Analysis of UX on West Elm’s Website
West Elm have greatly invested in the UX of their design to not only keep users scrolling but also ensure they make sales. The first time you login into the website, as a new user, they provide a snippet for 15% off discount on the entire order as long as the visitor enters their email address. What I noted is that this method is effective in generating emails that can be used in email marketing. When the new visitor enjoys the 15% discount, they also give the email where the company sends future notifications, deals and information about new products. In essence, this tactic is a win-win for both the shopper and the company. Besides, on the homepage, they use a minimalist approach by using highly interactive photographs of black contrasting color that definitely appeals to the eye prompting the visitor to continue scrolling or to click on various product categories. This interactive home page is highlighted by the screenshot below
The main website has a uniform theme that illuminates a white and cream color combination eliciting feelings of home décor and art, to which the company is committed with their various products. Indeed, it is also clear that the photographs of items listed on the website are high-definition and of the highest quality possible hence increasing the time that a visitor “window-shops”. Besides, the categorization of products on the website makes it very easy to locate particular items. For instance, if a buyer is interested in glassware or bath products or even baby products, they can simply locate them under the specific links without wasting time finding the products under general lists. If an individual does not want to flip between the various categories, they are presented with a search bar which takes one directly to the product of interest.
Apart from the minimalist spacing and the high-quality pictures on the website, the aesthetics are also enhanced by the use of limitation of words. The website has very short sentences that focus on showing the user where products are located rather than do entire product reviews. Another aspect that makes the website appealing is the replacement of annoying pop-ups by forms that are blended into the content. Even when using the mobile phone, the website is highly responsive since it is designed to also have a mobile version. Overall, the website is suited to its function and creates a highly-appealing and satisfying user design.
