Daniel Zeff, chief executive at creative content agency Evidently, shares his view of good and bad sites.
Good site: Feel Unique
I love Feel Unique. It seduces with bold and simple visuals. It nicely blurs the lines by appearing as a piece of content that engages you in conversation as well as commerce. I appreciate the work it has done to turn desire into fulfilment by making the checkout fast without the need to create an account.
However, it does fall down by not rendering properly on an average-size monitor, so there’s a massive amount of information lost. That said, it oozes quality without making users feel like it’s unaffordable luxury. I also love the prominence of special occasions (eg Valentine’s Day), but I think it misses a trick by not linking to make-up advice videos.
Bad site: Cheap Smells
While Cheap Smells has a memorable name, the overall look and feel of the site appears discomfortingly cheap and dated, very much like a ‘toiletries Poundland’.
Regardless of the site’s promise to offer lower-cost items, the design should be chic like a cosmetics counter, rather than ghastly and uninviting. Maybe it has sacrificed its web design budget for customer discounts.
The headline banner throws up thousands of products in indeterminable lists, ultimately creating a poor user experience.
True to its promise, in every aspect of its aesthetic, the site really is a cheap smell.
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