Project Overview:
Since 1964, Nike has been a leader in the athletics world creating a brand that is recognized all over the world. “Sneaker Heads” is one of the many communities that Nike is interested in connecting with directly. “Sneaker Heads” are people who collect and trade sneakers as a hobby. In an effort to connect directly to the “Sneaker Head” community, Nike created the SNKRS app. SNKRS was designed to provide access to the latest launches, events, and exclusive releases that Nike offers.
Project Goal:
Nike’s initiative is to become a digital-first, direct-to-consumer company. To do this, Nike wants their e-commerce revenue to be 30% of its total sales. Nike wants to create a feature within the existing SNKRS app where users can interact with one another, creating the opportunity to make connections and share their opinions and love of tI e sneakers they love.
Project Requirements:
- Display what sneakers the user already owns
- Verify the legitimacy of a pair of shoes the user owns
- Showcase the user's interests or preferences
- Post and Reply to content within the community
Research:
To start the research on this project, our group decided to perform a competitive analysis, create a survey, and use secondary research to gain insights into a few important factors. These factors include the culture and identity of Sneakerheads, what features and formats Nike's competition may use, and basic demographics and opinions of sneakerheads and SNKRS users.
Ideation:
Once the team had collected and analyzed the feedback we received from the research, we began to explore deliverables that would help us create solutions. User personas were used to create profiles that helped us navigate and explore recommendations. The Affinity Map and competitive analysis allowed us to visualize the feedback and begin thinking about strategies. Once the team was able to see all of the information, we took a few days and explored sketching ideas out separately and came together a few days later to present our thoughts. Upon presentation to one another, we realized we all had very similar thoughts and recommendations we wanted to enact within the SNKRS app.
Recommendations:
Following the design brief, the team narrowed our focus. To create a sense of community within the app, we worked posts and replies into the app via profile pages. We took inspiration from social media platforms like Instagram and TikTok to create a post feed that allows users to interact within the community, liking posts, and commenting on posts, and we included a badge system that allows users to show causes and items that users are interested in. This profile feature also allows users to curate and create an online "closet". In this section, the user can highlight shoes in their collection, a small Nike Swoosh acts as a checkmark for authenticated shoes. There is a separate page for "OOTD" or Outfit of the Day photos, where the user can identify and list each piece individually, allowing for more interaction between users, and an opportunity for Nike to highlight their apparel within the app further.
In addition to designing and creating these new features, they were integrated into
Project Overview:
Since 1964, Nike has been a leader in the athletics world creating a brand that is recognized all over the world. “Sneaker Heads” is one of the many communities that Nike is interested in connecting with directly. “Sneaker Heads” are people who collect and trade sneakers as a hobby. In an effort to connect directly to the “Sneaker Head” community, Nike created the SNKRS app. SNKRS was designed to provide access to the latest launches, events, and exclusive releases that Nike offers.