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Boo.com.(Company Business and Marketing)

THIS 'SPORTS AND STREETWEAR' SHOPPING SITE SHOWCASES MEMORABLE GRAPHIC DESIGN, BUT COMMERCE AND NAVIGATION SEEM LOST IN THE SHUFFLE.

JAKOB NIELSEN

PRINCIPAL NIELSEN NORMAN GROUP

BOO.COM TAKES ITSELF too seriously. Instead of making it easy to shop, the site insists on getting in your face with a clumsy interface. It's as if the site were more intent on making you notice the design than on selling products. Boo should be congratulated, though, for running a site that supports I8 countries equally well in terms of both language and shipping.

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