The header consists of the company’s logo, search bar and the shopping cart. Below the header, there is the menu. The menu options are separated into different buying categories. The users can either shop by the product departments or by the brand. In the shop by department option, there are different department such as TV & Video, Computers and Tablets, Phones, Cameras, Audio, Appliances, Home and Garden related products. Office related supplies, shoes and fashion related materials, tools & automotive and other options. In shop by brand menus, there are different brands related to the electronic goods. Another option consists of the recommendations tab where the users can give the recommendations to the website. Other than this, the entire website consists of small icons of the products along with their hyperlinks. This includes some of the most important products related to different departments which may appeal the users. This also includes the price of the products. This ensures that the users can directly click on the product and buy the same. All the other options are in the footer. It consists of different hyperlinks to categories such as other nations where the company sells the products, the different menu options related to the shopping of the products, the options related to customer care, the details of the most popular brands on the website and some of the popular pages such as the company’s newsletter, the travel deals, different events related to promotions etc.
In the lowermost part of the footer, there is an option to join the newsletter of the company to get the update on the products. Some of the most important features of a good UI include clarity, conciseness, familiarity, responsiveness, attraction and maintainability.The first and the most important feature of the website in order to have the good user, computer interaction is to have a clear design. If the two websites are compared in terms of clarity, the website of Kogan is much clearer in comparison to that of Binglee. The website consists of the options in the proper manner and at the required positions which are easier for the users to look upon. An example of the same is the option to shop by brand. This option has been given on Binglee in the lower half of the website where the user has to scroll down to check.On the other hand, Kogan has provided the same in the upper part itself. Also, the options of different department of the products in case of Kogan are clearer. These options have been categorized in a menu named as ‘shop by department’. The user can easily search for any option.