Founded in 1998, Boo.com wanted become the largest online sports e-retailer in the world, planning to set up stores in both Europe and America simultaneously. The company spent $135M in venture capital in just 18 months and went out of business in 2000.
The boo.com website was widely criticized as poorly designed for its target audience of young, wealthy and fashionable people between 18 and 24 years old. The site’s interface was complex and included a hierarchical system that required the user to answer four or five different questions before sometimes revealing that there were no products in stock in a particular sub-section.
