In this day and age, technology is
very prominent in society. Many
people use their smart phones and computers as resources when looking for
information about virtually anything.
With the use of technology comes the expectation of access to
information with just the click of a button. Because technology is so prominent in our society, it’s very
important for businesses to have a website that is organized, appealing, and to
the point. If Internet users are turned off by a website, many times they will
take their business elsewhere.
One of the most important aspects of
a business website is its ability to draw potential customers and entice them
to come shop with merchants. The Scottsdale Fashion Square website has a clear
advantage over competing shopping centers’ websites in this respect. It is set
up so it is user friendly and straightforward. One of the most important aspects of the website is its
ability to attract shoppers to shop at the at Scottsdale Fashion Square.
Navigating the Scottsdale Fashion Square website is easy enough that most
individuals, even those with minimal experience, will be able to do it.
The Scottsdale Fashion Square is a
mall located in Scottsdale, Arizona, which is a predominately rich suburb in
the Phoenix area. The mall is home to over 250 stores and restaurants,
including upscale department stores such as Barney’s, Nordstrom, and Neiman
Marcus, as well as luxury brands such as Coach, Louis Vuitton, and Tiffany
& Co. Because the mall is so large and diverse, it’s important that the
website does not overwhelm shoppers.
The homepage of the website is simple in design,
allowing for non-confusing navigation.
Only a few colors are used, purple, gray, black and white, which are
appealing to users’ eyes. The font
is large and easy to read with the title “Scottsdale Fashion Square” legible at
the top. Many pictures are posted
to draw in the readers’ attention.
A plethora of clickable tabs are located at the top of the home page
making navigation easy and precise.
A scrolling bar displays a majority of the Fashion Square’s most popular
retail stores. Another scrolling
picture bar provides the user with information on sales at different stores and
information on promotions in the mall itself. All of these features provide
convenience for people seeking information about the mall.
While it’s important to have an
appealing home page, it is also important that the rest of the website is
user-friendly. Starting with the most important function, usability, we can
assess the Fashion Square’s website. Scottsdale Fashion Square website provides
the user with organized navigation. Along with excellent navigation, any
website in question should have a clear objective for its audience and be
designed to meet it. For example,
this website’s clear purpose is to inform prospective shoppers about the
wonderful shopping environment Scottsdale Fashion Square provides. Easy access
and composition are some of the websites strongest features, along with a
simple color scheme and direct access to any pertinent information about the
mall.
Although usability is the most
important feature, appearance is a close second in rank. As a high-end fashion mall containing
some of the biggest and most popular brands in the fashion world, the look of
the Scottsdale Fashion Square website is important. According to demographics of any mall shoppers, mainly women
will be visiting this site. Most stores are geared to cater to women. Women are
more likely to shop for not only themselves, but for other members of their
family. Attention to detail is a characteristic of many women. This means color, originality,
modernism and feministic views are completely necessary to attract women
shoppers and are apparent in the website’s design.
For example, since Scottsdale
Fashion Square contains some of the most well known, high-end, stores, the
color chosen for the website also must support this image. One color that is
very dominant on the website is purple.
Purple is a color that is associated with royalty, wealth, and
sophistication. In addition to
purple as a logical choice for the website, the colors grey, white, and black
also serve a clear purpose. Black
is a color that is associated with stability, power, intelligence, and
authority, white is associated with purity and cleanliness, and grey is
associated with practical and solid things in life.
While the basic layout and color
scheme stay the same, the colors on the homepage, like fashion trends, are
seasonal. Scottsdale Fashion Square adapts to the seasons by changing the
homepage colors from cooler colors in the summer to warmer colors in the fall.
Some customers might not realize it, but colors do have an effect on moods,
behavior, and emotions.
While colors support the websites
design, it’s also important for users to be able to find what they need. The home page of the website has a
search bar that is visible the second a customer enters the website. The search
bar makes keyword searches completely available at the tip of the users
fingers, and is valuable for users that might be unable to find exactly what
they are looking for on the website’s general sections. Through this, a keyword search is done
that will pick out specific words from the search and lead you to a page that
has all of the links with the key words in it. For some users, the search bar
will help tremendously. It has the
potential to be a factor that could possibly make or break someone’s experience
on a website.
Not only is there a search bar, but
also there is a drop down menu containing the names of every store in
Scottsdale Fashion Square. This makes it easy to locate and look-up stores, and
can immensely help a user in need of quick answers. The clickable tabs come second to the search and drop down
menus, but can do just about anything the user needs. “Directory”, “Sales”, “Dining”,
“Events”, “Visitor Info”, “Gift Card”, and “Spotlight” are the names of every
searchable tab. Each of these can
give the user an immense amount of information on these subjects.
One example of a tab with a great
amount of information is the “Dining” tab. Once a user clicks on the tab, they are directed to a page
that is solely dedicated to everything a shopper needs to know about all of the
dining options the Scottsdale Fashion Square has to offer. The main dining page
is broken up into four sections, the full dining directory, restaurants, fast
food, and specialty foods. This makes it easier on shoppers that know exactly
what they are in the mood for in dining options.
The
“Spotlight” tab is a tab that might be looked over by most visitors, but
provides just as much information as the other tabs listed. The “Spotlight” tab
includes blogs and articles written to entertain and inform trend conscious
shoppers. Not only does it inform the reader of the current trends, but it also
has articles that provide make-up tutorials, Black Friday shopping guides,
holiday entertainment tips, and movie reviews. This tab is useful for young
adults, moms on the go, and, surprisingly, even men.
As the holiday season approaches,
Scottsdale Fashion Square has encompassed the idea of Christmas. With the
holiday season, comes more shoppers, bringing more traffic to the Scottsdale
Fashion Square website. Holiday hours are important to shoppers, so a bold tab
is added at the top of the homepage leading to a holiday calendar. Along with
the “holiday hours” tab, ads promoting events such as Pictures with Santa and
Black Friday sales scroll across the home page. While gift cards are always a
popular choice among shopper, sales increase during the holiday season.
Scottsdale Fashion Square website largely promotes their holiday gift cards by
providing a link on almost every page of the website. By allowing gift cards to
be purchased easily online, Scottsdale Fashion Square provides an original way
to reach a more broad audience made up of people nationwide.
Scottsdale
Fashion Square website does a wonderful job at working to fulfill the needs of
all audiences; from the single mom on the go to the family man, the website has
something for everyone. Navigating the Scottsdale Fashion Square website is
easy enough that most individuals, even those with minimal experience, will be
able to do it. The accessibility and easy navigation of the website through the
search bar, clickable tabs, and directory provide potential shoppers with a
positive experience that will surely bring them back to the website again. Not
only is the website user friendly, but it has the appeal as a storefront window
in the mall. The website successfully draws the audience in, informs them, and
entices them to come shop at the mall.
The purpose of the website is to inform potential shoppers in hopes of
bringing business to the numerous retailers who call Scottsdale Fashion Square
their home. As avid shoppers ourselves, we find the website very helpful,
appealing, and successful in its purpose. The website has a little something
for every type of shopper.
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