With data that we gathered from sales executives and partners and structured discussions that include HMWs on white-boarding and voting with the team, we defined the problem statement as this:

Our current product was designed to be showcase all future products so partners can learn about the products and place orders for future sell-in for employee. We have observed by doing field studies, user surveys and focus group sessions that digital product doesn’t show availability of samples and is not available on mobile. Because of the limited fixture on showroom, sales executives and partners spend so much time on trying to find missing samples and creating orders templates.

How might we improve/design our B2B future sell in process in our showroom to create seamless experience?

We decided to create a mobile app that helps to locate desired product in our showroom instantly while creating shopping lists.

Because of the strategical release restrictions of the Nike.net tool, designing a mobile version of the application is not really the option; unless we want to wait for another 2 years. Therefore creating a mobile app where data can be shared easily with Nike.net was the best option. With this mobile app, it was going to be very easy to implement this feature to mobile version of the product when it is ready.

Therefore designing the new application in a way that helps to locate desired product in our showroom instantly while creating shopping lists was the main goal of the application.

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 at the beginning of the process we decided to create an app for our customers and account executives.

In addition to user research, we’ve conducted competitive research to find out what’s going on the market and how can we be one step ahead related with our product in order to create premium Nike experience with our users. We did research on all B2C sales applications of Adidas, Reebok, Under Armour, Zara, Burberry, Farfetch and many more as well as B2B applications like Shopify, Woocomerce. Since we already designed Nike.net, we already had a clear idea about the application, on the other hand research helped us to broaden our horizon.

To create a tool that satisfies all users need, we’ve performed various numbers of focus groups, interviews and surveys with the sales executives and partners. After gathering the information, I’ve conducted design thinking workshops with the core team to define the strategy and requirements of the mobile application. With card sorting, voting and prioritization we defined information architecture of the application and decide what’s most important features to finish for MVP.

We divided functionalities of the mobile application in several design sprints with backlog prioritisation. Daily stands ups, bi-weekly sprint plannings, weekly refinement and design review sessions are set by scrum master with selective design and development team along with core team.

It was very important to create wireframes of the application for visualisation and UX strategy. I designed various numbers of sketches and wireframes to give clear insights to the team along with high-fidelity mock ups.

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.

Since the app is planned to be used by only customers and inner employees, alternations for onbarding screen were needed. One of our goal was to speed up the sell in process by saving time for our users, therefore we decided to limit the log in process with only email credentials of the user that is matched with their store code in the system.

Because of the future product sell in process, the application needed be accessible to only the user personas. As a result of this, we restricted the usage of the application within our company network system. In order to use the application, one must be in company and user credential should matched with the store code in the database.

Conducting “Usability testing”, “Diary studies”, “Five-Second testing” and “A/B testing” sessions with users before the development really helped us to improve the user experience. In sessions, we found out that product details information is unnecessary for users, it allocates so much space and restricts users to see essential codes of the product like division, category, segment. For same reason, product photo sizes are minimised to optimum as well.

The color look of futuristic Tech Pack Collection and neo-noir science fiction movies were the key inspirations for the colors of the application. As a fan of neo-noir science fiction, my first thoughts were the neon colors; as a result of this Navy Blue and Noir Green were chosen the represent the future experience. Far Purple was chosen as a secondary neon color in case of any addition to be added to the NFX for further releases.