The anatomy of a shoe

If you make a major change to a custom shoe on Nike, they’ll show you context about what that change actually means.

Behind this Bite

i.e., without this, you might feel like you’re not educated enough in shoes to make good decisions.

AI insights

Progressive Disclosure is the art of exposing complexity in steps. Nike’s tooltip explains the Storm-Tread outsole only when selected, so users aren’t overwhelmed by shoe jargon all at once.
Framing is how information shape perceptions. Nike frames the Storm-Tread as “stable footing on wet roads,” making the benefit clear and nudging users to pick the right option for their needs.
Cognitive Load is the mental effort needed to make choices. Nike reduces cognitive load by adding simple, just-in-time explanations, so users feel confident—even if they don’t know shoe tech.
Dynamic hero images on Nike also adapt as users make choices, showing the impact of each selection. Both patterns help users see and understand the real effects of their decisions.
Apple Fitness+ shows the risk of not labeling options clearly—users struggle to know what’s right for them. Nike’s tooltips avoid this by giving instant, relevant context for each choice.