Learning About Memberships Through Relationships
‘We want to better understand and serve NikePlus members to increase engagement and grow it’s reach.’
How might we provide an ongoing feed of fresh and timely information about the member to the Nike stakeholders in a way that is compelling and engaging?
We synthesized what Nike already knew and validated it (when appropriate). We then studied members from different angles, focusing on exploring the “white space” within segments and challenging our assumptions on who the members are.
Using our latest user engagement network, Insider Insight, we were able to sit down with a large group of customers to discuss their needs, wants, likes, dislikes and whether or not the program was enticing them as was the initial intention. In addition we ran a competitor and trend analysis.
- Insider Insight
- User Research
- Competitor Analysis
- Visual UI Design
- Ongoing Support
- Identified opportunities for innovation and action to connect with members.
- Strategy for empowering users to start their own Nike clubs and even become mentors enabling connection that members crave.
- A design for how to communicate value when a user first joins for a clear vision of how NikePlus can benefit them