The content of the net-a-porter website is mostly dynamic. The basis of the environment is xhtml allowing constant updates of products and images. The main homepage consists of a static layout which is independent from whole of the website; this includes the logo and the toolbars (home, sign in, email updates, shopping bag). The website uses a geobased ip (GEOIP) lookup to say ‘Welcome, you are in Australia’ and to track your location and personalise the experience. Net-a-porter also uses click tracking to follow the users searching patterns to view the most popular products and images in the search toolbar located in the top right hand side of the page. This would be useful for administration to track the most popular designers and products viewed on their page and to be able to refine marketing and target audiences. Underneath this toolbar is a large image of the net-a-porter magazine, to click and view the magazine adobe flash is required and due to its restrictions (the compatibility issues and being unable to be used an on iPad) the website has a ‘magazine app’ for iPads and iPhones.
A large portion of the website comprises of images so the administrators are able to add and change products. On the left toolbar the website uses javascript for its calendar feature. Viewing the products under the ‘What’s New’ or by ‘Designer’ tabs, html allows the product view to change as you hover over with image with the mouse. Net-a-porter uses the rollover image command to change images from the product itself to an image of the clothing on a figure. Once in a detailed view of the product the website uses jquery, a part of javascript to use an interactive function allowing viewers to see close-up details of the clothing. This interactive map avoids flash and is a good alternative to animation; it also has quicker performance and is better with all browsers and for users who do not have flash installed. On the left the website uses javascript to scroll through and see different views of the product. For some of the items, the website provides a video of a model wearing the clothing which can be viewed by clicking ‘play video’. Through flash the website shows the product in this short film, as well as using flash on their net-a-porter TV channel.
Behind the scenes, the website uses search ignite to provide big management and predictive optimisation solutions to the net-a-porter advertisers. The database management of the website is processed through mysql enterprise, storing an index of products, images, descriptions, news articles and all other data from net-a-porter. This popular open source database is used for the database management. The cookies are also used to remember the sign in information and password from input forms.
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