NIKE SELF CHECKOUT
DESIGN CHALLENGE
Nike has always been a leading brand in the sports fashion and lifestyle industry. They maintain this reputation with a consistent mix of fresh design and performance innovation. Nike has several direct channels to the customer that helps them sell new product quickly (online store, mobile app, retail locations, etc.). All these channels focus on improving the customer’s experience and personal interaction with Nike. By making these touch points delightful, intuitive and personal, the customer attributes a positive association with the Nike brand.
Nike was looking for potential ways to improve the customer experience in their retail stores. Solutions like an open layout, attractive storefronts and flashy displays had already been implemented, but Nike wanted to explore other ideas that could be done in the physical retail space.
PROPOSED SOLUTION
The Nike team I worked with already had an idea they wanted to flesh out as a proof of concept. They felt that a self-checkout option could be a delightful experience by avoiding lines and streamlining the purchasing process. It also seemed like a simple task, as self-checkout is already being implemented in other types of retail stores. We went forward with this idea to test as a proof of concept.
Customer process map
Mockup SCREENS & CONCEPTS
Feedback & Learnings
The Nike team was pleased with the work we collaborated on and presented the idea to their director.
One thought I had from this engagement was the importance of balance between innovative trends and brand consistency. Just because we see other industries or even our competitors using a new technology or innovative practice doesn’t mean that it is easy to adopt. There is a lot of thought and intentional design required to deploy a new technology and still retain a cohesive brand and identity.