Nike App Refresh [WIP]
Led a team of designers through the first major refresh of the Nike App Shop in a decade, guiding the project to reimagine the space as a highly-focused commerce surface that prioritizes discovery, newness, and personalization on a global scale.
Over the course of 18-months, we redefined what a modern, personalized commerce experience should be, resulting in a new, bold design library that felt undeniably Nike.
Role
Product Design Lead
Content Strategy
Nike first introduced its app in 2016. Over time, the distinction between our Home and Shop surfaces became muddied. This hindered the brand from telling visible product storytelling, and the consumer from easily browsing our assortment.
We set out on a 1-week Design Sprint to define distinction between the two surfaces and build a commerce-focused experence that’s flexible, easy to navigate, and built to surface the right products fast.
The original Home and Shop surfaces in the Nike App
Design Sprint
We conducted a 1-week design sprint to understand the distinct purposes of each surface. I led our teams through a workshop to define principles, performed deep benchmarking exercises across a variety of industries, and an exercise to understand the jobs to be done when consumers explore our app. I synthesized all our findings at the conclusion and we revisited our assumed principles to ensure that they still held true.
The sprint gave us a focused brief: understand how members browse on mobile, how much guidance they need, and where personalization earns its place. Three concepts emerged from that foundation, each with a different level of content density. I led Concept 3: Personalized Shop, a dense experience driven by member interests and behavior rather than brand-led category navigation.
01
Endless Shop
An endless gallery of shoppable product inspiration, filtered by our key sport categories, inspired by current user scrolling behavior on social media. Customizable category doorways ensured quick navigation to what matters most at all times.
02
Guided Shop
Led by key sport categories, users could easily navigate and explore our assortment through clear, inspiring, and familiar wayfinding elements. Sport tabs replaced shopping preferences, while shopping preferences were moved to a new sheet.
03
Personalized Shop
Hyper-personalized and tailored to the user based on browsing and purchase behavior, as well as selected interests and categories. Explicit callbacks and signals to previous purchases reduce cognitive browsing load for the user.
For You Tab
Running Tab
Sportswear Tab
User Testing
We conducted one unmoderated and two moderated user test sessions to best understand how much or how little guidance users required in different shopping mindsets.
01 - Minimal scrolling
02 - Organized structure
03 - Intuitive and familiar wayfinding
04 - Prioritized personalization
05 - End with wide inspiration
In parallel, our Global Studio was shifting the visual direction of our PDP from dark to light. This required a shift in design direction on our surface to accommodate the new photography.
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