Recommendation Engine
A new and improved shopping experience for Nike’s retail partners.
Below is a sneak peek into this project. The full case study with detailed designs, process, and insights is password protected. If you don’t already have the password from my resume or application, please reach out for access or to schedule a presentation during an interview.
Context
Nike.net is a $20 billion B2B retail platform where partners can order products. Futures is an app within Nike.net that allows partners to plan and submit orders ahead of time by season. Nike classifies all retail partners into tiers. Some partners receive a high level of support through account executives, while others don’t interact with any.
Problem
Partners without account executives are overwhelmed by thousands of products on Nike.net. They don’t have an efficient way to determine which products to purchase in order to increase sales and meet the needs of their customers. Additionally, the current Futures experience is frustrating to users due to confusing navigation, a tedious workflow, outdated and nonfunctional UI.
Action
Over the course of 9+ months, I have worked closely with cross functional partners to re-design the Futures experience through an iterative design process. The team includes a total of 3 designers, 1 senior design director, 1 product manager, and a team of 4 software engineers. My role focused on co-designing all features in collaboration with one other senior designer.
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The goal in this phase was to deeply understand our users’ needs, challenges, and opportunities to transform their experience on Futures.
Conducted UX audits to identify pain points and UI/UX issues across the platform.
Performed extensive competitive analysis to benchmark our product against others and understand best practices in the B2B retail space.
Synthesized user research to better understand our users and improve our concepts
The work in this phase helped clarify our design strategy and the actions we needed to take to improve the Futures experience for our retail partners.
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The focus of this stage was for us as a design team to explore and test as many concepts as possible.
Designed various concepts that addressed our users’ needs.
Led the effort of leveraging user data and analytics to inform our design decisions and process.
This resulted in our designs being backed by both quantitative and qualitative data to best meet the needs of our users while reaching business outcomes.
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During this phase, we incorporated feedback from users and stakeholders to improve and finalize our solutions.
Created new UI components to improve usability and consistency across the platform
Collaborated closely with our cross-functional partners in engineering to make sure our solutions were feasible and scalable.
Integrated insights from concept validation, analytics, and user interviews to refine our designs.
This resulted in our solutions directly addressing the problems we identified and allowed us to measure success metrics and improvements over time.
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In this phase, we handed off designs to our engineering team.
Participated in User Acceptance Testing (UAT) to ensure our designs match the new experience
Led the creation of a design handoff criteria checklist to track development work, identify issues, and work with engineers to solve any post handoff issues.
Results
Successfully designed and launched an MVP that is expected to generate $3.5 million in revenue annually. The MVP includes a brand new recommendation engine, visual and functional improvements to product cards, streamlined filters, guided tour experience, UI improvements. Additional phases of work currently in development are estimated to yield a 5% increase in add to cart rates for recommended products. Once our product is finalized and launched globally it is projected to yield $50M in revenue.