Project Context
Organization: Nike, Inc. (Service Management Global Technology)
Role: UX/UI Designer & Information Architect
Technologies: Duda, Information Architecture, Visual Design, Content Strategy

Challenge

Nike’s Service Management Global Technology team inherited an inconsistent, fragmented internal website with:

• Inconsistent visual design — Pages lacked cohesive branding, typography, and layout standards
• Poor information hierarchy — Critical content buried, navigation unclear, purpose statements weak
• “Coming Soon” placeholder content — Multiple pages showed “More information to come” without actual content
• Unprofessional presentation — Generic stock photos, placeholder team cards, inconsistent formatting
• Weak messaging — Purpose statements failed to communicate team value and strategic importance
• Navigation confusion — Users couldn’t quickly find team information, resources, or understand program structure

The existing website undermined the Service Management team’s credibility and failed to communicate their strategic role in Nike’s technology infrastructure.

Solution

Executed comprehensive redesign transforming fragmented website into polished, professional digital hub with consistent branding, clear messaging, and intuitive navigation.

Homepage Transformation

Accountability & Ops Health Reporting Page

Operational Readiness Standards Page

IT Asset Management (ITAM) Page

Service Management COE – Removing Placeholder Content

My Role

• Visual Design Overhaul: Redesigned all pages with consistent Nike brand guidelines, typography, color palette, and layout standards
• Content Strategy: Rewrote weak purpose statements and messaging to clearly communicate team value and strategic importance
• Information Architecture: Improved navigation structure, content hierarchy, and user flow across all pages
• Placeholder Elimination: Removed “Coming Soon” and “More information to come” content, replacing with actionable information
• Team Showcase: Replaced generic stock photos with authentic team member photos and professional bios
• Brand Identity: Created cohesive “Make IT Frictionless” brand positioning with consistent visual language
• User Experience: Improved readability, scannability, and content accessibility across all pages

Design Improvements Implemented

Homepage Enhancements:

• Established “Make IT Frictionless” as clear brand positioning
• Created “What We Do” section with specific value proposition
• Added “Our Obsessions” section (Simplification, Reliability, Compliance & Governance, Security, Automation)
• Replaced placeholder team cards with authentic “Meet Our Teams” showcase featuring real team member photos
• Added personality with “Chip Chat” section and branded “Service Success” creative

Accountability & Ops Health Reporting Enhancements:

• Strengthened purpose statement: “Partner with global stakeholders to leverage Advanced Reporting Capabilities to enable teams in meeting KPIs and streamlining processes using a data first point of view”
• Added clear benefits: “Improved data quality, increased productivity, common process and language”
• Improved visual hierarchy and typography for better readability

Operational Readiness Standards Enhancements:

• Clarified strategic positioning: “Operational Readiness is dedicated to integrating a cohesive strategy across our Service Management disciplines to enable operational excellence”
• Defined three functional areas: (1) Operational Readiness – Nike’s data maturity effort, (2) Standards – creating default processes to improve Change & Release Standards, (3) Governance – supports Nike’s business plan and controls IT investments
• Improved layout with balanced content and imagery

IT Asset Management Enhancements:

• Defined clear purpose: “IT Asset Management is the business practice of managing and optimizing the purchase, consumption, maintenance, utilization, and disposal of hardware and software assets”
• Added “Who We Are / Our Team” section with ITAM Leadership Team photos and roles
• Created “View Entire Team” call-to-action for deeper engagement

Technical Implementation

• Platform: Duda website builder with custom design elements
• Visual Design: Nike brand guidelines (typography, color palette, logo usage)
• Layout System: Consistent grid structure across all pages
• Typography: Standardized heading hierarchy, body text, and call-out styling
• Imagery: Authentic team photos replacing stock images, Nike-branded creative elements
• Navigation: Clear menu structure with logical information architecture

Outcomes & Impact

• Professional credibility established — Website now reflects Service Management team’s strategic importance
• Clear value communication — Stakeholders understand team purpose, capabilities, and strategic role
• Consistent brand identity — All pages follow Nike brand guidelines with cohesive visual language
• Eliminated placeholder content — Removed “Coming Soon” sections undermining professionalism
• Improved navigation — Users can quickly find team information, resources, and program details
• Enhanced team visibility — Real team member photos replaced generic stock images
• Stronger messaging — “Make IT Frictionless” positioning clearly communicates team mission

What This Demonstrates

• Design Transformation: Took fragmented, inconsistent website and created cohesive professional digital presence
• Content Strategy: Rewrote weak messaging into clear value propositions communicating strategic importance
• Brand Consistency: Applied Nike brand guidelines consistently across all pages and elements
• Information Architecture: Improved content hierarchy and navigation for better user experience
• Attention to Detail: Eliminated placeholder content, generic stock photos, and unprofessional elements
• User-Centered Design: Prioritized readability, scannability, and content accessibility
• Visual Communication: Used imagery, typography, and layout to strengthen messaging

Tools & Technologies

Primary Tools: Duda website builder, Visual design, Typography and layout systems
Design Standards: Nike brand guidelines, Information architecture, Content strategy, User experience design
Content Management: Copywriting, Content reorganization, Team photography coordination

Reflection

This project exemplifies the transformative impact of thoughtful UX/UI design on organizational credibility and communication. The Service Management team’s existing website undermined their strategic importance through inconsistent design, weak messaging, and placeholder content. By executing a comprehensive redesign addressing visual design, content strategy, information architecture, and brand consistency, I transformed a fragmented web presence into a polished professional hub.

The challenge wasn’t just aesthetic—it was strategic. The website needed to communicate the Service Management team’s value to Nike stakeholders, establish credibility, and provide clear navigation to resources. This required understanding the team’s strategic positioning, translating technical capabilities into accessible language, and creating visual hierarchy that prioritized critical information.

The “Make IT Frictionless” brand positioning became the unifying concept tying together disparate teams (AOHR, ITAM, ORS, COE) under a common mission. By eliminating placeholder content, strengthening purpose statements, and replacing generic stock photos with authentic team imagery, the redesigned website now accurately reflects the professionalism and strategic importance of the Service Management organization.