Carrying the metaphor too far
Mongolian BBQ is Puma's online custom shoe builder (similar to Nike ID). The metaphor is cute, but does not work so well as a UI. To build your shoe, you have to "pick up" materials (the hand and chop sticks are actually your cursor) and drag them on to the shoe pieces. Then you take it to the chef to see the finished result. I think about shoes a lot, but not even I think about the different pieces like they have laid out here. It is a totally confusing and unsatisfying experience, especially compared to Nike ID.
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