Too fancy, too fast?

Timberland.com has worked hard on adding lots of features to their website. Lots of neato ajax and drag and drop coolness. It’s such a shame that the entire event can be ruined by a single little 180×120 pixel gray box continually popping up when all I want to do is buy some presents. Object Error. Branding Error. Timberland = Error.

An old-school catalog website with tried-and-true add-to-cart and checkout buttons would have taken my order and maintained my enthusiasm for the brand. I’d be looking forward to my shoes and cap. I’d probably not tell my friend about the coolness of their website - only about my great shoes. If you plan to build hot new features on your site, make sure it’s worth the risks. Usually your products and content should be the star - not the site itself.

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