Business Goal & Motivation:

• Following the Unlimited House success, a continued effort manifested to carry the momentum and launch a new interactive on-demand retail experience focusing on local New York artists for the grand opening of the Nike flagship store in Soho NY. Integrate and improve the current Nike iD framework to increase merchandise sales, customer brand loyalty & trust, consumer retention, and retail revenue.

• Leverage the personalization model to represent consumer expression with a personal touch, and shift Nike iD into Nike by You an experience where the brand becomes an identity of its consumers.

• Establish a connection between brand and consumer with Nike merchandise as a reflection of the customer’s identity by creating retail experiences through on-demand customization of products with local artist graphics. The Soho launch experience would be called “Nike by NYC”.

Discover & Define:

• Researched the Nike iD business goals including new product feature adoption, customization pain points, task success rate, retention rate, and personalization ROI. 

• Analyzed & implemented the art direction for the Nike iD navigation and journey to design the interactive IA, user journeys JTBDs, and product interface for the interactive experience of personalizing Nike products.

Design Process:

• Prototyped a UX concept centered around customization pain points like product overload, purchase paralysis, and cognitive load. The prototype focused on leveraging the creative expression of art to engage consumers and ease product intimidation.

• Collaborated with Nike stakeholders, implementing feedback focused on leveraging a scalable, simplified, Nike iD experience for new product customization. The goal was to deliver customers an interactive experience exclusive from Nike.com, making customization feel agile and engaging via touch.

Design Process:

• Establishing the Ideal Customer Path: Select an artist -> select the product -> define the attributes -> pay. This linear model helped solidify the product narrative paths reducing the margin for error - getting lost, giving up.

Design Process:

• Initial prototypes felt too similar to the online experience for customers.  Stakeholder feedback led me to rethink the iD layout and simplify the navigation even further. Leverage single gesture navigation including swipe, tap, and scroll to reduce margin for error and establish a linear yet flexible customization path for consumers.

• Redesigned the experience based on the idea of liner movement. I focused on adopting the intuitive nature of step by step selection, being able to visualize the product while customizing it at the same time, while including the flexibility of back tracking for change of taste.

• Solidified the iD narrative and layout. Highlighted the key steps: product, size, color, custom name, and purchase. 

Final iteration navigation Nike Soho 2016

Artist showcase GROTESK, Jason Polan, & Phil Annand Nike Soho 2016

Final iteration shoe customization Nike Soho 2016

Final iteration artist & product selection, artist information, account login Nike Soho 2016

Nike By NYC - Nike Soho 2016

Nike By NYC - Nike Soho 2016

Nike By NYC - Nike Soho 2016

Nike By NYC - Nike Soho 2016

Nike By NYC - Nike Soho 2016

Validation & Feedback:

• “Nike by NYC” was also a successful launch, Nike sold 35% more product within the first week of opening. Themed Artists grew their online presence 25% with Grotesk selling the most merch +35%.

• Customers enjoyed being able to create exclusive merch featuring local NYC artists. The results validated consumer brand connection via the impact of interactive experiences through on-demand retail.

• The lasting impact of this product design resonates today inspiring other unique retail experiences for Nike events such as, Nike Air Max Day, Nike Miami, The Super Bowl, and more. Recently, Nike iD has changed to Nike by You, with the new slogan being “Just you, us, and a million possibilities.”

• This project validated that integrating retail spaces with interactive experiences can improve consumer perceptions of brands, increasing value for customers, and trust via personalization. On-demand retail is the future of connecting people with brands.