And now for the disclaimer. All confidential information has been removed in cooperation with the non-disclosure agreement (NDA). Any stats may have been altered to not disclose any data. This case study is a reflection of my own views and not necessarily the views of Nike and its partners.
It started as an app that integrates with Nike smart apparel. But then the next several months led to something more valuable: a personalized social app that allows consumers to engage with their workouts, the community, and their lifestyle while gaining biometric insights.
The challenge was to keep users engaged with their workouts and the Nike brand in one app. The Nike Sports Research Lab is known for the use of technology to measure athletic performance, but this venture is for retail customers who are into fitness. Does the consumer feel the need to biohack? If so, where do we start, which information will be valuable, and how does this help with brand loyalty?
Will the consumer feel that connected clothing is useful to them?
B2C for fitness and leisure apparel retail.
iOS and Android mobile
As a contract consultant, I worked on exploratory concepts for clients like Nike. My focus was to research, analyze, and present a mobile solution for smart wearable apparel.
Gathered information and worked on an industry and comparison list. Then I conducted extensive polling and analysis on community lifestyle experiences and e-commerce conversion.
Since I was in unknown territory, I decided to research as much as I could about the Internet of Things (IoT), customer AI products, connected fabrics and clothing, fashion, smart tech, and social apps.
Then I researched Nike's past and current smart technology. Their approaches to biometrics have varied over the years. They have ventured on their own and collaborated with others like Apple.
Get smart: How much is too much or too little?
Once I completed my research, it was time to design. I decided to focus on a unique approach to connecting the data as a way to share and compete in the Nike community. First, I collaborated with the Fuel team to deliver the overall customer journey across retail, digital, and cross-platform. Then, I sketched ideas for apparel readings, workouts, community engagement, and online store purchases.
Our service had to challenge the usual visual, functional, and conversational patterns.
It was a fun and challenging R&D project to be a part of. Even though the Fuel technology team has shut down, the effort was a catalyst for a community that would lend itself to the Nike Run Club App. Wearable biometrics is still evolving, and Nike continues to explore consumer wearable technology with its partner, Apple.
