Converse

Global DesignOps & Digital Commerce Experience

E-commerce product page on a smartphone screen showing black sneakers, color options, size options, and an add to cart button. Surrounding screens display a model photo, size chart, and color selection.

Converse needed its global digital commerce experience to scale like the brand itself — expressive, seamless, and consistent across markets. The challenge wasn’t just redesigning a store, but building a design operations foundation that could empower teams worldwide, speed time-to-market, and connect membership, storytelling, and commerce in one system.

How it started –

Build a modular global design system and governance model that elevated ecommerce flows, enhanced membership and product storytelling, and supercharged Converse’s internal teams to design and launch at the pace of culture.

Defining success –

Overview of design systems related to atomic components, landing page containers, and e-commerce templates, with examples of wireframes and landing page layouts.

Making it happen –

  • Stakeholder research and KPI alignment; co-creation workshops

  • Migration and optimization of legacy design components

  • Designed global modular design system (IA, workflows, reusable components)

  • Developed Figma kits, workflow guides, and governance standards for internal teams

  • Production-ready UI, developer documentation, and accessibility validation

  • UX copywriting and product storytelling frameworks

Screenshots of e-commerce mobile interfaces for shoes, clothing, and accessories, featuring product listings, categories, and trend sections.
Screenshots of a mobile phone and a computer displaying the Converse website with search results for Chuck Taylor All Star sneakers, showing various styles and prices.

Outcomes that echo –

  • Rolled out a global modular design system across Converse’s ecommerce ecosystem

  • Equipped design and development teams with build kits, workflows, and governance models to scale consistently

  • Delivered tectonic improvements in time-to-market, sales performance, and membership engagement — though as part of Nike, exact KPIs remain confidential

  • Elevated core commerce flows: faster checkout, smarter search, and more compelling product walls

  • Strengthened loyalty and membership features that deepened retention and affinity

Enough about me, what can I do for you?

When it’s time to create experiences people love and drive your business forward—explore my services, drop me a note, or schedule a conversation.