Our process began with on-the-ground research, including stakeholder workshops, retail audits and frontline staff interviews at Ultra Football stores. These sessions uncovered significant friction points: too much product choice, low customer confidence, and a lack of clear pathways for beginners.
We also uncovered unmet needs from secondary users like parents and coaches – an important opportunity for audience growth. Liquorice developed a phased experience strategy that aligned short-term execution with longer-term ambitions for a connected Nike CX ecosystem.
Informed by Nike’s brand guidelines and Ultra’s product database, we mapped core journeys and defined functional requirements for key interventions, starting with the boot finder. The product experience was designed to reflect Nike’s bold, fast-paced aesthetic, while remaining intuitive and welcoming for new players.
We rapidly prototyped flows for both mobile and tablet in-store use, refining content and logic with Nike and Ultra teams. Visual and verbal elements were tailored to deliver clarity and energy – from bold typography to human-centred questions and fluid transitions.
We also worked directly with Ultra’s backend development partner to optimise product data and ensure sustainable tagging for long-term scalability. The tool had to be fast, frictionless and future-proof – a strategic foundation for more ambitious, integrated experiences to come.
