Review #1 Forever21

I work in-store at Forever21, so I don’t do much online shopping there. I was super curious to see if it was easy to search for an item and find it quickly, because that is often very difficult to do in-store. Instructions said to search for something I was interested in, so I chose high-waisted jeans. Instead of going to women, bottoms, then trying to figure out if they were listed under jeans or denim, I went to the search bar, and started typing in ‘high,’ and a drop-down showed up with multiple search possibilities. That made it extremely easy to find what I was looking for. Then, different prices and styles were listed with pictures. I chose one, added it to my bag, which was then displayed instantly. Then, it took me to the log-in, I logged in (using my previously saved information), then it showed me the jeans, my total, and a big red-orange ‘checkout’ button. However, I clicked on ‘checkout’ a few times, and it never took me to the checkout page. Up until this point, the site has been extremely easy to use, but now I want to completely give up on my order. It’s aggravating not being able to go to the payment page and actually buy the product. No matter how easy it was up until this point, I could very easily go find another website to purchase the jeans from. According to the reading, the user is supposed to think as little as possible, and the website should strive to be better than the competitors. However, I became extremely confused when I arrived at the cart, and was unable to check out. As the user, I completely abandoned the thought of going through with the purchase. And my mind went to thinking about a different online store I could go to for the same item. The poor functionality at the very end cost Forever21 the sale.