your returns procedure is equally proficient. Shoppers will want to return unsuitable or faulty goods with minimal fuss and to receive card refunds as quickly as possible.

By understanding how real people shop in real shops, we can do much to promote online shopping. I fear that too many online shops are designed around current technologies, in ways that de-skill proficient real world shoppers with cash to spend. The time has come, I suggest, to base shopping websites on shoppers' needs and abilities and to adapt the technology accordingly.

Steve Hawker is a partner at http://www.ehawker.co.uk E-mail him at: info at ehawker.co.uk © Steve Hawker 2005. All rights reserved. The article must be reproduced in its entirity, including this biography.