Tatty Devine is a brand I always been aware of, but I never really ventured into their online store. When the lovely creators over at Poq Studio asked me to review the Tatty Devine app, I was quite excited to review an app I was actually unaware of. This review will be just as unbiased as the rest however, as critique can always be used to the designers advantage. So here it is...
The app opens to a quick brand screen displaying the brand logo, description and developer logo. I have never seen a developers logo displayed so large on a brand application before, but I think it is actually quite a nice touch. The designers of these applications should be given credit where credit is due. The aesthetic of the app is monochrome and very minimalistic. This I appreciate as it is consistent with the online store, however, I do think in places that the pink shade that runs throughout the website could be integrated at some points. It could brighten up some of the screens and add a different style.
When the app is opened, it immediately updates the selection. This is good to know and ensures that you are viewing only the latest products.
So, here is the first page. My first feeling was slight disappointment actually. I am not the biggest fan of home screens that move directly into the shopping area. Although it is too the point and immediately points the user in the direction of the products, sometimes the user wants to grasp the concept of the application first, becoming aware of all of the separate areas and then navigating to the page they are looking for. However, I do like the simplistic layout with small thumbnails on white backgrounds against white, so that they appear to be floating. The screen vertically scrolls and reveals further categories including cufflinks, books, hair accessories and alternative collections. Again, I feel that if the app opened to a main screen similar to Topshop, that laid out a number of areas such as 'shop' and 'collections' in a more sporadic format, it would show off the exciting areas of the application much more. The app is split into four sections, shop, news, bag and more...
Moving into a chosen category within the shop area, the products are laid out in two columns that the user vertically scrolls through to view more. There are no prices or descriptions on the screen which I feel does quite work here as it means the jewellery is left pride of place and doesnt overly fuss the page. Perhaps a customisation tool would have been nice though, allowing the user to change the layout of the screen to either show one column or perhaps four columns depending on whether they wanted a zoomed in or zoomed out perspective. The zoomed in view could also then provide the price and description beneath. Consumers love to be able to customise products, as it gives them more control over their experience and adds to their satisfaction with the brand. Its just something to think about.
Choosing the product you like, it moves to a large view of the product with two alternative views and the price is now displayed. Having the products on a white background allows the user to see all of the details and colours vividly, again not adding too much fuss to the page.
For some reason though, I was hoping for more than just two views of the product. I do appreciate the modelled view a lot, as especially with jewellery it is helpful to see how it will sit on the neckline or wrist. Yet, I would have liked to see a close up of some of the details on the necklace. Two views just doesn't seem enough.
By double clicking the image, it moves to full screen and again allows the user to enlarge the image to see further details by manually zooming. This is great, but still I would have appreciated more photographs of the product.
The info tab in the top right of the product page opens a transparent box over the top of the imagery displaying the products information. Brands often query whether the product information should be displayed on the page or hidden away to be triggered when needed by the user. To be honest, I am not bothered either way, as long as it is obvious where it can be found. In some cases, product information is not even offered, so points are scored automatically for apps that do think about their consumers (pay attention Zara!). I would have perhaps liked to know the type of material the chain is made of though, as with jewellery, I hate to buy anything that is going to rust and there is nothing more annoying than not being told the exact material. But that just might be me. Otherwise though, I do like that they have added some trend and style advice in here, advising the consumer where and when they could wear the piece.
For those social savvy people, they can also share the product with the usual suspects. Saving the picture is also something that a lot of consumers like so this is handy. Yet, social features such as these aren't that widely liked, but there will be the odd person who may use it, so why not promote it to those people.
The consumer can then add it to their bag, moving directly to the bag tab. From here, the product can be removed with the cross symbol or checked out. The screen is simple, honestly telling the consumer what delivery will also cost them to display a total amount. This is great and I wish more apps would do this.
An area that I feel needs to be made more fuss of, is the 'Fine' collection. Beautiful jewellery made out of solid silver, lasercut by an exterior company and finished by Tatty Devine. The pieces are stunning and should really be promoted more. This is an area that would benefit from a good position on the home screen.
The product pages are the same as the others, yet of course the prices are much higher. Again, these would benefit greatly from further images, and modelled images also. Paying such a high price warrants having a modelled image of the jewellery just to check it will be exactly how you expect it.
Another collection is the A/W 2012. The jewellery here is gorgeous and really autumnal. This could again be made more of a fuss about as tucking it at the very bottom of the shop section seems a massive shame. There will be consumers who would love to own a wintery piece, and with this collection not appearing in the necklaces section, the company will be missing out on potential sales. Whilst being available in the collection section, the individual pieces should still be placed within their separate categories, so if I am shopping for necklaces, I can find every single necklace this brand stocks. That is a bit of shame.
This is the news section, but where is the news? I was perhaps hoping for a nice news feed, offering bite size chunks of news from twitter, facebook or perhaps other media. Maybe celebrities wearing the collections or images sent in from consumers perhaps tagged via instagram. The possibilities are pretty endless and could have been amazing for inspiration. So, this was disappointing to see.
As mentioned previously, the checkout area is neat and simple. Moving to the secure checkout, the user is asked for their information in an easy to use contact details box. So many brands make these pages so boring, often asking you to log in or some other fussy request. I found this page quite simple and easy.
Finally, the 'more' option includes the brands information, services and developers information. The aesthetic is again simple and easy to navigate. Not too fussy and categorised simply.
The 'About this app' section I have again never seen before. Here Poq Studio have taken the time to promote themselves, displaying their contact information and a small blurb about what they are all about. I think this is totally acceptable and having a contact number for support is really helpful, showing care for the consumer.
One area spoke of a super sample sale which I was quite excited by, but then I realised it was 5 months out of date. This isn't great to see, and suggests that the app hasn't been looked at or updated since last May. The About Us section is again great for the unknowing user to gain a bit more information about the company and is easy to read, but perhaps some colour, a logo or some imagery might have livened up the page and provided more of a personality.
Overall, I was quite excited by some of the things I saw on the Tatty Devine app, whilst also being disappointed by a number of other things. I really feel the home screen could do with some work, altering the layout from a generic horizontal bar screen, to a flowing page with clickable graphic links, alike to the Topshop app layout. It would mean that some of the great collections could be brought out and shouted about. I would have also liked to have seen some promotional images of models wearing the jewellery, providing some inspiration and excitement, and least of all, some colour.
The design aesthetic is nice and minimal, but as mentioned, I think it could be livened up and more personality added with the user of the pink tones from the website and further imagery. The news section also requires attention and could include a lot of exciting and inspirational features for the user to view. However as it stands, I still think the app is usable, reflects the brand and provides a great user experience. For this, I award the app 3.5 stars out of 5, and I must say I think Poq Studio will be a mobile app company you should keep an eye out for.
All Screenshots taken of the Tatty Devine app, October 2012.