Paul Bidder Commercial director of digital consultancy Red Ant
Upon entering Net-a-porter.com, I’m presented with an online shop with beautiful typography and imagery depicting a luxury retailer with a modern twist.
Searching for ‘pink handbag’ in the text search I am taken directly to a product. But surely they have more than one pink handbag? (It’s for my daughter, of course.) Yet for some reason my expected results page is nowhere to be seen.
Moving through the site, that feeling of quality starts to wane. The design of internal pages does not feel as crisp as the home page, product videos have no control options and page loading is not the quickest. Functionality, as you’d expect from a site as successful as this, works well and displays products and categories without clutter. However, text searches are not consistent, even though I used very similar keywords, and the refined filter search for a greater depth and breadth of product range could be improved and refined further.
A little design refresh and the introduction of a refined filter search would give the site that sparkle again.