Tag Archives: retail

Brooks Brothers: Cutting to the Chase

I don’t do a lot of online clothes shopping, so I apologize if this is the norm. I suspect it isn’t the default.

There’s a current sale (May 9-12, 2012) at Brooks Brothers, and their Non-Iron dress shirts are pretty nifty.

Once you go to their site, it looks like this:

Brooks Brothers website sales page Screenshot

Not the prettiest page you’ve ever seen, but it cuts to the chase. This lets you only search for clothes in stock that’s your size. Brilliant! I could care less if there’s a $200 item marked down to $8 if it’s size XXL.

After selecting a size, you’re taken to a page where you don’t have to choose between View 15 per page OR View 25 per page OR View 50 per page.

Shirts Search Results page Screenshot

For my search, it shows all results on one page since bandwidth in 2012 America isn’t as much as problem as dial up 10 years ago.

UI/UX/design isn’t about looking pretty. It’s about having something that’s simple/easy/intuitive to use and gets the task done. In this case, I was able to search only the relevant sized dress shirts, add to cart, and checkout (without creating a user account) quickly.

Retail Clutter and Web Design


… it turns out that lots and lots of stuff piled onto shelves or stacked in the middle of store aisles can coax a shopper to buy more.

After the recessionary years of shedding inventory and clearing store lanes for a cleaner, appealing look, retailers are reversing course and redesigning their spaces to add clutter.

This finding surprises me. Before this article, I assumed less clutter + more organization = always better for sales. Apparently, a cleaner look signals higher prices.

Retailers are putting their money where their mouths are by “adding items — and a little bit of mess — back to shelves.

Does this retail insight hold for web design? Which site would you assume has higher prices based on the design/look?

Furniture Site A screenshot, logo redacted

Furniture Site B screenshot, logo redacted

The two websites shown above were picked for their state of web design (and not for the brand/company).

Looking past the world of retail furniture, does a website with clean design signal higher prices to you?

eBay homepage screenshot

eBay has a relatively modern design (whether it is clutter-free is up for debate). Does the homepage signal high or low prices to you?

GoDaddy homepage screenshot

Media Temple homepage screenshot

GoDaddy’s design is arguably more cluttered, and their prices are much lower for hosting than mt.

In a physical retail environment, clutter signals lower prices to consumers. On the internet, this may or may not hold true. Perhaps websites with cheaper prices skimp on the design bill? A website can offer affordable/cheap service and have great, clutter free design.

As a person interested in great user experiences, I’d like to believe that great design is a competitive advantage and not a trait that subconsciously signals higher prices.