Part of a team dissecting and updating the current eCommerce journey for an agency pitch towards leveraging a little piece of the nike pie.
Role - Branding, UX, UI
Year - 2020
Client - fourfeet.co.uk for nike
First of all I built a small style guide to leverage assets when and where. Nike have a strong set of guides that must be adhered to fully. Some of the assets below however were plays on what was available which were ratified and embraced by nike as some suggestions had shown to be improvements.
Changing the style without changing the style. Theres a wide spead love in digital to talk about the future. Hard to embrace though as anything too future_design has no metrics, ergo 'how will it perform?'. I think it was Ogilvy who coined the phrase, 'make it the same, but make it different..' which was dutifully applied throughout our pitch work but with a few moments of finesse.
We added one more font (Din Condensed) into the mix on product pages (giving it more contrast/tone) and clawed back lots of white space throughout allowing the key messaging to be delivered with little to no visual fuss.
Glassmorphism was used on shoe size selection and the menu slide draw. Singular product pages have more space than before allowing more control over font placement, contrasting weights and reduced letterspacing throughout to bring prominence at the right moments. Flat buttons are gone replaced with subtle grads and beautiful, minimal background blur and colours allowing a more natural flow to the design. As someone a lot smarter than me once said, 'the beauty is in the details.'
Below is a selection of the screens designed built in figma