Nike.com Custom Shoe Builder
Expanding the custom shoe market: improving the nike.com shoe customization experience to better showcase the breadth of offerings at launch and highlight impactful storytelling to increase conversion.
Platform
Nike.com
Info
Enterprise Web / Ecommerce / Interactive Prototyping
Timeline
5 weeks
For every Nike By You customization launch there's a unique story behind the collaborations, design decisions, customization options, and one-of-a-kind limited time offerings.
But all of this was buried in clunky, outdated user flows that failed to showcase the depth of the offerings or entice consumers to begin customizing at all.
UX simplicity and progressive disclosure
Since customizable offerings were often broad and users often got overwhelmed with options at the onset, I struck a balance between simplicity and progressive disclosure. My designs showcased a few great precustomized shoe options as starting points, highlighting a variety of color and component combos at the onset. Users who opted to customize further could click deeper to discover the full breadth of customization options, without overwhelming users who just wanted a more surface-level browsing experience.
Standalone shoe builder with richer storytelling
Each season, Nike By You invested in one or two special customization offerings with high profile athlete collaborations and richer storytelling. So in addition to the Nike.com embedded experience, I designed a new standalone version of the shoe customization experience with storytelling woven into the customization UX at every stage. Consumers felt more connected to their final product, leading to higher overall conversions and better ROI on these higher effort collaborations.
