Nike House Of Hoops was in need of an extensive website refresh. They were experiencing a disconnect between their dated e-commerce platform and what modern sneakerheads were looking for when it came to shelling out big bucks for the latest Jordan release. This savvy younger crowd was craving something they could relate to. Instead of studio shots touched up to perfection, they were craving a more honest portrayal of the product. All packaged in a modern looking intuitive acting
web experience.
I was part of a team at The Program who was responsible for making this happen. I was in charge of leading the UI/UX and design of the site. I focused on simplifying the shopping experience, and putting the emphasis on aspects consumers really responded to, like relatable lifestyle photography. We wanted the user to feel as connected as possible to both the shoe, and the story behind it to encourage purchasing. With the combination of lifestyle photography and clean visual navigation between various collections, we believe this will provide House Of Hoops sneaker heads with the online experience they’ve always wanted.
Of course the website needed to work seamlessly across all devices. Below are some early wireframes where I was experimenting with product layout, and how to make the user experience seamless and enjoyable while exploring the shoe.
A lot of effort went into determining how best to highlight new releases alongside existing ones, and how to create a flexible and modular system that could handle any type of challenging release schedule.
Below are screens showing the finished product. Nike and HOH unfortunately had to put this project on the back burner, but our efforts were greatly appreciated, and it helped to open up new and exciting opportunities.
I used the athlete logos to create an unexpected dropdown navigation.
