Copying what other retailers do on their site is NOT a good experience design strategy

Copying what other retailers do on their site is NOT a good experience design strategy.

When I ask retailers why they have done certain things online, a common response is.... "

'Sephora' (enter any large retailer name here) does it, so it must be good".

Just because a retailer is deemed "successful" does not imply they have nailed the delivery of amazing online experiences.

The Sephora screenshot below is a great example of this in action.

When consumers are asked to select a free sample, the consumer picked "Supergoop".

This is evident because the "Remove" element is now activated below this sample (see #1).

The consumer is presented with an "X" element in the top right corner, convention for "Close" and/or "Cancel" (see #2).

If the consumer selects this "X" element, it cancels her sample selection, closes the pop up: creating confusion.

Sephora wants the consumer to select "Done" (see #3), however this element is not visually obvious enough.

Creating intuitive experiences throughout a customer's journey is not easy and is why retailers need to engage with a subject matter specialist in this field.

There is a process and framework in existence ensuring each step your customer takes is obvious and intuitive throughout their journey.

Stop copying and get creating!

Click here to see my 4-book series which dispels the myth that large retailers are doing a great job in experience design.