Nike.com Redesign

A redesign that balanced brand expression with e-commerce best practices.

Background

In early 2014, Nike.com faced challenges while e-commerce thrived elsewhere. An in-depth audit revealed that while the site delivered strong brand storytelling, the shopping experience lacked efficiency—customers often needed 5–7 clicks to add a product to their cart, often encountering friction and dead ends along the way. We recognized the opportunity to strike a better balance between brand expression and seamless e-commerce functionality, ensuring the digital experience reflected both Nike’s brand power and modern shopping expectations.

We began by mapping customer needs across the shopping journey, which informed the creation of seven key page types. To support this, we overhauled the site’s information architecture—eliminating underperforming pages, introducing new templates, and shaping the content strategy for five of the seven page types across desktop and mobile. These changes significantly improved navigation and usability.

We also introduced a modern interaction framework via a new Creative Style Guide, ensuring customers were never more than three clicks from adding a product to cart. Brand storytelling was thoughtfully integrated to enhance, not interrupt, the shopping experience. A flat UI and clean, unified layout allowed products to shine.

My Role

As the lead designer on the Nike.com Global Brand Design team, I managed a cross-functional team of two UX designers, a Content Designer, and a UX program manager. I led the design strategy to ensure our work aligned with both user needs and brand objectives. I contributed hands-on creative direction in design reviews and led key presentations to design leadership, Category Brand teams, and the Nike.com leaders.

Impact

This was the first major redesign of Nike.com—transforming it from a campaign-centric site into a shopping destination that balanced brand storytelling with e-commerce efficiency. The redesign dramatically improved maintainability, reducing content update time from two weeks to just 48 hours. We streamlined the shopping experience, cutting down the friction to shop and buy on Nike.com. As a result, categories that first adopted the new design—such as Nike Running and Women’s Training—saw a 30% increase in quarterly sales in 2015. This foundational shift paved the way for future redesigns across the platform.

7 page types

By defining the key page types aligned with the customer shopping journey, we simplified the site experience and improved navigation.

This approach allowed us to significantly reduce the total number of pages requiring maintenance and updates over time.

Creative style guide

The creative style guide established new interaction framework and new page templates (5 out of 7 page types) with detailed visual and copy specs.