Nike China
Style stories from fashion influencers, designed to be read, shopped and returned to.
What this shows
Creative system · Visual style · Retouching · Several views of one outfit · Reusable components
Three volumes had shipped when I took over at VOL.4. The redesign covered the logo lock-up, typography, colour, framing devices and motion.
The framing device balances consistency with flexibility: it adds, removes or rearranges details to fit each headline.
Each influencer gets a hero visual and a poster card in one shared style, which still highlights their own character.
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.
Before, every angle stacked into one long scroll. As pages, the views take less space, and the next one showing at the edge tells readers there's more.
The earlier designs had no standardised component system, so sizes were inconsistent and Nike's engineers had extra work. I audited every UI element, unified sizes, spacing and naming, then rebuilt the interfaces in Figma with Auto Layout and reusable components. It reduced the back-and-forth between design and development.
Product tags · Product cards · Star Ranking
Readers engaged with the stories, but product click-through stayed low, because the stories didn't connect to the products. I added tappable product tags to the photos, so readers go from an outfit to its products in one tap.
I 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.
The Star Ranking was a loose, inconsistent list. I rebuilt it as a leaderboard with a clear hierarchy, and added two calls to action after a like: "See more" and "View similar outfits".
Reward for a like · Star Voice Q&A
The stories relied on static text and images, so readers stayed passive and nothing drew them back to the section. I designed a surprise prize draw triggered by a like, with a gift-box animation to reward the action.
To maintain interest between volumes and build anticipation for the next influencer, I designed Star Voice Q&A: a loop of preview, participation and live response. It shipped, and was recommended for wider use in other campaigns.
Results
Delivery
One component system made each volume faster to deliver, and Nike's engineers were more satisfied with the handover.
Conversion
Product visibility significantly improved, with a clearer click-through path and positive feedback from the client on increased user interest and conversions.
Engagement
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.