To design an experience of obtaining a digital signature via portable PACI kiosk that could come to any location in the city wherever the users are.
Nike Teens
Nike Teens is a fully online zine designed to encourage young people to be themselves, explore new sports and learn from role models who are their age.
At A Glance
My Role
UX designer
Approach
User Flow, Journey mapping, Low-fi prototype
Context
Campaign landing page launch
3 weeks
Project Timeline
2023
Our 3 pillars
Her Style
Lookbooks, tools and inspiration that empower her self expression.
Her Playground
Curated contents in collaboration with her favourite partners.
Her Backup
Education that empowers her and builds her confidence.
Prioritising features & content
During our prioritisation exercise we gained an understanding of what your feature and content priorities are for both the immediate future and in the long term.
Priority roadmap: the destination
Do it now
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Inclusive welcome to the Nike
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Teen community
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Seasonal content (Dance)
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Style guide (Explore the look,
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Find your style)
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Product focus - “Popular Now”
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Support and advice content (educational, mental health content through partners)
Do it next
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UGC driven style guide
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Local events
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Implement feedback (from live tests, from forms & surveys)
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Fields of Play
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Unique modules
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Broader Partners & their role(s)
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Self expression & customisation (size and fit features)
Do it later
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Community features
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Guest Editors
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Nike Teens Podcast
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Self expression & customisation (mood filters for site, moodboard creation, leverage Nike by you)
Using the prioritisation and what we know about opportunities and gaps in existing content, we constructed an outline of the Teens landing page on nike.com
High-level User Journey & Eco-system Mapping
We also mapped her experience across Nike.com, looking at the different entry and exit points to the Nike Teens landing page.
Product led modules
Journey
The following journey shows how the different product lead modules on the landing page lead to the PDP via different ways.
Editorial led modules
Journey
The following journey shows how the different editorial modules on the landing page lead to either related articles for continued browsing or PDP for shopping.
MODULE #1: INTRODUCTION
Introduction
Context:
As soon as teens hit this page, they should feel like this is their space: girl to girl, free from responsibilities and adult input.
Creative approach:
A high energy montage of teen videos woven into our visual language. Featuring teens, shot by teens. Imagine a video sequence of: laughs, dances, fit checks, high-fives and hugs, time together, plus BTS footage of our teens behind whatever cameras they’re using.
Pillar:
Her Style, Her Playground, Her Backup
MODULE #2: SEASONAL CAMPAIGN HERO FILM
Fleur: A Real day in the life of a teen
Context:
As soon as teens hit this page, they should feel like this is their space: girl to girl, free from responsibilities and adult input.
Creative approach:
A high energy montage of teen videos woven into our visual language. Featuring teens, shot by teens. Imagine a video sequence of: laughs, dances, fit checks, high-fives and hugs, time together, plus BTS footage of our teens behind whatever cameras they’re using.
Pillar:
Her Style, Her Playground, Her Backup
MODULE #4: EXPLORE THE LOOK
Main Character Fits
Module purpose:
Showcase multiple teens-focused styles, with click-throughs to product overlay.
Creative approach:
We make our teen talent (and UGC support), the stars of the show and make this module all about self expression. Featuring self-shot fits from our two protagonists, we fill out with fitting UGC capture.
Pillar:
Her Style
MODULE #5: THE DROP IN HERO FILM
The Drop In
Hero Film - Berlin
Context:
Let’s Showcase the Drop-In hero film – that focuses on dance – created by Nike.
Creative approach:
We’ll highlight the Drop In video, with framing of the visual language to land it in the Teens world.
Pillar:
Her Playground
MODULE #8: Latest & Greatest
It’s giving… Latest & Greatest
Module purpose:
To highlight and provide access to relevant curated product listing pages.
Creative approach:
Let’s add some teen flair to a classic Nike module using pop-culture language and content relevant to the age group.
Pillar:
Her Style
MODULE #7: Partner Articles
Must Reads
(Partner Written Articles)
Module purpose:
To highlight and provide access to relevant media partner pages.
Creative approach:
We introduce partner articles with an exciting evergreen title that’s general enough to cater to changing/varied content.
Pillar:
Her Style
*Please note that article titles/subheadings are placeholder until more information is received about partner content being supplied.
MODULE #9: Nike Written Articles & Resources
Best Reads,
Straight from Nike
Module purpose:
Provides evergreen tools and resources helping teens learn more about topics that are important to them at this point in their life.
Creative approach:
Here we’ve chosen content that feels relatable, safe, comforting, and proactive. Where possible, we’d look to tie in to featured talent.
Pillar:
Her Backup
MODULE #10: Tools
Normalise Looking Out for Yourself ❤️
Module purpose:
Provides the tools to support our teens where they need it most.
Creative approach:
We’ll use TikTok-evergreen, emotive language to welcome young girls to this module softly, explaining how the tools work in a way that resonates with them.
Pillar:
Her Backup
