Interactive Shopping: Let's Hop in the Car and Drive to the Store
by Heather Champ
This is the second in a series on online shopping.
The face of online shopping has changed greatly since the first site went
online, as interfaces have gained a new level of sophistication with the
ever-increasing browser capabilities. Where previously the interface might
have been activated by forms requiring request and a return for information,
it's now possible for the user to stay within a window and have an immediate
response to his or her selections.
[If you have your browser set to alert you when a site wants to set a
"cookie," you may want to disable this feature as both sites mentioned use
them.]
Microsoft
Car Point MSN--"Our online car-buying connection saves you time,
money, and hassle." If I were in the market to buy a new car this would be
my first stop on the Web. It's one of those few and far between sites that
looks great, works, and actually provides a service online (move over FedEx).
Borderless frames and a well-considered palette create a great background
for the information that is presented. This reliance on background color
with a minimal use of graphics or "set" type means that a fairly
sophisticated frame set loads quickly and remains uncluttered. If you select
"Find" from the top navigation bar, you are presented with a series of menus
that if activated move from left to right. With each new selection in the
first two columns the information immediately redraws in the far right
frame, eventually determining the car that has all the options, and or price
range, etc., that you are looking for. It's a very elegant solution.
The Red Wagon
Supermarketis a site that gives New Yorkers the opportunity to
purchase their groceries online. This is not a secure server site as you
fill out a form at checkout that enables Red Wagon to deliver the groceries
to your door, and it's at that point that the actual transaction takes
place. The site is relatively new, and they are continually adding to the
product lists, but there is a significant range to choose from. Again the
site works from left to right, with the Directory in the left frame
representing the key groupings of products. As you work your way down the
produce the listing expands in the next window with your shopping basket on
the far right.
Red Wagon is not as elegant to view as Car Point. The frames have their
borders, and the graphics have the appearance of color-enhanced clipart, but
the site is very functional and easy to use. I created my ideal order of
Ho-ho's, Diet Coke, and cigarettes in no time.
What to keep in mind
- Try to streamline and simplify the information as much as possible. Yes, you can add a frame for every bit of information, but by falling into this organizational trap you can end up with a very clunky look.
- A help document with an outline of the shopping process will aid first-time users to overcome any hesitation they might have in using the site. "You will not be charged until you reach x point" will ally fears that they will be wracking up a large bill.
- Color can play a great role in helping the user identify where he or she is, as well as be a marker showing content relationships in different frames, insuring a speedier download that may be slowed by an added GIF load.
