Nike sought to create the next generation Nike iD e-commerce site, a service that allows users to custom-design their own footwear and equipment. The redesign includes streamlined navigation and a better overall visual design that is based on the bold pantone colour chart. Nike iD is a rich media experience that engages the user and invites experimentation, while evoking the brand’s fun, aggressive and vibrant character. Just as important is the fast and intuitive building process, which creates an easy way for users to select the abundant colour options available for each customisable part of the product.