E-commerce websites have to be user-friendly

I was surprised to read Vitamin Blue’s comments (DW 2 June) suggesting e-ventures do not survive because of a lack of creativity on Web branding strategy.

In my view, it is entirely the opposite case: design input is often at the forefront throughout a project, with little expertise in the usability and the back end programming of the site.

I don’t think boo.com failed because of a lack of branding. It developed a good identity and nice visuals, not to mention a large-scale advertising campaign.

However, the working and technical elements let the site down. How could it possibly have been a success, when a consumer visiting the site was confronted with a sometimes tedious and flash-reliant experience?

We as designers need to re-think our strategies when designing for e-commerce. I agree the branding must be tackled in a different way to a traditional identity, but the most important thing which I think designers forget is the information and the need for an intuitive user experience.

We need to allow the user to buy a product with the least possible effort. Designers need to stop treating e-commerce sites the same as “information only” sites. However, the perfect balance can be struck, which will lead to better e-commerce.

George Ioannou

Graphic designer

Snow Valley


Latest articles

First look at London Design Fair 2019

Much of the work at this year’s event is underpinned by sustainability, with designs from the likes of Mexico, the UAE and Scandinavia all being featured for their eco-friendly credentials.