Nike Product Page Update
Q4 FY20 - Q2 FY21

Nike product pages serve as crucial areas for merchandising, shop feature set visibility, and surfacing marketing and brand content. With high traffic and high visibility—product pages have been the focus of aggressive additions of feature sets, messaging, UI, functionality—amounting to a total agglomeration, potentially hurting user understanding with information set overload.

A key example of feature overload—product page over-indexed on optimizing for finding the right size for a user. The product page currently supports:

• NikeFIT™ size recommendation

• Fit Analytics size recommendation

• Reviews aggregated fit recommendation

• Merchandizing fit recommendation

• Category fit type

• Size charts

• Modal size

Goal of taking a step back on feature implementation to rectify the priority of information based on user needs and insights. Focus on developing feature groupings with display override parameters to minimize duplication of efforts or overload of content.

Features

• Estimated delivery date integration

• Store pickup availability integration

• Elevated discounted price display

• Show % Savings 

• Split colorways by price 

• MAP price display 

• Low inventory alerts 

• Dynamic sold out colorways 

• “Top Reviewed“ badging

• Top reviews elevated  

• Favoriting

• Quick Buy  

• Shop Similar

• Shop the Look

• 3D View

• Merchandising recommendation

• Fit education guides

• Size guide

• Fit Analytics fit finder

• Reviews aggregated fit recommendation

• Nike FIT™ recommendation integration

• Model metadata display 

• Logged in state message free shipping 

• Final Sale / Liquidation badging

• Return exclusions messaging

• Promotion exclusion messaging

• Geography merchandising promotion messaging

• Nike By You badging

• Member Exclusive badging

• Sustainable badging

Product Page Vision
Early Exploration

Develop a loose content outline and a sense of prioritization of features on the table. Move away from a laundry list of features and rally around the vision of PDP. Hone in and prioritize—providing support to a vast feature set. Creating assorted tooling for elevating or integrating content or storytelling, tagging data framework for relevant navigation and personalization, operational optimizations, well-defined and consistent description framework, and flexibility modularity of content and product page life cycle.

Features

• Adaptive / Personalized (comprehensive concept)—Preselected and focused page based on personalization

• Operational Optimizations (comprehensive concept)—Improve backend for consistency, speed, and content assortments

• Product Attributes—Beautiful basics of product information

• Fit Attributes—Beautiful basics of size and fit information

• User Actions—Simple and quick out of the way focused user action

• Style Inspiration—Contextual look at product (from Nike)

• Community—Trusted content (from Others)

• Navigation—Move between related products