"Wow! A very easy to use site that assists users with the customization process. The process is appealing, intuitive and overall, a very slick and unique online shopping experience." —juror Elena Blanco
"Nike never fails to make a shopping experience inspiring. This site makes personalizing my running shoes fun and rewarding. I know that no one will have the same pair, and I didn't have to run to the mall to get them." —juror Kevin Flatt
Overview: This completely Flash-driven site allows users to custom-design their own shoes, watches, golf balls, and more. With a minimal interface and surprisingly quick load times, it pushes e-commerce personalization and convenience to a new level.
• 40-50 customizable products
• 5-month development time
• ATG platform for data delivery
• Flash version reduced file size of previous HTML version
Comments by Winston Binch, Matt Howell, Jerome Austria and Sean Lyons:
"In 1999, Nike launched Nike iD, a service that provided users the ability to custom design their own footwear and apparel. The first generation HTML site fulfilled the goal of product customization, but presented an awkward user interface and an experience that lacked the energy of the Nike brand.
"Building on the success of a pilot project within NikeLab.com, R/GA recommended that the new site be developed fully in Flash—which, at the time, was a platform thought better suited to animation than the technical requirements of e-commerce.
"R/GA's interaction and visual designers teamed with programmers to push Flash to its limits to create an intuitive navigation system while lowering file sizes for fast performance. Smooth transitions, rather than halting 'page-refreshes,' made the customization process fun and easier to use. The redesigned site transformed visitors into product designers, delivering an experience that encouraged experimentation and personal expression.
"While R/GA's visual designers worked with Nike to create a design system based on the bold, aggressive use of color and arresting product photography, the copywriters developed a site language that challenged users to select a product and start designing. And behind the scenes, R/GA programmers created a software package that reduced administrative time by 80%, which enabled Nike to quickly add new products to the site.
"The redesigned site balanced commerce and user experience goals, as both sales conversions and user satisfaction measures jumped dramatically. Nike iD truly stands as a new model, proving that e-commerce can move beyond its staid transactional roots to deliver rich and engaging experiences."