Web Site Critique - Week 21

Site:	http://www.bluenile.com/ Blue Nile Jeweler
Target:	Web-savvy people with disposable income aged 25-60.
Engaging/not:	Simple, elegant layout with a deep blue header (which contains the store logo in the top left with a toll-free phone contact number and navigation to order status, etc. on the right-hand side). There is a lighter blue navigation area down the left side of the page and navigation buttons in the same shade along the bottom of the header area which access major section pages such as “Jewelry”, “Watches”, etc. These buttons become tabs when that page is opened giving a clear reference to the current page. The navigation items in the left-hand column are split into “Shop by Product” and “Shop by Material” sections: When a selection is made here the column changes to show the sections within that choice, along with “Related Links” while keeping references to the main sections using pop-out menus. Along the bottom of the page (in the same colour as the section headings in the left navigation area) is a navigation bar with links to “About Us”, “Careers”, etc. Within each section the top of the display page shows the “breadcrumb” trail so that it can easily be seen where the user is and how to get back to previous pages using the displayed links. This site is very nicely laid out for someone easily able to use a mouse to navigate but could be difficult for someone with vision limitations or someone not used to web conventions.
Would want:	The conventional layout makes it easy to use the site. The navigation areas are grouped into logical areas; the purchasing links to the top left, shopping links in the left column and company information along the bottom.
Would not want:	Because of the size of the pages (even the “home” page) the company links to not show up without scrolling. While these may be considered the least-important it would have been nice if, on the home page at least, these could be seen without having to scroll.