Nike SwooshiD
An in-store footwear customization pilot in Nike Portland.
Background
Nike Footwear Customization faced the challenge of attracting consumer interest in brick-and-mortar stores. The primary hurdles were long lead times (4-6 weeks), an overwhelming number of choices (with 10+ decision points and seemingly endless options), and the fact that customization was always a separate experience from the regular footwear shopping journey.
The Nike Brand Innovation team was tasked with reimagining the in-store customization experience. Our initial research revealed that in-store consumers crave instant gratification. The ability to walk out of the store with a customized product became our key success requirement.
My Role
As the lead designer, I spearheaded the initial in-store research, identifying customer pain points and operational challenges with the existing footwear customization experience. I led design brainstorms and partnered with a local digital agency to develop both the customer-facing footwear wall interface and the mobile app used by store associates. Collaborating closely with the Nike Portland store, I transformed it into a living lab, where we prototyped and tested different design iterations after hours. I created and owned the customer journey map, which aligned all the moving parts to deliver a seamless experience for both customers and store associates. This map became the central guide, ensuring all teams worked toward a unified vision. Finally, I led in-pilot research, gathering real-time feedback from customers and associates, and synthesized insights to inform the next phase of the pilot.
Impact
The 60-day pilot resulted in a 200% increase in sales for the featured footwear compared to the baseline. In addition, our in-pilot research garnered overwhelmingly positive consumer feedback, confirming our hypothesis that same-day service and a simplified experience provide the greatest customer value. We also gathered key insights to refine operations for Phase 2 of the pilot.
Our efforts were recognized with Nike's most prestigious accolade, the Nike Maxim Award for Best Retail Innovation that year.
Customer Interface
Consumers were overwhelmed by the number of options in footwear customization offered by NikeiD. We decided to focus on 3 simple choices: upper color, swoosh color/pattern and lace color. This shortened the typical hour-long decision-making process down to 3-7 minutes. To bring delight, we designed a digital interface that’s fun and easy to use for both the customers and staff members.
Customer shopping journey
Another challenge was embedding the service in the path of customer’s shopping journey. Traditionally shoppers had to go to NikeiD studio, a different part of the store, to customize their shoe. This meant taking them away from their existing shopping journey at the footwear wall. To combat that, we installed a touch screen in the middle of the footwear wall so you can customize their shoes right where you browse and shop.
By integrating peripheral devices (like the label printers and the lace wall) nearby and giving staff mobile devices with real-time update of the orders and queues, it allowed us to keep the entire experience centralized at the footwear wall.
App for the staff
It became clear that we needed a tool in the hands of FOH (Front of House) staff so they can give real-time updates to the consumers on their orders. We created an easy-to-use app for the staff mobile device so they can “add an order”, “view an order”, “edit an order” and “view the queue” to best assist the customers.
Customer response
During in-pilot research, we received overwhelmingly positive customer feedback. Customers couldn’t help but “show off” their own design. This proved our hypothesis that same-day service (instant gratification), simplicity of the experience and integration of the service at the footwear wall would deliver the maximum customer value.
“Bought 2 pairs of SwooshID shoes. Customer service was excellent (Alberto) and the experience was fun. We’ll be back.” - Tania, Sydney, Australia
“Beyond the coolest experience ever. You need this at all your stores. I am hooked and already planning my next pairs!” - Todd Gubler, Port Angeles, WA
It’s cool that my son will have shoes he got to ‘design’ himself.” - Kellen’s mom from Portland, OR