NIKE MEMBERSHIP 2.0

TitleNIKE MEMBERSHIP 2.0
BrandNIKE HONG KONG
Product / ServiceNIKEPLUS
CategoryB01. UX & Journey Design
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. As the first market globally to launch the O2O experience, the challenges were to create a smooth customer journey for a non-app-based solution and to introduce the Unlocks as a new feature. To achieve these, specific elements were utilized to facilitate and influence members’ behavior throughout their journey.   For example, unique QR codes on Unlock cards and in-store interactive screens to bridge O2O, contextual instructions, intuitive interactions and simple call-to-actions to facilitate the journey, easily recognizable iconography to reflect the stage of the journey.  Essentially, there are four key elements to the whole experience: In-store screen, targeted communication, website, native/mobile wallet. Each of which serves to amplify awareness or facilitate engagement. 

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