Nike had a bold vision: let customers design their own shoes — and deliver them with the speed, quality, and scale of mass production. Simple in concept, complex in reality.

It wasn’t just about building a shiny front end. The real question was:
How do you redesign an entire global supply chain to support individual creativity — without losing efficiency or control?

What we did

Together with R/GA, we set out to make mass personalisation real. Not as a gimmick. As a new operating model — from backend to box. We began with deep service design fundamentals:

• Mapping existing supply chains and operational systems
• Conducting interviews across logistics, IT, product, and manufacturing
• Blueprinting every journey from customer click to final mile delivery

These service blueprints became the backbone of our solution — visual, collaborative, and brutally honest. They uncovered bottlenecks, silos, and failure points, then helped us reimagine how every system would need to talk, adapt, and respond. We built new process flows for:

• Order intake and product customisation
• Production scheduling and dynamic inventory
• Quality assurance for one-of-a-kind SKUs
• Logistics and fulfilment at global scale

Then we tested. Iterated. Broke things. Fixed them. Always referencing the blueprint, always staying aligned.

Result

🚀 A working operating model for mass customisation
📦 Major cost efficiencies through streamlined processes
👟 A platform that empowered customers to design, buy, and receive unique Nike shoes — fast

Behind the scenes

I co-led the service design and operating model work, translating big ideas into feasible, testable, scalable realities. This project taught me the power of systems thinking — and the quiet art of aligning behind the scenes so that bold ideas can actually ship.