WELL.TV
Building Nike's Teen business: how I partnered with Snapchat to build an experimental health & wellness app, pioneering Nike's engagement strategy with the social media generation through snackable wellness content and interactive AR lenses encouraging movement and joy.
Platform
Standalone Nike Mobile App
Info
Mobile App Design / Motion Graphics / Branding
Timeline
8 weeks
Teen Wellness app WELL.TV
Wellness and teens: Proposing a new Nike vertical
Valiant Labs is Nike's in-house innovation incubator. As lead Designer for my small nimble product team, Nike had tasked us with building digital product experiences to better connect with Teens.
Discover feed of AR wellness lenses
Integrating social AR: The Snapchat solution
The direction I landed on was an app for teens that served as the go-to place for all things wellness and stress relief, while seamlessly integrating into their daily routines through a viral loop created in partnership with Snapchat. I collaborated with Snap’s team through the entire process to build a product that pioneered their Story Kit and Camera Kit integrations into our platform, designing many of the AR experiences myself in Lens Studio.
Test flows I designed within WELL.TV
A joy for teens, a win for Nike
I designed A/B tests optimizing conversion funnels and created the viral loop in and out of Snapchat using the Snap SDK tech. I collaborated with Researchers, Analysts, Project Managers, Neuroscientists, and a panel of science-backed Gen Z wellness experts to design experiences that meaningfully tackled teen stress and anxiety while proving viability for Nike’s business objectives.
