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Luxury fashion brand Jaeger launched a redesigned version of its website this week, with the aim of offering an improved user experience for its customers. 

The redesign, by Design UK, also improves Jaeger's international e-commerce offering, by providing prices in Euros and Dollars, as well as offering more currency and delivery options for overseas shoppers, which is a smart move considering the potential for sales growth in this area. 

Jaeger1

Homepage

The Jaeger homepage is simple and striking. In contrast to the Uniqlo homepage I reviewed last week, there is no clutter, and the 'hero shot' is given full prominence. 

Jaeger10

Navigation

The seven navigational categories are clear, and drop-down menus appear when you mouse over the link, showing sub-categories and links to Jaeger 'sub-brands': 

Jaeger2

These 'mega drop downs' are useful as they allow users to see all options without scrolling, thus providing a faster route to the desired product category, and avoiding the risk of moving the cursor outside the menu area and having to start again. 

There is a lack of filtering options on the site, though this is not as serious a usability issue as it would be on other sites, as the product range on the site is relatively small and manageable. 

Product pages

The product pages are relatively basic, no video, reviews etc, and they could perhaps do more to showcase the products on offer. 

Jaeger4

You get one product image, where multiple views would do more to showcase the product and let shoppers see what it looks like from other angles. For example, I can't tell whether this jacket has one or two vents at the back. 

Also, the zoom tool works OK, but you have to click the small link under the product image to turn it off, which is awkward. Simply allowing users to click outside the area to close the zoom would be a better solution. 

The product pages cover the basics well; information on care, style, and crucially, delivery times and charges is provided in a prominent position: 

jaeger5

Checkout process

The Jaeger checkout process deals with the issue of registration well; by allowing shoppers to head for the guest checkout first, before providing the option of registering during the checkout:

Jaeger7

The checkout process has been fully enclosed, with the main navigation menu removed, while the only links on the page (about us, help, returns policy etc) open in a new window and will not take shoppers away from the checkout process. 

Forms are generally easy to fill in, though having to go to the bottom of a long drop down menu to select UK is both unnecessary and annoying: 

jaeger9

Conclusion

This is a well designed, attractive and usable website which does the basics well, and generally follows e-commerce best practice. 

The product pages could work harder to sell the clothes; a range of images from different views, or the use of video on the page would allow customers to get a much better idea of the look and feel of products before buying. 

Also, as I mentioned in the review of the Conran Shop, the site could perhaps do more to provide a luxury online experience to match the brand values. 

Graham Charlton

Published 15 September, 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 (1)

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Richard Dale

H&M are also launching their online store which you can receive "exclusive VIP access" by providing email details (cunning!). I'd like to see what you think considering i'm finding it quite clunky and it doesn't show garments to the zoom size i want, I will however find the site useful as a catalogue to see what they have in my local store, a consumer trend that I can see growing, but potentially difficult to track without using printable vouchers available through a future newsletter? Pause for thought.

almost 6 years ago

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