Ruffles: Is their Website as Good as their Chips?
A UX analysis of Ruffles’ website on mobile phones and desktops
Looking for any fun and crazy type of chips flavours? You know Ruffles will have it! From jalapeño ranch flavour to flamin’ hot bbq to the classic original flavour you know you can’t go wrong with the infamous 1948 snacks brand. According to Statista Ruffles has the third highest market share of 9.5% in 2017 and is the national chips of the NBA.
Considering the popularity of this snack brand in terms of brand awareness and the number of purchases, I decided to analyse their website on desktop and mobile to gauge how user-friendly it is for newcomers who want a better understanding of their products.
The first glance:
My first impression of the Ruffles website was that it is useful and has a clear layout making it easy for consumers to find what they need. The website isn’t very distracting and has a clear purpose- to showcase their various chips flavours and where they can be purchased. Because the website is simple and user-friendly it creates ease for consumers and is a pleasure to use, especially as there are no pop-ups.
The content is informative and gets to the point without any complications. The about page is straightforward with 2 sentences about why Ruffles is famous. Because it is a chips brand the company did not need to add a lot of detail to its history and make it very wordy. I think this is a good aspect as it keeps it clear and concise as to why Ruffles is different from other chips companies. The website is easy to navigate if one wants to find additional information on a particular flavour or health facts, as the website includes a description, health information, and ingredients thus making the information educational.
One aspect I liked was how there was a direct link under each chip’s flavour of where to purchase the product. This enhances the customer experience as they don’t have to spend time on a second search for the product. Including reviews under each flavour is highly beneficial as well as it makes the consumer purchasing decision easier and faster. Incorporating a small area at the bottom of their page for social media is great as well as it draws the consumers in and allows them to learn more about the brand.
Aesthetics: designs, hues and appearances
The website is simple with minimalistic designs allowing it to be user-friendly to their audience. There are clear, bold subheadings on each tab making the site easy to navigate, and uses 3 colors (red, blue, and white), which makes the website engaging and attracts the audience’s attention. While these colors are bright and welcoming they do not make the consumer feel lost. The website is separated into 3 sections with each section having a different color- blue for the title and subheadings, white for the main body of the page, and red for their social media posts. The design is more organised and flat rather than innovative- this is not necessarily a disadvantage as simplicity eases the consumer experience.
All the lettering on the website is in capital letters but not in an overwhelming way, but rather in a way that makes the website look neat, tidy, and easy to read. All of the above- the websites’ lettering, font, colors, and positioning all reflect the brand’s personality: fun, cheerful, and relaxed with a touch of nostalgia. This makes their website welcoming for all ages.
Mobile vs website:
Viewing Ruffles’ website online and on the phone was the same, there was a responsive design as the user experience was just as easy, the information was the same and nothing was cut off. Furthermore, the font size was big and easy to read- which was important especially when one is checking the website on their phone. Additionally the spacing between the content was enough that one doesn’t accidentally click on something else. There is a drop down menu bar on the top right-hand side where all the sub-sections are listed, thus the content was reorganised in order to fit the device’s size. From layout, images, pixel sizes and resolutions to the typography Ruffles has done a good job in automatically being responsive to their website on different devices.
Whilst there is no AI used on the Ruffles webpage the bottom of their site has selected images of their product and the NBA, which is linked to their Instagram page. This is a great way to create sharable content for any basketball fans and increases their social media engagement. The first banner on the desktop is a “try new Ruffles ridge twists smokey bbq and double cheddar” image. Placing their new flavours at the top of their website is a great way to reach the consumer’s attention and learn about their new product launch. It was pleasing to see that this image was also resized and reshaped when checking their site on the phone.
Conclusion:
Overall, I am convinced that the Ruffles website is a great, user-friendly platform that automatically responds to the device a consumer is using. Their simple approach to grab the audience’s attention is reflected in their typography, layout, and choice of colors. After analysing their site, it is safe to say that Ruffles has a clear aim in mind, which is to showcase their various flavours and where to purchase their products in a simple yet fun way.
