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Problems UX designers are facing with the demand for sneakers

nike air trainers

Why is it so hard to buy a pair of sneakers?

We are often wondering what is wrong with the world? Sneaker fans have gone insane. Who in the right mind wants to be standing in an aggressive queue outside a store or hopelessly wishing to get a breakthrough on desktop, mobile and/or app devices – only to find out the sneakers sold out in seconds?

Sounds like a terrible experience. It is overwhelming and leaves UX Designers in a constant battle against everything brands were originally trying to achieve. We can’t help but notice brands are just seeing the dollar signs and have become ignorant of what actually happens.

“How can we create a seamless experience in such an unprecedented level of demand?”

We have seen raffles and bespoke apps being created which were originally considered a great way to capture customer data, avoid platform crashes and action the rise of bots but, we have to ask ourselves the question – Did this actually work?

To some degree–yes, but on the whole, not one brand has developed a solution that has conquered this sort of demand. The whole concept has caused bewilderment for UX Designers, the demand for re-sell has outweighed those loyal customers.

The amount of negative reviews and consumer hate towards brands is ever increasing. Genuine customers are annoyed by the constant game that comes with a launch product. We cannot help but see customers are becoming increasingly impatient and brands are rapidly losing creditability– the long-term damage is often irreversible (especially the smaller retailers).


Is there a solution?

Honestly, we cannot see a quick solution, it is down to two market leaders; Adidas and Nike. Research suggests people are following these brands on a daily basis– could this hype become a lifestyle rather than focusing on the scarcity principle?

Perhaps a change in mindset is the only way forwards. The phenomenon that causes people to assign the high value to things they deem as less available is out of control.

Innovation and a shift in demand are key. The future products need to exceed what is currently being produced and made more accessible and desirable.


Focus on the negative reviews

As UX Designers we would advise taking all the negative reviews on-board and comment to your customers with transparency. The trust in brands is very fragile and so honesty is key. Remember, it’s nothing personal to you – there is no target audience, there is no trends or patterns to follow, the industry has gone rogue.

Continue to work on new ideas to give users the best experience and learn along the way. By doing this you will always better the latest iteration regardless of the audience demand. You are not alone – the brands themselves are only producing limited numbers of sneakers as they equally cannot judge the hype anymore.

It is one huge learning curve but an exciting challenge. However, there will be a breakthrough soon enough as there is only so much aggression and hate one brand will/can take.

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