Since elements on the homepage are styled similarly (color, weight) and the page is so information-dense, it’s difficult for users to know where to look first, where to focus their attention and where to find things. There’s so much to look at that the visibility of what’s important is reduced. And I understand the red color is a big part of their brand, but the page is so saturated that it makes things worse.
- Consolidating the 11 main navigation items to 5-7, anything more has been proven to put a burden on people’s short-term memory, causing it to be difficult to remember where to find things
- Combining related things like Offers, DVDs, Books, Vinyl under one new option called Browse (or Shop)
- Removing the unnecessary Home option, as users expect to simply click a banner logo at the top to get back home
- Moving some things off of the page entirely - for example, genres could be moved to the new Browse/Shop navigation option
- Replacing the entire entire shopping cart area with a simple cart icon, light gray by default and when a user has at least one item in the cart, adding a number and turning the icon red
- The change in visual state will get the user’s attention
- Also, placing it directly below the main navigation area, a typical location on sites with a shopping component
- Taking all of the social things (Facebook, Twitter, etc.), replacing them with icons only and moving them to a more familiar (and visible) top right of the page
These are just a few things that could help them improve the user experience of the Cherry Red's site.