For the final project, I'm creating a website for online surf shop for Japanese customers. The competitors' website are designed in Japanese, so I'm sorry if you don't understand content.
I researched an online surf store, NAKISURF.COM. The communication objectives are informing their products and making audience to purchase them. It is very obvious with a link button to mail an order and phone number is on the top left of web site in large text. Information is structured in four categories: products description, user's guide (how to shop or FAQ), company profile, and general surf information. Mainly, a vertical menu bar for the first two category is on the left, another menu bar for the other two categories is on the top which goes to sideways. It is very clever to separate menu bars because order guide and products description are directly related to the communication objectives, and company info and general surf info are less important. Especially I realized again with the importance of step by step user's guide: how to decide the size, how to order, how to pay, return and so on, because of insecurity of online shopping.
In terms of web technology, it doesn't have any new techniques such as interactive Flash content , CGI forms, or streaming video, but it utilizes some common tools to convey their information, such as blogs, BSS, and MySpace. I think it is OK to stay in HTML and keeping simple as a professional web store, but in another view, there is a chance to differentiate my website with interactive contents. At least, they should introduce CGI form or PHP to make sure customers don't abandon the shopping in case they don't know what information should they give in a mail.
One thing I especially like about NAKISURF is that contents on the main area change every time I click on the logo (the top left corner) and am able to see all different headlines at once. each headline and photo links to the content main page. I think that is very convenient and attract my attention and I would design this with Flash.
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