Nike id is full of motion, traditional dark grey color scheme, and simplistic flash components. It provides the consumer an ability to show their “team colors” so to speak and appeal to not only the “off-the-court attitude”, but also pushes on-the-court functionality by adding in clever copy and the team color options.

When a potential customer or loyal branded consumer first enters the Web site, the main focal point under the masthead engages the audience directly into customizing a shoe based upon their favorite COLLEGE teams. I looked twice at the college team sport logos positioned underneath the large copy that reads “Show Your Pride”, because at first glance I just assumed they were major NFL or NBA team emblems.

This visual element alone causes much reaction and excitement for the individual viewer based upon what they are looking for. It targets not only the die-hard professional sport fans, yet also the college brand and spirit found on most college campuses today. In addition, this can appeal to many other branded or team orientated people such as high school students.

Other components of the Web site had decent and seamless flash driven navigation. If a Web site visitor was dead set on making a purchase and ready to online shop, the selection process all the way through towards the check out worked well. simply the product at first without any title or price distractions until you wanted it to appear by rolling over the item. You were also able to customize most of the popular and tradition patent brands, which I found to be a good display when I was originally expecting customization of one type only.

The audio experience was a bit annoying in terms of when and how often the sound effects came into play. It adds a to the technical customization experience within the site by aiding the ears with sounds of computer decisions and selections. It is reminiscent of what you would find in a film where a character would be typing data into some complex machine (if we want to probe that much into the sound experience anyway).

The PUMA mass customization Web site entitled the “PUMA Mongolian Shoe BBQ” provides a much more non-traditional approach to this already non-traditional interactive business model. The Web site first loads with what appears as a flash introduction to a high class, modernized style restaurant or similar establishment. You are greeted by a still image background which is similar to a persons view of actually entering a restaurant (Asian hostess and all). Then follows the visitors “first taste” into its copy experience that sets the tone for the rest of the Web site. Copy and visuals imply that your experience in choosing your color and style show will be like picking and choosing different tastes and entrees.

Once “seated”, the flash animation continues into your view of an open menu with copy supporting you to be the chef this round and cook up your own special recipes. The copy tells the visitor to spice up the shoe as they please and remember the art that goes into uniqueness and customization. Also, it states that there are 30 materials you can choose from (as compared to Nikeid where sometimes I wasn’t sure what I could pick when besides color).

Once the visitor become more involved in the selection process, much of the interface was simple in terms of text layout and selection efficiency. It did become strange at first that they couldn’t just have the women’s size conversions already in the size menu rather then supplying women visitors with a comparison chart. Then comes the fun part. I selected the Dine-in option in order to acquire the full mongolianshoeBBQ site, but after I got into the “kitchen” I wanted out. All of the “ingredients” were placed into tiny bowls which start off with crazy titled types of leather.

In comparison to Nikeid, at this point someone who really enjoyed Nikeid would have a difficult time getting used to this complexity and imaginative style Puma Mongolian show BBQ (what a name!) navigation. Also, the navigation became almost somewhat similar to a video game where the visitor could move around wooden tongs while selecting the shoe ingredients (equipped with life-like animated view and all).

The audio in the mongolianBBQ was too silent and in my expereince, only included one sound effect which was a voice over stating, “Patience is a virtue”, and startled me a bit! I enjoyed the “express line” much better because I was able to have more control of my selections as well as better visuals. Although, the tong/video game section was unique and engaging, it was till much easier to just design what I wanted in the shoe and head to the check out.

In contrast and comparison, I enjoyed viewing and utilizing both the nike and puma interactive models for shoe customization. I enjoyed how one could customize the entire nike collection and the use of use and understanding in the design process. On the other hand, Puma is my preferred brand and I really liked the 30 different fabric or textile options incorporated into their design process. However, I did not enjoy reading the term “back ordered” and that it may take over a month to receive my shoes. Too much happens in a months time.