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ECOMMERCE
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Nike Court Legends
PROJECT CONTEXT
Nike Court Legends explored how an immersive e-commerce experience could celebrate iconic basketball footwear while creating an engaging journey from discovery to purchase.
The project focused on a collection of legendary basketball trainers associated with athletes including Michael Jordan, Kobe Bryant and LeBron James, using the stories behind the products to create a more compelling shopping experience.
Rather than approaching the concept as a conventional product catalogue, the ambition was to combine bold brand storytelling with intuitive e-commerce functionality, giving each product space to feel distinctive while maintaining a clear route towards purchase.
CHALLENGE & STRATEGY
The challenge was to balance expressive product storytelling with the clarity and usability expected from a high-performing e-commerce experience.
The approach began by considering key user behaviours and mapping the journey across discovery, product exploration and checkout, establishing a structure that could support both inspiration and efficient purchasing.
Wireframes and prototypes were used to explore hierarchy, interaction and responsive behaviour, allowing the experience to be refined before applying the final visual direction across desktop and mobile.
ROLE & DESIGN PROCESS
I developed the experience from initial user journeys and wireframes through to interaction design, prototyping and the final visual direction.
User personas and shopping behaviours helped inform the structure of key journeys, with particular attention given to the homepage, product discovery, product detail and checkout experiences.
Iterative prototyping allowed navigation, transitions and responsive behaviour to be tested and refined, ensuring the expressive visual direction remained supported by a logical and intuitive underlying experience.
“Built around legacy. Designed for performance.”
DESIGN & EXPERIENCE
Bold typography, immersive imagery and purposeful interaction combined to give the products a distinctive presence while keeping the shopping journey intuitive.
Hero products were placed at the centre of the experience, supported by a strong visual hierarchy that encouraged exploration while naturally guiding users towards relevant product information and conversion points.
Typography, imagery and colour created the energetic visual language, while subtle animation and interactive elements added depth to the experience without compromising usability across different devices.
IMPACT & OUTCOMES
The final concept demonstrated how storytelling and e-commerce functionality could work together to transform product discovery into a more engaging brand experience.
The completed journey connected discovery, product exploration and checkout within a consistent experience, balancing the visual impact of the footwear and its sporting heritage with straightforward navigation and purchasing interactions.
The project demonstrates a process-led approach to e-commerce design, bringing together user journey planning, interaction design, responsive thinking and visual storytelling within a cohesive digital concept.
(
ECOMMERCE
)
Nike Court Legends
Client Overview
Nike Court Legends explored how an immersive e-commerce experience could celebrate iconic basketball footwear while creating an engaging journey from discovery to purchase.
The project focused on a collection of legendary basketball trainers associated with athletes including Michael Jordan, Kobe Bryant and LeBron James, using the stories behind the products to create a more compelling shopping experience.
Rather than approaching the concept as a conventional product catalogue, the ambition was to combine bold brand storytelling with intuitive e-commerce functionality, giving each product space to feel distinctive while maintaining a clear route towards purchase.
“Built around legacy. Designed for performance.”
Project objectives
The challenge was to balance expressive product storytelling with the clarity and usability expected from a high-performing e-commerce experience.
The approach began by considering key user behaviours and mapping the journey across discovery, product exploration and checkout, establishing a structure that could support both inspiration and efficient purchasing.
Wireframes and prototypes were used to explore hierarchy, interaction and responsive behaviour, allowing the experience to be refined before applying the final visual direction across desktop and mobile.
Design leadership, and objectives
I developed the experience from initial user journeys and wireframes through to interaction design, prototyping and the final visual direction.
User personas and shopping behaviours helped inform the structure of key journeys, with particular attention given to the homepage, product discovery, product detail and checkout experiences.
Iterative prototyping allowed navigation, transitions and responsive behaviour to be tested and refined, ensuring the expressive visual direction remained supported by a logical and intuitive underlying experience.
outcome and impact
Bold typography, immersive imagery and purposeful interaction combined to give the products a distinctive presence while keeping the shopping journey intuitive.
Hero products were placed at the centre of the experience, supported by a strong visual hierarchy that encouraged exploration while naturally guiding users towards relevant product information and conversion points.
Typography, imagery and colour created the energetic visual language, while subtle animation and interactive elements added depth to the experience without compromising usability across different devices.
IMPACT & OUTCOMES
The final concept demonstrated how storytelling and e-commerce functionality could work together to transform product discovery into a more engaging brand experience.
The completed journey connected discovery, product exploration and checkout within a consistent experience, balancing the visual impact of the footwear and its sporting heritage with straightforward navigation and purchasing interactions.
The project demonstrates a process-led approach to e-commerce design, bringing together user journey planning, interaction design, responsive thinking and visual storytelling within a cohesive digital concept.
(
ECOMMERCE
)
Nike Court Legends
OUR MISSION
Nike Court Legends explored how an immersive e-commerce experience could celebrate iconic basketball footwear while creating an engaging journey from discovery to purchase.
The project focused on a collection of legendary basketball trainers associated with athletes including Michael Jordan, Kobe Bryant and LeBron James, using the stories behind the products to create a more compelling shopping experience.
Rather than approaching the concept as a conventional product catalogue, the ambition was to combine bold brand storytelling with intuitive e-commerce functionality, giving each product space to feel distinctive while maintaining a clear route towards purchase.
“Built around legacy. Designed for performance.”
The challenge was to balance expressive product storytelling with the clarity and usability expected from a high-performing e-commerce experience.
The approach began by considering key user behaviours and mapping the journey across discovery, product exploration and checkout, establishing a structure that could support both inspiration and efficient purchasing.
Wireframes and prototypes were used to explore hierarchy, interaction and responsive behaviour, allowing the experience to be refined before applying the final visual direction across desktop and mobile.
project objectives
I developed the experience from initial user journeys and wireframes through to interaction design, prototyping and the final visual direction.
User personas and shopping behaviours helped inform the structure of key journeys, with particular attention given to the homepage, product discovery, product detail and checkout experiences.
Iterative prototyping allowed navigation, transitions and responsive behaviour to be tested and refined, ensuring the expressive visual direction remained supported by a logical and intuitive underlying experience.
Design leadership, and objectives
Bold typography, immersive imagery and purposeful interaction combined to give the products a distinctive presence while keeping the shopping journey intuitive.
Hero products were placed at the centre of the experience, supported by a strong visual hierarchy that encouraged exploration while naturally guiding users towards relevant product information and conversion points.
Typography, imagery and colour created the energetic visual language, while subtle animation and interactive elements added depth to the experience without compromising usability across different devices.
IMPACT & OUTCOMES
Outcome and impact
The final concept demonstrated how storytelling and e-commerce functionality could work together to transform product discovery into a more engaging brand experience.
The completed journey connected discovery, product exploration and checkout within a consistent experience, balancing the visual impact of the footwear and its sporting heritage with straightforward navigation and purchasing interactions.
The project demonstrates a process-led approach to e-commerce design, bringing together user journey planning, interaction design, responsive thinking and visual storytelling within a cohesive digital concept.
