What is Nike You?
Nike You is a transitional space within a retail store that lives between browsing and try-on. The space features an interactive hallway with curated picks from the latest Nike season based on the customer’s activity within the app and previous purchases.
Nike You is a transitional space within a retail store that lives between browsing and try-on. The space features an interactive hallway with curated picks from the latest Nike season based on the customer’s activity within the app and previous purchases.
Tags: UX Design, Interaction Design, User Research
Timeline: Sept 2022 - Dec 2022
My role: Experience Designer - Team Project
Timeline: Sept 2022 - Dec 2022
My role: Experience Designer - Team Project
The Opportunity:
We were asked, “What is the future of loyalty for retailers in the physical and virtual worlds?” As online shopping is becoming the primary method of purchasing, what does brand loyalty look like? Companies send 30% off codes and hope their customers return. We saw an opportunity to make the physical retail store an experience instead.
We were asked, “What is the future of loyalty for retailers in the physical and virtual worlds?” As online shopping is becoming the primary method of purchasing, what does brand loyalty look like? Companies send 30% off codes and hope their customers return. We saw an opportunity to make the physical retail store an experience instead.
First, we made sure to understand the users and opportunities...
We went in-store to places like Nike, Glossier, and Lululemon to interview customers and employees to gain insight into the physical store experience and customer loyalty. Preliminary research was completed to determine user needs and design opportunities.
In each store, we found elements that were effective and considered how we could build off of the existing features in order to foster loyalty.
After interviews, we discussed what opportunities were available from our insights and we asked ourselves how we could solve the problems we found. 3 key insights were found:
We visualized the opportunities...
The team created concepts and received feedback before deciding on one to continue with.
We found 4 ideas that we could combine to create one concept that we moved forward with.
We observed and tested how users interacted with our concept...
We created a control hallway (no interactions) and an experimental hallway (various interactions) to determine what methods were most effective and appealing.
We simulated the interactions we wanted to test and observed users as they walked through the space.
Our testing led us to 3 improvements:
The app being the only option for the style survey feels limiting to customers. There should be an additional point of contact at the beginning of the experience.
Navigation through the hall is complicated, the back and forth is exhausting and unmediated. We need to investigate different guidance techniques and potential hall shapes to create a streamlined browsing experience.
Showmanship was effective, but some aspects were creepy. There needs to be a strategic balance between showmanship and self-discovery.
The app being the only option for the style survey feels limiting to customers. There should be an additional point of contact at the beginning of the experience.
Navigation through the hall is complicated, the back and forth is exhausting and unmediated. We need to investigate different guidance techniques and potential hall shapes to create a streamlined browsing experience.
Showmanship was effective, but some aspects were creepy. There needs to be a strategic balance between showmanship and self-discovery.
This led us to our final concept...
First-time users and veteran users follow similar journeys through the Nike You experience. New users complete a style preference survey prior to arrival at the store. When the user returns to the store, their preferences will already be known.
The Nike app asks new users about their interests, sizing, and more. The app also asks to enable location services to find nearby Nike stores and experiences. We incorporated a style survey into the existing survey to allow users to identify their preferences further.
The style survey data and the user’s app activity and purchases are all factored into the Nike You curations.
The style survey data and the user’s app activity and purchases are all factored into the Nike You curations.
Once in-store, the app prompts the user to check in, and they can continue browsing as normal. Once the user is ready to try on their selections, they indicate it within the app and will be notified when a Nike You hallway is ready for them.
The user enters the Nike You hallway, which features interactive bays that reveal the curated products in exciting and surprising ways.
Preference Confirmation
Upon entering the hall, the user is asked to confirm their preferences based on the previously completed style survey and past purchases. If there are any desired additions, the user can select them on the screen.
Interactive bays react as the user approaches to guide them through the hallway:
Projection
A projection shows product details and outfit inspiration before the bay doors open to reveal the product.
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A projection shows product details and outfit inspiration before the bay doors open to reveal the product.
OLED Mirror
An OLED Mirror allows the user to see what the product will look like on them. It displays product specifications and details as well.
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An OLED Mirror allows the user to see what the product will look like on them. It displays product specifications and details as well.
Sliding Doors
Doors slide open to reveal the product. In testing, we found that motion was very appealing to users.
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Doors slide open to reveal the product. In testing, we found that motion was very appealing to users.
Pedestal Lift
A pedestal lifts from behind the bay, displaying a product. In testing, we found that some motion is appealing, but it needed to be contained inside the bays so as not to scare the user.
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A pedestal lifts from behind the bay, displaying a product. In testing, we found that some motion is appealing, but it needed to be contained inside the bays so as not to scare the user.
The Nike You hallway features one wall of interactive bays that display curated products. The opposite wall has cabinets for employee use and stocking needs. The shape of the hall helps guide users through space and allows them to take a step back to look at the products.
Nike You is seamlessly integrated into existing stores as a hallway before entering the fitting rooms.
Nike You is seamlessly integrated into existing stores as a hallway before entering the fitting rooms.
