Last Christmas, the John Lewis website took more cash in a single week than the Oxford Steet branch. The website employs 150 people, compared to the department store branch employing more than 700 people.
So I thought it worth mentioning last week’s launch of the new JohnLewis.com web design.
They are describing the redesign as a ‘more aspirational look’ that tries to be more like the in store experience.
So, what does this mean in practical terms?
- A new Liquid layout means that the site stretches to fit any user’s particular screen resolution, resulting in a consistent design looks great no matter what width it’s looked at. I’m pleased to report the Hallam website became liquid about 18 months ago.
- Greater access to John Lewis’ greatest asset: it’s associates (that means the sales people.) Real staff have been recording podcasts; indeed the fitness equipment podcast nearly persuaded me to part with two grand, except for the fact the check out wasn’t working….
- Lighter, brighter design with less of the grey around the logo and navigational areas
- New site navigation that offers clusters of choices within each sub menu.
- Lots more products, images, and content.
And my personal views of the changes?
- For some reason as yet unknown to me, I can’t checkout. I put gloriously expensive stuff in my basic, click Checkout, and I pop back to the Home page. Frustrating, to say the least.
- I’m not too keen on the new drop down menus. My forty-something coordination means as I recklessly aim for items on the far right of the new drop down sub menus, I inadvertently end up closing the menu by accident. Damn.
- But overall I love the new design. Wonderful pictures, sensible menu suggestions, oodles of useful information. It makes me trust the .com site in just the same way I trust John Lewis.
And that, trust, is what it’s all about.