What is it trying to sell?
This site is selling what Oakley is considering a pair of game changing motocross goggles. However, right off the bat the site is clearly selling more than the product, it is selling this feeling that by wearing these goggles you’re invincible. The site does this by the use of copywriting, photos, videos, and animations.
The first example is of this is bold type that reads “I am Invincible.” Bold statements are repeated throughout the site, examples include “Airbrake MX A Revolution In Impact Protection,” “A confidence-inspiring force field,” and “Maximum peripheral.”
How is it communicating the value of the product?
The value of the product is clearly communicated great visual examples that help one to visualize what happens when one is wearing goggles. The first, more visceral example of this is a parallax scrolling effect that moves dirt clods toward the goggles as the user scrolls. I haven’t seen this done before so it gets some originality points. It is also very appropriate for the context; motocross goggles. Other features, such as it’s wide field of vision is shown by rotating the goggles and placing a compass graphic under the goggles to highlight the range of view. As someone who wears goggles for snowboarding and riding motorcycles this is really important and shown in a clever and pleasant way. Images of riders on the track covered in mud everywhere but on their goggles helps to show the goggles in a real world context. One of the best features, in my opinion, is the adaptability and serviceability of the goggles. The site uses an animation that separates the components of the goggles in an exploded diagram. This part shows how the lenses can be quickly replaced and all of the options they can choose.
How is it communicating the experience the product has to offer?
The goggles are nearly life size and that really helps the user picture the goggles on their face with dirt clods flying at it. The experience of the product is communicated simultaneously with the value in many examples such as the dirt clods flying toward the goggles. This example shows the impact resistance as well as something that happens often while riding in the dirt (being hit in the face with dirt).
What is the “character” of the product? Does the design help convey that?
The character of the product is conveyed through bold type, bold statements/copywriting, photography of riders in context, as well as a few videos highlighting the features of the product. The language or voice of the videos is a little over the top if you’re not into motocross. For example my girlfriend’s brother was mocking the videos while I was watching them. “Goggles are life bro!” Is what he would say while I watched the product videos. I believe that the language and helps convey the character of the product, though maybe a bit too much for someone who is not familiar or involved in the motocross, or action sports scene. Some might think it’s heavy handed (girlfriend’s brother).
Is it successfully meeting it’s objectives? (Is it convincing?)
I believe that Oakley was pretty spot on in meeting its objectives with this interactive site. Holistically, it works well, each component such as the bold sans serif type, the copywriting, the photos of riders in context where the goggles are used really helps to see how the product is used and abused. This helps the user to understand why the highlighted features are wanted by someone purchasing the product. I actually thought that the product would be more expensive because Oakley put a lot of work and probably money into the production of this site.