Teamoutfit personalisation service for NIKEiD
NIKEiD is a service provided by Nike allowing customers to personalize and design their own Nike merchandise. They offer online services as well as physical NIKEiD studios in different countries around the world, including: United Kingdom, Italy, France, Spain, Germany, China and the USA. Nike wanted to expand this concept to other product categories and get sportsteams more engaged with the brand. During my graduation project I have designed a new concept for NIKEiD, expanding this service to sportsteams. For this project I have taken basketball-teams as an example.
Products generated:
- research on NikeID
- research on NikeID
- focus group studies with the target group
- research on 3D personalisation of products
- research on customer experience and customer journey
- customer journey
- logo
- personalisation by augmented reality
- innovative retail location
- innovative product to increate the engagement with the brand after the personalisation proces
- construction- and operation-costs
- implementation strategy
- customer journey
- logo
- personalisation by augmented reality
- innovative retail location
- innovative product to increate the engagement with the brand after the personalisation proces
- construction- and operation-costs
- implementation strategy
Concept design
NikeTEAMiD lets teams design their team-outfit. This is a pop-up store in two containers. The idea is that this pop-up store travels through Europe to the different basketballteams. In the store the teammembers can personalise an outfit to their sportsclub-looks, their team-looks and personal add-ons. The proces within the store is devided into several area's which are all differently designed to create a surprising effect. This customer journey is based on the figure below, combining the customer journey with the customer experience.
From the research the customer journey was designed. This customer journey gets sportsteams more engaged with Nike. The steps in the customer journey led to the different looks of the rooms in the store.
Layout of the pop-up store
The entrance has a wall covering of basketball material.
The core of the design process takes place in the locker room. The lockers also contain storage space for the different outfits and shoes. Two of the lockers are the lockers of starplayers. This way the customers can sit next to their idol
To get everyone of the team involved in the personalisation process and to make this process more fun, I introduced a new way of personalising, using augmented reality. Augmented reality (AR) is a live, copy, view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data.
During the personalisation process, everyone on the team is wearing augmented reality glasses. Through these glasses they can see their teammates, but also the colour-options they can choose from. They way, they can adjust the outfit of their teammates. This new way of designing creates a lot of interaction between the teammembers, which increase the fun. This fun creates a positive feeling towards Nike.
Shoes are a very important part of the outfit. Therefore, they are displayed in a separate area. The information on the shoe is printed on the light hanging above the shoe.
Example of the pop-up store in London
