The menu options on binglee on the other hand are not at all clearer. It consists of ten to twelve menus in the same horizontal bar which makes it look unclear. Though, Kogan has missed one of the requirements which assured more clarity by missing the slider. The slider always adds an appeal to the website and provides clarity to the same. But that has been fulfilled by the different icons of the products along with prices to a certain extent. Kogan has emphasized on providing the most important options, which the searches first in the header itself. He can check the deals in the ‘Hot Deals’ options provided in the website. The second feature of the good user interface is its conciseness. Though clarity is considered as a good option for a website, but it is important there should not be over clarification over some of the options. It is not required to add many definitions of menus in the main UI page of the website. Giving more number of menus will lead to spending more time on reading instead of looking at different menus. The website of Kogan is much more concise in compared to binglee.
The website consists of all the requirements in such a manner that the things are easy for the user to read with least effort, and can also ensure them to be connected to the website more and more. In Binglee websites, some of the information such as the contact number and the store locations has been repeated twice. Also, the menus consisting of different department has been provided both in the upper part and the lower part of the website. Thus, it is clear that the binglee website lacks conciseness as well. Familiarity is another important feature for the UI of the website. There are many designs which make the interface to appear a bit intuitive. The design which is used by Kogan is somehow related to the designs, which have been used by a number of ecommerce websites. Binglee on the other hand has used a different design which users may not be very familiar with.Responsiveness is a yet another important feature for the website. A website which will be more concise will be much more responsive than the other one. Thus, the website which has been designed by the Kogan is more responsive as compared to that of binglee.