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Case Study 02 Nike México

Nike i3 Labs

My role
UX & CRO Designer
Client
Nike México / Accenture Song
Timeline
2019 — 2021
Partners
Innovasport · Invictus · Coppel · Liverpool
The program

Nike investing in partners' digital performance

4
Mexican retail partners optimized through structured CRO experiments
1.6M+
Users tested in a single Innovasport experiment alone
+3.32%
Order conversion rate lift — Innovasport at 99% confidence
$19.9M
MXN estimated incremental annual revenue from one experiment
My contribution
UX & CRO Designer
  • Identified conversion friction points in each partner's e-commerce funnel
  • Designed A/B test variant concepts and UX execution for each experiment
  • Documented experiment results and reported findings to Nike and each partner
  • Part of Accenture Song's Global Accounts team supporting Nike's investment program
Context

Nike i3 Labs was a CRO investment program in which Nike México funded its domestic retail partners to run structured UX experiments aimed at improving conversion rate and Average Order Value on their e-commerce platforms.

The partners — Innovasport, Invictus, Coppel, and Liverpool — operated independent storefronts selling Nike product. Nike's strategic insight was that lifting digital performance across the partner ecosystem would multiply sell-through and brand revenue at scale.

Accenture Song ran the experience optimization work: mapping funnel friction, forming data-grounded hypotheses, designing experiment variants, coordinating releases, and measuring impact. Every experiment was reported back to Nike with full methodology and business impact documentation.

Program deliverable asset references
CRO Program Report — Nike i3 Labs
Research Report
Sticky PLP Filters — Experiment Design (Innovasport)
Experiment Design · High-fidelity
Partner Experiments Overview — Invictus, Coppel, Liverpool
Program Documentation
Nike México retail partners in the program
Innovasport
Specialty sports retailer — largest Nike partner in Mexico. Featured experiment: Sticky PLP Filters with full public results.
Invictus
Athletic footwear and apparel retailer. Experiment focused on product discovery and checkout friction.
Coppel
Mass-market department store with significant digital footprint. Experiment targeted PDP conversion and financing clarity.
Liverpool
Premium department store chain. Experiment addressed cart abandonment and cross-sell in the purchase flow.
The CRO process

A repeatable six-step optimization loop applied across all partners

01
Observe
Analyze funnel data: micro and macro conversion per step. Identify highest-impact friction points.
02
Hypothesize
Form design hypotheses grounded in behavioral data, analytics, and UX heuristics.
03
Design
Develop the variant concept, define success metrics, and document effort vs. impact.
04
Release
Deploy the A/B experiment to the partner's production environment with statistical rigor.
05
Measure
Compare control vs. variant across conversion, AOV, revenue per visitor, and confidence level.
06
Iterate
Report results to Nike and the partner. Apply learnings to the next experiment cycle.
Experiments

Funnel experiments across the partner network

Featured experiment Innovasport · Sept 8 – Oct 11, 2020 · 34 days · 1,619,692 visitors
NIKE-INS-82-STICKY-PLP-FILTERS
Sticky PLP Filters
Hypothesis: Making filter and sort CTAs sticky on PLPs — so users can apply filters regardless of scroll position — will increase filter use and improve order conversion and Average Order Value.
Test type
A/B
Variants
V0 Control vs V1 Buttons
Effort vs Impact
High Impact · Low Effort
Total visitors
1,619,692
+3.32%
Order Conversion Rate
2.59% → 2.68%
99% confidence
+6.32%
Average Order Value
99% confidence
+8.10%
Revenue per Visitor
99% confidence
+9.54%
Units per Transaction
Measured
+4.90%
Activate Filter or Sort
99% confidence
+2.00%
Add to Cart
99% confidence
+3.77%
Checkout Starts
99% confidence
MX$19.9M
Est. incremental annual revenue (~$934K USD)
Projected from measured lift
Filter activation
+4.90%
Add to Cart
+2.00%
Order Conv.
+3.32%
AOV
+6.32%
Rev / Visitor
+8.10%
Annual impact
MX$19.9M
Invictus · 2020
PDP Optimization
Product Page Clarity & Trust Signals
Hypothesis: Surfacing size guide, delivery promise, and return policy directly on the PDP — rather than behind links — reduces uncertainty at the purchase decision moment and increases add-to-cart conversion.
Confidential
Results available under NDA
Coppel · 2020
Checkout Friction Reduction
Financing Option Visibility at Checkout
Hypothesis: Prominently surfacing Coppel's installment financing options at the cart and checkout steps — rather than only on the PDP — reduces sticker-price hesitation and improves checkout completion rate.
Confidential
Results available under NDA
Liverpool · 2020–2021
Cart & AOV Optimization
Cart Cross-sell & Abandonment Recovery
Hypothesis: Introducing contextual "Complete the look" recommendations inside the cart — based on the Nike product already added — increases units per transaction and reduces cart abandonment before checkout.
Confidential
Results available under NDA
Outcomes & impact

Program results
at a glance.

4
Nike retail partners in Mexico optimized through structured CRO experiments
1.6M+
Users tested in the Innovasport Sticky PLP Filters experiment alone — over 34 days
+3.32%
Order conversion rate lift on Innovasport at 99% statistical confidence
+8.1%
Revenue per visitor improvement — Innovasport — driven by higher AOV and conversion working together
Small UX friction has large revenue leverage
A sticky filter bar sounds trivial. But at 1.6M visitors and +3.32% conversion, the compounding effect on revenue is dramatic. The highest-impact CRO changes are often the ones that remove friction from a behavior users were already trying to do.
Confidence level is the whole argument
Every result in this program was reported with statistical confidence. At 99% confidence on all primary metrics, the case to implement was unambiguous for both Nike and the partner. Designing for measurability is as important as designing the variant itself.
Partner diversity requires hypothesis discipline
Innovasport, Coppel, and Liverpool are fundamentally different shopping contexts. What lifts conversion in a specialty athletic store does not transfer directly to a mass-market checkout. Rigorous hypothesis framing per partner prevented assuming learnings were universally portable.
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