NIKE+ HKG MEMBERSHIP PLATFORM
DIGITAL + EXPERIENCE DESIGN PITCH WORK
Nike was looking for a new membership platform to help forge a community among disparate athletes across different sports in Hong Kong. The brief was to create a digital experience that would increase participation in-person at Nike’s Hong Kong events, drive overall sales locally, and enhance the resounding sentiment towards the brand as a result.
My role was to help develop and solidify the UX of the platform and both the online & offline retail journey.
AGENCY Ogilvy – YEAR 2019 – DURATION 3 WEEKS – LOCATION HONG KONG
TEAM Vivi Fitriani - UIUX design lead, Debbie Fung - Digital art director, Sherin Siew - Digital design lead, Vanessa Wong - Digital art director, Manolis Perrakis - Tech lead, Raul Cantor-Lopez - Strategy lead
ROLE UX DESIGN, CONCEPT DEVELOPMENT
CONCEPT
Burn & Earn.
Nike + UNLOCKS.
On NIKE+, the user unlocks everything : benefits, experiences, services, and products. We used this driving principle to design the UX and UI that constantly reinforced the feeling of achievement integral to the platform’s motivations.
Unlock the power to burn.
Fuel the burn to earn.
The core mechanism that incentivizes user engagement on the platform is gamified burn & earn system, where the “burn” - participation in sports events and commitment to personal fitness - translates into opportunities to “earn” rewards.
Challenge
Forging communities around brands is difficult. Impersonal content, a lack of reward incentives, and a fragmented customer journey all contributed to its non-existent brand and customer relationship.
Insight
Loyalty programs in APAC adhere well overall, but the best-performing ones are when the experience is easily accessible on mobile, obvious in its rewards, personal, and integrated into their existing digital lifestyles.
Solution
A digital platform that facilitates relationship building, both within customer base and with the brand. By personalising content, creating a gamified points program, a single unified platform, and O2O retail engagement, we planned to transform Nike’s digital presence in Hong Kong.
PROCESS
DISCOVERY
Driven by data.
Quantitative rationales.
Given that much of the brief emphasized retail and sales KPIs, our strategy team provided us with concrete insights rooted in numerical data that would provide the basis for the experience design.
Informal stakeholder interviews.
Given the disparate, varied nature of Nike retail outlets in Hong Kong, we took a day to talk to staff members at different types of Nike sellers. From flagship stores and third party resellers, we gathered organic qualitative data to help us identify latent pain points across a variety of scenarios.
NIKE+ global.
Although the brief was to develop the brand affinity locally, it helped us to do a close analysis of Nike’s strategy and digital presence in other markets. Nike+ had launched globally in more mature markets in many shades of grey, with each journey tailored to its target country.
UX
Personal, Content-driven, Gamified.
Personalised.
A segmented, data-driven business strategy that targeted specific user groups meant that the UX also needed to reflect that same degree of personalisation, so the user is made to feel as though it has been tailored to them.
Content-driven.
These features include a clock that uses the lights to indicate the time and a compass that through the phone’s GPS and an on-board magnetometer to display where you have parked your car .
Digital Wallet Mechanics.
Creating the earn and burn mechanism created a mini wallet system within the platform. We mapped every step of this journey to make sure that it felt natural to collect and spend in this way.
DESIGN & BUILD
Prototyping a unique sales experience.
A plug and play O2O solution - the Smart Stamp.
Using vouchers, retailers are able to log into one system, using any mobile phone with their own Nike credentials, to earn and burn points via a simple gesture afforded by the smart stamp – allowing a real time and synchronized experience with their customer.
Burn & Earn mechanics.
This incentivized offer platform was developed from the strategic insight that there needed to be some unique value to be gained from the membership, and we came up with this UX centered on celebration and moments of delight.
