nicolas leroy

AOL Shopping US redesign

April 15, 2009

Read on TechCrunch:

In the midst of the recession, consumers are either cutting back on spending or actively looking to reduce expenses. And with retail sales plunging during March, decreasing by 1.1% compared to February, it looks like retailers are in for the long haul when its comes to the virtual drought in consumer spending. What better time for AOL to completely overhaul the design of its comparison shopping site, AOL Shopping, to promote recession-friendly deals, coupons and sales to consumers across its site. Coincidentally, Yahoo’s comparison shopping site, Yahoo! Shopping, has the same features, but wrapped up in a different interface.


Both sites offer competitive deals, coupons and sales for consumers. But Yahoo!’s is more user-friendly because of superior search filters, search suggestions in the search box, and the ability to see results in a grid view or list view. It appears that AOL is playing catchup to Yahoo! in adding the recession-friendly features. They may also be trying to play catch up to Yahoo!’s number of visitors. According to comScore, Yahoo!’s shopping site received 23.4 million unique visits in March with AOL only receiving 5.4 million uniques in the same month.

A few thoughts about this redesign:

Overall, a redesign that contains really nice ideas! One week after the release of PureShopping, the AOL Shopping redesign shows shopping engines can still innovate in terms of user experience!!

Category page (Camera, Photo & Video):

Category page (Home Appliances):

Search result pages:

Product page: