NIKE MEMBERSHIP 2.0

TitleNIKE MEMBERSHIP 2.0
BrandNIKE HONG KONG
Product / ServiceNIKEPLUS
CategoryA01. UI
EntrantANALOGFOLK Hong Kong, HONG KONG SAR
Idea Creation ANALOGFOLK Hong Kong, HONG KONG SAR

Credits

Name Company Position
Chris Ryan AnalogFolk Hong Kong Managing Director & Partner
Harry Llufrio AnalogFolk Hong Kong Executive Creative Director & Partner
Fred Dahlberg AnalogFolk Hong Kong Creative Director
Eric Suen AnalogFolk Hong Kong Project Director
Summer Yang AnalogFolk Hong Kong Strategy Director
Joy Ng AnalogFolk Hong Kong Group Account Director
Leena Chatlani AnalogFolk Hong Kong Senior UX Designer
Sandra Miloda AnalogFolk Hong Kong Senior Designer
Justine Chow AnalogFolk Hong Kong Designer

Describe the creative idea

To Nike, “If you have a body, you are an athlete”. The idea is to create a platform that allows users to “Experience the very best of Nike”. Through access to the right equipment, training programs and rewards for achievements, the goal is for users to feel like they have a personal sponsorship with the brand. Customer data such as browsing data, interest settings, personal behavior and athletic achievements are used to deliver personalized “Unlocks” and proactive targeted communications. This is combined with a seamless O2O experience, where QR codes, mobile wallet and instore screens are utilized for members to engage with the brand, anytime, anywhere.

Describe the execution

Member insight drove the design, placing all sponsorship aspects at the heart of the experience: Unlock (personalized offers/ benefits), Lucky Draw, Exclusive Shop, Feed, NikePass and O2O elements.    Nike’s design philosophy is simplicity- clean, intuitive and easy-to-use. Aligning with that, designers and technologists applied that ‘Nike magic’ to enhance the interactive experience further.   For example, stacking the Unlock cards and elevating them off the page when they got closer to the middle of the screen, flipping when clicked, and expanding to display their content made the interaction more unique. Another unique interaction: the Lucky Draw carousel- utilizes masking effect with high contrast backgrounds as products transitioned. These transitions feel app-like, earning the proud description of the ‘digital swoosh’ inside and outside the project team.   Though this isn't an app-based experience, QR-codes and mobile wallets were utilized for a seamless experience between different online/ offline platforms.

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