CASE STUDY #1
Nike Rise
Building a vision for the Future City x Sport (edit edit edit)
Deliver a new retail experience that responds to the evolution of sport
Create a store that is alive with the city and reflects the new need of what sport means to consumers. A friendlier human way to sport .... Nike Rise reflects the multi-dimensional views of sport* in a city. lorem ipsum lorem ipsum lorem ipsumlorem ipsum lorem ipsum lorem ipsumlorem ipsum lorem ipsum lorem ipsum.
ROLE
- Concept Director
- Strategy and experience vision for Nike Rise
- Service Design / experience strategy for all
- User journeys
- Research / persona / etc
RESEARCH APPROACH
We conducted global research to understand how can Nike Rise enable sport in the city?
We used quantitative survey, qualitative interviews, sacrificial concepts, and Store Athlete interviews
3
Geos
1500
Consumers Surveyed
41
Consumer Interviewed
17
Store Athletes Interview
KEY INSIGHT
Athletes* do not see themselves in our stores
"I can't really connect with other shoppers or sales staff, who are all concerned about... super technical {things}. If you are an "athlete" you are really good at what you are doing.
That's not me.
Daniel, London
THE INSIGHT
Sport* is a Human Connection
I find friendship with liked-minded people through sport*. (Less about competition / winning).
Sport* is Self Expression
I show my unique personality and style through sport*.
Sport* is Holistic Fitness
I live my life through sport* - training, nutrition, mindset, recovery, sleep.
Sport* is Always On
Digital is fueling a real-time sport* culture. We must adapt to keep pace.
EXPERIENCE VISION
A Retail experience that is Alive with the Sport Pulse of you and your city
DEFINING EXPERIENCE
City Replay
A destination for creative expression that celebrates Athletes* unique city style.
Hypothesis: We believe consumers want to express themselves through rediscovery and repair of Nike product
DEFINING EXPERIENCE
Cafe Huddle
The Huddle is a fitness destination that powers Athletes* daily habit.
Hypothesis: We believe consumers want Nike stores to offer holistic Fitness gu
ARRIVE
Become Part of Something Bigger
When I sync to Rise, I become connected to the store and my city. I know exactly what to do next
Discover
CASE STUDY #1
Nike by Shibuya
Serving the Tokyo commuter on the go
Designed for Speed & Convenience
The $79 iWork ’08 appears to be a good deal for anyone needing an affordable office suite for the Mac. Apple has finally added a spreadsheet application.
How might we create unbreakable member relationship with 1:1 connections, easy digital services, and access to the local sport community?
ROLE
- Concept Director
- Strategy and definition for Nike By Shibuya
- Design and development of the retail store / experience
- Strategy and design for all digital touchpoint in store
- Art direction, photography, video, and motion graphics
THE INSIGHT
Consumers are calculated shoppers
Home deliveries are friction filled
Guilt is associated with returns
Convenience means meeting them where they already are
Unexpected surprise is embedded into everyday experiences
THE STRATEGY
Speed x Omotenashi
OUTCOME
+19%
Sales taget ($747K)
5,000
New Members
4.35 M
Est Coverage views
328K
Consumers (68/sq ft)