To inspire the emerging generation of globally minded consumers through a connection to the universal culture of sport, music, and fashion, JD Sports needs to ensure that their website is accessible and easy to navigate for all potential customers. Especially with the rise of e-commerce, more consumers are becoming comfortable with shopping online for clothes and shoes. This trend has been particularly pronounced in the footwear market, with a survey finding that 74% of all footwear purchases occur online. To tap into this growing market, JD Sports needs to have a website that is both intuitive and user-friendly. A user-friendly website helps to provide a positive user experience, fostering a connection between the brand and the customer and potentially leading to increased customer loyalty.