Looking at one of the world’s largest footwear and sports
clothing brands, Nike I see one of the most well designed websites in the e-commerce
industry today! Nike’s website design is an essential component of the brand
functioning. They are reliant on their products being attractive to customers
and their website speaks volumes to that!
The Nike homepage is a
leading example of the ever evolving design of the web. With a focus on
striking graphics, the page is dominated by a photo of a new product. The use
of the pattern illustration in the background is bold and very effective in
capturing the attention of viewers, helping the site rise above competitors
with more simplistic sites. The use of an illustration as the primary image
adds a customized style rather than just using the plain product image, a trap
many e-commerce sites are guilty of falling into.
Homepage's are often more
design focused, rather than content, that’s what the subpages are for. For
example, it’s not as common for the main feature of a subpage design to stretch
across the whole width of the browser window. As a homepage, this full spread
design makes a clear and bold statement, emphasizing the product. This is also
the case with the components that form the full spread image. The contrasting colors
highlight the shapes in the product, and the use bold headlines are very
effective. Bold titles can sometimes overpower a design.
In terms of layout, the design of the homepage is actually rather simple.
Rather than have a long, busy homepage with lots of product images and text,
the body contains just the full spread image and a strong call to action,
enticing customers further into the store. While the wireframe may be quite
basic, it’s a clean cut, professional design, allowing the product to stand out
and be the hero.
Moving on from desktop to mobile, according to Joseph
(2016), “Nike has reported that mobile
traffic to its ecommerce site exceeded desktop for the first time, signaling
the company’s long-term efforts to cash in on cross-channel promotion are
starting to take effect”. Why so? Well, because Nike does an outstanding job in
designing a mobile app that is intelligently designed in a way that makes the
mobile navigation easy and intuitive for consumers.
The
examples below show how Nike’s mobile presence is as effective in design and
visuals as their desktop presence. Their products are organized clearly for consumers
to be able to shop and view through mobile. With a clear set of visuals and
creative, we see Nike fulling energy through their mobile presence, and we
always see a clear call-to-action which promotes consumers to act on purchases.
Nike’s
mobile wireframe is, energetic, full of design and makes clear and bold
statements. Homepages here are also more design focused, rather than content.
As per their desktop, their mobile subpages are used for more content. That is
great when it comes to consistency.
Simplicity is key and if Nike remains to keep up the great
work they will continue to dominate the social media and mobile space! Their
simplicity and easy to use applications have made consumers love the app.
Consumers are looking for the latest trends and Nike makes it easy for them to
shop. Below are a few comments by Nike App user just to show you how positive
the App has been so far!
It is so important for me to be inspired by a brand in order
to engage and eventually make a purchase. Mobile is everything today and brands
must create experiences that stand out from competition in order to gain brand
loyalty. What are your thoughts on Nike.com and do agree that the imagery used delivers
a consistent look and feel? Overall, how was your experience going through Nike's web and mobile platforms?
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