Nike: 1st Ecommerce site & Nike ID
How to promote the wide range of shoe and clothes options Nike had while making it easy for users to find exactly what they wanted
I organized products by sport, subtype & price point. If you wanted a medium-cost running shoe you could find it in a few clicks. We also designed a tool for customizing your shoes, which Nike was one of the first to do.
I no longer have any screenshots of the first iteration of Nike's ecommerce efforts. However, Nike management called the information architecture the biggest win of the project. Nike ID became one of the most successful customization tools any brand has created. The graphics have gotten better but the user flow has remained similar.
Nike ID initial design