NIKEiD customization redesign
Meet them where they are.
- Client
- Nike
- Year
- June 2012
- Role
- NIKEiD UX Director
- Discipline
- Commerce / UX / Agile product
Strong in the studio, weak on the web. Rebuild the engine for mobile, desktop and retail without touching the complex product systems behind it.
Retail conversion was very high and web conversion was low, with low repeat purchase. Research split 50/50 between people who found too many options and people who wanted more. The old configurator, live since December 2009, was built on Flash, which was being phased out as mobile rose.
I owned experience design, managed the UX and visual design team (internal and agency) and the user testing team, acted as product owner for the technology side of an agile build, and led executive communications.
- ScopeOne tool for all products and geographies that lets more customers engage, without changing the product creation and merchandising systems.
- Two teams, one roomDesign and technology had been separate across Nike. We combined design, tech and the configurator redesign team, with creative technologists bridging the two.
- Agile by the bookThe first team at Nike to run agile by the book. Daily stand-ups, aligned priorities that shaped the epics, and bi-weekly sprint reviews with a prototype to put in front of users.
Agile forced collaboration and healthy conflict, and regular sprint demos gave rapid insight. Mobile expertise was thin at the start, so the mix of perspectives mattered.
NIKEiD redesigned navigation: Your Performance, Your Style, Your Mark
- 30%of NIKEiD sales on mobile within the first year
- 2.2%conversion, up from 1.5%
- 30+footwear and apparel products on one configurator
- $350Ma year on the NIKEiD platform
Better communication of the customization benefit also raised brand awareness.
The new configurator is HTML5 and Safari-based, so it scales across every screen type, including the touchscreen monitors installed in retail. It modernized the studio, kept the high touch of a guided retail experience, and brought materials and samples into the digital experience.
Customer designing a shoe at an in-store NIKEiD touchscreen
In-store digital stands: shoe catalog and color picker
NIKEiD retail environment
- Insights and testingThe project led to a formal insights and testing department, with full-time roles and promotions.
- Agile and digital productThe partnership between tech, design and the business evolved, with product ownership and ways of working formalized for experience design and tech teams.