Nike’s filter fumble

Unfortunately, even giant brands like Nike still get it wrong.

Here I was, just wanting to browse their ‘long sleeve t shirts’… but as you can see, even when filtering down to this sub-group I’m still having to wade through loads of hoodies, jerseys and jumpers. These should’ve been filtered out.

Key Heuristic to remember; “Don’t waste my time” - Steve Krug

Key Heuristics to remember…

“Don’t waste my time” - Steve Krug

Solution…

A filter should… filter! So obviously first thing’s first; we need to update Nike’s system so that the filters work properly. Filtering to long sleeve tees should only show users long sleeve tees. If there are only a couple long sleeve tees on the site and therefore the availability is going to look scarce, then there are other options we can explore. For example, perhaps after the limited range of long sleeve tees there could be a line break and a CTA along the lines of “Continue to shop similar tops below” with other options such as hoodies, light jackets etc. That way users have their filter first and foremost, then a selection of other similar items that they might also like to explore. A much more intuitive and engaging experience, in my opinion.