Nike Landing Pages
Opportunity
Create a unified visual experience to benefit the user browse journey while supporting global merchandizing teams and reducing operational lift
The Nike.com landing pages are crucial for showcasing specific product categories and gender-targeted offerings. The legacy authoring platform was completely freeform, resulting in a visually inconsistent experience as well as a substantial operational overhead for merchandising teams to design and execute across each category.
Increase discoverability across the site and help users make clear, informed decisions about browsing products. Transform these landing pages into a unified visual experience that supports merchandising and reduces operational overhead.
Research
An extensive audit of the legacy landing pages was conducted to understand the reoccurring merchandising needs and to identify the main pain points. This included issues like navigational inconsistencies, lack of design uniformity, and operational inefficiencies in managing separate designs for desktop and mobile platforms.
Strategy
The strategy was centered around the creation of a semi-flexible yet consistent set of design components that could cater to various merchandising needs while ensuring visual harmony and operational simplicity. The approach included:
Developing a unified design system to guide all landing page designs.
Implementing a single-source authoring platform that ensures full responsiveness across all devices, thereby eliminating the need to design separately for desktop and mobile.
Establishing predefined styles and use-cases for various components to streamline design processes and maintain consistency across different pages.
Company
Nike
Impact
Global
Role
Staff Designer
Outcome
Aligned global business functions between product, merchandising, brand, and marketing for an updated landing page authoring system. Reducing friction for users, creating consistency, while consolidating operational lift. Delivering a revised and unified structure to cater to visual merchandizing strategy and opperational optimization using a responsive framework powered by contemporary authoring services allowing the team to enter the rapid test & learn phase of maturity.
Responsibilities
Concept development, design strategy, design research, insights research, UX design
Experience
Explore the feature: Nike.com
Outcomes
The redesign led to the successful implementation of a fully responsive suite of landing pages
A clear, consistent user experience across desktop, tablet, and mobile interfaces.
Reduced operational load due to the elimination of separate authoring needs for different devices.
Enhanced visual consistency through the use of a unified design system. The component set included features like image cards, video cards, text cards, grid layouts, carousels, and local as well as sub-navigation systems, each defined by updated styles and predefined use cases.
Style guide rollout to provide onboarding, guidance, and support to all geo merchandising teams.