25.10.12

The Bershka App


Bershka is a brand dotted around the country in select places. It is part of the Inditex group, alongside Zara and Pull and Bear, therefore follows a similar mobile design strategy. The app opens to a small splash screen before moving into the main page.  


The entry page doesnt really look like a home page at all. It looks more like a category list section that a user would normally move to after choosing to 'shop.' However, this app leads the user to the shopping area straight away. The screen comprises of horizontal bars in a gradient blue with a small thumbnail and description. The brand logo is central at the top and a navigation bar is along the bottom. The user can choose to look at products, check out with their purchases, view the store locator or look at their profile. First impressions, not too impressive. 


Moving into the 'new' area, the user can view thumbnails in rows of three and horizontally scroll to view more. There are no descriptions or prices or even a customisation tab to change the page layout. The brand is just hoping the user sees a picture or garment that they like. Good luck with that.


Moving into a product page, the user can now view a full screen image with a small description and price. This is the only product information that the consumer can hope to gain. They can then choose the colour they like, the size they want and add it to their shopping bag.


Other than this, the user can also select the 'photos' tab on the top right to view a few additional images. Thank goodness there was something else. By selecting each photo, it moves to full screen and the user can zoom in or out manually.


Moving back to the home screen, this time selecting the Bershka tab, the user can view the girls section, split into the usual categories, i.e. dresses, jackets, shoes etc. There is also a collections tab which allows the user to view the garments alongside other collection pieces. At least there was something slightly trend or style inspired.


The second tab is the checkout. Self explanatory. The user can buy if they feel they have gained enough information and encouragement to do so...


The store locator again leaves much to be desired. You can search for your nearest store and it is displayed on a map. I dont have much more to say. 


The profile area is the same as the other Inditex brands. The user has to log in to view their details, address data and order history. Its handy for some but fairly boring to look at otherwise. Im not inspired to log in whatsoever. I would rather see services information, delivery information or brand history. 

Overall, the app is fairly boring and uninviting. The lack of product information is shocking and I still can't believe that some brands think they can get away without informing their consumers. Fair enough if a consumer is using the app to purchase a previously spotted item, but a first time consumer is not going to feel persuaded or excited by this application. There is no promotional images, no videos, no service information, in fact not much at all. I have found it hard to be positive. Yet, at least they have integrated a number of product images and a large variety of products. For this reason alone, I am awarding the app 2 stars. 

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