How much does a consumer want to play and create? Is starting from scratch more valuable than remixing? Do people want to buy NikeID shoes that commemorate a moment in time or were designed by their favorite athlete? How can Nike utilize the technology they have to give consumers exactly what they want?
We studied key moments along the consumer journey from entry, through the design process, saving, sharing, validating, purchase, unboxing and returning. Through many research and workshop sessions, we tested our ideas, designs and prototypes against our multiple user mindsets.
The product detail page has the option to customize or buy featured designs without having to enter the customizer tool.
Consumers can get inspired by inspiration and trending designs or buy a special edition design from their favorite sports star.
The NikeiD builder is a complex system made up of thousands of options of colors, materials and functional variations.
Shoe components are represented by simple illustrations with changes easily visible.
Color and material options within components are represented as swatches and color coded. Flattening the options on one level was simple but a game changer, allowing for easy play.
Designed both for consumers who read options and those who tap and swipe over images. The experience has advanced features such as a tap and hold on swatches to learn more about the material.
Turn to landscape mode for a fully immersive play mode.
Your designs show up on the product detail page, ready to buy. And they will stay there for return visits.
The final prototype underwent vigorous user testing in the US, Europe and Asia. Not only did this work go on to inform Nike's online customizer and e-commerce experience, it also influenced the product and brand of NIKEiD.