Social Networking Mobile Tool

NIKEWAY

Mobile App

NIKEWAY is crafted with the purpose of helping the employees / members to explore, reach and get the desired brand content (videos and images) without searching on web or any other platform, easily and instantly while learning, interacting and sharing with each other.

Techniques

Lean UX, wireframing, low and high-fidelity prototyping, and usability testing

Roles

Ideation, UX Researcher, Interviewer, UX Designer, UI Designer, Interaction Designer, Logo Designer, UX Strategist

Tools

Pen and paper, Balsamiq: Wireframe, Process Flow
Sketch App: UX / UI Design, Logo Design
Invision App, Principle App: Rapid Prototyping
Zeplin: Engineering Handover

Insights & Discovery

Problem Statement

How can we get our desired brand visuals (videos & images) instantly without asking anyone?

Discovery

Employees were struggling to find brand content in the company because of the inadequate platforms. They were trying to get contents from different web pages which ended up getting a virus.

Research

With the involvement of brand department, I learned that brand employees use a tool to get the visual that they want. I used the tool for long time while surveying with users to gather the current restrictions of the old tool:

Research & Evolution

Finding the Convenient Solution

Because of the restrictions of the old tool, we decided to create a mobile application where all users can get desired content without any frictions. Aligning with the company strategy, it was very important fo create social engagement between users as well.

Defining the Personas

To create an optimal mobile application, we had to decide the user personas that are going to use the application. From the research that we’ve conducted we learned that some contents could be confidential, so we decided to create an app for our internal users only.

User Research

To create a tool that satisfies all users need, we’ve performed various numbers of interviews and surveys with the employees around the world. We also created cross functional team from different departments to gather effective feedbacks and comments for our weekly and monthly design sprints.

Strategy

User Research

From the researches and feedbacks, we defined the strategy and functionalities of the mobile application:

  • User friendly brand faced interface.
  • Improved search and filter functionality that helps to user to find the desired product.
  • Preview functionality before downloading the content.
  • Customizable download options for the content by format, duration and resolution.
  • Saving functionality to save the content for later usage.
  • Feed functionality to put forward seasonal stories and contents.
  • Easy sharing option while interacting each other.

Sketching & Wireframing

It was very important to create wireframes of the application for visualization and UX strategy. I designed various numbers of sketches and wireframes to give clear insights to the team.

Interface & Content Structure

Challenges

Branding

Even though personas of the users are decided, one thing was certain that all of the users are Nike users; therefore application should represent the brand guidelines perfectly. To achieve this challenge, I did comprehensive research while working with our brand team on other Nike applications like NRC, NTC, SNKRS APP and NIKE.COM to create pixel perfect experience from font to the other UI components.

Onboarding & Membership

One of the most important goals of the company was to increase Nike+ membership for Nike applications. I did analytical research about the number of current employees around the world and proposed to create Nike+ memberships to the all employee in order to use the application. Since Nike+ membership allows user to use all other Nike applications, with this solution we killed two birds with one stone.

Unique Experience

Even though it was stated that application is an absolute necessity for the company, tool had to offer something unique and inspiring. Because of this, I designed timeline section for the application to create unique brand evolution experience. The idea gathered huge interest, in a way to bring the convenience and different way of social interaction to all internal employees.

Story

Name & Visuals

Along with the company strategy, our aim was to create a social brand experience; hence there is a saying in the company that if we are going to do something we have to do it with Nike way, we decided the name the product NIKEWAY.

In order to create dynamic and sportive onboarding for application, I worked closely with our brand team to find the right visuals. At the end, I decided to use Lebron James and basketball visuals to give the jumping to the new social platform feeling to the users.

Logo

From the beginning, our top priority was to represent the brand perfectly and create constancy with other applications. Therefore, I inspired from Nike Trade Gothic Font and put emphasis on the word “Way” to design NIKEWAY.

Dynamic Experience

The color look of dynamic Lebron James Basketball Collection and Nike shoe boxes were the key inspirations for the colors of the application. As a Nike employee for a long time, my first thoughts were the crimson-orange colors; as a result of this Brand Orange was chosen the represent the dynamic brand experience. Pale Orange was chosen as a secondary dynamic color to be used in NIKEWAY.

Feed & Search Screens

Navigation, Filtering & Journey

Continuous Challenges & Improvements

New User Personas

I conducted research about the number of current staffs around the country and realized that company has more than 1000 staffs only in Turkey who work on stores. In order to fulfill the membership strategy, as a team we decided to expand user personas with staffs as well. With this way even though they leave the company in the future NIKEWAY, they would use global Nike applications since Nike+ membership allows them to access all global applications.

Developers

It is very important to come up with mutual solutions with developers in order create feasible product. In our sprints, when developers are stuck with the design handovers, designing alternative work arounds regarding to the feedbacks is the top priority.