Product Design Intern, Summer 2019 Product Designer I, August 2020 - Jan 2022 Product Designer II, Jan 2022 - Jan 2023
Our approach allowed the team to tackle the right problems and generate solutions quickly in order to iterate and make continuous improvements to the experience. We repeat this approach to discover more problems and deliver new features.
A digital tool that Teammates can use to confidently help Athlete get the shoe they want.
The team created an AB test with business partners and selected 12 stores that represented a ‘typical’ type store in chain. I helped with the logistics of shipping stands and kiosks, creating a step-by-step Teammate guide, along with a ‘How to’ video for Teammates to set up the ShoeRunner ecosystem. Immediate feedback was very positive so we started work on new features and launched to a total of 60 stores.
The MVP functionality was lean and focused on showing available inventory on an Athlete-facing kiosk. Based on the research, we assumed Athlete satisfaction would increase simply by not making Athletes wait to find out if the shoe they wanted is available.
Before ShoeRunner
Athlete Feedback
Kiosk -> Teammate App
USAGE METRICS
We worked with Finance to tie ShoeRunner usage directly to footwear revenue to prove the value of this technology.
As the Product Designer, I shaped the roadmap to drive user outcomes, using the product model and measuring success through metrics and feedback.
Quantitative Data (Surveys, CSAT)
With ShoeRunner
Teammate Feedback
USER OUTCOME ROADMAP
The pilot showed the existing apps on the Teammate mobile devices were insufficient which led to the creation of the ShoeRunner Teammate app. The app aimed to help Teammates assist Athletes with product and inventory info. ShoeRunner then became an ecosystem where Athletes request in-stock items and Teammates fulfill them while managing tasks like stocking and organizing.
Teammate App -> Teammate App
Original Signage
Color blends in with wall color
Not clear you can request a shoe
Qualitiative Research
Teammate Solutions
MVP V2
SHOERUNNER VALUE
Testing + Prototyping
Teammate app: scan and request a shoe for an Athlete.
Surveyed Athletes in store to understand which verbiage Athletes resonate with
Interviews with Teammates in 5 stores, different store types, various locations across the country
Interviews with Athletes in 5 stores, different store types, various locations across the country
Usability testing with the current kiosk
Athlete Solutions
MVP 1
In order to push something lean out to stores and learn quickly, the MVP consisted of:
Notice to scan QR code on out of stock shoes
QR code takes Athlete to DSG in browser or the DSG mobile app
New Signage
Collaborated with our visual team to create updated signage
The team set out on an intensive discovery, conducting interviews, surveys, and working with our Athlete Insight team to collect as much data as possible. Here’s what we learned...
SOLUTION WORKSHOP
THE SOLUTION
Prioritization
Once the first version ran in stores for a few month, we collected feeback and were able to made appropriate improvements to improve the feature and get more usage.
Athletes weren’t noticing the out of stock button —> Improved the UI
Athletes drop off when they land on the DSG homepage —> Direct Athletes directly to the product page
Delivery Times
Data revealed that Athletes were waiting an average of 3 minutes for shoe delivery—despite 65% expecting service in less time. This insight highlighted a key pain point: we were disappointing the majority of athletes. In response, we built Store Performance, a tool that helped Teammates reduce wait times to just 90 seconds—exceeding our goal of 2 minutes.
Feature not highlighted above, please reach out to learn more
Out of Stock
This feature drove 5+M in sales. It was also the first step in the direction of a seamless endless aisle experience that could be one of the most lucrative things tech unlocks in the next few years.
ShoeRunner Expansion
In 2021, about 30% of shoe sales in stores ShoeRunner involved requests made through the platform. We used this metric to measure how much the features we built were driving adoption by both Teammates and Athletes, relative to overall sales. Three years later, in 2024, that number doubled to around 60%, showing that ShoeRunner was being used twice as much per sale compared to 2021—not just because it’s available in more stores, but because it’s genuinely more integral to the buying experience.
ShoeRunner reached 1,060,530 shoe requests (7 day period) in July 2024. This is the first time it reached the 1M milestone!
ShoeRunner kiosk is in 620 stores, the PDT app is in all stores (Including DSG, Public Lands, and House of Sport).
ShoeRunner Patent
In November 2021, the US Patent & Trademark Office recognized the “Self-Service Merchandise Request System” as a fully issued patent.
Check ShoeRunner out at your local DICK’s Sporting Goods!
BACKGROUND
Dick’s Sporting Goods has over 700 stores across the nation. In footwear, DSG employs thousands of Store Teammates and sells roughly 20 million shoes annually. As the DICK’s shoe shopping experience has evolved over the years, new challenges have been introduced to Teammates (associates) and Athletes (customers).
In 2018, store reviews and Athlete satisfaction data showed that the footwear shopping experience was viewed as subpar by both Teammates and Athletes. Executive leadership decided footwear was an opportunity area for the company and dedicated a balanced product team to take this on.
CHALLENGE
Create a more confident and exciting shoe buying experience by delivering innovative solutions that addresses our Athlete and Teammate’s pain points.
The ShoeRunner concept, launched in 2018 to 12 pilot store, and by the end of 2022 was in all stores. In November 2021, the ShoeRunner technology was officially patented as a "self-service Merchandise Request System" by the US Patent & Trademark Office.
MY ROLE
Lead Product Designer on team. Responsible for managing an intern for 6 months.
Lead end-to-end research, facilitation, ideation, prototyping, and design deliverables.
Responsible for alignment with partners and business stakeholders.