Nike.com Foundations

CLIENT — NIKE
ROLE — SENIOR DESIGNER
YEAR — 2017-2018
TYPE — SITE VISION

A NEW FOUNDATION

Nike’s VP of Digital brought Instrument in as an embedded design team to shape the future of Nike.com. Working alongside internal teams, we created a prototype-driven vision that reimagined the entire e-commerce experience—from navigation to checkout. Built as a custom app for leadership to explore directly on their phones, the prototype aligned executives across global verticals around a modern, unified vision for Nike’s digital ecosystem.

STREAMLINING DISCOVERY

We rethought the site’s navigation, landing pages and product grid, designing each for clarity, focus, and flow. Drawing from the precision of app interfaces, the system balanced immersive storytelling with efficient browsing, letting the product imagery lead. These foundational patterns would go on to inform the structure and design language of future Nike.com evolutions.

DEEPENING STORYTELLING

On product detail pages, we introduced a dual approach—rich editorial narratives for limited releases and lightweight templates for everyday products. Each layout was crafted to balance immersion and efficiency, scaling storytelling to match the depth of the product itself.

SIMPLIFYING CHECKOUT

We reimagined checkout to move faster and feel easier. The new flow reduced friction by clearly communicating progress, minimizing steps, and allowing simple edits along the way. Every touchpoint was designed to create confidence and momentum from cart to confirmation.