Profile
Contact
Work
Profile
Contact
hello@lorentracy.design
Turn your phone, bro.
Nike
Multi-Brand Strategy
YEAR
2018
Platform
Nike.com
Discipline
Strategy, Wireframes, UI Design
Nike
Multi-Brand Strategy
YEAR
2018
Platform
Nike.com
Discipline
Strategy, Wireframes, UI Design
Problem
Nike’s partner brands have a confusing presence on Nike.com. The inconsistent experience creates friction and page abandonment.
Data Snapshot
Our partner brand sites were suffering from a much higher page abandonment rate than our core Nike experiences.
Experience Issues
Nike Branded Sites
Partner sites are still branded with a Nike swoosh in the upper left corner.
Download Nike App Prompt
User’s are asked to down the Nike App on Converse pages.
Static input placeholder text
Search input placeholder on partner pages says “Search Nike.com”.
Off Brand Search Results
Search results on brand partner pages are not filtered to represent the brands.
Non-brand specific menu items
Menus are not tailored to represent that brand pages.
UX Improvements
Principles
More Brand Distinction
A Consistent Template
Brand Flexibility
Reduced Confusion
Updated Brand Bar
The brand bar navigation takes the user to unique brand sites. Each brand button has an active state and each brand site has a unique site logo.
Nike
Jordan
Converse
Hurley
Customizable Main Navigation
Each partner brand can customize their main menu items.
Nike
Jordan
Converse
Hurley
URL Structure
Each brand site has a unique domain that stays consistent throughout the brand journey.
Search
Each brand has a custom search bar and the search results are relevant to that brand’s product assortment.
Product Merchandising
Give brands the flexibility to merchandise their walls to be brand specific or cross-brand.
Product Merchandising
Give brands the flexibility to merchandise their walls to be brand specific or cross-brand.
Shared Profile
One profile for all brands but with messaging flexibility to reduce confusion.
