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Nike does Flash e-commerce but why?


I saw today where RGA and Nike have replaced NikeTown.com with the new NikeStore.com. The old NikeTown.com was a conventional e-commerce platform built in HTML but the new NikeStore.com is done completely in Adobe Flash. The NikeID.com was the first site for their brand to launch the concept of Flash based e-commerce.

When you experience the NikeID.com site you can see the advantages of using Flash as it simplifies the interface and makes the progress of customizing the objects engaging. However, finding the advantage of using Flash for NikeStore.com is not nearly as obvious. There is no great functionality that creates a distinctive online shopping experience and really justifies creating the store in Flash.

RGA justified the decision to AdWeek by saying “People are realizing that waiting around to have a lot of HTML pages refresh isn’t that great of an experience”. After reading that I am just confused. If you go through either NikeStore.com or NikeID.com will find loading bars as you move from section to section. That is the Flash version of a HTML refresh so how have they improved the user experience if consumers are still waiting for content to load or refresh? It ends up feeling like they did it because they could and not because they should since the doesn’t doesn’t move the user experience bar any higher.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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