I’ve been involved with the internet since the beginning- and I love it. It’s a great, fun puzzle for me- architecting a site in such a way that it goes where our minds go, instinctively- to make things just make sense, so that things are where they should be, regardless of the path you take, or kind of shopper you are. I love that you can change anything in an instant. And it’s a never-ending labor of love to make sure that as you add complexity, you don’t forgo simplicity.
As part of the small, tightly-knit team that developed and launched the Victoria’s Secret website in fall of 1998, I learned the fundamentals early on, in terms of what works and doesn’t work to make a website great. Many of these fundamentals remain true today: intuitive navigation, value-add content, contextual information that provides answers where the customer needs it, and functionality that works quickly, consistently and clearly.
I also had the pleasure of working on the J.Crew website for a year or so, clarifying the shopping path and eliminating some obstacles within checkout – improving site performance by doing so. At Bare Necessities, in creating a branded experience, I was able to show that customers shop emotionally- Yes, they need clear and consistent navigation. But they want visual cues and a point of view, too.
As a shopper and as an e-commerce professional, I am always on the lookout for great shopping experiences, and feel duty bound to help those that aren’t quite there yet. I’m the shopper who can’t help but pause to notice a typo in the sign, a misleading offer or confusing copy detail, or worse yet- a perplexing or annoying experience. So this is my forum to talk about it: the great experiences, and the not-so-great. The opportunities. The hot topics. And how-to’s. Feel free to jump in with some of yours- I’m listening.
For help optimizing your site, see Jess Jackson Consulting, LLC.