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Creating a User-Friendly E-commerce Website for Katwalk Kimberley

Creating a User-Friendly E-commerce Website for Katwalk Kimberley – Using Gibbs Reflection

  • Description: Initially, Katwalk Kimberley’s website was heavily text-based with limited and outdated imagery. It lacked branded colors and visual appeal. According to Gorn Et al (1997) this is an essential key for a compelling e-commerce experience. Recognising these limitations, I formulated an action plan to revamp the website. This began with a marketing campaign to generate high-quality, trendy photos for the site. We also decided to streamline the focus of the brand to just womenswear. The redesign aimed to showcase Katwalk Kimberley’s story, including their commitment to sustainability, while ensuring the website was visually striking and user-friendly.
  • Feelings: I felt a sense of urgency and responsibility to overhaul the website. While excited about the potential improvements, I was also aware of the challenges in effectively communicating the brand’s ethics and ensuring a seamless user experience.
  • Evaluation: The project was a significant learning experience. The transition to a more visually engaging and focused website was a crucial step in enhancing user experience and brand identity. Streamlining the product focus helped in creating a more coherent brand story. However, balancing aesthetic appeal with the brand’s sustainability message was challenging.
  • Analysis: The website’s initial state was not uncommon in e-commerce, where visual elements are often underutilised (Lindgaard et al., 2006). The redesign’s focus on imagery and brand colors aligns with Bellizzi et al.’s (1983) findings on the impact of color in marketing. Furthermore, the decision to concentrate on a specific product niche is supported by Porter’s (1980) theory of competitive strategy, emphasizing the benefits of focus for brand differentiation.
  • Conclusion: The experience showed me the importance of visual elements and brand identity in e-commerce. The project’s success was evident in the transformed website, which better represented the brand’s ethos and improved user experience. However, it also highlighted the need for a delicate balance between aesthetic appeal and brand messaging.
  • Action Plan: In future projects, I will continue to emphasise the importance of visual appeal in web design by ensuring brand consistency across all elements. I will also seek to better integrate brand messaging into the design but still ensure that key messages like sustainability are seamlessly woven into the user experience.References
  • Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of Retailing, 59(1), 21-45.
  • Gorn, G. J., Chattopadhyay, A., Yi, T., & Dahl, D. W. (1997). Effects of Color as an Executional Cue in Advertising: They’re in the Shade. Management Science, 43(10), 1387-1400.
  • Lindgaard, G., Fernandes, G., Dudek, C., & Brown, J. (2006). Attention web designers: You have 50 milliseconds to make a good first impression!. Behaviour & Information Technology, 25(2), 115-126.
  • Porter, M. E. (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. Free Press.