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If a customer is a Nike Plus member, the store salespeople can access their purchases, activities and Nike app 'likes' to provide personalized product recommendations. These screens were designed to give the salesperson a comprehensive overview with a quick glance, and allow them to navigate with minimal distractions, so they could remain focused on the customer. Utilizing these apps increased the chances of a customer signing up to be a Nike+ member, giving Nike the opportunity to serve them more personally in the future by collecting and understanding their product preferences.
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The design team collaborated with the product and development teams to create a ‘unified journey’ where the steps and components were the same regardless of the sophistication of the experience. Whether simply trying a shoe on at the footwear wall, or wearing that same pair in an interactive basketball game, the objective is the same; to select and decide on a product. Once these steps were defined, we simplified each step and tested extensively with store athletes.
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Many of Nike's tools to help them manage a consumer’s preferences, purchases, and in-store activities such as run trials had overlapping functions, so development, training, and sharing data were more cumbersome than necessary. Salespeople to learn how to use a number of independent products, and there were numerous hardware configurations used in most stores. Reducing the number of apps and hardware options simplified development and training, increasing the chances of a store athlete using the core products while engaged with customer.
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To allow the seamless integration of new features and functionality, a tight set of components were created, dramatically reducing development time.