All along, I thought of UX as finding that sweet spot between the way a user interacts with the product and what the brand wants to communicate to their customer, and then, bridging the gap between these two domains.

Think of the simplicity of google or the seamlessly experience of Apple products. Today, the ability to put yourself in your customer’s shoes and to observe the world from their perspective is, in my opinion, the single most efficient skill that the UX team could develop. However, while most start-ups today seem to have got their million-dollar concept in place, where they are probably fumbling is – communicating and establishing this concept with their audience. In these lines, one such experience where I was left with disappointment was Here are some reasons with respect to UX to substantiate my point:

No Brand Identify: On visiting the site, one really isn’t sure what the brand is about. While I am asked to login, I’m not really provided any information about the brand or its products. It’s always a great practice to identify and establish yourself. Being vague does not really serve much purpose or build trust with your customer about your brand

Step too Early: In the next step, I am asked to enter my pincode. When I am unsure of the products I’m buying or what the brand is about, do I want to provide my pincode without a real context to it? I’m not so sure. Preferably do not collect information without offering anything in return. This just frustrates the customer and will lead to high bounce rates

No Sufficient Distinction: Once the pincode is entered, I’m provided with two options – Health Cure and Health care. In common practices, there is very little if any difference between the two. It’s important for you to differentiate the options you provide your user, for them to be able to differentiate the category of products they are looking for. Be clear and crisp with your options. Never assume your customer will interpret everything that you have in mind

Premium Delivery Unnecessary: Now, there are two buttons labelled – regular and premium delivery. However, when I choose premium delivery, the message displays – coming soon. It’s advisable not to state premium delivery unless it is available. Explicitly state your upcoming features rather than revealing them with a click

Cluttered Banner: Now I click on Health Care. However, what catches my attention is the pink and black banner on top, although its also safe to admit, I’m quickly prone to lose interest, thanks to the cluttered banner. I’m also hardly able to read the carouse, which moves too quickly. This is extremely distracting, if you ask me. My focus rarely narrows down to the products (which should have been the case). There appears to be an ineffective use of negative space here and too many things listed on the banner. What I would suggest is listing your categories out as a drop down or club the information under a single unit. Also, for effectively communicating your message on the carousel, an optimal speed between frames would be ideal

Redundant Home Icon: Popular UX practices follow the logo to re-direct the user to the homepage. However, here is an additional redundant home icon while the logo is not clickable.

Buttons not Clickable: While the price button below the product appears clickable, it is not. This is quite misleading.

Search not Semantic: While I search for a product of my choice, I’m provided with auto-fills for the product I’m looking for. However, are the results consistent with my search? Not really. When I’m searching for example for Himalaya soap, it’s a lot more confusing when I’m also receiving search results as Himalaya shampoo in addition to the soap. A refined search result which compliments the listing is the need of the hour

Wrong Labelling: As a customer, I’m curious and rather confused why there are two types of labelling (Pink and Yellow). Unless it serves a purpose, it’s best to keep things simple and use standard design forms. Isn’t that true in most cases, anyway?

Misleading Buttons: When I’m finally ready to buy my product, in this case, say that Himalaya soap, I’m not really sure what the button ‘fresh’ indicates? I would still buy something labelled ‘new & improved’. However, fresh is a little misleading and even tempting enough to drop my product

Confusing Options: At checkout, in addition to the pink ‘check-out’ option AND a blue Health Cure button. This is plain mis-leading. It’s best to have a health cure button on top navigation (instead of the zillion other categories) to provide me with an option to shift my preference, should the need be. In addition, it would be ideal to offer your customer the option to ‘shop more’ rather than direct them to a different category of products

Messaging: Now that I have decided to order, I realize that the pincode entered at beginning of the journey is wrong. I like to order the delivery to my office and not to my home. So I decide to change the pincode address from the black strip at the top. Now the message says it erases the products in my cart. I don’t buy reason enough for my products to disappear when my pincode is changed. A good practice is to save products which can be bought even when my pincode is changed.

In a day and age when everybody is looking to provide or use great interface, the healthcare domain is a relatively new domain for e-commerce. It’s all the more integral that you are able to understand the emotions your customers are feeling, internalize them to the point that, to a certain degree, you share them—at least sufficiently so that you’re able to factor them into your decisions, processes, and communications. When this process is skipped, you’re losing out on the first mover’s advantage. We should be aware of the broad range of experiences and abilities of our users, no matter where they sit on the ‘ability’ spectrum. All I can say for now is, we better buckle up, before it’s too late