An immersive, digitally enabled trialing service dedicated to making Nike product innovations meaningful to consumers.
Role: UX Director
Deliverables: Service Journeys, Drill/Game concepts, Controller Prototype, Retail Proof of Concept, User Testing Plan, Detailed Functional Specification
Customers want to know that the shoes they buy solve their needs perfectly. They don’t have access to the same level of assessment and trial available to pro-athletes. Nike wanted to solve that pain point for consumers – and created the store of the future in the process.
Professional athletes have access to unparalleled training, performance assessment and product innovation. We designed a premium and personalized service comprised of digitally advanced sport environments – analyzing consumer performance from every angle to ensure 100% confidence in the perfect footwear.
We created two versions of Trial Zone — One for basketball and one for running. Each allowed customers to choose a real world location to be immersed in for their trials.
Trial Zone provides real-time analysis of your performance to put you in the right shoe before you buy. This was possible thanks to the controller application we developed for the in-store athletes. It gave them the ability to control the experience and review the consumer's movements to put them in the shoes that fit their type of play/run the best.
Using a proof of concept court and controller prototype, we worked with real Nike in-store athletes and consumers to fine-tune the service journey, drills, and cadence of our experience.
We created a system that could scale up or down at various Nike retail locations based on available space, and budget — from entirely analog service journeys, up to immersive digital experiences. Then we created detailed flows and specs to guide Nike staff in how to run the experience.
"The store of the future." - Business Insider
“Could ultimately change retail forever.” - Architectural Digest
“The most fun you’ll have buying stuff in person.” - GQ
“A sport lover’s dream.” - High Snobiety
"It's great to see everyday athletes get the same treatment I've enjoyed from Nike." - Serena Williams
"Nike new store ... loaded with tech." - Engadget
"Nike will leave you breathless." - VIBE