Lachlan James, Head of strategy with Collective London, shares his view of good and bad websites.
Good site: Asos.com
There’s no denying it, I’ve recently been struck down by the Asos bug. And with its website and retail experience, it’s not difficult to see why I’m not the only one. As a bloke, I could well expect shopping online to be both a user and logistical nightmare, but Asos makes it seemingly effortless. Presenting a near endless range of stock in an easy to navigate manner, Asos’s approach is suggestive without being intrusive (just as I wish every shop assistant would be) and creates an online clothes shopping experience that doesn’t just equal, but easily surpasses, the real thing, from the first click to when items are delivered to my door.
Bad site: Hmv.com
HMV, like the rest of the entertainment business, has had a tough time of the digital revolution. But given how long it has had to adjust, I think the time for feeling sorry for it is well and truly over. The HMV site, sadly, doesn’t represent the change that has gripped the industry, and comes across more as a disorganised jumble sale; a site that feels like an offline experience forced online, rather than an experience that makes the best use of the digital channel. What’s particularly lacking is any form of intuition, organisation or user-adaptive experience – something Amazon has long since mastered to keep us coming back and spending.
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