Nike Navigation
Opportunity
Maximize the consumer journey by creating a consistent navigational toolset for the browsing experience.
Increase discoverability across the site and help users make clear informed decisions regarding searching or browsing products.
Research + Strategy
In Research Round 1, through remote unmoderated sessions, users evaluated analogous experiences that aligned with our strategic goals and completed an assigned task on Nike.com to compare. From testing, we narrowed down our highest-priority strategic goals to address:
1. Consistency — Help users understand the site’s hierarchy and architecture by repeatedly using the same language and ordering across all navigation touch-points.
2. Dimensionality — Help users understand a category by focusing on a single filter dimension to highlight the category's breadth or depth. Meet user expectations of classifications.
3. Editing—Help users to navigate without choice paralysis or overwhelm by thoughtfully limiting the navigation options, minimizing overlapping groupings, and avoiding duplication.
Research Round 2, through in-person interview sessions, users evaluated various prototyped experiences of the navigation with a series of assigned tasks.
In Research Round 3, users evaluated the final prototype for validation through in-person interview sessions before launching with a series of assigned tasks.
Company
Nike
Impact
Global
Role
Staff Designer
Outcome
Aligned global business functions between product, merchandising, brand, and marketing for an updated navigation pattern reducing friction for users, creating consistency, while consolidating operational lift. Delivering a revised and unified dimensional architecture, search results strategy, navigation optimization. The updated navigation is a responsive framework powered by contemporary services allowing the team to enter the rapid test & learn phase of maturity.
Team
Alexis Cala, Allen Harper, Amaya Lathrop, Amy Wester, Andrew Wong, Anna Sears, Annemarie Kooi, Austin Montoya, Brent Ludtke, Carter Jones, Doran Bastin, Ellen Scott, Emily Vierra, Fabrice Tatieze, Greg Yung, Haien Yoon, Jessica Price, Joe Conner, JooYeong Kwag, Joy Butler, Martine Landais, Maya Kuehn, Meggan Low, Michelle D'Rovencourt, Monique van der Hout, Phil Hiller, Sander Hooijer, Sarka Ozcanli, Simon Stotler, Stephanie Choi, Tony Barone, Veerpal Singh, YongSoo Park
Responsibilities
Concept development, design strategy, design research, insights research, UX design
Experience
Explore the feature: Nike.com Navigation
Outcomes
Delivered updated navigation with a single source authoring platform for fully responsive navigation, that reduces operational overhead, and delivers consistency across the experience for users.
Updated navigation is powered by contemporary services provides the opportunity to enter the rapid test & learn phase of maturity.
The promoted user member state in the updated navigation provided more critical content for the user while also providing more detailed analytics to the membership team.
Elevated visual search state and search recommendation “popular search terms” open door for further personalization or merchandising outside of the category information architecture.
Update navigation designs evolved and drove Design System integration across multiple engineering groups.
