Blueprint Experience / NIKE BASKETBALLNike’s signature athletes are their greatest asset. But do kids really understand the product benefits they offer? Are they overwhelmed or indifferent? Do they understand the differences between a Kyrie 2 and a Hyperrev? Do we explain it in their language?
- Develop a tool that allows our consumer to understand our basketball footwear, to help them make an informed decision.
- Expose them to product they may not have previously considered based on the questions and answers that matter most to them.
- Innovate. Understand the parameters, but push the edges.
- Be useful. Don’t be boring.
We came up with concept of using archetypes to define different styles of play. The idea was that if we could make the experience feel more like an interactive personality test rather than a product finder, then kids would engage. It would have to be based in data to provide accurate results that not only describe the kid, but recommend products that made sense.
To pull this off, we developed an algorithm that would take a few pieces of input and match each user to one of nine styles of play. Each archetype would then relate to a group of products and explain how those features enabled that game.
Technology: UX Prototype
To make the whole experience fun and engaging, we knew we needed to push the UX. That meant incorporating a lot of imagery and animation and creating a way for kids to actually interact with the court. Building clickable motion prototypes allowed us to develop a proof of concept and test our theories before executing.
Technology: Development & Authoring
The turnaround for development was tight, as usual. So our team built a mobile HTML prototype for user testing to ensure the code could be repurposed as soon as creative was locked. Most of the experience was developed as a React app to allow for more robust interaction and animation. But the results pages needed to live on Nike’s VO2 platform so that the content could be authored along with the right product available and localized in 80 different regions globally. That meant working closely with Nike’s team to add new attributes to their database and pull the corresponding product.