NikeX Case Study
ui // environmental design // Interaction design
The NikeX Experience is a new way to shop that provides opportunities for the customer to be educated on products at their own pace. My team was tasked to create an interactive experience that presented data to the viewer in an environment of our choice. With the exception of online shopping, brick and mortar retail systems have essentially remained the same over time. NikeX blends the independent journey of online shopping with the humanistic way we have always preferred to shop.
In collaboration with Luke Larson and Esti O’Connell.
After deciding on an environment, we concluded our project would be best suited for an existing, popular brand. Nike is not only worn by Olympic athletes, children to middle aged adults are seen rocking the swoosh everywhere. Our project began by conducting a 12 question interview on six different subjects. Next, our team reviewed and categorized pieces of information into themes mentioned during the interviews. These interviews helped us gain a better understanding of how the shopping experience could be improved as well as what makes consumers extremely loyal towards Nike.
#2 LEAST FAVORITE ASPECT OF IN STORE SHOPPING?
LACK OF EDUCATION ON INNOVATIVE PRODUCTS
Nike is known for their innovative technology but many consumers do not feel properly educated on these products. Online shopping has an added layer of education built into the platform with reviews, product specs, and the ability to search Google. Interactions with sales associates can be very helpful but many feel pressure to purchase items when they are assisted by an employee. Others feel that employees do not have proper training or lack knowledge about the products.
#1 LEAST FAVORITE ASPECT OF ONLINE SHOPPING?
ZERO ABILITY TO TEST PRODUCT BEFORE PURCHASE
Customers value the option to feel and compare items of clothing before they make a purchase. When online shopping, customers often purchase multiple items to compare fit and style. If they are unhappy with an item they must go through the return process of either mailing back the item or returning to a store.
The inspiration behind this experience came from two existing spaces: AmazonGo and the 2016 Hong Kong NikeID pop up shop. Both of these stores have enacted cutting edge technologies that allow the audience to be in control and interact with the space. Similar to AmazonGo, the NikeX experience will allow a customer to enter the store by simply scanning the NikeApp on their phone. Once they have completed their shopping, they can check out on their phone, or on the interactive fitting room mirror, and then exit the store.
Next we conducted a ethnographic experiment at the Burlington Nike store. We observed customers making their way through the store and attempted to gage their comfort and confidence levels at different parts of the store based on their body language, and their response to common in-store interactions. We noted that when customers were on their own they appeared to feel more comfortable with exploring different styles and sizes. Customers also spent more time on each product when a Nike Athlete was not around.
Paying a higher premium to receive guaranteed quality is an easy choice.
This demographic has grown up around Nike, which has given them an overall understanding of the company, but also makes them loyal to the brand.
HOW IT WORKS
When the customer has scanned their phone upon entering the store, the shopping experience begins. All available products are displayed in the front half of the store much like the traditional retail experience. Instead of grabbing an item off the rack and walking around the store with a bag full of clothes, a customer will now scan an item, select their preferred size and color, and request to have a fitting room started. The fitting room will be set up by a NikeX Athlete who will pull the customer’s chosen items from the stockroom. Once the customer has finished browsing, they make their way to their reserved fitting room, where their items will be waiting for them.
The two halves of the store will be separated by a Coaching Zone. Here, customers will be able to approach a Nike Athlete on their own terms. The results from our ethnographic study heavily influenced the creation of this help desk, fully eliminating the forced interactions that take place while customers roam a store.
FOR HELP TAP THE “ASSIST” BUTTON IN APP AND AN ATHLETE WILL MAKE THEIR WAY TO THE CUSTOMER’S LOCATION.
NIKEX FITTING ROOM
The fitting rooms will be equipped with smart mirrors that activate upon entering the fitting room. The interactive mirror syncs with the customers NikeX app to display items and acts as an enlarged screen to continue the shopping experience.
ONCE THE PHONE AND MIRROR HAVE BEEN SYNCED, THE MIRROR WELCOMES THE CUSTOMER AND DISPLAYS THE STORES TOP TRENDING PIECES.
As the customer tries on their items, they can choose to interact with the mirror in a variety of ways. A simple tap will display information regarding the design, technology and overview of the product will appear. The customer also has the ability to request a change of color or size, in which the new item will be delivered to their room by an Athlete. When the customer is satisfied with an item, a quick tap on the orange bag icon will add the item to their shopping bag. On the left hand side of the mirror, a banner will display related items that pair with the customer’s current outfit.
When the customer is happy with their items they can checkout from their fitting room. Similar to online shopping, the checkout process occurs in app for a hassle free experience. After the customer has completed their transaction, all sensors will automatically deactivate and they may exit the store.
TO ELIMINATE FRUSTRATION AND LONG CHECKOUT LINES, CUSTOMERS ARE ABLE TO EASILY CHECKOUT IN APP AND EXIT THE STORE.
NikeX seeks to bridge the gap between digital shopping and an informative in-store experience. Cutting edge technology will be utilized to prioritize product knowledge giving the consumer a more informative shopping environment.