1.

Introduction:

The official website of Patagonia in Australia is https://www.patagonia.com.au/. It is an outdoor

clothing company which is committed to environmentally sustainable practices. The website
provides Patagonia’s products and information about the company’s values and initiatives. The
purpose of the website is to offer a range of outdoor clothing and gear for men, women, and
children, as well as resources on environmental activism and sustainability. We can purchase
products online and also find information on Patagonia's efforts to reduce its environmental impact.

The aim of this document is to evaluate the effectiveness of the website https://patagonia.com.au/
from an HCI and responsive design perspective. The website caters to a specific target audience -
those interested in sustainable and environmentally responsible outdoor clothing and gear.

The scope of this document involves conducting research and literature review on the target users of
the website, their requirements, and expectations in terms of design, layout, and functionality.
Based on the findings, the document evaluates the website's design and layout using Nelson's HCI
Design Principles and discusses the strengths and weaknesses of its features.

This document also recommends improvements to the website based on the analysis, using specific
examples and principles to support the assertions. The focus is on identifying areas where the
website can be made more user-friendly and responsive and how it can better meet the needs and
expectations of its target audience. The broader societal and environmental impacts of Patagonia's
business practices is also considered through this report. It also evaluates the company's overall
contribution to sustainability and social responsibility.

2.Research and Analysis:

Target Audience:

The target audience for the website Patagonia.com.au focuses on user group of outdoor enthusiasts
who are interested in outdoor activities such as hiking, camping, surfing, skiing, and snowboarding.
Patagonia is a brand that specializes in outdoor apparel and gear, so the website appeal to
individuals who are looking for high-quality, durable clothing and equipment to support their
outdoor pursuits. The website lures those who are interested in sustainability and ethical
consumerism, as Patagonia is known for their commitment to environmental and social
responsibility. The target audience for the Patagonia website are those individuals who value
spending time in nature and who prioritize high-quality, sustainable products in their lifestyle needs.
The target age group for the Patagonia website may vary depending on the specific products and
activities being marketed, but it is likely to be adults between the ages of 18 and 65 who are
interested in outdoor activities and sustainable consumerism.

In terms of gender, the Patagonia brand has a strong appeal to both men and women. The website
offers a wide range of clothing and gear options for both genders and uses inclusive language and
imagery throughout the site. Among the visitors, the number of women visitors are more than that
of men visitors.

Here are some primary needs and goals of the target audience when visiting the website, based on
HCI and responsive web design principles:

 The target audience wants the website to have a clear and easy-to-use navigation system
that allows them to explore the products they are interested in without any confusion.
 Many users require website that is capable of adapting its content based on the device it is
being viewed on. As many users will access the website on their mobile devices, so the
website should be optimized for mobile viewing. This includes using responsive design
principles to ensure that the website looks and functions well on different screen sizes.
 The website should consists of detailed and accurate information about the products,
including specifications, materials used, and sustainability information as users want to learn
more about the products before making a purchase.
 As, Patagonia is known for its commitment to sustainability, the website should include the
information about the company’s practices and initiatives. This can help to build trust and
credibility with consumers, which can lead to increased customer loyalty and positive word-
of-mouth marketing.
 Users want a smooth and hassle-free checkout process. The website should make it easy for
users to add products to their cart, view their cart, and complete the checkout process.
 The website should use engaging visuals such as high-quality product images, videos, and
user-generated content to showcase the products in real-world settings. It can significantly
enhance the user experience on a website and provide a range of benefits for both the
business and the user.
  Users want to know that they can trust the company and its products. The website should
include reviews and ratings from other users, as well as information about the company's
history, values, and certifications.

To sum up, the primary needs and goals of the target audience when visiting the Patagonia Australia
website are to browse and purchase high-quality outdoor gear and clothing that is environmentally
sustainable. They may also be interested in learning more about the company's sustainability
initiatives and supporting environmental causes through their purchases.

The website can be easily accessed through desktops/laptops, followed by mobile devices (non-
tablet) and tablets. In terms of screen resolutions, the most common resolution for desktop devices
is 1920x1080, while the most common resolution for mobile devices is 375x667.

The website's is an outdoor apparel and equipment store, the common duties or actions that the
target audience performs at the website are:

 Surfing and searching Products: The target audience browses the website's numerous
product categories and subcategories to locate objects of hobby, or use the internet site's
search bar to look for unique products.
 Viewing Product info: Once a product of interest is discovered, the audience clicks on the
product to view its information, which includes product description, pictures, and purchaser
evaluations along with customer reviews.
 Including products to Cart: If the target audience decides to purchase a product, they'll add
the product to their cart by clicking at the "Add to Cart" button.
 Sorting out: Once the target audience has brought all of the preferred products to their cart,
they will continue to checkout to complete their purchase.
 Creating an Account: The audience may create an account on the website, which allows
them to keep their fee and delivery records, view their order records, and acquire email
updates on new merchandise and sales.
 Finding store locations: The target market may additionally use the website to locate store
locations, both to browse products in person or to return/alternate objects.
 Studying about Sustainability: Patagonia has a strong focus on sustainability, so the audience
may also be inquisitive about reading about the organisation's sustainability efforts and
tasks.
 Contacting customer service: If the audience has any questions or concerns about products,
orders, or the website in popular, they may touch Patagonia's customer support group
through telephone or email.
3.Literature review

Amazon is a prime example of a company that understands the importance of UX in e-

commerce. The company's success can be attributed to its focus on providing a great user
experience, which has made it a leader in the industry. Amazon's UX is designed around
making the shopping experience as simple and intuitive as possible. This is achieved through
a clean and minimalist design, with clear and concise navigation menus, easy-to-use search
functionality, and a streamlined checkout process. They use personalized recommendations
based on user data, have mobile optimization, and offer various channels for customer
support. Other e-commerce businesses can improve their UX and increase their chances of
success by following Amazon's lead.

One of the other website which possess a responsive website is that of Walmart. It provides
a seamless user experience across a range of devices. The website has been designed with
intuitive navigation, clear and concise content, and responsive design, enabling users to
easily find and purchase products. Walmart also collects customer feedback through
surveys, user testing, and social media to continuously improve their website. The insights
gained from this feedback are used to inform the design and functionality of the website and
app, ensuring that they meet the needs of users. By prioritizing usability, responsiveness,
and customer feedback, Walmart has created an optimal user experience that leads to
increased customer satisfaction and loyalty. This success demonstrates the importance of
designing web applications and mobile apps with the user in mind.

Netflix is the other best practices under the design principle of responsive web design. It
prioritizes user satisfaction, personalization, and consistency in visual design. The simplicity
of the interface allows users to navigate the platform with ease. Personalization enables
Netflix to deliver tailored content recommendations, thereby increasing user engagement
and satisfaction. The visual design of Netflix's interface is clean, simple, and consistent,
ensuring that users can recognize and navigate the platform easily. Overall, these aspects of
 responsive web design contribute to user engagement and loyalty, making Netflix one of the
most successful video streaming platforms globally.

Alibaba is a leading e-commerce company that has adapted its design strategies to meet the
changing needs of its customers. Through the application of HCI principles and responsive
web design, Alibaba has been able to improve the user experience for its customers.
Research studies have shown that Alibaba has effectively used HCI principles to create an
intuitive interface and search functionality. Additionally, the implementation of responsive
web design has resulted in faster loading speeds and improved user experience for
customers accessing the website on mobile devices. As technology continues to evolve, it
will be crucial for Alibaba and other e-commerce companies to continue to adapt and
improve their design strategies to meet the changing needs of their users.

The Woolworths website prioritizes user responsive web design and offers a convenient and
intuitive shopping experience, with features like personalized product recommendations,
easy checkout, and in-store navigation. The website aligns with the principles of HCI and
responsive web design, such as a clean and straightforward interface, clear navigation, and
consistent use of branding elements. Moreover, the websites’ functionality and features are
based on user research and feedback, ensuring that the website meets the needs of its
target audience.

4.Evaluation of Website Design and Layout

The evaluation of https://www.patagonia.com.au/ based on Nelson's HCI design principles and other
relevant web design principles.

 The website fails to implement the principle of "Don't Make Me Think" as the website lacks
clarity and can be confusing for users, making it difficult for them to understand the purpose
and navigate through it. (Kurg, 2013)

 The website's primary goal is to sell Patagonia products, however, the landing page lacks
enough call-to-action buttons to engage users and prompt them to make the next move.
Therefore, the landing page should focus on displaying the most popular products and
creating a sense of urgency to encourage users to browse and purchase.
 The website's use of clear visual hierarchy effectively guides users through the site and
displays important information prominently. However, the colour palette used on the
website does not seem to align well with the company's themes of sustainability and
adventure. Using a green colour set would have been a better fit for the website's theme.

 The website's navigation is well-designed and easy to use, with the main navigation bar
organized into categories and subcategories, as well as a prominently displayed and easily
accessible search bar. However, the presence of two navigation bars can be confusing for
users, and the icons used in navigation are not clear enough in their instructions.

 The website follows the principle of "Remove Clutter" by using a clean and minimalist design
that makes it easy on the eyes.

 The website makes it clear what is clickable and what is not, and provides clear feedback to
the user when they interact with elements or perform actions, but the hierarchy of the
content is not well-organized. The content hierarchy on the website could be improved,
making it easier for users to find the information they are looking for.

 The website follows a consistent design throughout, reducing cognitive load, and adheres to
the standard conventions of web design.

 The website is flexible and efficient to use, adjusting to different screen sizes and devices,
and has a straightforward and easy-to-navigate design.

 The website's design is minimalist and aesthetic, with a lot of white space and muted colours
and the use of multimedia is effective, displaying high-quality product images and videos.

 The website provides clear error messages and easy ways for users to recover from errors,
and also provides helpful documentation such as FAQs, sizing information, and care
instructions.
 5.Conclusion

Based on the principles of good web design and user experience, key findings and recommendations
for the Patagonia Australia website are:

 The website should improve website loading speed for better user experience.

 It should use clear and concise language to better communicate the brand message.

 It should make the search bar more prominent to help users quickly find what they need.

 It should use more calls-to-action to encourage user engagement and guide them towards
desired actions.

 The website should provide more detailed product information to help users make informed
purchase decisions.

 The user experience should be personalised by providing relevant recommendations and

content based on their browsing history.

 Background themes should be added to a website which can improve its visual appeal and
create a more engaging user experience.

 User reviews and ratings should be added to enhance user trust and confidence in the
brand.

 Social proof elements such as customer testimonials should be used to build credibility and
trust.

 User testing should be conducted to identify and address any potential usability issues.

6.References

 https://www.patagonia.com.au/
 https://www.wordstream.com/blog/ws/2022/05/11/target-audience
 https://moss51.com/target-audience-want-from-business-website/
 https://www.similarweb.com/website/patagonia.com.au/#social-media
 https://help.hcltechsw.com/commerce/8.0.0/aurora-starterstore/concepts/
csmaurorarwd.html
 https://www.interaction-design.org/literature/topics/responsive-design
 https://www.educative.io/blog/intro-human-computer-interaction
 (2023) [online] available from https://www.justinmind.com/blog/e-commerce-ux-lessons-
we-can-learn-from-amazon/ [5 May 2023]
 Walmart’s E-Commerce UX - Baymard Institute (2023) available from
https://baymard.com/ux-benchmark/case-studies/walmart [6 May 2023]
 Netflix’s E-Commerce UX- Baymard Institute (2023) available fromhttps://baymard.com/ux-
benchmark/case-studies/netflix [6 May 2023]
 (2023) [online] available from https://www.alibabadesign.com/ [6 May 2023]
 Woolworths App: UX Case Study- Medium(2023) available from
https://blog.prototypr.io/woolworths-app-ux-case-study-cfc28a6c9ad2 [7 May 2023]
 https://www.feelingpeaky.com/9-principles-of-good-web-design/#:~:text=1.,what%20you
%20have%20to%20offer
 Krug, S. (2013) Don't Make Me Think, Revisited. 3rd edn. Pearson Education
 101 UX Principles: A definitive design guide by Will Grant