Nike · Shopping journey · New product evaluation

Four fixes put an estimated $184k back in play.

Thirty sessions agree: demand is healthy. Fit, comparison, and policy uncertainty are suppressing the final decision.

01 · Value in play$184kmodeled annual value, not realized revenue

02 · Largest attention break-20 ptscompare to size selection

03 · First moveFit guidance17 of 30 sessions · 92% confidence

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0 findings0 critic positions0 outcome receipts0 product versions

Task completion67%47 completed · 32 partial

Decision confidence58-26 points at size selection

Evidence coverage94%186 events · 74 comments

Modeled upside+18.7%engagement after top fixes

At a glanceProtect the visual story. Move fit proof beside size selection, then make comparison and return scope persistent.

That sequence addresses 43 observed friction signals without increasing homepage density.

FIG. 3

Attention is healthy until comparison becomes work.

100attention index

Attention index (0-100)Journey stage

Landing

Ongoing research

The score moves as the product learns.

Three reconciled reports · same journey definition

Jul 1287

Current

Jun 2881

Fit and policy retest

Jun 0772

Baseline journey

Baseline

What the panel says

The product earns attention. The interface must earn the final decision.

Photography, material storytelling, and silhouette create strong first-party confidence. That advantage erodes when people must translate general promises into personal fit, use case, return risk, and delivery certainty.

Thesis

Move proof to the moment of choice. Do not add more persuasion upstream; reduce regret at the conversion control.

Cross-session themes

Product imagery builds confidence24 of 30 sessions

Material story differentiates19 of 30 sessions

Fit reassurance arrives too late17 of 30 sessions

Policy scope is ambiguous14 of 30 sessions

Comparison depends on memory12 of 30 sessions

Session outcomes

30sessions

Completed 47Partial 32Abandoned 21

Where confidence changes

Promise88+31

Browse84+24

Compare71+9

Fit49-26

Policy43-18

Checkout57+4