NIKE VALIANT LABS
Creating a genderless shopping experience
Valiant Labs, Nike's new business incubator, creates businesses that serve underrepresented groups and promote sustainability.
To increase the impact of a new business, we redesigned a website filter to simplify the search process and provide the option of a genderless shopping experience.
Our new filter was celebrated by the Nike core community:
"[Nike Valiant Labs] validated the proposition that consumers want to see all options that would fit their foot, not their gender, by building a genderless sizing and search functionality on its digital marketplace."
The shoe inventory was vast, but some users were having trouble filtering through the shoes to find their perfect fit. That, or, they wouldn't use the filter at all.
Previous desktop filter
How could we design a filter that is visible, functional, but most of all, an integral and enjoyable part of this shopping experience?
Examine and Synthesize
We looked at existing filters. What was working? What wasn't?
We reviewed user behavior — how do visitors shop here? How is this different than the usual shoe-shopping experience? We learned that many of our shoppers shop by style and size, not by gender or age.
From this, I created an early sketch that focused on a genderless shopping experience. This served as a rough model for our wireframes moving forward.
Keep It Simple
In an effort to keep scrolling to a minimum, we re-designed the mobile experience as well. However, we soon realized users were having trouble noticing the filter button on mobile.
Following these insights, we simply made the filter button larger.
Provide Options for Everyone
Our initial design was a stride toward a gender-neutral world. However, some users still preferred to shop by gender. We implemented an optional gender tab for those who preferred a gender-based shopping experience.
Former Brand Manager & Marketing Coordinator | Nike