Vans Shoes: Don’t Make the Client Work to Understand The Product Online + Find 10 Differences Game

While playing the Find 10 Differences game...

...I couldn’t help noticing how information is structured on the Vans website. Or rather, not.

A client’s attention is fragile. If you capture it, you need to retain it, especially online. 

This is what I focus on in eCommerce consultancy — structure at every level: menus, display, flow. Information can be presented in many ways, but it must be easy to process.

Don’t overcomplicate.

Here, materials and details are mixed without hierarchy. It confuses the client and weakens decision-making.

Shared a similar example from the Hermès website with return policies here.

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Apart from Vans, I actually like Loro Piana option. Dior / Prada are too literal, with even the back sole tag being the same. JACQUEMUS, Brunello Cucinelli had some creativity (or not).

1. 

   Pictured: Lauren Hutton, who has been wearing the original for decades.