The Challenge:

Nike, a brand synonymous with innovation, faced a growing challenge in its digital ecosystem. With multiple teams across the globe designing for different products, platforms, and experiences, the brand’s digital presence had become fragmented. Inconsistencies in UI components, design patterns, and user flows were creating inefficiencies, leading to a disjointed experience for both consumers and internal teams.

Nike needed a scalable, cohesive design system—one that could unify its digital products while maintaining the brand’s legacy of bold, forward-thinking design.

The Solution:

As the UX Strategist on this project, my role was to ensure that the new Nike Digital Design System (DDS) wasn’t just a set of guidelines, but a flexible, user-centered framework that could evolve with the brand. Collaborating with Nike’s internal teams and Instrument’s design and development experts, I helped shape a system that would:

• Create Consistency – Standardized UI components and design patterns across Nike’s entire digital ecosystem.

• Improve Efficiency – Streamlined workflows for designers, developers, and product teams, reducing duplication and enabling faster iteration.

• Enhance Usability – Ensured a seamless, intuitive experience across all platforms, from e-commerce to mobile apps and in-store digital experiences.

• Enable Global Scalability – Designed a system that could be adopted across teams worldwide while allowing flexibility for localized adaptations.

My work focused on user research, stakeholder workshops, and UX governance, ensuring that the system was both highly functional and deeply aligned with Nike’s brand identity.

The Impact:

The launch of the Nike Digital Design System transformed the brand’s approach to digital experiences:

✅ Cohesive, scalable UX across all Nike digital platforms

✅ Improved design and development efficiency, reducing redundant work

✅ Stronger cross-team collaboration through shared tools and principles

✅ A foundation for future innovation, allowing Nike’s teams to evolve and adapt digital experiences with ease

By aligning strategy, design, and technology, the DDS became more than a system—it became an essential tool that empowered Nike’s teams to create seamless, high-performing digital experiences at scale.