Good UX, good interaction!
There are several competitors for M&M. Here, the one website I want to analyze is Cadbury. When I open the website, there is no loading time, and the purple color jumps into my eyes. I believe it is their theme color. The opening site is their story, which is their “ About Us” section. Just as its name implies, It is good for customers to know their story, but I think it will be more convenient if the open page is the shop section. Most people open the website for shopping.
Their website has five sections — -About us, Product, Shop, Recipes, and Fundraising. Basically, this website has all things need for me as a customer.
Nevertheless, I do think product and shop are kind of redundant. Their product site provides different filters for the customer to determine which product they will like, a user-centered feature. However, customers cannot add the product to the cart through this site. From a customer perspective, if I choose a product through this site, I really want to add the product to my cart so that I don’t need to go to the shop area to find the product.
The product introduction page clearly gives information about the product, including size, storage method, serving per pack, ingredients, nutrition, and allergy, which is user-friendly.
For shop site, they provide filters as well, and they also add the price range for customers, which is also easier for customers to shop as their preference. Furthermore, customers also could shop by type. And they also can choose products for different occasions and festivals. These are the main functions for customers to find their ideal product. And I think it is enough for customers to shop at a chocolate website.
Either product site or shop site provides customer reviews for each product, which is a good way to listen to customers and know customers' needs. What an effective communication with customers!
I really love their recipe site, which shows different recipes we could do using their chocolate. This section gives more ideas for people who love cooking, and this is also another way to promote their product to the target audience who love cooking. They give customers different filters for the recipe as well, basically is a different type of chocolate, different occasion and different festival.
Different filters really help customers to find their perfect match.
They also have a fundraising section, which you click on it, it will transfer to another website, and they will justify the currency by your location.
As we are in the age of digital marketing, portable devices such as mobile, iPad, and others play an important role. UX not just on the desktop website.
For their mobile site, it’s basically everything the same as the desktop website. But the size of the site matches the mobile size. The minor difference is that a catalog on a mobile site hides the filter for different sections, but it shows on the desktop website's main page. This is also for adapt the mobile size.
“Perfection is achieved when there is nothing left to take away.”
Antoine de Saint-Exupéry, writer and aviator
That means a good UX should have four standards: content, simplify navigation, restrict user inputs and ensure continuity consistency. (The hyperlink is the specific explanations for these standards, if you are interested, feel free to take a look)
A good UX will enhance the experience that people have while interacting with the product and making sure they find value in what you are providing. I think Cadbury made it!
