Nothing But Gold, a Nike Project
Building Nike's Teen Girl business: how I partnered with Snapchat to launch a new social ecommerce app for Nike's Gen Z consumer. Created with her needs in mind, merchandised for her, and integrated into her daily digital rituals.
Platform
Standalone Nike Mobile App
Info
Mobile App Design / Motion Graphics / Branding
Timeline
8 months
Nike's Teen Girl app and branding I designed
As Design Lead for my team at Nike’s in-house innovation accelerator Valiant Labs, I was tasked with building digital products to grow Nike’s teen girl business.
In Valiant Labs, teams are funded in quarterly cycles based on continuous presentations to the Investment Committee. I led Design for a nimble 0-1 product team from research through designing and deploying an MVP Nike app for teen girls.
Hearing the voice of the consumer
Building it right, for Her
Through talking with teen girls and user research, I saw where Nike fell short. Girls were buying Nike product, but not on Nike's platforms, so Nike wasn't building meaningful relationships with this consumer and failing to intersect with her in her digital hangout space... social media. So I set out to design a fun, social-content driven shopping experience leveraging UGC, shoppable videos, real-time data trend visibility, and Pinterest-like favoriting functionality, seamlessly integrating content with Snapchat’s Story Kit SDK integration.
Shoppable UGC feed
Building for Her: Shoppable UGC feed
The idea was a socially-integrated shopping app fueled by sourced UGC to allow girls to shop from familiar and engaging content. I wanted a community-driven platform to aggregate images and videos of real girls doing real life in their favorite Nike products, so I pulled from platforms like Instagram and Snapchat, put it in an easily browsable feed, and made it shoppable from one place.
Flows I designed featuring sourced content feed from Snapchat
Innovating with Snap: Designing with StoryKit SDK
My team worked with Snapchat as pioneering partners integrating their StoryKit SDK, meeting regularly to inform their integrations program based on our needs. I designed a shoppable stories experience while my eng team built an algorithm identifying and pulling Snapchat stories featuring Nike products and aggregate in our app. I redesigned the out-of-the-box story carousel and tap-through experience for shoppability: larger thumbnails, UGC socials attribution, and an in-story shoppable product modal that increased conversions from teens.
Data visibility components in the app
Driving demand: Data visibility and leaderboards
Through UXR we learned teen are more confident purchasing when the trend is validated. So I designed dynamic data visibility and radical transparency into the app's design system. Adding omponents like the "trend ticker", Power rankings leaderboard, and total views PDP component resulted in our app conversions for teen buyers outpacing Nike App purchases for the same products.
One of the A/B test web acquisition funnels I designed
Stealth acquisition of qualified teen users
In order to get the most qualified girls into our beta environment, I designed an A/B test acquisition flow from social media to a web flow to the beta app, successfully acquiring 10,000 qualified testers. This enabled us to launch and learn at the speed Valiant Labs required, hitting 3x our month 1 new user targets by week 3. We ultimately were able to feed valuable insights back to Nike's core products, shipping multiple features for Teen Girls into the Nike App.
