Posted by Kathryn Lagden...
As an internet marketer I'm quick to criticize poor website design and frustrating usability. So I thought it only fair to sing the praises of a website that has consistently delighted me with its ease of use.
When I'm busy and the only thing left in the fridge is a box of baking soda and an empty jar of mustard, Swiss Chalet is my quick fix solution. My dietary choices might be questionable but it's so quick and easy to order online that I can't seem to stay out of the special dipping sauce. A walk through the process (my selections in bold)...
Step 1: 'Visit the Website' or 'Order Online'. (No menu surfing needed, after all I'm on first name terms with the driver)
Step 2: Select 'First time customer' or 'Returning Customer'. (and of course the returning customer log-in fields are pre-populated with my information)
Step 3: Welcome Kathryn. Is your delivery information correct? Links to change profile, add new profile, or click through to order
Step 4: Select 'Delivery' or 'Pick-up'
Step 5: Select 'Order Now' or 'Pre-order for later delivery'
Step 6: Select from the menu. There is a link for 'Place your last order on file'. I would prefer that it default to my last order and let me add/edit from there.
At first glance it seems like a lot of of clicks to get to your order. But each step is so simple and doesn't require any thought. I'm never guessing what is behind a click...it's all very obvious.
As a customer I much prefer a couple of extra clicks if it means the site can figure out what I'm looking for and take me quickly to the right page. Nothing worse than being hungry and faced with multiple ambiguous links on a page!
Care to share the website(s) that wows you with excellent usability?