Crumpler USA (bag company from Australia)

http://www.crumplerbags.com/index.php

Intended audience
Young generation (college students or upper), including biking people. Stylish design conscious people, but not “high-end” people who shops at Neiman Marcus or the like.

Usefulness of content
Generally OK. Crumpler listed all the product line, including front and inside bag images with all available colors, tech spec, an customer reviews for each bag. The inside photos have two versions, with and without stuff, so they help viewers to imagine how much stuff the bag can hold. It might be better if they have more images from different angles with enlargement, such as back (backpacks have it though), side, and strap / carry handle. They are important aspects to choose daily-use bags like Crumpler’s.

Consistency of design
Totally coordinated funky and cool design. It contributes Crumpler to be attractive for the target audience. It may look “busy” for some viewers, but it may be a part of their brand image. The illustration-type icons to link other pages are always set the right upper, though they may be problematic (see the “ease of navigation”). Sound design is also very interesting and well organized; it makes the Crumpler website distinctive from other bag maker websites. The company history is one of the unique sound features; the cartoon characters, perhaps the founders, are actually “chattering” their pathway.

Ease of navigation
Not so bad. (1) A problem is that viewers always have to be click illustration-style icon to jump to the page they want to see. The homepage (main page) may be OK because the text (such as “computer bag”” messenger bag”) is popped up once clicking the icon. However, from other pages, viewers have to use the small icon without such text help. It may not be straightforward for some viewers. Maybe they like uncomplicated way to reach the page like other usual websites with text-style listing. (2) “Repair” “Warranty” “Cleaning” “Privacy” “Return +Exchange” are all listed under “Fine Prints,” maybe not easy to find them. Usually those are listed in “Customer Service / Contact US” section, but Crumpler is not. (3) Horizontal scroll is needed to check all the bags and it may be annoying a little.