Seth Gherman
Design Critique #1
Website Design 1
Mr. Tim Mielke 3/25/2026
- Description
LEGO.com, the official website, is the place where you can browse to buy official LEGO products that are used with their certified patented brick quality and logo. Ever since 1958, people all over the world have been able to enjoy and play with this interlocking brick system.
- Overall design
Ranking: 9 out of 10
To start off with, this website’s design is exceptional. Over the years, the company has learned to perfect their websites design with help of the enhancement of technology. The color scheme of the website is tranquil, but at the same time attracts their customers. This website displays a professional, user-centered design that is organized and is consistent visually throughout any form of electronic. LEGO’s signature color palette—bright yellow corresponding with white and accent tones—creates strong brand recognition. All the images, text and spacing creating a playful yet premium aesthetic.
- Navigation
Ranking: 10 out of 10
Navigation is one of LEGO.com’s greatest strengths. The main menu is astonishing with its simplicity such as Shop, Discover, and Support. Once one of these are pressed, it will lead to detailed topics, and from there you will be in your desired selections to browse and find your product. The search bar uses autocomplete and image suggestions, which improve product discovery.
- Functionality
Ranking: 10 out of 10
This site performs extremely well in many ways. The products load quickly, and include immersive images, videos, and descriptions. Lastly, the ‘Add to Bag’ process is seamless and flawless.
- Content Quality
Ranking: 9 out of 10
All content is written in kind, friendly, consistent, and professional manner. Product details include age recommendations, part counts, and storyline context, to entice the customer of their product.
- Site Effectiveness
Ranking: 9 out of 10
LEGO.com effectively combines marketing with brand storytelling. With secure checkout, clear return policies, and a points system, it builds user trust and achieves high revenue along with great reviews.
- Description
Ali Express is an online shopping platform that sells a wide variety of products from sellers across the globe. While the prices are great and selection is wide, the lack of quality and crowding of pages make it difficult to navigate.
- Overall Design
Ranking: 2 out of 10
Each product page varies due to the vendor-uploaded content rather than a centrally designed website. This results in an Immiscible collision, with an overload of popups, and opposing colors mixing. The sales and coupons emphasis distracts from the presentation of the products themselves. The inconsistency, imbalance, and “visual noise” throw off the customers focus.
- Navigation
Ranking: 4 out of 10
Navigation is functional but very broad in scope and isn’t intuitive for specific searches like MOC[1]’s and LEGO’s. It is hard to discern genuine Lego from unlicensed copies or compatible brands. The excessive recommendation and constant pop-up advertisements interrupt the flow of the shopping experience. Customers often feel disoriented and lost because of the compiled listings.
- Functionality
Ranking: 3 out of 10
While the website is technically functional, its unreliability and performance issues play a big role in diverting customers away. Pages load slowly because of the many ad pop-ups and image compressions. The checkout process can confuse new users, especially when multiple sellers are involved. Product images may appear pixelated or misleading, and broken links are common within the website.
- Content Quality
Ranking: 3 out of 10
The content quality varies and is often unverified. Some of the “LEGO” listings are often unlicensed replicas or just very low-quality bricks that break or won’t come apart. This lowers their credibility, which in turn drives customers away.
- Site Effectiveness:
Ranking: 2 out of 10
The main issue with Ali Express is its lack of credibility and trustworthiness. It works for bargainers, but not with brand-driven, structured experiences which most seek. In the end, the website offers low deals but suffers due to its low quality and distrust in products.
[1] My Own Creation