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On the web this week

The recently relaunched River Island website has a completely different look and feel.

While the previous site had a grey and black background with a white on black navigation, the new site is the opposite and is surrounded by white space, giving it a much cleaner feel.

The new navigation is more in line with other big ecommerce sites such as Asos, rather than the design-led navigation previously used. Drop-down menus clearly list the product, department and ‘Get the look’ sections.

On the home page, campaign images drive users to different areas of the site and product pages have filter options and care and sizing information.

The ‘Get the look’ section has also had a redesign, with more of an editorial feel. The layout includes product shots as well as images that have inspired a particular trend. Users can click on each product image to be taken directly to the transactional area.

Overall, the site has definitely improved in terms of user journey and experience. The ‘Get the look’ sections inspire customers and keep them moving around the site, but River Island needs to ensure these are clearly flagged up. The links back to the transactional area constantly remind the customer that this is a place to buy from.

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