Why UX/UI design is essential for brand success: Nike
Discover how Nike’s UX/UI design drives brand success by combining functionality, aesthetics, and innovation.
When it comes to software design, it’s not all about coding and technical skills. It’s important to remember that if you’re building software for a brand, it must align with the brand identity as well as the persona of the customer. And that’s where UX and UI design come in.
It comes as no surprise that a lot of the retail industry now relies on e-commerce, which has continued to increase rapidly since the pandemic. If you, like me, are doing the bulk of your shopping online, you’ll know how important it is to scroll through a site or app that a) works and b) looks nice. But looking ‘nice’ is the least of it. Every aspect of e-commerce needs to fit and reinforce the philosophy of the brand. Let’s talk about why brand matters.
Written by
Polly is a Marketing Executive at Learning People, bringing extensive expertise in professional training and career development, including in-demand fields like data, tech, cyber security, cloud computing, project management, and business skills.
Why brand matters
As we’re looking at the Nike shop interfaces, let’s explore the Nike brand. Nike, FKA Blue Ribbon Sports, was founded in 1964 and adopted its iconic Swoosh, designed by Carolyn Davidson, in 1971. Let’s look at the Swoosh as the first brand identifier, the second being Nike’s first brand ad campaign, ‘There is no finish line’, created in 1977. In 1987, Wieden+Kennedy coin ‘Just do it’. Fast forward almost 40 years and ‘Just do it’ is still globally recognised and seems to have been in our collective consciousness since infancy.
Nike’s mission statement is ‘To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete.’
The Nike customer is cool, confident, excited and determined. They’re bold, they want to take control and push their limits. And we all know that. We’re all aware of the Nike vibe, because it’s been consistently reinforced over the last 60 years. We trust Nike as one of the biggest and most reliable global brands, and we know to expect functionality, style and quality from them. That’s why brand matters.
Nike UX/UI design
The first thing that strikes me about the Nike shop site is that it’s clean, bold and uncluttered, a clear reflection of its brand and its customer. When you initially download the mobile app, it asks you to answer a few tick box questions to outline your preferences in terms of products and content you’d be most excited to see. The site also contains a lot of information around brand ethos, as well as athlete interviews, archive stories and feature articles, all of which contribute to this tangible timeless Nike energy.
With regards to the technical aspect of the Nike interfaces, it’s clear that the focus is on user-centric design. The intuitive navigation makes it easy to scroll from page to page and product to product, also prioritising speed and simplicity for the ease of the customer’s journey. It’s clear that accessibility is a key focal point of Nike’s UX/UI design; there’s obvious attention to detail in clear calls-to-action, filters, and an easily navigable checkout process.
From a branding perspective, the Nike UX/UI design reinforces its position as a leader in innovation. It reflects the company’s ethos of empowering athletes while building a digital presence that drives engagement and sales. Positive user experiences translate into higher customer retention and brand advocacy, key metrics of any brand’s success.
Nike’s ability to combine functionality with aesthetic excellence shows how investing in UX/UI design creates and contributes to emotional connection with consumers, reinforces brand identity, and ensures long-term growth.
Get involved
If you love sports, pop culture or fashion, imagine channelling that love into a career in tech. UX/UI design and software development offer a unique opportunity to exercise your creativity whilst also using your tech skills, helping brands like Nike create beautiful digital experiences.
UX/UI design is less about things looking ‘nice’, and more about telling a story and nurturing the trust of the consumer. Take your love of culture to the next level and explore a career in tech.
Browse our software development courses and discover how we can help you turn your interests into a future-proof career.
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