Nike TEAM Sports
The main purpose of Niketeam.com is to facilitate online shopping for customizable Nike uniforms for teams. This e-commerce website is designed for consumers and business partners alike. There are three main user types; consumers, dealers and Nike admins.
User Journey | Workshop
One of the first things I did when I joined the team was to plan and facilitate a cross-disciplinary and highly collaborative user journey workshop. Here we gathered insights from everyone on the team about the intended process from initial discovery on through to what happens after a sale is made on Niketeam.com.
User Journey | Synthesis
After cleaning up the findings, the business analyst and I created a priority heat map to break down the findings into what we wanted to tackle in the coming year, in the future beyond, and document items that fell outside of scope of the website experience.
User Journey | Flows
We met again as a team to go over the findings, then the business analyst and I collaborated once again to create this graphic flow of the intended website experience. From here we could start to plan what deliverables might be tackled over the next two years.
Whiteboard Collaboration
Collaborated with cross-disciplinary stakeholders to iterate and sketch out ideas for the user experience.
Sport Landing Page | Desktop
When navigating from the home page, the sport landing page is one of the key pages for shopping uniforms, and enhances the site’s SEO.
Sport Landing Page | Mobile
When navigating from the home page, the sport landing page is one of the key pages for shopping uniforms, and enhances the site’s SEO.
Artwork Uploader
This was one of the most technically challenging experiences to build due to security and other technical constraints. After many iterations and meetings with the tech and business teams, we finally decided on a multi step solution that allows the user to upload an image, we scan for offensive content using artificial intelligence, then the image is sent to a Nike employee who vectorizes the image into a logo for use on the customer’s uniform.
Cart Experience
A unique challenge to our product is the rostering experience within the cart. Not only do users need to be able to add items to their cart and check out with a credit card, but they also need to have the ability to create a team roster so they can order the correct sizes, and have the correct customization assigned to each size garment.
Results
✅ User Experience
Intuitive navigation, streamlined UI, PDP, PLP, improved product filtering and clear CTAs, improved user engagement.
✅ Direct-to-Consumer Functionality
The addition of D2C features enabled Nike to establish more personalized connections with customers. This included the ability for customers to upload imagery and enhance customization, fostering a deeper sense of ownership and individuality in their purchases.
✅ Efficient Checkout
By integrating streamlined rostering and team ordering functionalities, the redesign significantly reduced pain points in the checkout process. Simplified forms and guest checkout ensured smoother transactions, leading to a substantial decrease in cart abandonment and a noteworthy increase in conversions.
✅ Enhanced Navigation
Filters, sorting, and responsive design facilitated easy exploration across devices.
✅ Visual Design
Updated the look and feel to better align with Nike's brand while building on it with many new components.
✅ Performance Optimization
Fast page loading times and minimal downtime for a seamless user experience.
✅ Personalization
Designed and executed customizable garment functionality which uses AI and minimal human resources.
✅ Elevated B2B Experience
Integration of dynamic catalog update tools resulted in streamlined inventory management, boosting efficiency and fostering stronger client relationships.
✅ Analytics
Data-driven insights enabled continuous improvement and refinement
Overall, the redesign created a user-centric, efficient, and data-informed online shopping platform for B2B and D2C users alike, enhancing brand engagement and sales potential.