
As the Experience Lead, I managed a group composed of UX and UI teams for the redesign of the Nike Men's Running Shoes experience. Collaborating closely with the product and business teams, I steered the overarching strategic vision of the project. Additionally, I offered precise guidance and feedback to the design team to supervise the development of a versatile, contemporary design system. Furthermore, I oversaw the delivery of multiple approaches for the new experience.
Problem Statement:
Nike's digital platforms strive for seamless user experience. Though visually appealing, users face navigation challenges, impacting engagement for men's running shoes. Separating each persona category into a separate storefront helps, boosting user experience and brand perception.
Solution Statement:
To address these challenges, We will implement a comprehensive UX design strategy incorporating new navigation structure and taxonomy to enhance user search ability. Integrating subtle yet purposeful animations will make the digital platforms more intuitive and engaging. For instance, hover animations can guide users through navigation, while animated transitions provide visual feedback during interactions. This approach will improve usability and add a layer of dynamism to the user experience, fostering a stronger emotional connection with the brand. The ultimate goal is to create a more immersive, responsive, and enjoyable digital experience that reflects Nike's innovative and dynamic spirit.
Nike Digital Campaign and Strategy:
Campaign Theme: "Run Your World"
Objectives:
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Boost Brand Engagement
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Increase Online Sales for men's running shoes
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Promote the New Line of Eco-Friendly Running Gear
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Build a Community of Runners and Fitness Enthusiasts
Target Audience:
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Millennials and Gen Z
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Eco-conscious consumers
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Fitness enthusiasts
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Urban dwellers
OUR VISION
The redesigned Nike Men's Running Shoes website aims to create an immersive and user-friendly experience that aligns with our brand's innovative and forward-thinking ethos. Our vision focuses on providing an intuitive, visually appealing interface that seamlessly integrates with our broader digital ecosystem.
Mobile Screen Examples



Design Thinking Approach
Our design thinking for the Nike Men's Running Shoes web and mobile redesign is about putting the user first. We make sure every digital touchpoint meets our customers' needs. The process? It's simple: Empathize, Define, Ideate, Prototype, and Test.
I guided design, tech, data, and product teams through "Design Sprints." These workshops let us work together on the project's goals, map out user journeys, brainstorm ideas, and decide on new features.
1. Empathize:
2. Define
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Conducted user interviews and surveys to deeply understand male runners' pain points, preferences, and behaviors.
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We used use data analytics to uncover insights from Nike's website and app usage. We Identified friction points and enhancement opportunities.
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We synthesized findings from the empathize phase to articulate clear problem statements and user personas.
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Established specific goals for the redesign, such as improving navigation efficiency, enhancing the virtual fitting experience, and increasing awareness of sustainable product features.
3. Ideate:
4. Prototype
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Hosted brainstorming sessions with cross-functional teams, including designers, developers, marketers, and sustainability experts, to generate innovative ideas and solutions.
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Encouraged out-of-the-box thinking by exploring new tech and design trends that could elevate the user experience.
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Develop low-fidelity wireframes and high-fidelity interactive prototypes of the redesigned web and mobile interfaces.
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We incorporated vital features such as augmented reality for virtual shoe fitting, personalized product recommendations, and dynamic sustainability dashboards.
5. Test:
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We conducted usability testing with diverse users to gather feedback on the prototypes.
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Analyzed the results to identify areas for improvement and iterated on the design, ensuring that the final product was both functional and delightful.

Digital Design Web Interface
Design Execution & Validation
Leadership & Coordination
Experience Strategy & Vision
Planning & Scope Definition

Define

Metrics for Success:
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Increase in app downloads and active users
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Engagement rates on social media posts
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User-generated content submissions
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Participation in virtual events
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Online sales of eco-friendly running gear
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Number of media impressions and influencer collaborations
By adopting this innovative strategy, Nike can not only boost its brand engagement for men's running shoes and sales but also reinforce its commitment to sustainability and community building in the digital age.

