NIKE x JD SPORTS 

Gift Finder Interactive Mobile Microsite

My Roles: Concept, Creative Direction, UI / UX Design
Tools Used: Miro, Figma, Adobe Creative Suite (Illustrator, Photoshop, Premiere Pro, After Effects)

A festive, mobile-first gift-finding experience designed to enhance customer engagement and drive membership sign-ups for the Nike x JD collaboration.
Conceptualised and delivered for Nike and JD Sports while working at OMM Agency, aimed at promoting their holiday campaign and Nike x JD membership program.

THE PROBLEM / CHALLENGE

Context

• Nike and JD Sports sought a digital activation to engage holiday shoppers, simplify gift selection, and promote the new Nike x JD joint membership.

The Challenge

• Create an interactive and festive user experience to streamline gift discovery.
  
• Address stock availability concerns by avoiding direct product visualisation while ensuring the experience remained engaging.
  
• Drive sign-ups for the Nike x JD membership through integrated incentives.
  
• Ensure the activation was inclusive of both app users (members) and non-members via website/social links.

THE APPROACH

Research

• Analysed user interaction trends from similar projects, such as Nike’s previous gifting guides.
  
• Studied how decision-tree structures could simplify and personalise gift selection.
  
• Collaborated with JD’s copy and design teams to ensure festive alignment with their Christmas branding guidelines.

Concept Development

• Designed a “Tinder-style” gift-finding experience where users swiped through gifting options based on recipient profiles.
  
• Implemented personas and randomisers to cater to diverse users, from sports fans to sneaker enthusiasts.
  
• Developed a results page summarising user choices, directing them to purchase-ready gift options.

Constraints

• Limited time frame to launch before peak holiday shopping.
  
• Ensured scalability for app and mobile web platforms while maintaining visual and technical consistency.

THE PROCESS

Design Development

• Created wireframes and prototypes showcasing a hybrid decision-tree and swipe-based interface.
  
• Incorporated JD’s festive visual identity, including crownflake patterns and holiday messaging.
  
• Collaborated on app integration to enable personalised results for members and non-members.

Key Features

• Decision Tree:
  Users answered questions about the giftee (age, gender, relationship) to refine recommendations.
  
• Swipe Interface:
  Gifting options were presented in a Tinder-style format for an interactive experience.
  
• Randomiser:
  A feature for users who preferred quick, curated recommendations.
  
• Results Page:
  Displayed tailored gift categories, with links to purchase through JD’s mobile site or app.

Collaboration

• Worked closely with developers to integrate smart links for app members and seamless redirection for non-members.
  
• Partnered with JD’s copy team to refine tone-of-voice and membership messaging.

THE SOLUTION

Final Design

• A mobile-first interactive experience where users could select gift options for their friends and family, with results based on their preferences.
  
• Incentivised membership sign-ups through exclusive features and rewards.
  
• Integrated festive branding and seamless navigation to enhance the holiday spirit.

Key Features

• Festive album cover interface transitioning to a Tinder-style swipe for gift options.
  
• Randomiser for quick, curated recommendations.
  
• Personalised greetings and results for members using existing app data.

RESULTS & IMPACT

Outcome

• Increased engagement with the Nike x JD collaboration through a fun, festive digital experience.
  
• Successfully drove footfall to JD’s mobile app, with a significant boost in membership sign-ups.
  
• Simplified gift selection during the busy holiday season, improving customer satisfaction.
  

Reflection

• The Nike x JD Gift Finder demonstrated how blending gamified user experiences with festive branding can strengthen customer loyalty, drive conversions, and create memorable holiday campaigns.