Nike ID

Credit: R/GA

Client: Nike

The NIKE iD Web site provides a fun and easy way for users to customize and buy footwear and gear. The site transforms the visitor into a designer, allowing them to apply their own choice of colors and materials to a broad range of shoes, bags and equipment. In this redesign of the site, the original HTML version was completely replaced using Flash in order provide a more inspiring and vibrant experience in keeping with the dynamic and innovative characteristics of the NIKE brand. The result has been a site that soundly outperforms its HTML predecessor in terms of both user experience and commerce effectiveness. A more intuitive design interface, which includes visual call-outs and audio cues, helps guide users through the build process and has generated a higher completion rate for product builds. The new design also reduces the time it takes to add new products to the site by more than 80 percent.

Data provided by IDSA

More on IDSA and the IDEA awards

See more on the Annual Design Awards