Nike Running Show Finder

As Nike reset its Running footwear portfolio, we significantly expanded consumer choice across cushioning experiences and products. While that was great from an innovation perspective, it also introduced complexity into the digital shopping journey.

The consumer was ultimately trying to answer one simple question:‘Which running shoe is right for me?’ We didn't have a scalable digital experience that could translate Nike's technical footwear architecture into an intuitive recommendation. At the same time, the capability wasn't funded on the technology roadmap, so we had to build alignment and unlock investment across global and regional teams

We helped turn that gap into the Running Shoe Finder, a guided digital experience that connected consumer needs with the appropriate Nike Running footwear. We then used consumer research to continuously optimize the journey, simplifying the questions, improving the UX/UI and making differences between our Icon, Plus and Premium propositions easier to understand. We also worked to scale the experience across Nike's digital ecosystem.

The experience drove +8% running-shoe conversion and expanded from web into Nike App. More strategically, it gave us a scalable way to move consumers from product complexity to confident choice, turning Nike's Running innovation architecture into a commerce experience