Quick Problem: Inconsistency of categories
Web Site: http://www.purepro.net/products.htm
Quick Description: On this product page they list four categories of systems:
- Economy RO Systems
- Typical RO Systems
- Pump RO Systems
- Countertop RO Systems
Quick Explanation: I understand Economy, Pump and Countertop. But how does Typical relate to Economy? If I as a user have my “mental model” set-up by the first category being Economy then if the next category is related but different give the user a category name that is also related. This is an example of not paying attention to your ontology and taxonomy. And then the second problem, labeling a category “typical”? What does the word typical do for brand value? Also, what would encourage me to pay more for something that is typical?
Quick Suggestion: I think that a positive or at least neutral category name could be “standard” or “basic”. At the very least, drop the value associated with typical, standard, basic and adopt a naming convention of EC series, RO series. Better yet, don’t leave money on the table and hire a usability analyst.
Quick Solution: Hire Art Zippel, 1.714.357.7578
Art Zippel - UX Blog 