A redesign of how consumers shop for Track & Field footwear while updating the visual design to reflect the new campaign.
Role
Product Designer
I was responsible for updating and redesigning the journey for nike athletes to purchase Track and Field footwear. It lead us to ask the question: how do we reconfigure the buying experience on nike.com to reach more athletes and create an easier and more educational experience.
We began by defining the specific audiences who would be purchasing the products and who would be wearing the shoes. Focusing on insights from our new user groups, we recategorized the Track and Field footwear across nike.com by creating an updated user flow, wireframing new landing pages and product walls, and ideating touchpoint through all of Nike's digital platforms.. I was also responsible for the visual design of all digital touchpoints.
Initial phases of the project included working with the Brand Design Art Director who captured imagery and developed a graphic language that could be used across the athlete's brand experience for the 2017 Spring Track and Field campaign. I contributed by consulting on specific aspect ratios and composition of images that would be needed for certain digital assets.
In order to reconfigure the spike-buying experience, we needed to first redefine who our users are. The consumers of Track and Field footwear are high school athletes, however, it is the parents who make the purchase of the products. We focused on two significant insights: parents on average knew little about Track and Field as a sport, but did know which race or event their child participated in. And high school students were more in touch with the overall sport and were heavily influenced by athletes who excelled in their areas of competition.
Need to find footwear quickly that is right for their student athlete.
Want to keep up with the latest trends and is inspired by who is wearing what.
Previous shopping experiences categorized spikes based on technical elements of the footwear which felt foreign to the parents who were not used to race jargon. To make the experience more understandable, we categorized the footwear based on the race distance or event (information parents could more easily recall).
The overall user journey began with drivers including emails, in-site content, and app stories which leads anyone visiting the site to the Track and Field landing page. From the landing page, one can click through to a variety of other actions like continuing to the Spike Shed for more information/eduction, visiting the product walls with the footwear, and finding other Nike clothing products. Each touchpoint also represents final delivered assets.
The primary landing page contained not only the new categorization elements but also inspirational athlete imagery and additional CTAs linking users to related products. The categorized spikes lead to product walls which displayed additional educational information about the technical elements of that type of footwear along with a list of products from the specified category.
Final deliverables included two full landing page designs, nike.com homepage design, three landing page banner designs, an email design, seven nike+ app designs, and six product wall headers. The digital experience from points of entry to purchasing the shoe where visually cohesive and more efficient by recategorizing the ways in which our shoppers searched and found footwear.
Collaboration between cross-functional teams is crucial in the success of any project, especially this one. I was in constant communication with the Art Director from the brand design team, stakeholders, developers, and my creative director. The campaign hinged on a delicate balance between the brand design’s vision, category KPIs, what was possible from within the technical restrictions, and what our parents and athletes needed. All brought to you by a ton of patience, even more empathy, and a few panicked late nights.