NikeID and Puma Mongolian Shoe BBQ are two websites committed to meeting the needs of consumers through mass customization. Each website holds the technology for a customer to design his or her own shoe and then have it shipped to his or her door. Although both of their websites serve similar purposes, they can be viewed very differently.
NikeID is a branch off the ever-famous Nike sneakers. The website allows customers to select materials, choose colors and add a personalized ID. These customized shoes are available in numerous sizes and fits. “You design it. We build it.” is NikeID’s tagline that truly expresses the consumer’s ability to virtually build their “dream shoe.” Puma Mongolian Shoe BBQ has the same idea, but a slightly different approach. The website is based off the centuries old story of a Mongolian Army that hunted, cooked and feasted using their own swords and shields. This story helped Puma discover that every person has different tastes. That being so, they created a website dedicated to designing customized sneakers. The website uses the Mongolian Army theme for everything from the background screen photos to the fire burning logo.
NikeID and Puma Mongolian BBQ share many qualities in their efforts toward dominati
ng mass customization. Both websites have black background screens that are filled with vibrant colors. NikeID displays colorful and eccentric sneakers on its opening page. Puma Mongolian BBQ fades image to image of the inside and outside of a restaurant and a happy chef. Puma uses their bbq theme throughout the shoe making process. NikeID uses “myLocker” to save previously designed shoes, while Puma uses a “doggie bag” as a cart for purchases. The two websites share the concept of themes, but Puma’s use of it in every aspect is more prevalent. Using Puma Mongolian BBQ can be more exciting at points because of the fun way they play off their theme. The chef, the table of ingredients and the pretend menu make the website entertaining. NikeID offers customers to buy shoes that they have not customized themselves. It also provides trainers for different types of athletics. Other shoes are also offered that have been designed by star athletes. Puma Mongolian BBQ site only allows the purchase of customer customized shoes.A very important function of these websites is meeting the customers’ needs and wants. Both websites have a customer service option at the bottom of the page. NikeID’s is filled with directions on how to use the site, frequently asked questions, policies, order tracking and a telephone number for further assistance. Puma Mongolian BBQ has an area where customers can write their thoughts and it will be sent to Puma North America. Its purpose is to look like a suggestion card at a restaurant, but seems to be vague and unhelpful. Both websites have a registered log in available to customers. NikeID offers numerous benefits to being a registered customer including free storage of designs and free returns. Puma Mongolian BBQ’s registered customers allow them to store and purchase the shoe they customize.
Puma Mongolian BBQ has an icon at the top of the page to start a new shoe. The customer chooses the type of shoe and all the colors and textures on it. It provides zoom feature to help get the closest look. It also has the ability to turn the shoe so the customer can view it on all sides. On the bottom of the screen there is an option to view different parts of the shoe. In terms of internet speed, these features take somewhat of a long time to load. Choosing the colors can be confusing. Each area has its own specific name. Once the color is chosen for the specified area, the customer must turn the shoe to see where the color is applied. This can be hard to understand for most customers that do not have knowledge of the many names and parts of the Puma shoe. Since there are so many parts of this shoe, it can be fun for the customer to have full control over the entire shoe. Colors for the shoe come in different patterns and designs. Although customers can hit the “Buy Now” button at any time, it only brings them to the page when all parts have been completed. If parts have not been completed, the button seems to not work. The website does not inform customers that they have missed a step. This can be very difficult for someone designing the shoe to realize they have made a mistake. They would have to look at every last detail again to understand the problem. It can seem as if the website is not functioning properly, frustrating them and ultimately forcing them to give up.
NikeID loads quicker, but it much harder to navigate. It is very difficult to find the page that actually lets the person using the site to design his or her own shoe. The easiest way to get to the designing feature, is to click on a shoe that interests the customer and then press “start new.” This can be very confusing for many customers. The design stages are simple and flow easily. It also lists the many parts of the shoe, but highlights that part when the customer is designing it. It changes quickly to the preference the customer chooses. There is an option to follow an already existing pattern. This can help people decide what might look best. NikeID has few colors to choose from for various parts of the shoe. For some parts, there are only three colors to choose from.
The technology used to create the best customer experience is NikeID. Puma may have more design options and is easier to navigate, but NikeID’s website outweighs those two factors. NikeID has more shoe shape options. These options are accompanied by ideas and design option to help the customer. It loads the shoe faster and shows the customer where the changes are being made while designing. NikeID provides an option of writing something on the shoe, to further personalize it. The zoom on NikeID gives the designer a closer look than Puma at their shoe. Customers are able to share their design via email or Facebook. This can be an enormous advantage in today’s world of social networking. The customer service on NikeID proves to be a helpful feature in comparison to Puma’s vague customer service option. Customer service is a very important part of the website. Today, many people email each other interesting sites to try. If a poor impression is made on one customer who cannot receive customer service, it is likely they will not pass it on to a friend. Word of mouth via the internet is a very helpful tactic. NikeID is much more customer friendly and gives the best customer experience.
