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Create Nike's first large-scale ecommerce site. Make it easy for users to find exactly the products they want. Also create Nike's first shoe customization tool. 


Organized shoes, apparel, etc by sports, subtype, and price point. Adapted criteria by sport since in some sports customers cared more about tech features, while in other sports consumers cared more about style. 


Usability testing showed users understood the options available and quickly found the products they were interested in

  • Nike mgmt called the product organization the site's biggest win

  • Nike ID's basic interface and structure remained the same for 10+ years

Nike ID Screenshot

Find shoes, customize shoes


(I don't have any screenshots from the Nike ecommerce launch in 1997. This screenshot is of an early iteration of the Nike ID app.).


For the ecommerce site I did research on the criteria people in various sports used to choose shoes etc. and incorporated those into the interface. Then there were also the people buying Nikes for the fashion. Nike management at the time was opposed to focusing on filtering or navigating by desired appearance so that was tabled for a later time. 

For Nike ID the core approach was a sequence of customizable elements like colors of specific parts of the shoe, and the option to add your name on the back, in a custom color. Nike ID still exists and has many of the same general steps as we created back in the late 1990s. 

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