Analyzing Daniel Wellington Website's User Experience

Are you obsessed with watches? Who does not? So do I 😊
Talking about watches. Last week I checked Kendall Jenner Instagram, and I noticed the  Daniel Wellington watch that she was wearing. I immediately checked their website and read more about it.

Kendall Jenner advertise Daniel Wellington's watch in her Instagram account

I really enjoy buying watches that do have a special future, style or even a story. Unlike another brand, Daniel Wellington is a really unique brand. Filip Tysander, a 31-year-old, who couldn't afford a Rolex has built a $180 million watch empire in less than 5 years, is an exceptional story. To read more about Daniel Wellington success check out Business Insider Nordic article. In this blog, I will analyze Daniel Wellington’s website and provide more details about User Experience, and at the end, I will give recommendations that will help Daniel Wellington to improve User experience and to excel better than its competitors. 

User-Friendly Navigation:

As it is shown in the picture, Daniel Wellington’s website navigation bar is easy to understand and use. When the user navigates this website, there are only 6 choices, which make it simple, logical, and short. Also, the website navigation bar is built to reduce the visitor’s confusion- “cognitive load”. According to Tofrosmo, Joel Latto mentioned that "Visitors create a mental image of the site’s hierarchy and message importance in just 2.5 seconds." In the Daniel Wellington's website, navigational choices are short, logical, and simple, and that what the end user want.

Daniel Wellington Navigation Bar

Website design and layout

Overall Daniel Wellington website looks and feels be consistent across all of the site's pages. Backgrounds, logo, color schemes, font family, layout are harmonious and compatible. This can have a positive impact on usability and user experience.

Product Images

Daniel Wellington uses high res images. Also, it has the zooming features to let users see product details, and it allows users to scroll to back and forth between images. Images serve as a great visualization of the product in context.

Daniel Wellington products

When you click on the selected item, below the product there is a short product summary about product details, reviews, and Call to Action area.

Watch Information

According to a study by Forbes, 50% of online shoppers say that large, high-quality product images are more important in their buying decisions than product information, descriptions or even reviews.(2) Thus, having bigger, better product images will lead to increase conversion rates.

A Clear call of action

In Daniel Wellington website, each product as a clear call-to- action button where it tells users where to go, where to click and what to do.

Call to Action

Copywriting and content and SEO

Daniel Wellington uses SEO Content the most relevant to the nature of the brand. For example, on the home page, keywords that are being used are:
<meta name="keywords" content="watches, daniel wellington, best watches, daniel wellington watches, designer watches, nice watches, unique watches, watches online, classic watches, fashion watches, buy watches online, fine watches" />

For the collocations page, the keywords are:
<meta name="keywords" content="Minimalistic, NATO, NATO Strap, Interchangeable, Watches, Preppy, Classic, Timeless, Unisex" />

For the men page, the keywords are:
<meta name="keywords" content="mens watches, watches for men, best watches for men, boys watches, wrist watches for men, wrist watch, popular mens watches, nice mens watches " />

For the women page, the keywords are:
<meta name="keywords" content="watches for women, womens watches, women watches, womens watch, watch for women, watches for women, ladies watches, girls watches, female watches" />

For the watch bands, the keywords are:
<meta name="keywords" content="Minimalistic, NATO, NATO Strap, Interchangeable, Watches, Preppy, Classic, Timeless, Unisex" />

The copywriting in Daniel Wellington website are Simple, Clear and precise. The language Daniel Wellington uses is very simple, humanized and easy to digest. The voice of tone shows that Daniel Wellington is a brand for those who likes classic, Preppy, and elegant watches.

When they communicate with their visitors, Daniel Wellington emphasizes on the benefits, not features. The brand tells their visitors why should buy this Daniel Wellington, not only states futures and facts about their watches.

Finally, what I like the most of this brand is that it encourages their consumers to be part of their crowdsourcing for their content creation. For example, Daniel Wellington has created this hashtag on Instagram where people can post pictures that are related to the brand #DANIELWELLINGTON

#DANIELWELLINGTON

Shopping Cart and shipment information
In Daniel Wellington website, adding items to the shopping cart is a smooth task. Ordering a watch is a very simple task to do. There are only three steps to ordering: first select the wanted watch, second add the item to the shopping cart, finally, fill the form and click place the order. Also, the shopping cart shows total price and number of items in the cart. For checkout page, it asks for only the minimal required information, so the users do not feel overwhelmed with the amount of information he/she needs to reveal in order to buy an item. the checkout process short and your steps clear and logical. when your click on place order, it shows progress during the checkout process.

Checkout Process

Daniel Wellington has a clear detailed information about delivery and returns options. These details play a major role in many customer's’ decision to purchase a watch.

The help Page

Responsive design

Daniel Wellington website has responsive web design optimal viewing for desktop and mobile.

Customer service and online chatting

Daniel Wellington customer service responds immediately to answer customer questions in detail

Online Chat

Recommendations:
Adding Customer Reviews, rates, and recommendations.

Consumers are more likely to buy things from websites that have reviews and ratings. That’s why Daniel Wellington should include reviews and ratings and encourage their customers to leave feedback and share comments.

The more interesting fact about Online Reviews for an Ecommerce Store is that:

• 70% of customers consult reviews or ratings before making a final purchase. (PeopleClaim)
• 67% of consumers read 6 reviews or less before they feel they can trust a business enough to make a purchase. (MarketingProfs)

Content Sharing and Social Networking Buttons

Social networking buttons are designed to get users sharing content. the user experience does not occur within a single channel. In fact, users move between multiple channels and adding social share buttons give customers the ability to display their e-commerce purchases on Facebook, Twitter, Pinterest or other platforms.

Social media widgets help to collect the demographic data you need, and it helps better Retargeting. For example, in Facebook, rich demographic and psychographic data that social sharing widgets can capture. This help to provide better-retargeting efforts during your marketing campaigns. Moreover, social sharing widgets create buzz around the brand increase brand awareness and recognition.

Adding Search Bar

In Daniel Wellington website, there is no search bar. The search bar helps visitors to look up for information on the website.

Conclusion:
To sum up, Daniel Wellington website has a good user experience by addressing these Six qualities:

• Findability: The website is easy to navigate. The product is easy to find and there are enough information and description of each product.
• Accessibility: the website is accessible via different internet browsers and devices.
• Desirability: the website drives a visitor to take action through design. we can make a page more desirable to use by adding visual design provides context and well-written content guides visitor to finalize the decision taking.
• Usability: It fulfills the customer’s purchasing needs as quickly and effortlessly as possible. 
• Credibility: it provides links to return policy, customer service, shipping and privacy pages. However, Daniel Wellington should work on adding consumers rating and reviewing to add more credibility.
• Usefulness: all the information in Daniel Wellington website is useful and easy to understand.