Nike, Inc : Tracking down answers

A well-stocked FAQ resource suffers from limited search options.

The Site

Nike, Inc, the US-based global sportswear supplier, places too much stress on a simple search option for its comprehensive FAQ archive.

Nike’s corporate site carries an extensive set of FAQs (frequently asked questions), linked from the utility string at the foot of pages. The FAQs are displayed ten to a page, with the first two lines of each answer shown under the question, which links through to the full text. The total number of FAQs is noted at the top of the page, with a number index for navigating between pages. The current set of 211 items spans 22 pages.

The full set is searchable via a keyword search box at the top of the feature. There are no advance options for sorting results and no other search or filtering options are provided.

The Takeaway

While Nike certainly covers a lot of ground in attempting to get the most out of its FAQ feature as a first line of dealing with enquiries, its set up does not encourage users to run with it. The effectiveness of a wide-ranging archive is in danger of being wasted thanks to the narrowness of search and filtering options.

Users are provided with a well-functioning keyword search, but no means of identifying the most appropriate answer for their enquiry from results that often relate to a range of disparate topics. For example, a search for ‘sunglasses’ gives matches relating to product care, retailer contact details, marketing, annual reports and charitable projects. Filtering options and/or full categorisation of the FAQ content would ensure that users can search the archive more effectively, without the need to guess at the nomenclature currently in use. At the least, listing FAQs according to logical categories would compliment the keyword search and allow users to just do it before their patience is exhausted.

First published on 27 March, 2012