ASOS: How well are they doing it?

Here is the task of the week: I need to evaluate a website´s user experience design (on both desktop and mobile devices) for a fast-fashion retailer company. I decided to choose the ASOS brand. I have heard of this brand multiple times, but I have never purchased anything nor visited its website. I know…guilty. Then, why ASOS?

I decided to write about it because I have no prior experience that biases my judgment or perception. I do not really know much (or anything) about the company. So, you will only read the impartial and honest opinion of a marketing student, but above all, of a woman who loves shopping. That sounds like a formula for success!

So, time to dive into my first ASOS experience…

ASOS Home Page

Here we are! And my first thoughts: the website is shiny, colorful, young, cool, fun, fresh, modern… I like it.

The first thing that caught my eye was the immediate call to action button right in the middle of the screen: “This is ASOS. SHOP.” It seems like they are not interested in pulling your attention through catchy phrases, extended menus, or excessive information. The brand just wants you to click and go straight to discover the cool stuff for yourself. And it works for me.

In case you decide to scroll down, you find two strategic incentives: “Free shipping, free returns,” and “Students get 10% OFF for a limited time only!”. I have to admit I am getting VERY tempted. By this time, I can tell the brand is very focused on guiding users towards conversion, but I think in a very subtle and friendly way.

When I clicked on “SHOP WOMEN,” I thought I was going to be lead straight to the catalog. Instead, I came across a page that offers creative methods to search and discover the brand´s products. I found engaging strategies, such as displaying an influencer’s “must-have” items.

It also offers a style feed where you can get tips and outfit ideas, and even learn about their eco-friendly collection with recyclable materials. I actually found the content to be very engaging, persuasive, and even informative. I was surprised. Besides, you quickly catch the brand´s fun and versatile personality.

Even though it sounds like a lot of content on the same page, it did not feel oversaturated. From my point of view, the designers created elements that are visually balanced and consistent from page to page:

· The site remains very easy to navigate and to find what you are looking for.

· Has original titles and content that speak the young segment’s language. It also allows for easy visual scanning.

· The site shows lots of cool young adults with trendy outfits images that reinforce the message and appeal to the audience.

· Many bright colors and animations blend cleverly, with white spaces that visually help the user absorb the information.

All of these aesthetics make the site very pleasant to navigate through. Somehow the website simplifies discovering its more than 800 fashion brands, with multiple categories, more than 30 sizes, and filters to quickly find what you are looking for. It manages to do that without being overwhelming.

What about ASOS on mobile device?

The first thing I saw when I open the ASOS website on my phone, the home page images are low-quality. It was not the case with the catalog photos and the rest of the pages, though. Still, it was a first wrong impression.

Despite that, the website has a good responsive design, adapting to the platform size and orientation. The designers succeeded in allocating the same elements within the mobile device: the font size is legible, the buttons are easy to click on, the images have high-resolution, it performs at high speed, etc. Overall, you can tell you are looking at the exact same site, either from a mobile or desktop device.

I think ASOS has a great website, but I wish I could have seen some Artificial Intelligence tools in it. For instance, Chatbots offer valuable customer service for any e-commerce platform. It provides an excellent opportunity to interact and influence the user’s shopping experience. Moreover, not having a customer’s online review section had a negative impact on me. In my opinion, it might decrease the credibility and trust of the brand for new customers like me.

We just arrived at the end of my journey through ASOS website! As a marketer, I think it is a very well-thought and very well-done website, very cohesive in both desktop and mobile devices. As a “shopaholic”, my shopping cart is already full of items. So, I think that says it all.

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thoughts and reflections on digital-first marketing from NYUSPS Integrated Marketing Grad Students

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Cristina Balcazar

Cristina Balcazar

Marketer and passionate about the customer experience · Grad Student at NYU· MS in Integrated Marketing

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