John Lewis Vs Debenhams Case Study
Evaluation of two Web sites
Factors influencing student’s choice of websites for comparison in relation to their personal or other interests (100 words)
John Lewis and Debenhams websites were chosen mostly because they are a retail organization which satisfies a wide range of the consumer's personal and residential hard goods product needs; and at the same time offering the consumer a choice of multiple merchandise at variable price points, in all product categories. Basically, one has everything needed in just one place, including the option to choose between enormous varieties of brands. In additional to that are also entertaining for the whole family once electrical and toys are also found. Another important fact that can be mentioned is the chance to look for a present or similar without leaving the house.
Brief description of the websites: their aims and audience (250 words)
John Lewis
With the purpose to create a different sort of company, owned by Partners to serving customers with fairness, John Lewis was founded in 1864. The chain of department stores operates all the way through United Kingdom and stocks more than 150,000 lines focused on furnishings and household …show more content…
goods, garden, fashion (women, men, children and baby), giftware, electrical, beauty, sport and leisure. The same range of products one can find at one of the 32 John Lewis shops. The website (www.johnlewis.com) represents almost with perfection what is the store. Focus on the whole family, John Lewis is predominantly upper middle and middle class and also has a partnership with Waitrose which sells food items and other products.
Debenhams
Debenhams was founded in 1778 and it is also a department store that operates in the UK, Ireland and Denmark, and franchise stores in other countries.
The company product range includes theirs own brand as well as international brands and created a good mix that seems to reach mass family market, specially mature and young women, including brides. The website follows the atmosphere at the store: everything at the same place at the same time. It offers a wide range of products across women wear, men wear, children’s wear lingerie, accessories, health and beauty, home ware and gifts. Among other aims, the company intend to increase sales and market share, as they improve customers’ satisfaction and loyalty, and continue expanding internationally through arrangements with franchise
partners.
Description of the criteria by which student evaluates the websites and tools/methods available for evaluation (150 words)
Criteria for evaluation
1. First impressions a first impression is what a person thinks of the website when they first click at it. It is that milliseconds after the first click that can influence following judgments of website credibility and buying decisions. This include can include load time, colours, logo, images, typography, layout and ease of navigation.
2. Technical/accessibility this criterion covers the functionality of the website. Regardless of the computer or browser used by the audience, a website should function perfectly. Another important aspect is to check if the website can be accessible to all potential audiences including those with visual, auditory, or other challenges.
3. Navigation this criterion can be critical for the website success. If the user cannot easily access the information the content will be worthless. In other words, this determines how long a visitor stays and explores the site. Everything must be a mouse-click away.
4. Content is the visual and textual that comes together as part of the user experience on websites. Can be defined as what is “inside” the website and can include videos, sounds and images. All this elements should meet the audience’s needs.
5. Design also known as layout, refers to the way that the content is given to an end-user. This criterion will define if one finds what it’s looking for and if it was an enjoyable experience.
6. Maintenance includes how often the website is updated and revised. It’s an important topic for any site who wants to increase viewers and keep current ones. Displaying last year's collection, for example, reflects poorly on the organization.
Evaluation of the websites and comparison using criteria identified (600 words)
1. First Impressions
a. John Lewis
Use its own name as Uniform Resource Locator (URL). From the first click, one has the feeling that this is a clean and clear website where it’s possible to find everything easily. Seems that the one already know where to look for an information even if never visit it before.
b. Debenhams
Use its own name as Uniform Resource Locator (URL). The first impression is a bit of mixing feelings. There’s an enormous visual pollution that can affect the purpose of the visit. Seems that everything is everywhere and it is going to be hard to find any information.
2. Technical/accessibility
a. John Lewis basically, works very well in any kind of computer and browser. It’s faster to load than Debenhams` even if one is using an 11 inches screen notebook.
b. Debenhams
Also works in any kind of computer and browser, but takes a while more to load the page when one is using an 11 inches screen notebook and has some windows open. Offer a TV section where one can listen and see some videos of the main categories of the website, giving the chance for to reach audience with audience visual, auditory, or other challenges.
In Both websites all page elements appear in their proper places, including graphics, animations and text. It’s possible to easy access without special software and the secondary pages load quickly. Important items on the entry page can be viewed without extensive scrolling and the content elements are well-labelled. Due to visual pollution, navigate on Debenhams website it is more challenging. Usually a problem, the mail link on both sites works properly.
3. Navigation
a. John Lewis has very effective entry page navigation. One had everything needed on the first half of the page, including customer service and a “what`s new” section that, as it suggest, brings one what is new in the categories.
b. Debenhams not that easy to navigate though. Once more, the visual pollution retract the user and gives one the feeling that find anything on the website it is going to be hard and painful. User spend time wondering around.
Both websites had an efficient navigation between primary to secondary levels and within pages. All the information retrieval tools are provided but it is clearer on John Lewis page.
4. Design
a. John Lewis user can easily see a very clean and modern design. The name is written in sans-serif typography and the use of bright colours, especially white, gives the impression that the website is bigger in terms of width, once the main content has a margin. Another interesting fact is that with this layout the one has the feeling of been able to see the whole page in a whole. Furthermore, this layout brings up the glamour and practicality that one find at John Lewis store. In any part to the first page, the user can see any sign of acceptable credit cards.
b. Debenhams at other hand, Debenhams make use of dark colors making the webpage heavier to be seen. This website also uses a margin but once again in a dark color. On the main menu there’s two buttons that does not create harmony with the rest of the page, however catch the users attention. The middle content is very colorful and that’s make a contrast with the rest of the layout making the user focus just in that middle. On the bottom of the page, one can see all the credit cards acceptable.
5. Content
a. John Lewis very clear content. Categories are well separated. The website is clean and easy to focus. The dynamic content in the middle is clear, efficient and runs one second more than Debenhams. On top of the website, one can find everything in just a click and there`s no need to scroll down for more information. But, it is missing an easy access to wedding content as is Debenhams page. John Lewis has only a few connections to the social network. It`s clear that the website focus is product for home.
b. Debenhams the content itself had a heavy design. The dynamic content in the middle runs a bit slower that John Lewis and has too much information, mixing the category and the product designer brands name. The wedding is part of the main menu and easy to access and the company promotes a lot their own products. Debenhams is more present on the social network. It`s clear that the website focus in on clothes.
It is important to mention here that both websites concentrate this main information on the same side of the page and the customers are already familiar with this layout once it’s possible to find the same thing in others sites as well. The websites, also, has update information, relevant images that help the user to know what it is about to come and appropriate links to all sections. It is interesting how they use the same service in different sections but this does not make a difference to the user. To clarify this example is necessary to check both sites under the sections “Help” from Debenhams and “Customer Service” and “Here to help” from John Lewis.
6. Maintenance
Both sites run smoothly and seem to be updated when necessary. This topic become very important when important festive date comes, as Christmas. Maintenance makes sure that the website it will work properly and with no crushes on the systems due to quantity of people using it. Once one needs to share confidential details, as credit card numbers, a good maintenance guarantees a secure site. On both pages, it’s possible to see a lock on the website address while making a purchase.
Suggestions for improvement of the websites as appropriate (400 words).
• John Lewis o To increase the audience and the quality of the service provided, John Lewis website should give more attention to the wedding section as in Debenhams. This could help users associate their image with this service. In this point, Debenhams does a great job. o John Lewis has an interesting partnership with Waitrose and this could be more explored maybe using a logo for the partnership or in a section on the main menu. o In order to make the above topic successful, the website could make use of the space designated to order the catalogue to do that. There`s no need for the same functions almost side by side. Or either promotes the partnership credit card, once is benefit for both companies. o To facilitate the navigation and provide tool to the users come back, this website, as does Debenhams, could provide a link for bookmarks and shares. Like this, the user can easily save this information and return for purchase. Better than need to look for everything again. On top of that, the website helps one to promote the products and the company, once it’s possible to post it straight way on Facebook or add to Favourites, for example.
• Debenhams o On top right, there’s no need for an account/login button. This step is made during purchase or after it. Instead, could be a customer service button. Also would be nice if the user could see how much so far it’s in the shopping “bag” as in John Lewis. o Another detail that could be changed is the colour of the “TV” and “Offer” buttons. As it is, makes the website really disharmonic. It works if the purpose is to catch one attention but this can be done without interfering on the layout. A suggestion is change the background for white and when selected change the letters to black, as opposite to the whole main menu. o The dynamic middle could be cleaner than it is. Some information is redundant and useless. There`s no need to say that the kids collection are available online and in store, once this is pre understandable.
Factors influencing student’s choice of websites for comparison in relation to their personal or other interests (100 words)
John Lewis and Debenhams websites were chosen mostly because they are a retail organization which satisfies a wide range of the consumer's personal and residential hard goods product needs; and at the same time offering the consumer a choice of multiple merchandise at variable price points, in all product categories. Basically, one has everything needed in just one place, including the option to choose between enormous varieties of brands. In additional to that are also entertaining for the whole family once electrical and toys are also found. Another important fact that can be mentioned is the chance to look for a present or similar without leaving the house.
Brief description of the websites: their aims and audience (250 words)
John Lewis
With the purpose to create a different sort of company, owned by Partners to serving customers with fairness, John Lewis was founded in 1864. The chain of department stores operates all the way through United Kingdom and stocks more than 150,000 lines focused on furnishings and household …show more content…
goods, garden, fashion (women, men, children and baby), giftware, electrical, beauty, sport and leisure. The same range of products one can find at one of the 32 John Lewis shops. The website (www.johnlewis.com) represents almost with perfection what is the store. Focus on the whole family, John Lewis is predominantly upper middle and middle class and also has a partnership with Waitrose which sells food items and other products.
Debenhams
Debenhams was founded in 1778 and it is also a department store that operates in the UK, Ireland and Denmark, and franchise stores in other countries.
The company product range includes theirs own brand as well as international brands and created a good mix that seems to reach mass family market, specially mature and young women, including brides. The website follows the atmosphere at the store: everything at the same place at the same time. It offers a wide range of products across women wear, men wear, children’s wear lingerie, accessories, health and beauty, home ware and gifts. Among other aims, the company intend to increase sales and market share, as they improve customers’ satisfaction and loyalty, and continue expanding internationally through arrangements with franchise
partners.
Description of the criteria by which student evaluates the websites and tools/methods available for evaluation (150 words)
Criteria for evaluation
1. First impressions a first impression is what a person thinks of the website when they first click at it. It is that milliseconds after the first click that can influence following judgments of website credibility and buying decisions. This include can include load time, colours, logo, images, typography, layout and ease of navigation.
2. Technical/accessibility this criterion covers the functionality of the website. Regardless of the computer or browser used by the audience, a website should function perfectly. Another important aspect is to check if the website can be accessible to all potential audiences including those with visual, auditory, or other challenges.
3. Navigation this criterion can be critical for the website success. If the user cannot easily access the information the content will be worthless. In other words, this determines how long a visitor stays and explores the site. Everything must be a mouse-click away.
4. Content is the visual and textual that comes together as part of the user experience on websites. Can be defined as what is “inside” the website and can include videos, sounds and images. All this elements should meet the audience’s needs.
5. Design also known as layout, refers to the way that the content is given to an end-user. This criterion will define if one finds what it’s looking for and if it was an enjoyable experience.
6. Maintenance includes how often the website is updated and revised. It’s an important topic for any site who wants to increase viewers and keep current ones. Displaying last year's collection, for example, reflects poorly on the organization.
Evaluation of the websites and comparison using criteria identified (600 words)
1. First Impressions
a. John Lewis
Use its own name as Uniform Resource Locator (URL). From the first click, one has the feeling that this is a clean and clear website where it’s possible to find everything easily. Seems that the one already know where to look for an information even if never visit it before.
b. Debenhams
Use its own name as Uniform Resource Locator (URL). The first impression is a bit of mixing feelings. There’s an enormous visual pollution that can affect the purpose of the visit. Seems that everything is everywhere and it is going to be hard to find any information.
2. Technical/accessibility
a. John Lewis basically, works very well in any kind of computer and browser. It’s faster to load than Debenhams` even if one is using an 11 inches screen notebook.
b. Debenhams
Also works in any kind of computer and browser, but takes a while more to load the page when one is using an 11 inches screen notebook and has some windows open. Offer a TV section where one can listen and see some videos of the main categories of the website, giving the chance for to reach audience with audience visual, auditory, or other challenges.
In Both websites all page elements appear in their proper places, including graphics, animations and text. It’s possible to easy access without special software and the secondary pages load quickly. Important items on the entry page can be viewed without extensive scrolling and the content elements are well-labelled. Due to visual pollution, navigate on Debenhams website it is more challenging. Usually a problem, the mail link on both sites works properly.
3. Navigation
a. John Lewis has very effective entry page navigation. One had everything needed on the first half of the page, including customer service and a “what`s new” section that, as it suggest, brings one what is new in the categories.
b. Debenhams not that easy to navigate though. Once more, the visual pollution retract the user and gives one the feeling that find anything on the website it is going to be hard and painful. User spend time wondering around.
Both websites had an efficient navigation between primary to secondary levels and within pages. All the information retrieval tools are provided but it is clearer on John Lewis page.
4. Design
a. John Lewis user can easily see a very clean and modern design. The name is written in sans-serif typography and the use of bright colours, especially white, gives the impression that the website is bigger in terms of width, once the main content has a margin. Another interesting fact is that with this layout the one has the feeling of been able to see the whole page in a whole. Furthermore, this layout brings up the glamour and practicality that one find at John Lewis store. In any part to the first page, the user can see any sign of acceptable credit cards.
b. Debenhams at other hand, Debenhams make use of dark colors making the webpage heavier to be seen. This website also uses a margin but once again in a dark color. On the main menu there’s two buttons that does not create harmony with the rest of the page, however catch the users attention. The middle content is very colorful and that’s make a contrast with the rest of the layout making the user focus just in that middle. On the bottom of the page, one can see all the credit cards acceptable.
5. Content
a. John Lewis very clear content. Categories are well separated. The website is clean and easy to focus. The dynamic content in the middle is clear, efficient and runs one second more than Debenhams. On top of the website, one can find everything in just a click and there`s no need to scroll down for more information. But, it is missing an easy access to wedding content as is Debenhams page. John Lewis has only a few connections to the social network. It`s clear that the website focus is product for home.
b. Debenhams the content itself had a heavy design. The dynamic content in the middle runs a bit slower that John Lewis and has too much information, mixing the category and the product designer brands name. The wedding is part of the main menu and easy to access and the company promotes a lot their own products. Debenhams is more present on the social network. It`s clear that the website focus in on clothes.
It is important to mention here that both websites concentrate this main information on the same side of the page and the customers are already familiar with this layout once it’s possible to find the same thing in others sites as well. The websites, also, has update information, relevant images that help the user to know what it is about to come and appropriate links to all sections. It is interesting how they use the same service in different sections but this does not make a difference to the user. To clarify this example is necessary to check both sites under the sections “Help” from Debenhams and “Customer Service” and “Here to help” from John Lewis.
6. Maintenance
Both sites run smoothly and seem to be updated when necessary. This topic become very important when important festive date comes, as Christmas. Maintenance makes sure that the website it will work properly and with no crushes on the systems due to quantity of people using it. Once one needs to share confidential details, as credit card numbers, a good maintenance guarantees a secure site. On both pages, it’s possible to see a lock on the website address while making a purchase.
Suggestions for improvement of the websites as appropriate (400 words).
• John Lewis o To increase the audience and the quality of the service provided, John Lewis website should give more attention to the wedding section as in Debenhams. This could help users associate their image with this service. In this point, Debenhams does a great job. o John Lewis has an interesting partnership with Waitrose and this could be more explored maybe using a logo for the partnership or in a section on the main menu. o In order to make the above topic successful, the website could make use of the space designated to order the catalogue to do that. There`s no need for the same functions almost side by side. Or either promotes the partnership credit card, once is benefit for both companies. o To facilitate the navigation and provide tool to the users come back, this website, as does Debenhams, could provide a link for bookmarks and shares. Like this, the user can easily save this information and return for purchase. Better than need to look for everything again. On top of that, the website helps one to promote the products and the company, once it’s possible to post it straight way on Facebook or add to Favourites, for example.
• Debenhams o On top right, there’s no need for an account/login button. This step is made during purchase or after it. Instead, could be a customer service button. Also would be nice if the user could see how much so far it’s in the shopping “bag” as in John Lewis. o Another detail that could be changed is the colour of the “TV” and “Offer” buttons. As it is, makes the website really disharmonic. It works if the purpose is to catch one attention but this can be done without interfering on the layout. A suggestion is change the background for white and when selected change the letters to black, as opposite to the whole main menu. o The dynamic middle could be cleaner than it is. Some information is redundant and useless. There`s no need to say that the kids collection are available online and in store, once this is pre understandable.