Letters: River Island goes over the top with Flash use

9 March 2006

The issue of Web sites sacrificing user experience for design isn't a new one, so why are we seeing the same mistakes being made over and over again?

River Island's new Flash Web site looks and behaves well, although in terms of user experience it could and should do better (NMA 02.03.06). I suspect there will be significant changes to the site within six months as River Island reacts to customer response (and sales figures).

Don't get me wrong, I love Flash. It's a powerful tool and when used appropriately creates highly interactive and engaging user experiences. However, to use it as a singular technology seems daft, especially as the same design could have been created without it.

Good user experience design balances the creative and usability aspects of Web design to build an experience that matches the needs of the business with the needs of the shopper, creating the best fit. Cool for cool's sake just doesn't cut it with customers.

Simon Norris, MD, Nomensa

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