NikeID launches, and takes the lead in customization trends.

Years have passed since tools that allow users to customize their products began popping online. The most visible one being footwear, now this customization process is extending into virtually every other product out there.

NikeID has recently launched their redesign of the NikeID experience. An experience that comes with improved speed and easier choices (like clicking on specific parts of a shoe and having the available color palette pop up). This makes good use of the concept of information “on-demand,” meaning, you do not need to have all information exposed on a website layout at once. You can design websites that intuitively allow the customer to find the information as soon as he’s interested. This helps move design from a newspaper format, to an actual environment-driven format… which not only is fun, but filled with possibilities to evolve. Another sweet feature NikeID has is their wallpaper selections that automatically generate a high res image of your customized shoe with a cool background also of your choice. Their already established colors can be seen by a few as limiting, but in reality, people who aren’t that color savvy need to enjoy of the design experience too. Or do they? Is the design process cheapened by current trends that leave you with no real choice, but a celebration to the concept of choice? Either way, for better or for worst, online tools have developed to the point that it becomes more enticing to shop from home, than to visit the store.

Things to be improved from the overall experience? Rotation not intuitive enough. Also, there’s no intuitive way for communities to communicate with each other.

I’m including a little application taken from the NikeID site that allows users to take their experience “home” with a little code you can post on your blog. You and your friends can create a team, and store designs in virtual lockers. Pretty creative terminology. Reminds me a bit of the Puma Mongolian BBQ experience. What does a BBQ have to do with Puma? Not much, but who cares?

Also worth mentioning is the website Zazzle.com that truly allows users to upload ANY picture, word, or pattern, without censorship. Zazzle is not limited to shoes, but people can customize skateboards, t-shirts; you name it, they have it. Hopefully, sites like Zazzle that really let you explore with the freedom of the DIY movement (without restricting you by sticking a giant “swoosh” on the side of the shoe) will become more popular as time goes by.

Last, but not least, I decided to keep consistency, and name my NikeID group The Trannys. If you want to join, feel free to check the site out, and once you save your shoe, save it under the Tranny group. That simple.

—————Edited on October 18th, 2008—————–

I was reading recently, and I thought of adding it to this piece, about a guy who tried to add the word “sweatshop” to his Nike shoes using the customization tools in the NikeID site, and then getting a letter from the company canceling his order due to the use of “inappropriate” slang. The problem is, sweatshop is not a slang. Is a real word in the English dictionary, and doesn’t offend anyone but the people who don’t have transparent business practices. If you want to read the email thread between the customer and company, you can check it out out here.