︎

Nike i3 Labs

Design Research ︎ Strategy 






THE PROJECT

︎

Every year, Nike i3 Labs conducts global digital assessments of their 100+ retail partners. Our team was responsible for assessing the retail websites on a set of predetermined criteria, and extrapolating trends and insights for the region assessed.  The final deliverable is a presentation of findings and recommendations to Nike leadership, raw assessment data and retailer specific decks with website optimization recommendations.


Note: The case study presented below is a small sample of insights that cover 100+ mobile retail websites and apps. Due to NDA I am unable to attach data visualizations amd insights related to data of trends observed that were a part of the final deliverable.


THE TEAM:


Cheyenne Atchison Tiffany Tillotson Bianca Srivastava

MY ROLE: 

Assessor, Researcher, Presenter

WHY?


︎

Purpose

To evaluate opportunities across key experience pillars with our strategic partners, and
benchmark the consumer journey across the industry.

Goal

To improve together by co-creating clear consumer-centric elevation agendas, delivering
exceptional user experiences that acquire, serve, and retain members/consumers.

Outcome

Paired with a continuous cycle of testing, learning, and scaling of learnings, these assessments will prove to be a critical tool for future improvements.



THE APPROACH


︎

1.

400+ Criteria Questions evaluated between April – May 2023, consisting of over 80
more questions than the previous EMEA assessment.

2.

Categorized into 6 topics and 28 subtopic areas to holistically measure the consumer
experience.

3.

Scores indexed to a 100-point scale with weighting applied to place greater emphasis
on high impact areas and features.

4.

Accenture Subject Matter Experts (SMEs) will provide a consumer-centric lens and
answer desk-based research questions (70%).

5.

Nike Retail Partners will answer an additional set of questions which aren’t accessible
from a customer viewpoint (30%).

EMEA ASSESSMENT THEMES AND OPPORTUNITIES


︎

Create Memorable Product Differentiation

Adapt innovative product presentation solutions on the digital shelf to aid in confident purchase decisions and help Nike products stand out amongst competitors.

Exemplify Membership Perks

Adapt innovative product presentation solutions on the digital shelf to aid in confident purchase decisions and help Nike products stand out amongst competitors.

Curate the Shopping Journey

Strategize product recommendation placement at every stage of the user's journey to display relevant upsells and cart additions when applicable.

 

Provide Product Availability Transparency

Clarify product stock with differentiation between the online and in-store experiences. Offer flexible delivery times that empower customers to make purchase decisions that fit their needs.

Enable Styling and Fit Confidence

Instill purchase assurance by offering size prediction tools, charts, and insight into model sizing. Increased UGC and social media presence can help customers better envision products before placing an order.

Encourage Community Engagement

Empower customers to educate themselves and participate in JEDI initiatives to foster brand community and encourage post-purchase brand participation.

CREATING MEMORABLE PRODUCT DIFFERENTIATION


︎
︎

Product imagery and presentation should be engaging and diverse, leveraging a broad range of digital capabilities to showcase the product and help customers fully visualize it for themselves.



Based on our observations, here’s what we recommend:

  • Leverage diverse product imagery for both apparel and footwear products, using models with various life stages, body types, and measurements, in addition to ethnicity and skin colour. This promotes DEI while helping all customers envision the product on themselves.

  • Implement more digital tools and capabilities, such as AR/VR, videos, and 360-degree product views, which enables customers to visualize how the product would look and feel.

CURRENT RETAILERS

EXAMPLES OF EXCELLENCE


︎

1. Youswim incorporates models of different life stages, body types, and ethnicities.


2. Ballzy has a 3D model view that allows shoppers to view products at all angles.


 

EXAMPLES OF EXCELLENCE