Nike digital transformation

“The digital function is not the entire company but the entire company should be digital.”

A UNIFIED EXPERIENCE THAT IS EASY TO USE AND UNMISTAKABLY NIKE from the first click to payment.

As part of a larger Retail Reset strategy, to transform Nike into an industry- leading Direct to Consumer brand, Project 'One Nike' was a brand operating system and design language that united brands, Commerce, NIKEiD and Nike+ into one seamless experience for the Nike user under Nike.com.

I was promoted to lead large entrepreneurial digital merchandising team to own the site experience and customer journey for Nike.com in NA. Key partners included: brand, product, performance marketing, product management, UX, brand, legal, category business leads.

Our vision was to collapse the funnel - bringing all Nike experiences at Nike together by unifying strategy and customer experience to maximize growth.

This included:

A consistent brand voice and visual language across Nike.com using the authentic voice of the athlete .
Deliver a premium, profitable and scalable end-to-end experience.
Redesign the front end - UI/UX, navigation, homepage, product walls, product pages collapsing 75 different websites into one Nike.com.
Re-platform the backend into a common architecture across Nike.
Built a responsive design for iPad and mobile.
Single source of customer data with universal profile management across all Nike brands, commerce, NikeiD and Nike+.
Single transactional emails across the experience.
An experience ‘personalized for me’. Integrated with Nike+ to make smart and personal product recommendations.
Improved SEO, cart and checkout.

Actions:

I owned the DTC commerce requirements acting as a pivot between brand and business.
Partnered with brand, product, UX, design, engineering to re-design the front-end of Nike.com making it easier to inspire, educate, choose and buy Nike products.
Led weekly cross-functional meetings to review the business requirements, define our guiding principles, design progress and feedback, shared back with the broader business team
Aligned internal stakeholders - merchandising, DTC leadership, brand leadership on key decisions.

Results:

Our consumer experience went from a fragmented journey to a streamlined path to purchase where consumers were inspired along the way. Product visit rates improved by ~200bps and conversion grew from 2.5% to 4.5%.

Massively improved the customer journey through data insights, customer experience journey mapping, usability testing and membership programs.