Both MyDeco and Warehouse both recently released iPhone apps. I've been trying them out... 


Fashion retailer Warehouse launched an iPhone app last week, which presents a limited selection of stock, links to its blog and newsletter, videos, and a store finder tool. 

It's very similar to the Oasis app, and does the basics well, the store finder is easy enough to use for instance, and provides useful info the six nearest stores, as well as opening hours and contact details. 

There are links to the blog and the newsletter, but both take the user out of the app and onto the main Warehouse website. Since this is not a mobile optimised site, actually reading either requires a fair bit of zooming in and out, and it takes a while to load up on a 3G connection.

It would have been a far better idea to provide the blog content within the app to make it more readable for users. As it is, people may as well go straight to the website. 

Users of the app can also browse latest arrivals and 'must have' items; there is a limited range of about 40-50 items on display. While you can add items to your bag and but from the app, the mobile commerce aspect of this app seems to be a bit of an afterthought. 

There are very few details on the product pages, no delivery charges etc, and very little to help users decide on a purchase, except for a photo: 

Also, the buy now link just takes users to the shopping basket on the desktop website, which isn't that easy to use on a mobile: 

If Warehouse wants to encourage users to but from the app, it should consider adding a mobile optimised checkout to the app, as Net-A-Porter has done


The MyDeco app doesn't allows users to make purchases, but instead lets them decorate a 3D room with items from its furniture range. 

You can select any piece of furniture from the app, then select to see it in a 3D view, where you can zoom in and out, rotate, and generally manipulate the view: 

You can then see how it will look in your room by taking a photo, and adding a model to your room: 

The items can be shrunk and enlarged, and moved around, while the finished photo can be saved to your iPhone library, posted to Facebook, or emailed. 

It's a nice idea, and the technology is impressive but I found it quite hard to use.

Judging by the App Store review rating of two stars, other people may well have experienced similar problems. Perhaps regular users of the MyDeco site will be more familiar with the controls, but I found it hard to position the furniture. 

Graham Charlton

Published 18 March, 2010 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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Comments (2)

Ashley Friedlein

Ashley Friedlein, Founder, Econsultancy & President, Centaur Marketing at EconsultancyStaff

Something that seems a bit odd... I quite fancied looking further at the Bertie Chair that is in mydeco's app (and in your screenshot above) so I looked at it on my phone and then wondered about buying it / looking further on their site but I can't find it there? Nor, the 'Brown Leather Armchair' on the iPhone app.

It appears that the stock for the phone/app is different from what is on the site? Doesn't seem like a good idea to me? They might well have just a sale or two from me as I'll now try and track down those chairs elsewhere.

over 8 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

That is odd. The same applies to a few of the other items from the catalogue. 

I also think they should at least let you email a link so you can purchase items later, having viewed them on your phone. 

over 8 years ago

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