Week One with ThruDark

The first week with ThruDark started quite rocky; due to illnesses, we weren't able to go and work in the office as intended, so instead, we worked at the university on the project ThruDark had set for us. We were asked as a group to go through their website, focusing on the home page, product page and blog. After discussing everything we found, we came to an agreement on the weaknesses of the website.

Before starting the project we through it would be best to do a basic SWAT analysis; we all came together to go through the strengths and weaknesses of the brand as well as agreeing on some opportunities that they were missing out on.

Above I have a few screenshots of their website, which I feel have the most significant weaknesses.

In the first red circle is a massive body of text in a font which is in all caps; although I feel this font works perfectly with their brand for titles and even subtitles, when its this amount of text in one space, it looks very intimidating and not that clear to read.

Circle two shows the small tabs used to see the lineup of garments for best sellers. These tabs are a recurring feature on the site. The problem with the tabs is they are too small to click and move on to the next garment. There needs to be a more prominent arrow below so customers can notice this feature and more significant so they are easier to click.

Saving the most significant weakness last, ThruDark has a very obvious colour palette of black; this is shown throughout the whole website, even when delivering the garments. In addition, all garments are displayed on a black backdrop even if the clothing is black, which clashes and isn't as straightforward. Even though this fits the brand's aesthetic well, I feel there are several different routes they could go down to avoid the harsh black backgrounds.