I decided to analyse the e-commerce Web site Ellison : an eyewear retail company from Chicago.

 

We can see on the Home Page of the Website that they highlight the words : “Italian components, handmade in Greece”. The handmade is a new trend that works very well so the brand has decided to put these words forward.

The itended audience of the brand Ellison Eyewear are youngs.

According to the Online Consumer’s Hierarchy of Needs (OCHN) framework, this website respond to representational delight interface characteristics. It refers to characteristics that stimulate the consumer’s senses and help to engage a consumer hedonic task.

User Flow 
The user flow of the Website is really simple here. The customer starts from the homepage, and then can choose a product from categories (women or men), the customer can add an item to the cart and then check out and purchase the article. So, it’s very easy to use and intuitive.
Reputation

In the tab about us we can find information about the brand and this quote “This is a model however, that large sunglass makers love. Ultimately, reaping huge profits for these mass manufacturers and large brands at your expense. That is not right.”. Here, the brand wants to differentiate their company with mass manufacturers.

 

Accuracy

In the category Bluetech they explain all about the new eyewear technology that they use. They use a video, pictures and a diagram to improve credibility and to reassure customers.

 

Security

The consumers are concerned about security when they purchase the product on an e-commerce website such as Ellison. It’s important that the company put information about payment security. So they write here “We implement security measures that meet or exceed current federal standards to protect the safety of your personal information when you place an order or submit your personal information on our website, but please be aware that no system of transmitting data over the internet can be guaranteed as 100% secure. We process orders via FirstData which allows us to use the information collected for the purposes of product provision, billing, identification and authentication, service improvement, contact, and research. FirstData’s privacy policy may be accessed here.”

 

Currency

The Website don’t have any date of when it was upload last. So we don’t really know if all the information is still valid.

I found on their Facebook Page that the brand were launched in 2014 but we can’t find this information on their website.

I could be great that customers can found this information more easily on the Web site.

 

Ease of use 

This Web site is really intuitive and easy to use. You can choose between severals categories pages such as :

Shop : to see the different products, you can after choose for women or men.

About : to know more about the brand, their objective and why they created their company.

Handmade : this word is use to highlight their trademark and draw attention of customers.

 

 

Link of the site :

https://wearellison.com

References :

  • https://www2.le.ac.uk/offices/ld/resources/study/eval-web
  • https://www.optimizely.com/optimization-glossary/user-flow/
  • Valacich, J.S., Parboteeah, D.V. and Wells, J.D., 2007. The online consumer’s hierarchy of needs. Communications of the ACM, 50(9), pp.84-90.

 

– University of Brighton Student