Kmart Gets Site Smart
Kmart’s recently redesigned Web site, www.kmart.com, ranks at the top of the annual “Best and Worst of Site Design 2005” report from Cambridge, Mass.–based independent technology research company Forrester.
The Kmart site not only ranked highest among those reviewed but also was the only site to earn a passing grade.
Brands on the site, which was relaunched in November, include an exclusive apparel portfolio of Thalia Sodi, Jaclyn Smith, Joe Boxer, Martha Stewart Everyday and Route 66.
The Forrester report, now in its third year, evaluates the customer experience of 20 major Web sites, five each in the automotive, media, travel and retail industries. Forrester analysts measure site value, ease of navigation, presentation and customer trust to complete the analysis.
Designed to give customers greater flexibility and control over the shopping experience, Kmart’s site logically groups items for ease of shopping. The site was designed and built by Ann Arbor, Mich.–headquartered Fry Inc. in collaboration with the e-commerce team at Kmart.
Forrester asked the following questions of all the sites it evaluated, providing a valuable template for the design, creation, evaluation and management of any retail Web site. Although the answers to most of these questions are ultimately subjective and qualitative, the need for establishing guidelines and reasonable goals in the retail Web site arena has been long overdue.
bull; Does the home page provide evidence that user goals can be completed?
bull; Is essential content available where needed?
bull; Is essential functionality available where needed?
bull; Are essential content and functionality given priority on the page?
bull; Are category and subcategory names clear and mutually exclusive?
bull; Do menu categories immediately expose or describe their subcategories?
bull; Are items classified logically?
bull; Is the task flow efficient?
bull; Are hyperlinks clear and informative?
bull; Are keyword-based searches comprehensive and precise?
bull; Does the site use language that is easy to understand?
bull; Does the site use graphics, icons and symbols that are easy to understand?
bull; Is text legible?
bull; Do text formatting and layout support easy scanning?
bull; Do page layouts use space effectively?
bull; Are form fields and interactive elements placed logically on the page?
bull; Are interactive elements easily recognizable?
bull; Are interactive elements consistent?
bull; Does the site accommodate the user’s range of hand-eye coordination?
bull; Does the site present privacy and security policies in context?
bull; Do pages provide location cues?
bull; Does site functionality provide feedback in response to user actions?
bull; Is contextual help available at key points?
bull; Does the site help users recover from errors?
bull; Does the site perform well?
The report emphasizes the significance of a site’s home page in presenting the enterprise’s value and giving users confidence that they have come to the right place. It is called “home” for a reason, and first impressions are everything, especially online.
Site Review: Sourcing Textiles
In the world of textile and apparel B2B Web sites—many of which have come and gone—we recently found one, based in Hong Kong at www.tradeeasy.com, to be exemplary. Tradeeasy exclusively presents Chinese and Hong Kong vendors and operates 12 branch offices throughout mainland China.
Simplicity abounds throughout this site. Categories make sense—and they go well beyond just fibers and fabrics to include finished apparel and accessories. Graphically, it serves up clean, logically laid out pages with an ample supply of product images. Plus, it is free; membership is only necessary if you wish to add a variety of extra services.
The site does not fuss around about being a trade middleman. It simply connects suppliers with buyers (site producers describe this as a “preemptive strike” strategy), allowing sellers to inform suitable buyers of the latest products and offers on a timely and regular basis.
Tradeeasy goes beyond the Web, too, with face-to-face services such as arranged “procurement meetings” between sellers and buyers.
We have not seen a sourcing site, domestic or international, that is so simple to use.
