Abercrombie & Fitch

Issue 1

One company, two websites… no cross-shopping

There’s Abercrombie & Fitch for adults and Abercrombie for teens. Both sites excel at product presentation, the shopping process and ease of use. Clicking on the ‘Kids’ link opens a new window and a new website.

We disagree with the need for two separate websites, as this prevents cross-shopping between them. The user is ‘forced’ to register and enter credit card information twice – a major inconvenience which reduces sales potential.

Issue 2

Misplaced and unreadable navigation

Navigation is a crucial element of any website. These four buttons, placed above the main banner, can be easily missed by the user. Further, the readability of each is poor, adding to user frustration.

The fourth button showing what looks like a pair of headphones would be more understandable had the word ‘music’ or the more customary speaker graphic been used.

Issue 3

‘Required field’ indicators missing

This form does a good job of asking for only necessary information, but lacks an explanation of the asterisks.

Also, the PROCEED button uses unconventional wording. More recognizable would be NEXT or CONTINUE.

Issue 4

Insufficiently differentiated buttons

Throughout the shopping cart area, the non-functional progress indicator buttons at top (A) are the same color as the functional buttons (B). The Checkout buttons should be in a unique color to clearly indicate a path through the shopping process.

Also recommended: moving the Return to Shopping button (C) away from the checkout button and improving its legibility.

Issue 5

Payment Information region looks de-activated

Functionally, all elements are well designed and easy to navigate. However, the use of grey letters on a grey background reduces readability, making it difficult to complete the form.

Issue 6

Requiring entry of unnecessary information

On each product page, there is an option to email the page to a friend. However, clicking this option results in an error message asking the user to select a size.

The sizing information is actually not required; nor does it appear on the subsequent email form page.

Issue 7

Poor button design

Throughout the site, functional buttons are not of a consistent color or design. In this example, both the “Register” and “Sign In” buttons look de-activated and are difficult to read. The user therefore must rely on trial and error to determine whether the buttons actually work.

Also, “Wishlist” in the headline should be two words, as it is in the text.

Issue 8

Hidden links, inadequate help

A: “Forgot your Password?” is a link, yet it appears in the same font and color as “Email” and “Password”, which are not links.

B:  The ‘Create your Profile’ button looks de-activated and non-clickable.

C:  Inputting incorrect data causes an error message to appear below the form – instructing the user to re-enter the information. It should also mention that passwords can be recovered by clicking the appropriate link within the form.

Issue 9

Raising false hopes

The site contains a Store Locator to help users find outlets in the USA and Canada. The drop down menu displays all Canadian provinces. But there are, in fact, no stores in Canada. Selecting any province results in a frustrating error message, “Sorry there are currently no stores in your area”.

A message such as ‘Canadian shopping online only’ would solve this critical usability error.

Issue 10

Navigational chaos

A.  Words in same type font and color are sometimes a link, and sometimes not. The white ‘back’ button is a link, but not the white text within the first sentence.

B.  The large headlines are the obvious choice for being links, but they’re not.

The only links to the downloadable content are the illustrations. The entire site suffers from confusing and unconventional navigation.