Nike, Running Shoe Finder (V1)
Partnering with Nike, we designed a personalised product discovery tool to help every runner find their perfect running shoe.
Services
Role Overview
Creative Direction
Strategy
UX/UI
Understanding the brief
A marathon of choice,
a sprint for clarity.
Nike leads the way in performance innovation — but for runners, navigating its extensive product lineup can be overwhelming. From first-timers hunting for their perfect starting point, to seasoned athletes seeking tailored tech, finding the right shoe isn’t always simple. The challenge? Cut through the noise and guide every runner to their ideal fit, fast.
The Challenge
The Insight
Crafting shoe experiences that speak to aspirations and individual needs.
Our research uncovered a wide range of approaches in running shoe finders — varying in length, tone, and focus depending on the audience. Tools aimed at experienced runners tended to be technical and in-depth, often asking 6+ questions about pronation, terrain, and injury history. In contrast, tools for wellness-focused runners were shorter and more emotive — prioritising how the shoes feel, aspirational goals, and personal intent, all communicated with warmth, clarity, and brevity.
User Journey
Workshops with Nike app team.
Over the course of a month, I led four collaborative workshops with the Nike app team to uncover what truly matters to runners. These sessions helped define key user needs across experience levels, guiding the development of a journey that could flex to support every type of runner — from first-timers to seasoned pros. I then mapped out a modular user flow, allowing the tool to adapt dynamically based on user input, ensuring relevance without overwhelming the experience.
User Journey
Mapping.
With the user journey mapped, I moved into design — starting with low-fidelity wireframes to quickly test structure, flow, and key decision points. This phase helped validate the logic and ensure the experience felt intuitive for all runner types. Once aligned, I progressed to high-fidelity designs, layering in brand visuals, motion, and interaction details to create a seamless experience that balanced utility with inspiration.
Creative
Bringing ideas to life in 3D.
To elevate the experience with rich, dynamic visuals, I collaborated closely with 3D and Unreal Engine artist Nils Bakker. I sketched out early concepts and storyboards to communicate the look and feel I was aiming for — referencing Nike’s motion language to define how each animation should move and respond. Nils brought these ideas to life with precision and craft, translating static sketches into immersive moments that enhanced both brand expression and user engagement.
