Nike SB has built trust with the skate community by doing things its own way, not the traditional Nike way. When the SB team set out to create a content hub, they needed it to reflect that same independent spirit, celebrating stories, athletes, and shoes in a way only SB could. As part of an agency team, I helped shape the UX strategy behind the site from the ground up, and have continued supporting the partnership as it's evolved over time.
UX Strategy
Content Hub
Website
Problem statement
There was no existing site to build from, so the challenge was defining an entirely new experience that could speak authentically to Nike SB's audience: the Eccentric Originator, a persona representing someone deeply embedded in skate culture and actively shaping it. The site needed to earn credibility with that audience rather than feel like another polished Nike property.
Solution
Since this was a ground up build, discovery focused on competitive analysis and a deep understanding of the Eccentric Originator persona, including what that audience valued and expected from a brand claiming to be part of their world. Based on those insights, I made recommendations to connect the site to local skate shops, including a way for users to find shops near them, helping SB boost the signal of the local scenes that define the culture. From there, I developed the user flows, content strategy, and wireframes that designers and developers used to build the site. As the partnership with Nike SB has grown, I've continued supporting the site's evolution, including new editorial franchises like Why So Sad?, Skate Like a Girl, and Your Brain on Sport, as well as a recent accessibility overhaul to ensure the experience works seamlessly for everyone.
Impact
Since launch, NikeSB.com has fused brand storytelling, product heritage, and skate culture into an experience that feels distinctly SB. Over the past 12 months, the site brought in 740,000 new users, helping more skaters find their community. This reflects the results of the full site experience, including creative execution and UX strategy working together.
Awards
Webby Awards, People's Voice Winner & Best Homepage