NIKEiD → From niche service to fully integrate progressive web app.
This design iteration of NIKEiD (now: Nike by You) was a genuine mobile-first approach to its integration across the broader Nike STORE platform. The guiding principle for design and UX was to be as transparent and integrated as possible, providing shoppers a low threshold to customizing their apparel.
By providing a seamless transition from the standard PDP to the customizer, we removed friction and gave shoppers the full power of NIKEiD within a single click.
At larger breakpoints, shoppers could indulge in more delicate details and truer representations of colors and textures.
We know that shoppers enjoy designing and expressing their ideas using NIKEiD, so we brought the concept of a sneaker collector gallery to life, letting you collect and show off creations with your community.
Outline — NIKEiD (Nike by You) is a tool that lets shoppers customize and personalize their gear. As both the mobile web and shopping behaviors mature, a new paradigm for integrating the service had to be developed from the ground up. The mobile-first approach to experience design provided tight constraints, and creating an experience that hits above expectations for UX, inspires possibilities, and seamlessly integrates was critical.
Background — NIKEiD is one of the original case-study projects for online shopping, and since its early prototype days in -99, it has become an almost expected option for online shoppers.
Agency: R/GA NY
Role: UX/Design Lead
Shaun Harris, Stephanie Buttersworth, Jeewon Choi, Kevin Fong, Kim Granlund