Fear of God is known for its high-end streetwear and often blends elements of luxury fashion with casual and athletic aesthetics. The Fear of God collections typically feature oversized silhouettes, minimalist designs, and a focus on quality materials. In addition to its physical stores and presence in high-end fashion boutiques, Fear of God also operates an online shopping website where customers can explore and purchase items from their collections. The website likely provides a platform for users to browse through the latest releases, view lookbooks, and make online purchases.
Home Page
The homepage is simple and clean, in line with the brand aesthetic. But according to the concept of “user-centered design” emphasized by Don Norman in “The Design of Everyday Things”. The design of this home page does not meet the requirements of visibility: a good design should clearly indicate how the object should be used. Users should be able to easily understand the functionality and operation of the design without getting confused. If the target audience has no understanding of the brand, it will be difficult for users to know what these three banners mean and what interface they will navigate to through the homepage design.
I think that while the design is minimalist, the classification that a shopping website should have should be retained. For example, the clothing section, the new section, the trend section, etc. Please refer to the screenshot below for specific modifications.
Shopping Page
The design of the shopping page makes the products clear at a glance, and the layout of three consecutive products is very clear. The prefix of each product name marks the user’s clothing line, echoing the navigation bar at the top of the page. This design conforms to the Mapping method mentioned by Norman: the relationship between controls and their effects should be intuitive and easy to understand. Users should be able to easily associate the control with the function it performs.
Product Details Page
The product details page has simple and clear information, and also includes relevant product details so that users can see the product from multiple angles. When a product size is out of stock, users can clearly see that the size is light gray and cannot click to select it. This is in line with Norman’s Constraints point: Well-designed products include natural constraints that prevent users from making errors. Constraints guide users to use the product in the correct way.
Checkout Page
When we enter the checkout page, if there is an error in the information, the error message given by the website is not obvious. Error messages on the website are displayed in bold black font to tell users that the information is incorrect. I think this does not meet Norman’s requirements for error prevention and recovery: the design should be to prevent errors from occurring, but in the event of an error, the system should provide the user with an easy way to recover without serious consequences.
Correct error messages should use obvious, alert colors so that users can see at a glance which part has an error.
Conclusion
Generally speaking, the beauty of the website is in line with the brand style. Displaying all content in the form of pictures seems to be the design purpose of the website. However, many designs do not meet the needs of users, and it is difficult to locate the page where the user is located. From the website reviews, I learned that while website design should be beautiful, it should also strictly abide by the design principles proposed by Norman.