Nike 'Lifestyle+' App store
Nike 'Lifestyle+' App store
Summary: A personal project where I produced an engaging Android Nike-branded mobile App-store experience. I wanted to produce an experience that would be sticky, and one that would encourage customers to want to come back.
Role: UX + UI designer
Principle prototype
Research phase
To understand a bit more about the industry I conducted some competitor research.
To understand where the industry was at I conducted some competitor research.
I then looked at some disruptor brands / inspirational brands and began to de-construct what makes their experiences so sticky and engaging.
Equinox have positioned their brand as being more than just a collection of gyms located in the fanciest parts of town, but rather being a high-end 'lifestyle' agent-for-change that engages with their audience through clever marketing, strong (ocassionally controversial) content and rich design imagery.
Finisterre, an outdoors brand very loyal to their Cornish roots, also do a great job at being a lifestyle brand. Their carefully curated 'lookbooks' garner so much attention because they provide idealistic lifestyle glimpses. This is smart as it intertwines empathy into a product narrative.
Finisterre, an outdoors brand very loyal to their Cornish roots, also do a great job at being a lifestyle brand. Their carefully curated 'lookbooks' garner so much attention because they provide idealistic lifestyle glimpses. This is smart as it intertwines empathy into a product narrative.
Today's brands are realising that as we enter further into the experience economy 'lifestyle marketing' is becoming more and more influential.
The app store needed to tap into this way of thinking.
Moodboard
After conducting a bit more research I then created a moodboard to pull together a design direction.
Definition phase
A few findings on how to create an innovative sticky Nike app store experience:
- Encourage competition (rivalry)
Get customer's friends involved to create competition
- Smart content updates
Surface tailored content based on what the customer has previously been searching for e.g. surfing
- Integrate a smart search tool
Create an innovative new way of searching for relevant sports-focussed apps
Piecing together the Information Architecture
Rough scamping / initial ideation
Within the app store "rankings" would create the competitive edge, encouraging competition amongst piers and a real reason to come back time and time again.
Higher fidelity wireframes
User testing
Using the wireframes I then created the visual designs. I started with the designs that I wanted to run through user testing first then used the feedback from the tests to slightly re-order the page recipes to improve the final designs and create a more effective product.
Final designs
