Good point! That's very important.

I also love it and agree with everything you said.
Maybe just a bit of tweaking.

I agree with you Kay, I think it's a little crowded as well. It's kind of weird to click on the product pages and see huge images come up.

I like the modernized aspect, but I'm not sure if I feel 100% about it.

I think brand new shoppers will find it very overwhelming. In fact, the product pages are now actually longer pages than the main page of EF itself. I think that most new shoppers are going to find that they feel overwhelmed by all of the information presented and have no idea where to look first.

If you've never purchased before, having all of this just sitting there makes you wonder the important parts are. As a newbie who's never shopped EF, I feel like you're going to have either one of two reactions. You're going to think "This is badass!" and attempt to read through stuff, or you're going to think that this makes everything look way too complicated and won't want to purchase anything. Plus, I feel like the focus isn't on the reviews anymore which is what EF is known for.

As a frequent visitor, I'm a little confused as to why we are including the discussion on the main page too. There is rarely a discussion about most of the products on the site. There are rarely comments on most of the product either. At the bottom, the text reads "Thank you for Visiting the (Toy name) page." Is that really needed? I mean, I'm sure they feel...umm...thanked enough by visiting? I'm just really confused as to some of the features that were included. I feel like the line of banners "Rechargable", "Save 50% off toys" etc. should be down at the very bottom of the page too. It seems jaunting in the middle of the page. As a reviewer, I also feel like the "Don't Forget" - added accessories - portion is now much less useful. Without the pictures with the accessories, my eyes glaze right over it. As a reviewer, I feel like there is too much content on the page for any one thing to seem important enough to stop and read. Plus there's a lot of unused space in places where something like "Read Discussions" link could be posted to free up the page length. Plus, I bet that isn't real dial-up friendly. (Who uses dial-up anymore though?)

On the plus-side, I will say that I love the little "pictures" off to the side for the color choices of each toy. THAT rocks.

I agree. Why write a summary if all we're going to display is the pros? Yeah, it's totally neat to see just the short, succinct "pros" of the toy, but sometimes struggling for pros can be difficult, and this makes me much more likely to want to put "Nothing" as a pro to avoid misleading new buyers who will see the pros and think it's a good toy if it isn't.

I agree, I think that showing the summary and not the pros is more beneficial.

I think that once I get used to it I'll be able to locate everything just fine. I would think the measurements would be up with the material info though, kind of makes it easier to browse quickly I think.


The only thing that I really don't like is the way that the reviews are all listed as just "review" and that the pros are shown instead of the summary. I even think having both the pros AND the summary would be ok.

I agree about the review thing. I also don't like that there are no avatars next to the names or their ratings.

What is up with the add your video button? That confuses me.

I like the large pictures and the addition of the color options shown as they are now.Oh and the 5% thing is awesome! I was going to suggest points for that. Thanks guys!

P.S. Here is an example of one with tons of extra white space and scrolling. Some are not as bad. link I think this has great potential. Just gotta work out the kinks

I think that brand new users would find it to be too much. I looked at it and my eyes were overwhelmed.

It used to be much easier to find the reviews, the videos, and everything else.

Aesthetically, it's beautiful, I will say that much. Looking at it from an artistic point of view, it's lovely. But, from a buyer's point of view, I cannot handle it. There is too much scrolling to find what I need, you know?

Now, the right sidebar where the products are, THAT change I like. That I find to be a good part of it.

I can give a more detailed evaluation, if that would help?

Great link, Lauren. This definitely exemplifies a lot of what it being discussed, including excess negative space, aggressive type, repeated information, and lengthy loading time.