Nike Training Mindsets
Nike Training Club is a global fitness community where participants can train, express themselves and build their fitness to become the best athlete possible.
In 2016, Nike Digital Sport set out to redevelop the N+TC app, the heart of the experience, from a women’s only experience to a new era of athletic training for all.
We were faced with identifying how our consumers thought and felt towards the ultimate training experience. This would set the foundation for the redesign to follow, ensuring we stayed true to the needs of millions of active users.
My role was to assist the User Researcher Sarah Herman, in the delivery of unique goals and mindsets for our consumer. We did this by:
auditing existing research
categorising our finding
creating a low level behavioural scale
identifying gaps in our knowledge
The end result was a scale of attitudes towards fitness along with design guidelines.
we completed an audit of 14 reports from Nike, AKQA, Onix, Widen and Kennedy and 2 independent articles. These covered:
Men and women’s attitudes worldwide
Beginner to advanced levels
CONSUMER MINDSETS AND GOALS
From the audit, we identified a scale of consumer mindsets and goals. This helped to make sense of the feedback from consumers and predict their needs and behaviours based on where they sit on the scale.
‘Inspirational quotes don’t fire me up like a picture of a girl with a hot body, I want that body!’
To translate these mindsets into behavioural metrics, we plotted the key actions and attitudes of users against a scale that represented one of 5 themes:
How I learn
How I engage with others
How I use apps
How I workout
How I measure success
‘I work my tail off to be an athlete, I want to jump higher, push harder and run faster’
Each scale represented a continuum and at each end were very different responses to a particular situation.
From the research we were able to define the design challenges ahead of us (the problems to solve).