Nike is the number one world wide leader in athletic wear. Yet, there is an opportunity that they have not tapped into, and that is the tremendous power of a trustworthy community within a platform where all users can connect with one another to discuss the world of Nike.
"Nike's growth has come from great products - careful, thoughtful distribution and excellent marketing." Nike has loyal followers from all around the globe but their app shopping experience has been limited to simple transactions between company and user.
Currently, there is a lack of community among Nike shoe consumers where users can discuss, share and learn more about Nike products.
I started to look at some of the top downloaded shopping apps that were on the App Store. I wanted to study what the user needs were, how they were addressed in each app and what pointers I can incorporate to give Nike App users a communal and delightful experience. I realized quickly that though shopping is a good experience when doing it alone, it's even more fun and can be rewarding when doing it with others. Starting with that, I started to look for apps that were built around "CHATTING". Studying and comparing these apps gave me the tools to explore how I can bring the Nike App and it's community of shoppers to a whole new level.
Here are some of the popular apps I started looking into, in order to find some consistencies and commonalities in terms of structure and content.
I then began forming a series of questions to determine what users were looking for when it came to community and shopping. With these answers I created 2 personas.
5 Pillars that I found in almost every successful app when it came to building a community around one shopping brand.
Storyboard of Potentials
With so much information at our fingertips, it's easy to get overwhelmed especially in an app with hundreds of options and styles. Instead of users calling up friends to ask for opinion or getting swamped with reviews and ratings and comparing them to other sites, I thought why not merge both the shopping experience in the Nike app with friends who are avid Nike trend followers?
The shopping experience can be simplified and efficient if the user had access to chat a friend about his or her recommendations. By having the support and opinions of friend(s) who have purchased the gear and been sporting it for couple months, it'll make the shopping experience a more delightfully shared experience just like the old times!
Here are collected notes and scribbles of questions being answered, and how users are navigating on different apps, and their expectations. I quickly jot down what the potential user journey would look like for a Nike consumer shopping on an app and then started to sketch rough wireframes of the flow.
Using post-its on my kitchen wall, I brainstormed how users would go through this app in a seamless engaging way. I then walked several friends through this user flow. Some made comments on how if they were using the app, they would really hate it if the app asked for permission, when they didn't know why it needed it. After hearing that, I decided to rearrange the post-its so that users would be given an explanation of why certain permissions are asked so that each tap would be meaningful and purposeful to the user.
Launching Activity Feed, Profiles and Chat with active Friends on Nike.
The landing page will start off as a flat graphic while the app is loading behind the scene. The login screen then fades in.
After logging in, the user will land on the “SHOP” screen. For those that are in a hurry or that already know what to get exactly, they will be able to make the purchase quickly.
If the user has time and is curious on what this new revamp is all about….they will select these 2 buttons which will require the user to allow Nike App to connect to their social media accounts.
See what your friends are liking, reviewing, purchasing and adding to their wish list.
Interact with your friends and ask for recommendations or advice.
Me: My Profile
From the bottom bar, the user has direct access to their profile. They can see their history of purchases, likes, and reviews.
The banners are customizable to add a bit of personality.
Once “women” is selected, the categories will drop down from the top. After user selects “What’s New”, a modal will pop up with narrowed down options and specific themes.
See friend's activity
If Nike allowed their consumers to communicate conveniently with people they trust, it would help decrease the number of bad experiences (like“returns” from unsatisfied customers).
Message friends about their purchases through the Product Page.
Message friends about their purchases through their Profile.
Test it out here for yourself! https://invis.io/MB6IZLJAT
**Photos were taken from Nike's Facebook Page
2018 INSTRUMENTAL CLUSTER
_Nike Free 5.0
While applying at Supercell, I was asked to design an online experience for Clash of Clans website with the goal to get first time gamers hooked. They gave me 2 days to work on it and made it clear that they wanted to see more ideation than the actual pixel perfect rendering of the design.
In 2014, Supercell was gaining major popularity among the gaming community. Heads were turning and fans were screaming for more. 95% of these fans were gamers by heart.
As I interviewed there, the lead designer asked me to do some research and come up with a revamped website that can bring new users into clash.
I'm not a gamer so what did I do next?
I began to play the game myself to figure out what made it so addicting.
Since time was limited, I asked a bunch of friends who were hooked on the game, what were some of the elements that had them coming back for more.
Some of the quotes from Users: "I absolutely love the community aspect of having virtual chatrooms!"
"Every time I was attacked, I could replay how it happened and revamp my base for better defense!!"
"Every attack I've done is different. There's many bases to attack and different strengths in each character to utilize for each attack.
After downloading the game myself, I started to check my Townhall every 5 minutes to see how else I could make my base stronger and difficult for others to get my gold and elixir. That's when it dawned on me. First timers needed to give the game a try. So I wrote down some of the pain points that might be preventing users from actually downloading and playing the Clash.
"I don't want to download any more games onto my phone."
"I want to play in increments and during down time."
"I don't want a game that's too complicated. More engaging the story, the better of an experience it is for me."
"I heard only real gamers are into that. I'm not a gamer so I'm not interested."
I quickly critiqued the way Supercell designed their current Clash of Clans website and noticed that it was just very straight forward. This is what we are about and this is what people say. Clash of Clans character's personalities, the game, and sense of community were not showcased anywhere on the site. Being a first time gamer, the 3d renderings in the commercials and their website looked nothing like the app. There was a disconnect. So I started to draft initial ideas of what the website could look like to drawn in first timer users. Allowing users to try the game out without downloading the app was my idea of a "hook" towards becoming a clash addict.
Areas of Interest
I began to organize what users were saying into 3 categories on why the actual app was a tremendous "hit" and such an enjoyable experience.
Supercell wanted a rough sketch of ideas for the website, in order to display my ability to ideate and execute LoFi designs quickly with the assets they provided. With that direction, I then produced these rough visual designs.
Similar to a movie opening, I wanted to design an epic opening where there were clouds that would open up and reveal the CoC logo with its many 5star reviews floating around it.
After flying through the clouds, the user would land on this page where they need to gather their troops. I thought since the old site didn't display any of the unique personalities of each character, this would be a great place to introduce them. The user would hover over each character and learn the different strength levels, damage capabilities, and etc. The characters would also animate and pose to show their witty-ness. After summing up all the troops for first round on the site, the user would then enter into the war field.
After selecting troops, they will then be dispatched to different areas on the site, starting from the top. The army of goblins, archers and barbarians would start attacking, demolishing as many fences in order to get to the first batch of gold in TownHall A. There will be slight overlays at different parts of the game to give quick tips and tutorials on how to advance to the next level. As the troops continue to conquer towards the bottom of the screen and is able to win all the gold and elixir, the user can transfer those points to their app.
This is where it gets really fun. Because each character has their own unique capabilities, first-time users will get to know which characters are straight up dumb and the ones that don't listen. Users will realize that in order to develop the ability to utilize their weaknesses to conquer an area will take much practice. For Ex) If the user were to drop a barbarian to the right side of the town hall in order to attack, but there was a random fence in that same area, the barbarian would immediately go towards the fence instead of the actual goal. Hilarious.
Other ideas I had suggested were to have mutliple users timed to play on the website together. (One to build their base and another to attack.) I thought including a side chatroom would be a good sneakpeek also.
Supercell absolutely loved the idea. Although I chose to go on a different path towards designing for a startup, I did appreciate the challenge of thinking outside of the box for a fast-growing gaming company.
Learn the Basics
I noticed some implications of my ideas on their most recent update. Supercell had added a page where it is for first time users to learn the "basics". Users were able to test out what it looked like to build their base but I didn't quite get what the intention was. I'm assuming that it was possibly to help users get familiarized with the actual app game layout with a purpose of being a straightforward tutorial more than interaction.
Pretty cool, nonetheless.
*** Some images do not belong to me and have been taken from the clashofclans website.
A friend of mine was getting married and she wanted to lose couple of pounds so she introduced me to the app. Having the goal of eating healthy, I downloaded the app and started to login my daily intake. It was and probably still is for me, an app that I couldn't continue to maintain because it required alot of time and work. In this project, I wanted to challenge myself to come up with a new visual language for the app, My Fitness Pal.