Description: The site for the upscale department stores of Barneys New York is Flash-based but loads relatively quickly. There are eight major links prominently placed, and choosing one scrolls past the other pre-loaded images until the appropriate section is reached. A simple navigation in each section makes it easy to quickly locate the desired line of products.

Great site because:

• While the site is driven by Flash and can take some time to load during high-traffic hours and on slow computers, the approach works, since the major audience is likely buyers who have top-of-the-line equipment.
• The Barneys New York site is difficult to navigate at some points, but its strength lies in its great Flash presentation that includes lots of interactive elements.

Bluefly

Description: Bluefly, an online department store that emphasizes designer brands at discount prices, includes large, graphical links to men, women, home, gift, and clearance merchandise. New deals are spotlighted each week, and banner-sized ads attract information without being overwhelming. Despite the "discount prices," it is clear from the prices listed on the homepage that the items included are relatively upscale.

Great site because:

• The design of the site is straightforward: main links are always located at the top of the page, and navigation areas within the section are available on the left side of the screen. The scheme is common, which makes navigation easy for shoppers.
• All items include a large, clear thumbnail, description, and price, so visitors can quickly search the site to find the perfect item.

Buyarock.com

Description: Buyarock.com has been said to be the only jewelry website that specifically targets men. Its uniqueness, then, lies in the fact that the resource seamlessly integrates diamond shopping with a help guide to aid men in proposing marriage.

Great site because:

• Buyarock.com is not stodgy and uptight, as many jewelry stores tend to be. Instead, it uses bold colors, quirky imagery, and fun Flash elements.
• One of the greatest features of the site lies in its simplicity; while it combines so many different media and styles, it does so while managing to emphasize the content, not the technology.

Conran

Description: Conran, a company devoted to all aspects of food, focuses on four main areas: eat (restaurants and special offers), shop (online and catalog), live (magazine and news), and us (background information). Each section within the site has the same basic layout but incorporates unique elements, like an individual color scheme and large images, to set it apart from the other areas.

Great site because:

• The homepage is simple and at first includes little more than the name "Conran" and each link with an accompanying image. As each link is rolled over, a Flash action begins and sub-links appear; the approach helps to further simplify the site.
• In keeping with the simplicity of the layout, each of the four major links' homepages includes short text descriptions of features and a large, bold image that helps to express the topic of the page.

Gucci

Description: The site for Gucci, the upscale department store, reflects the company's sophistication through every element. The homepage includes a large, black-and-white photograph, and a set of links quickly expands as each one is rolled over to allow visitors to narrow down their search. The site is Flash-based and successfully targets upper class buyers both in taste and long load times.

Great site because:

• The minimalism and layout of the site, in combination with sleek Flash elements, make browsing the online store feel more like visiting a modern museum than shopping.
• The product photos are simple as well, with each image highlighted then enlarged when clicked on; the presentation offers a unique way to browse.

Kenneth Cole

Description: The Flash-based Kenneth Cole online store loads surprisingly quickly and includes major links to men, women, gift, and fragrance merchandise. Links and features are easy to locate, and the brown-and-blue color scheme manages to create an environment that is appealing to both men and women.

Great site because:

• An innovative scrolling Flash element on the homepage makes it easy for the company to emphasize its newest features and for customers to quickly discover new additions to the site.
• Interior pages include large, clear images of each product, so visitors can identify items without clicking to enlarge them; once merchandise is examined more closely, though, a clever zoom feature lets visitors see products in even greater detail, which can be beneficial when ordering online.

Paperworks.biz

Description: Paperworks.biz is an online company that supplies customers with all types of paper and accessories for both low- and high-end projects. The site is very clean, uses fresh colors, and is simple to navigate.

Great site because:

• Free project sheets are available for visitors who want to be creative by building innovative boxes, bags, and envelopes; paper recommendations are included.
• Because not all customers may understand the differences between different types of papers, a comprehensive, easy-to-understand online glossary is available.

Peachpit Press

Description: Peachpit Press is the home of how-to computer books, so it is a wonderful place to browse when wanting to locate a resource on any program or topic. Further, the design is fun and makes the site seem less like an online shopping store than an unusual coffee shop.

Great site because:

• The design of the site is simple, but it makes great use of space and navigation options; a very user-friendly resource.
• Rollovers are less common now that Flash is widely used, but Peachpit Press's colorful navigation illustrates how rollovers can still be both practical and interactive.

Peacock Alley Luxury Linens

Description: Peacock Alley Luxury Linens is an online store that specializes in bed, bath, fragrance, and pet merchandise. The site is extremely simple, includes prominent links, and loads fairly quickly regardless of a large Flash animation that highlights featured items.

Great site because:

• All of the interior pages follow the same design as the homepage, which makes it simple for visitors to recognize the site even if they enter through an interior page.
• The products are displayed against a white page background, and many have the individual photo backgrounds removed to create a simple, crisp look that puts the emphasis on the shape or texture of each item.

Pottery Barn

Description: The online store of the Pottery Barn chain is one of the most simple and easy-to-navigate sites available. The homepage includes one large image that is frequently changed to spotlight new merchandise, plus two navigation bars: one that includes company and background information, and one with five major links to home décor merchandise.

Great site because:

• The colors and style of the site are reminiscent of those found in Pottery Barn stores, a feature that gives visitors a nice visual and mental connection between the two resources.
• Large images of featured products on each main merchandise page allow visitors to click on the photo to go directly to details about the items in order to eliminate search time.

Pottery Barn Kids

Description: The Pottery Barn Kids online store is similar to the Pottery Barn online store in that it is simple, includes bold images, and prominently displays major links. A major difference between the sites is that while the Pottery Barn site is done in more muted colors, the Pottery Barn Kids site is brighter and more fun to reflect the feeling of the chain.

Great site because:

• The site includes large homepage images that change frequently to highlight new merchandise, a feature which keeps visitors interested in returning to the site.
• A unique feature of the site is drop-down menus that are a functional way to aid in navigation but are also whimsical in that they include a gingham-print graphic at the bottom of each one; while it is a simple element, it helps to create the environment of the site.

Restoration Hardware

Description: The Restoration Hardware site, which provides online shopping option and store location information, is reminiscent of the Pottery Barn site in its colors, layout, and style. While the site includes a great deal of merchandise types, such as lighting, bed and bath, furniture, and accessories, it does a good job of making the site clean and easy to navigate.

Great site because:

• The site allows for visitors to sign up for a wedding registry or search for couples who already have one, which is a wonderful feature for wedding guests who are unable to visit a Restoration Hardware store in person.
• To conserve space but draw attention, small, frequently-updated banner ads feature spotlight items without distracting shoppers from more prominent links.

Back to top