Play.com is a Jersey based online retailer of DVDs, CDs, books, gadgets, video games, DRM-free mp3 downloads, and other electronic products, as well as clothes and accessories. Play mainly targets the UK market. Play.com has been trading since 1998 and has expanded rapidly. In 2008 the company had seven million registered customers and stocks eight million products. It is the second biggest online retailer in the UK market, according to traffic monitor Hitwise.
The success of the business could be down to the layout of the website. The website is set out clearly with headings on the home page allowing the user to go to the specific area of the site they intend whether it be books, games, phones etc. Entering any specific area of the site will give users further options, for example if looking for video games the user can choose which particular console, games and accessories they would like to view. Another strength of the site and possible reason for being named the ‘Which online retailer of the year’ is how simple the website is to navigate around and easy to understand. The navigation is consistent throughout the website and navigation bars consistently remind the user where they are and what page they are currently on.
Play has a trouble-free layout but as with most websites, has its flaws. One problem around the site is the small text used around the site on all pages. Those who find it slightly more difficult to read small text may have a problem, as when attempting to enlarge the text the default layout is then interfered with and the user will have to perform a lot more scrolling horizontally and vertically to view all the website displays. Another potential problem of the website which is more relevant on the main pages is the lack of a focal point to the pages or possibly too many. When viewing the Play homepage the user often does not know where to begin, whether looking for items in general or a specific item as there are so many promotions, section titles and search bars in little space. The user can often get bogged down with all the information and images that are on the page.
The first of two tasks I attempted was to find a specific product. This is a relatively simple task as there are several methods to finding the item. The user can type the product name into the search bar, which will take them directly to the product, or choose go through the subsections from the homepage. The second task I attempted was to purchase an item from the website. This was also a straightforward task, the user simply clicks the ‘buy’ icon listed next to each item, which will notify the user that it has been added to the shopping cart. When the user has added all items, the checkout and payment are quick and simple. All that is required is the users name, address and payment card details.
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stuartm