A GLIMPSE AT BEHIND THE SCENE
What I Did
What I Used
More
UI/UX Design
Figma
Client：Nike
Duration： 2 months
Brief
Nike launched a member-exclusive feature in its app, ATHLETES CLOSET, where fashion influencers share their style inspiration and recommend Nike products. This module bridges branded storytelling, user engagement, and e-commerce. I led the UI/UX redesign of the entire feature, focusing on systematisation, interaction design, visual consistency, and data-informed iteration to enhance both the user experience and commercial performance.
My Contributions
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Reconstructed the UI layout and component system to build a scalable and efficient design foundation
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Designed core interaction features, including like animation, prize draw and voice Q&A
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Created the Star Voice Q&A module to increase user engagement and live-stream interaction
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Applied user behaviour insights to guide iterative improvements
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Retouched key images to align visual tone, enhance personality expression, and support brand storytelling
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Collaborated closely with product managers and developers to ensure smooth implementation
KEY CHALLENGES & SOLUTIONS
CHALLENGE 1
Inconsistent Components Slowed Down Development
Early designs lacked a standardised component system, resulting in inconsistent sizing and extra developer workload.
SOLUTIONS
Audited all UI elements and unified sizes, spacing and naming conventions
GRAPHIC SYSTEM
Layout/ Framing/ Text
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The text framing device is used for headline or chapterheader to anchor key text message.
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This device is responsive to its context - details areeither added/subtracted or rearranged according to the content.
Layout/Framing/Logo-Lockup
Layout/Header/One-Line
Layout/Message/Key-Message
Layout/Message/Text-Simplified
Layout/Content/ImageText-Combo
Image Layout With Coloured Background
Layout/Imagery/Primary
Layout/Imagery/Secondary
Layout/Imagery/Teritary
Layout/Poster-Card
RESULT
Improved delivery efficiency and reduced back-and-forth between design and development teams.
CHALLENGE 2
Low Conversion Rate from Content to Product
Despite high engagement rate with editorial content, product click-through remained low due to a lack of direct connection between stories and merchandise.
SOLUTIONS
01
Redesigned the product card layout by enlarging product visuals to increase visibility and emphasise their role in the content flow, making items more noticeable and click-worthy
BRFORE
AFTER
RESULT
Product visibility significantly improved, with a clearer click-through path and positive feedback from the client on increased user interest and conversions.
CHALLENGE 3
Lack of Interactive Mechanisms, Low User Engagement Rate
The content primarily relied on static text-and-image formats, resulting in passive user behaviour. There was a lack of interactive mechanisms to encourage engagement or build long-term attachment to the section.
SOLUTIONS
RESULT
The layered interaction mechanisms significantly boosted user engagement across the board - from liking to question submission to livestream participation, completing a full engagement loop. The client reported higher-than-expected interaction performance and expressed interest in extending this model to other Nike content modules.
FEATURE FOCUS
STAR VOICE Q&A
To maintain audience interest between episodes and build anticipation for the next influencer, I designed a new feature — Star Voice Q&A. In each cycle, the upcoming guest records a teaser voice message to preview the next topic. Users are invited to submit questions and upvote others’. Top-voted questions are then selected and answered during Nike’s livestream, forming a full loop of preview → participation → live response.
RETOUCHING & MOOD ENHANCEMENT
To unify the visual tone and highlight the character of each featured influencer, I retouched key campaign images with tone correction, blemish removal, and flash-shooting vibe enhancement. These treatments aligned the visuals with Nike’s core brand values of authenticity, energy, and youthfulness.
RETOUCHING
Tone Adjustment, Blemish Removal, Highlighting The Vibe Of Flash Shooting
Original
Retouched
Original
Retouched
RESULTS & FEEDBACK (QUALITATIVE)
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Standardised UI system improved delivery speed and developer satisfaction
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Interactive features such as likes and prize draw boosted engagement
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Star Voice Q&A received positive feedback and was recommended for wider use in other campaigns
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Client satisfaction led to continuation of UI collaboration across two further quarters
PROJECT SUMMARY
By establishing a robust component system, designing interaction-driven modules, and applying user behaviour insights, I helped elevate the ATHLETES CLOSET experience to align with both brand storytelling and commercial goals. This project sharpened my ability to design across the full UX cycle and strengthened my understanding of how brand, users and business objectives can be harmoniously aligned.