TECHNICAL CUSTOMER SUCCESS MANAGER · INTERVIEW CASE
Turning Nike's digital scale into more relevant customer experiences and measurable value.
Start the story ↓WHY NIKE?
I started from the digital experience and compared Nike with a direct competitor.
Estimated monthly visits
Semrush · click for source NIKE DIRECT · FY2026 ↗ $17.7BDirect revenue
NIKE Investor Relations · click for source NIKE BRAND DIGITAL · FY2026 ↗ −12%Digital revenue
NIKE Investor Relations · click for sourceFRONT-END TECHNOLOGY ANALYSIS
In my front-end technology review with Wappalyzer, I did not detect a visible personalization or A/B testing technology on Nike.com.
No client-side personalization or A/B testing technology was visible in this Wappalyzer scan.
Use this screen to show the experimentation / personalization technology detected for adidas.com.
Nike has the scale. The competitor comparison suggests an opportunity to explore whether a stronger personalization and experimentation approach could generate more value from that traffic.
NIKE'S OBJECTIVE
Nike Brand Digital revenue declined 12% in FY2026.
Improve the value generated by existing visits through more relevant experiences.
Where can personalization make Nike.com more relevant to the individual customer?
THE CASES
PERSONALIZATION
Five personalization opportunities across location, identity, behaviour, product discovery and return visits.
SECOND CASE
We will add the second case here later without changing the structure.
CASE 01 · PERSONALIZATION
01 · GEOLOCATION
Amsterdam customer. Running interest. The experience can still feel globally campaign-led.
Global creative, limited local relevance.
Amsterdam + running context → more relevant hero and product emphasis.
02 · NEW VISITOR
Nike knows very little about a first-time visitor. The first session is an opportunity to begin identification.
First visit with limited customer knowledge.
Show a membership prompt after meaningful engagement.
03 · BEHAVIOURAL INTENT
Repeated running interactions create a clear signal that the next experience can use.
Running → Pegasus → Vomero, then a still-generic experience.
Running affinity → running-led hero, products and content.
04 · PRODUCT DISCOVERY
Different customers should not need to discover products in exactly the same order.
Broad catalogue with standard product priority.
Boost products most relevant to the customer's demonstrated affinity.
05 · RETURNING VISITOR
A returning customer already generated useful signals. The next visit can continue from them.
Returning visitor re-enters a broad experience.
Continue where you left off with previously viewed and related products.
CASE 01 · SUMMARY
FINAL DEMO · PERSONALIZATION SIMULATOR
Change a few customer signals and watch the same ecommerce experience adapt in real time.
Running essentials selected for your context and interests.
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02
03Become a member and unlock your welcome offer.
city-amsterdam.jpg · city-newyork.jpg · hero-amsterdam-running.jpg · hero-newyork-running.jpg · hero-amsterdam-lifestyle.jpg · hero-newyork-lifestyle.jpg · running-1.png / 2 / 3 · lifestyle-1.png / 2 / 3