Lynne Davidson, Managing director at TH_NK, shares her view of good and bad websites.
Good site: Made.com
With a tiny flat in west London, I try to limit my time on Made.com as the site has an outstanding ability to make every single piece within the collection look so incredibly desirable that I find myself wanting the lot.
Its crafted use of photography in showcasing products, playful video and expertly placed editorial is a great example of how to lead and seduce a customer to the point of purchase – it’s clear that the management team really understands the use of design and the importance of the right content within digital.
Bad site: HarveysFurniture.co.uk
Harveys may have a different target audience and price point, but the site could learn much from Made.com. It feels like there is no single company digital owner and the internal struggle for every department to have a share of homepage estate shines through.
Product page imagery is disappointing, offering no way to assess craftsmanship or even product design from the shots displayed and the zoom tool reveals no relevant imagery to explore so you move on. It’s a great example of a site built for ecommerce, but designed for speculative browsing at best.