Apple.com: Quick Click

Apple is known for designing intuitive and enjoyable interfaces. This Quick Click investigates how well Apple’s website lives up to the company’s high standards.

Tasks:
– Customize and then buy a laptop
– Learn about new iPhone features
– Get support for a broken iPhone screen
– Find a new iPhone 4 case to purchase

Task 1:

Path Followed:
My first attempt at finding the store failed. I clicked on the shopping bag icon in the upper right hand corner of the interface expecting to be brought to the online store. Instead, I learned that the image was analogous to a shopping cart.

shopping_bag
The Shopping Bag Icon

After that mistake, I clicked on the ‘Mac’ menu option and then chose to view the MacBook Pros. From there it was simple to select the ‘Buy’ button and choose a model. Although there were not many customization options, it was easy to see the different choices and how much each would cost.

customization
Customization Options

I made my customization selections and then added the laptop to my bag to begin the purchasing process.

Observations:
– I expected to find a dedicated store section of the website
– Customizing the laptop was very simple

Task 2:

Path Followed:
I selected the ‘iPhone’ menu option and then clicked on a ‘Learn More’ link. Scrolling through the page revealed more information about the iPhone’s new features and design.

Observations:
– The page was full of large images and small amounts of informational text
– I had to navigate to individual feature pages to find concrete details about the iPhone

Task 3:

Path Followed:
Following the clearly labeled ‘Support’ menu option led to a dedicated support page. I typed ‘broken iPhone screen’ into the search field. Results were populated and I was able to select one of the discussions to look for information about my broken iPhone.

Observations:
– The support search field displayed Quick Links and Suggested Searches as I typed.
– It was not immediately clear that the search results were automatically filtered to only show discussions.

Task 4:

Path Followed:
I clicked the ‘iPhone’ menu option followed by the ‘Accessories’ link. I used the ‘iPhone Compatibility’ filter to display cases that would only fit an iPhone 4.

Observations:
– My filter selection was indicated by a grey box around the iPhone 4 text. It was not immediately clear that the only way to clear the filter was to click on the text again.

 

iphone_selection
iPhone Filter Options

Conclusions:
Apple’s website had a small learning curve, but after getting a feel for the page hierarchy the tasks were easy to complete. The website was full of large visual images and sparse amounts of text on most pages. This created a visually appealing design, but also caused lots of scrolling. Overall Apple’s website supported the tasks and met Apple’s high usability standards.

Rating: 🙂 🙂 🙂 🙂

Leave a Reply

Your email address will not be published. Required fields are marked *