The participants who took part in the research for the new gap.eu website were asked to go shopping to replace their favourite pair of jeans.
From the new homepage we were able to observe that users were drawn to the strong colours on the right hand side of the page (graphic outlined by union jack). Users ignored the main photographic element with the ‘New and now’ messaging, and decided to go straight to the top navigation options. From here there were no drop-down menus available so users could not quickly get into the category that they were looking for.
Within the category landing pages for ‘Jeans’ that were accessed from either the ‘Women’ or ‘Men’ sections, users often missed that the sub-categories within jeans were displayed at the top of the page. This was despite an animation that occurred within this section when users first entered the ‘Jeans’ page. One user recognised that there were many subcategories within this section, but failed to notice that a ‘More fits’ button was available when users hovered their mouse over this area of the page.
Users moved closer to the screen to read the navigation text and commented that they found it hard to read. The titles within the left hand navigation are not in alphabetical order which made it harder for users to spot the category that they were looking for. When there is no logical order to the groupings and the item that they are looking for is a known name e.g. ‘Jeans’, then alphabetical ordering may have helped some users.
After users had chosen a sub-category e.g. ‘Always skinny’ or ‘Long & lean’, users found it hard to differentiate between the jeans shown at the top of the page to illustrate the cut of the product and the actual product listings below. Users tried to click on the products at the top of the page, and found it hard to re-find this style of jeans in the products listed underneath. Some users misunderstood the purpose of this section at the top of the page and thought they were additional products.
When taking the next step and choosing a product, many users missed that a ‘Quick look’ feature was available. Users had to be quite precise when selecting this option.
Some users became frustrated when products were out of stock and expected to be able to filter for particular sizes, but no filters were available.
SimpleUsability have been providing expert eye tracking advice for the readers of Internet Retailing Magazine since 2009.