Nike
Designing Nike Experiences
By Arjen Duits • 2022
Responsibilities
Research
Co-creation workshops
Opportunity framing
Prototyping
User testing
Design system delivery
Team
Engineer Lead
Frond-End Engineer
Back-End Engineer
Product Manager
Stakeholders EMEA & US
In 2022 I was asked by the Nike Experiences team at Nike to help design a new event management platform for Nike event managers, and an event section for their customers on .com and in the Nike app. Together with the Nike Design Director and global stakeholders we worked as a tight-knit team from concept to delivery.
The result was a personalised, stress-free experience that not only empowers employees but also redefines how Nike enthusiasts engage with the brand.
00.
One cohesive experience, two distinct audiences
The Nike Experiences platform has two distinct audiences. Firstly Nike employees who had to set up and manage events on the Nike Experiences platform and secondly Nike customers who wanted to be able to discover and join events on Nike.com and app.
01.
Research
During the research phase we applied quantitive and qualitative research. We identified all stakeholders involved who were spread out across AMEA, US and Asia regions. Interviews were set up in different time zones. Most of the stakeholders were event managers, part of the global marketing teams, responsible for setting up and managing events for Nike Experiences.
We interviewed Nike customers who were interested in going those events. Because we were in the early stages of setting up Nike Experiences, we decided to focus on a selection of key cities in the EMEA, US and Asia regions such as New York, Paris, Berlin, Beijing and Tokyo.
Journey Mapping
After conducting numerous interviews and observations, we developed a comprehensive and detailed experience map for both employees and customers, capturing the entirety of their online and offline interactions.
02.
Insights &
Opportunities
After identifying challenges in event setup for Nike employees and customers, the crucial next step was translating the research into insightful opportunity statements. A major opportunity emerged for Nike employees tasked with organizing events.
The current process involved completing a cumbersome form with dysfunctional features and intricate dependencies. Additionally, managers couldn't preview the final event page before going live. The system's complexity presented a significant hurdle, making the transformation into a user-friendly tool for managers a daunting task.
Our focus was on addressing this pain point, anticipating it to have a significant impact on both managers and customers.
03.
Solutions
Taking the lead in the design process, I orchestrated collaborative sessions with stakeholders to co-create conceptual solutions addressing various opportunities.
Despite early ideas surfacing, we deliberately kept the scope broad, exploring numerous proposals across key moments. From this exploration, we narrowed down a set of promising concepts, with a primary focus on testing a simplified and holistic approach for managers to set up, run, and track events.
I developed user journeys and flows as foundation to low-fidelity prototypes. Prototypes were designed to streamline event setup, management, and post-event insights through an integrated dashboard consolidating previously disparate data. Additionally, we crafted seamless customer experiences for discovering, reserving, and participating in online and offline events.
Trying out lots of different solutions in a quick and iterative way.
