Multiple Ways to Optimize the Web UX

The other day I began to search the competitor to the company my group is following; I decided to work on Seagram’s gin, a renowned gin brand produced in America, which forms direct competition with the Aviation Gin. By analyzing the Seagram’s Gin website, I conclude a couple of merits and drawbacks that interfere with web users.

Desktop:
As an alcoholic beverage brand, a stereotyped question, “whether you are above 21 years old”, comes before users enter the website. In the case of Seagram’s gin, instead of asking the question of age directly, it asks the audience to input their birth date, which tends to distinguish from others regarding how to ask this obsolete question. It did mark a little different when this type asked me.
The website comes a little bit stagnant to download its full-page since then it applies the animation, which causes unpleasant pauses. But the situation resumes quickly. According to PageSpeed Insights, the grade of this website is 76, which means that the page has a fast speed compared to other pages. Site speed is guaranteed.

Besides, I agree with its way of putting three selection on the top of the page with clarity, purpose-oriented and simplicity. It avoids giving cluttered information. The “Gin” part starts from presenting an image of seven flavors gin, which look bright and organized, and below are the details of each taste and its special cocktail recipe. Notably, contents are relevant and engaged with readers: for each product, the image is designed individually: for instance, for the pineapple twisted gin, the image of pineapples appears to the side of the bottle, and for the peach twisted gin, a slice of peach comes to the side of the container. Adding elements that are related to the flavor itself visualizes the context and lets consumers have the sense to get learn the product more accurately. In the “cocktail” part, it arranges a variety of cocktail in order with yellow titles; in this case, it is easy for users to control or know how to manage. Even though the content for each recipe is short and descriptive with no details of making-process, it is an appropriate message for users to understand what they can make with each one.

Lastly, as Sally Hogshead emphasizes in her video, “Harness the first 9 seconds”, the web has the most critical nine seconds to grabs its prospected audience as well; in this case, Seagram’s gin does an excellent performance to maximize the value of 9-seconds. On the first page, a mysterious video is hidden in the back of the symbol and becomes prominent, which may interest audiences instantly. And when following the direction, it presents multiple short-video to demonstrate different scenes at which people drink gin. It gives sufficient information for users to learn and get inspired, transmitting a vivid brand image that Seagram’s gin can bring a diversity of difference and a wave of energy to varied demographics. Further, the use of color, yellow and blue, is resonated with the brand color, reinforcing the expression of energy and authenticity of the brand identity.

Mobile:
In the mobile site, it is easy for users to navigate. A large-yellow font appears in the first glimpse conveys its sustainable status as America’s spirit; the animated video reflects different functions of gin when rolling down and then favors lineup follows. Contexts are easy to understand with limited choices. Thus readers won’t be overwhelmed. And on the left side bottom, it appears three areas for customers to focus on, and the right-side bottom promotes its social media platforms. Each two-part is direct and straightforward but purposefully. According to the PageSpeed Insights, the grade of the mobile system is 35, which is a moderate speed compared to other pages, an area needed to improve.

To sum up, although no AI is implemented to enhance the web UX and the website only provides the most common “Contact Us” function for people to reach out to the brand, its layout, and arrangement of both desktop and mobile transfers a clear brand image. It guides readers to understand more about the brand since a majority of information complies with what readers need and search.