web redesign

When are large e-commerce retailer does a major revamp of its website, its always interesting to review their work and examine (and wonder) what has been achieved with the refresh and then work out whether the benefits are something that your own clientele could gain from.

I don’t shop on the iconic, but I have definitely gone to their site for inspiration from time to time.

One of the things i always liked, and it was a design feature prominent in their header since the launch of the site.. their Unique Selling Proposition:

What is a Unique Selling Proposition (USP):

Well its purpose is to highlight specific characteristics that set your product or company apart from the rest.Common USP’s include: Free Delivery, Fast Delivery, No Hassle Returns… you get the picture.

They are specific, and they can impart a sense of value and/or trust on your website. The evoking of any feelings good or bad by your customer will ultimately decide whether they buy from you.

So with the iconic’s redesign, you see the prominent USP icons replaced by a few links in the top menu.

Does this mean that the USP was no longer needed because the brand had positioned itself well enough on these values that it was just an expectation rather than a promise by visiting customers.

I know that the brands new web design focuses on cleaner code and faster loading times, perhaps the USP one of the bells and whistles that had to go to improve page speed times.

Another prominent feature that has been ditched, is the full width banner slider.

This is a no-brainer to me, these elements are big drains on loading times. Usually the hi-res graphics required for desktop screens means that mobile customers suffer slow download times to see an image or three that they often never click on because the information presented moves too quickly or the mobile customer is more product focused so they get straight to business with their visit (ie to shop). A lot of scripts and separate styling is also another resource drain and impacts page loads on both desktop and mobile screens.

Lastly – but perhaps the most important change (in my opinion) is that the company has ditched the magento store front for something that is probably in-house designed, to better suit their own requirements and interfaces with various vendors in effort to streamline end to end process faster and more efficiently.

Magento has always been criticised for its load speeds. I wonder if this was a big driver for its replacement or whether other factors meant that magento no longer suited their business model.