Analysis of Frurt's current website.
After seeing what I felt (as part of the target audience) Was missing from the website, I thought that the company would be best represented through a website that really focus' on their main selling point - Frozen yoghurt. Without any extra adverts such as the Italian cafe etc. Therefore I decided to go onto the website and analyse each of the pages and figure out what I thought was missing/ needed changing from a target audience members point of view.
The homepage:
The homepage is a great reflection of this, On the homepage we are not immediately introduced to the things that make Frurt a great company/ place to visit such as, special edition flavours or the health benefits etc. Two of the three sliding ads on the front page are directed not toward the company itself but other companies whom may have paid to advertise on their website. Therefore for the homepage I would like to bring the focus back to the company, 100%.
In terms of the home page design I feel that It is not particularly doing its job to draw in the target audience. I understand that the frozen yoghurt is being advertised as a healthy alternative to other frozen desserts, however I do not think the colour choice of green and yellow is appropriate towards the audience. The use of these colours against the large quantities of white, make the website appear more clinical, than a fun place to visit your friends.
The nav bar is clear and concise, easy to use and does its job, however this too is plain, and along with the rest of the design, lacks interactivity and energy.
I do however like the use of the image changer on the front page as it offers the user a window look into the company, without having to leave the home page. This would be a great place to put special offers etc, that would draw customers in. I also think the use of heirarchy is functional, The nav bar taking the top space, the image slider the second, and other buttons such as social network links underneath.
About Frurt:
When hovering over the about us section of the nag bar, we are greeted to a drop down menu with 4 options; locations, Frurt catering, franchising and jobs. However there is no actual information about the company, or the history of Frurt, this is actually shown on another page called 'Why Frurt?'. I also found that when navigating between the 4 options, that most of the pages lacked information, and almost seemed like they did not need their own page. Above we can see the about us page, the page lacks any kind of character, with no use of image, a clinical combination of colour, and lines of black text.
The locations page is informative however, follows the same consistent theme. It describes the name of each store, the address as well as a phone number and opening times. However I think I could improve the users experience of this page by adding a location map, so that the end user can visualise the exact location of each shop. I also feel that in terms of navigation this information is wrongly placed, and would be better on a contact us page, as these are all forms of contact, and are traditionally found on a contact page.
Catering page:
The page is split into two columns, which looks functional and appropriate on first glance, however when we scroll down, we see that that format is not actually appropriate. Underneath the initial information we are shown above there is an interactive form which users can fill in in order to book/enquire about Frurt catering, positioned only in the left column this creates a sense of imbalance on the page and almost seems like a forgotten or carelessly added on section underneath. However the simple layout is still functional.
As for colour/image choice etc, I believe this to be inappropriate, as it does not aid the content seen on the page. 'Frurt know how to party!' The page, does not reflect the idea of a party, of celebration, it again appears clinical, where the only images used are lacklustre(shown in a slider/image sliding format), One of a frozen yoghurt machine, and the other of an empty room, with a few balloons and cakes. One good thing that I think is goof about this website design and I would like to employ into my new design is the use of the consistent nag bar which runs along the top. On each page the nag bar continues to stay the same, and allows easy access from page to page without having to return to a landing page.
Franchising:
The franchising section os probably the most informative section on the website. The page allows the user to understand the process of franchising through a visual diagram. The diagram shows how each part of the process connects through a honeycomb inspired structure. This structure is seen as a signature across the website, and instore, however it does not relate to frozen yoghurt or its target audience. The content however of the page is well thought about, and much more enlightening than any other of the pages. Those who are looking to franchise are able to see how successful the company is through information such as what they are recognised for. They are also able to see, the benefits of franchising with Frurt, and if they like what they see, are able to enquire directly on this page. Therefore I feel that this page does ultimately fulfil its purpose and most of the changes I would want to make are aesthetic based.
Jobs:
The jobs page, is seemingly the most pointless of all, as the company is only a small chain (4 locations) they do not have a fitting job section, where users are able to apply for jobs online. Instead users are asked to email their C.V with availability to an email address. As this is the only function of the page, is does not seem relevant that this is a page of its own at all, and in fact, might be beneficial if grouped with other corporate aspects of the site such as franchising. The lack of information may also seem unwelcoming to a user looking for a job with Frurt, therefore I this this section would benefit from something extra such as a welcoming message, inviting those interested to join the Frurt team.
Products:
As part of the demographic audience and as a prime user of a website such as this, I feel that the products page is one of the worst on the site. The images above are all the information that we are given on this page. When we fist land on this page, we can see four categories at the bottom; Fruit Parfait, Fruit cup, Smoothie and Waffle cone. We are in no way introduced to possibly, their most popular product, cups of frozen yoghurt with a range of toppings to choose from. Nor are we given any information into what toppings are available, which is disappointing because when visiting the store it is evident, from menus inside that there are a large range.
Frurt actually offer, a range of 4 different flavours of frozen yoghurt, and one that is dairy free. Along with a range of toppings that include;...
I feel that such information would be beneficial to display on their site. which should then be followed by extra things they do such as the products listed above.
Another commodity I feel that the products page is missing is an estimation of prices, as a society we are very cost orientated, and so I think it would be if we as customers are given some information of the type of money we will be spending before we visit the stores.
Why Frurt? and Nutritional info:
I feel as though the Why Frurt? and Nutritional information page displays the same kind of information, mainly based upon the Health benefits of Frurt. We can also see from signs on the shop window:
That the website misses off quite a few quintessential benefits of eating frozen yoghurt at Frurt which can be seen advertised in store. It could be more appropriate if this set of information would be combined to one page such as the health benefits of Frurt.
Contact us:
The contact us page is also counter productive for its users. The only mode of contact displayed on this page is through submission of a form, in which we are asked of our subject enquiry, email address and message. On traditional contact pages we are given information such as, contact numbers, addresses, opening times etc. Thus, I think it would be more functional, and easier for the end user, if the location page and contact page were combined to create one place for the following information; shop locations, contact numbers, email possibilities and opening times, with a possible map (google maps etc) for a visual reference as to where each shop is.
From the information I have found by analysing the current website i have decided I am going to:
- Create a five page website (including index page) made up of the following pages:
- Index page.
- About us.
- Health benefits of Frurt.
- Menu (products sold)
- Contact us.
I have sectioned these chosen pages down into the following information:
Index page:
- Image slider controlled by arrows which displays latest news etc about Frurt such as a limited edition flavour or franchise opportunities etc.
- A nav bar, with logo in centre which changes when rolled over.
- A footer with further link to contact us page and social network links.
About us:
- Same nav bar and footer for easy navigation.
3 information sections.
- About Frurt (History and ethos)
- Catering oppurtunities.
- Franchise oppurtunities.
Health benefits:
- Same nav bar and footer at top and bottom of page.
3 information sections.
- All elements that make Frurt froyo different to other brands.
- Froyo .vs. Ice cream.
- Why Frurt is the new healthy.
Contact us:
- Consistent nav bar and footer.
- Search box to find stores.
- Once store is found information given is:
- Specific name of store.
- Address of store.
- Contact number.
- Opening hours.
- option to franchise if you cannot find and want a store in your area.
- Map to show exact locations of stores in visual reference.
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