User Experience Review - ASOS
26th April 2010
ASOS has become a major player in online clothes retailing. ASOS international sales grew by 112% in the six months prior to September, overall sales up 47% with UK sales alone increasing 33%. Considering that other businesses have suffered or even ceased trading, what is ASOS doing that differentiates it from its competitors?
ASOS make a good job of offering the customer the ability to see a wide range of products at once. Larger product ranges can be seen with up to 200 items per page. They also provide a comprehensive method of filtering results. These options include a price slider bar, whereby the user can choose a price range by the minimum and maximum price of the items sought. These options allow the user to be as broad or as specific as they wish in their search.
Unfortunately, rather than providing the user with control over the zoom, the customer is simply provided with a larger image which they can move up and down. This precludes the ability of the customer to investigate aspects of the product they may wish to view.
With a single click from the product page, users can also see a size guide, save the item for later, email, bookmark it on Facebook or tweet it.
Overall the ASOS site competently manages to handle an enormous array of products and a bewildering array of choices in a lively and trendy style. At the same time, it makes the user’s choices straightforward, step by step and importantly, not pressured. ASOS does a good job of coming up with a solution to comprise the browsing qualities of high street shopping with the bonus of an increased product range offered online.
Although some aspects of the site may be more easy to use for younger, and more familiar audiences, it is clear to see why ASOS is second only to Next as an online clothing retailer.
What can you do next?
- Read some more articles written by User Vision relating to ASOS
- Find out more about Usability testing and Accessibility.
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About the Author
Jamie qualified in 1999 with a BSc. (Hons.) in Psychology from Edinburgh University and completed his PhD. in ‘Usability of Stereoscopic Augmented Reality’ from the School of Computing at Napier University in 2007.
Jamie has also spent 2 years working within the Advanced Technology and Research department of NCR, the world leader in Automated Teller Machines (ATM) development, as part of a Knowledge Transfer Partnership (KTP) between Napier University and NCR, Dundee. This challenging assignment encompassed the full project life-cycle, from initial project space investigation, through user testing and prototype development. This work included the development of the largest multi-national investigation of user opinions on banking behavior and personalization.
During his time at User Vision Jamie has worked with clients such as the BBC, DirectGov and the Student Loans Company and has taken a particular interest in the application of eye tracking as a means to gather further understanding of the user experience.
This has also included emotional response testing using sophisticated eye-tracking technology to measure the immediate, instinctual, psycho-physiological reaction to visual stimuli.