Comparative Analysis of Nike and Asda's Website Design

Nike is a huge market/company that focuses on sport equipment such as Football Shoes, Basketball trainers, Tracksuits, Jerseys etc. Nike is one of the biggest sport supplier company that rivals top sport companies such as Adidas. Asda is a shopping company that sells groceries.

Compare the principles of website design used in two websites, including their suitability for the intended audience and intended purpose.

One of the top principles of website design is Purpose. Their ambition of Nike website is to make customers buy their product such as their Trainers and Tracksuit. When you go the front page, Nike always displays either a static image product or a video that plays on the background for example Tracksuit or Trainers image where you can get it early access or a video advert playing at the background. Nike main intention is to obviously grab the customers attention and gain themselves reputation to lead their business to success. They are also trying to provide information to customers about their products.

Their intended audience is people that like sports or athletes that are runners etc. Nike is doing this because there are many people that love playing sports even if you’re a male or female. Therefore, they are selling products such as Trainers, Tracksuits etc which is eye catching. Nike has also used famous athletes such as Lebron James (NBA Basketballer), Cristiano Ronaldo (Footballer) to advertise their products. This method is very effective because these famous players are role models to the world. They are known to be greatest athletes of all time. This means they are admired by everyone. Therefore, many customers will want to buy their product they are wearing or similar. Nike allows you to customize products of your choice online. This is used especially young athletes or children/teens This method is used because many customers might not like the original one so they will try decorating it of their own choice. Nike is a product based online which means that it sells products online. However, they also have their own stores places like Stratford, Whitechapel etc.

Purpose: Asda

One of the top principles of website design is Purpose. Asda wants customers to be able to buy their products. However, there are not just targeting anyone, they are specifically targeting families. Asda sells many groceries and food. However, they show adverts that is like a family pack which includes a discount. This is an effective way to capture customers attention. On a celebration day such as Christmas, on their website, they reveal newly products or a product that was expensive, but they’ve reduced the price down. This method is used so that many customers can be able to buy many products which increases the profit of Asda and they can gain good reputation

Their intended audience is obviously customers. However, there are not just targeting anyone, they are specifically targeting families. Asda are is doing this because there are many people that love delicious that are quite cheap and sometimes expensive. They are also targeting audience that are buyers online. Which means that they make a lot purchase online. Unlike Nike, they don’t use any famous role models like Cristiano Ronaldo (Footballer) and Lebron James (NBA Basketballer). However, it displays what Asda as a company has achieved. Which therefore means that they suggest that they are the best supermarket. Asda is a product based online which means that it sells products online. However, they also have their own stores places like Leyton, Beckton, etc.

Communication: Nike

Nike has links/partnerships with huge social media companies/websites such as Instagram, Twitter, Facebook and YouTube. Nike are associated with these social media website/app because they want social media users or customers to know their company. As well as if a new product is coming out or has come out. Nike have associated with Instagram because to show images and videos about their new product. In addition, they let role models such as Rafael Nadal (Tennis player) and Raheem Sterling (Football Player) wear these products to show that its worth buying. Nike uses YouTube to display adverts. These adverts reveal again role models. Sometimes they interview them about how Nike`s products help them to e.g.: run, jump etc. This is all to catch customers attention in buying the product. Nike has added sub-headings that are visible at the main page to show a new product has been released or is coming out soon. These methods all to organise information so that the user or the customer can be able to gather information very quickly.

Communication: Asda

Asda has links/partnerships with huge social media companies/websites such as Twitter, Instagram and Facebook. Asda has partnered with Instagram because they can able to post videos and images about their products as well as events such as Supporting Child`s Need that is coming up. Asda has links with Twitter because they can also post events, products and videos. However, the advantage of Twitter is that it lets the user see trends. Therefore, if an exciting event has been posted by Twitter, many twitter users will comment about it. This way it captures customers attention so that customers will have information they tended to want. They have headings or different products and sub headings for the older products

Usability: Nike

The pages of the Nike`s products work well. Since Nike`s target audience is male and female which are teenagers and above, its s not confusing because the information and the layout looks well organised so even a beginner can use the website. In addition to this, it performs well on all digital devices whether is tablet, Laptop etc,

Usability: Asda

The pages of Asda`s products also work well. Since Asda targets audience is also for everyone including elders can use the websites because its easy to use. All the information and the layout look good and the links between the pages performs/works well. Similarly, it works on all digital devices such as tablets, PC`s etc.

White Space/spacing: Nike

White Space is important because too much information packed won’t be pleasing for the customer or the user`s eye. Which means that the website is messy. However, Nike`s website has quite lot of white spacing. The information about the product is not cluttered together and looks neat and tidy. This means that it will be good for the customers or users as they will know and understand where to look for information etc.

White Space/Spacing: Asda

Asda`s website also has a lot of white space on a huge screen such as a Tablet and Laptop which won’t confuse the customer. However, on a smartphone or mobile phone, Asda`s information looks a little bit packed together. Knowing that there`s more than a billion smartphone users, its not good for Asda.

Layout: Nike

The layout is important because it needs to be clear and understanding. In addition to this, where e.g.: The Title should be and the heading etc for each page. Nikes page layout is organised. The icons that you can click to go another page are clear to see and understand. The logo is always at the top of the page.

Layout: Asda

Asda`s layout is organised. The menu`s that you can click to go another page are clear to see and understand. The logo is always at the top of the page. Furthermore, the icon act as a helper so you know what happens if you click the icon.

Images and Colour: Nike

Nike hasn’t really put any colours on their websites. However, the colour that they only have is black and white which makes it look simple but not many audiences not so appealing. Their logo is not so attractive as it only shows a `tick` which is coloured in black. However, anyone looking at this logo will straight away will recognize is Nike which sells brands. They have images about their products and their brand

Images and Colour: Asda

Asda`s website is also white because of the white spacing and some texts are written in green. Furthermore, the logo is also simple because they have a generic colour which is green. Unlike Nike`s logo, Asda`s logo is written as `Asda` so anyone will know. They have images about the event is coming up e.g.: Christmas and what products they’ve made a discount.

Analyse how the principles of website design are used to produce creative, high performance websites which meet client requirements

Nike:

The client’s requirements are all different. The whole purpose of Nike is to allow the user to be able to look at the products online to either make a purchase or go to the store location. Which means that Nike needs features that will help the user find what they want to see. The structure of Nike is unique because the first thing when you go to their first page, you will see the search bar at the top right and the icons are the middle top. This is used to go another page so it’s a hyperlink which drags the user quickly. Putting the icon at the top makes it easier for the user to see what they want to discover. This can be used even by beginners which is ease of use. Furthermore, a search bar is also an effective method because it allows the user to input what they want to discover or search. Its like a shortcut for the user to find the page. The icon provides a huge drop box that displays the men, women and kids’ options e.g.: Shoes, Clothing. The newly product image on the screen doesn’t take up most of the space except if there is a new product coming up. This method is used to drag the customers eyes to the new product. If the size of the images where big, it will take forever the page to load however Nike`s website page loads very quickly so there`s no problem. The feature that `stands out` is the huge media and objects on the first page. Not only does it reveal the new product coming up, it’s a hyperlink to go to another page which displays other products related. Nike hasn’t added any animation to attract users however they`ve added other supplier companies that they are associated at the top which can be relevant for some audience or users for additional options. There is not many words and colours however there are many words that written in BOLD to grab attention of the customers. In addition to this, the size of the logo fits in perfectly at the top left of Nike`s page. They put the logo on every page because they don’t want to confuse the customer thinking they are on another page. Also, the logo is a hyperlink which leads the user to the main page. This way the user won’t always click the `go back arrow`. Nike`s search engine also allows the user to input keywords only and it will display a drop box that are related which is processed at a fast rate. This is a relevant method it allows the user to go to the page that is related to the keyword.

Asda:

The client’s requirements are all different. The whole purpose of Asda is to allow the user to look at products and make a purchase or view their store locations. Which means that Asda needs features that will help them. The structure of Asda is different to other website designs because the first thing you see is a postcode search bar about the user so that they will tell you the closest location. This is an effective method because it will help the user know if they can just go to the store location to make purchases. Furthermore, you can see the featured products which the user can see and discover. The logo of Asda is simple, but you don`t even have to remember what the company is called because their logo is written as `ASDA`. The newly product image size is not big. It’s very appropriate to see and its clear and understandable. There is a search bar near the top which allows the user to input what the want to search or discover. The search engine allows the user to input keywords and it optimises and reveals a drop down which is related to the keyword. The first relate keyword displays first. Unlike Nike, there aren’t no BOLD words that grabs customers attention. However, they have added their logo to every single of their page to acknowledge that they are shopping at Asda. Similarly, to Nike, it’s a hyperlink which leads you to the main page. Similarly, to Asda, they have menus icons that provides drop box that allows the user to browser the website. This method allows the user to discover more about Asda and to know what other products they are selling.

Evaluate how the principles of website design are used to produced creative, high performance websites which meet client requirements

I believe that Nike has met the client’s requirements. Not only did they meet the client’s requirements but its creative and the performance of the website is high. Nike`s purpose was to reveal what products Nike is selling to the users or audiences. Therefore, they needed to make the website easy to use and understand. Which means that they needed to create a feature that will help the user to search or browser what they wanted. Features such as search engine bar, icons are very effective as users won’t get confused or lost. In addition to this, the loading speed of the website page needed to be fast or else it will lose customers and users. However, Nike`s websites loaded quickly as you clicked on a product that has a hyperlink. Additionally, the use of search bar engine is important because it allows new/current users to browser the website. However, Nike has that covered. It also allows user to input the keyword and a drop-down box will appear to the keyword related quickly. It provided everything for the user to use the website.

I believe that Asda has met the client’s requirements. I believe that they met the client’s requirements and its creative and it also performs well. Asda` purpose is to make customers buy products from their store. Therefore, they needed to make the website that is straightforward that even a beginner that hasn’t used internet before would understand. They needed features such as search engine that will allow the user to input a keyword and a drop down should pop up relating to the keyboard, menu icons that will provide the user more options etc. The layout needed to be clear and information shouldn’t be packed. However, they have met all these criteria’s and the requirements. Most importantly, Asda`s website loads very quickly. This means that they don’t have too much graphic images on their pages. As a result, the customer will be able to go the next page worrying about the performance of the website.

The Client-Side factor:

The client-side factor needs to be considered. Its all about the speed of the website and the capabilities of the audience/user of the system. etc. This factor needs to be considered because there are going to be some customers that are going to be download the product on the websites. This means that the download speed has to be fast. For example, if a customer wanted to download trainers and the download speed is slow, then the customer might not see and interact with the product that they`ve saved. As a result, the customer will get annoyed and at the end, Nike has just lost a customer. However, that also depends on the user’s system as it should have a good connectivity to upload the web pages. If it doesn’t have good connectivity, uploading the web page will be slow as well as web page loading speed. The product saved on the device shouldn’t affect the device`s memory. Therefore, the device should have enough memory. The more memory, the faster the device can handle the websites.

The Server-Side Factor:

The server-side actor needs to be considered. Its all about the memory, file types etc. This factor needs to be considered because similar to the client server-side factor, the web pages need to load faster when clicking the hyperlinks from the products. Therefore, if it’s a large content, its going to take a long time uploading it. The web developer might also need to consider about the file size. This is important because if a user saves an image to his hard drive but its too big, he will have to delete some data to have enough space. The developer needs to think what file type he is going to use, that will give help and support the website being fast.

The Browser Compliance:

The web developer has coded in different codes in different pages of the websites.

Conclusion

In conclusion, the comparative analysis of Nike and Asda's website design highlights the importance of understanding client requirements and target audience preferences in creating effective online platforms. By leveraging principles such as purpose, communication, usability, and aesthetics, companies can develop creative and high-performance websites that drive engagement and meet business objectives.