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Holistic Fitness for women
User Experience Research and Market Research project.
Problem.
Despite being Nike's core demographic, women's motivations and preferences for apparel shopping remain poorly understood. This lack of knowledge impedes the development of effective strategies to engage and retain female customers, ultimately limiting Nike's brand relevance and long-term market success.
Solution.
Hyperlocal apps focused on community engagement and problem-solving. Mobile health solutions tailored to address the unique needs of women across various aspects of well-being. Online communities on Reddit where female influencers connect with and empower diverse audiences.
Outcome.
Following a positive reception of the three recommendations and product ideas we presented, Nike has opted to utilize our data analysis to inform the development and execution of future product lines and marketing campaigns.
my contribution as Product Designer
As Product Designer, I led a user-centric research initiative to understand the unique needs of new mothers in a new city facing female health challenges. Utilizing social listening tools like Brandwatch and Viral Moments, we conducted in-depth interviews and gathered quantitative data. My focus was on extracting actionable insights from this initial discovery phase, identifying unmet needs to present to the Nike product team. Leveraging data analytics and deep dives into billions of social media posts and threads, I guided the team towards uncovering latent user needs and pain points. I facilitated cross-functional workshops, ensuring inclusive participation and diverse perspectives during the brainstorming sessions. Through collaborative ideation and rigorous evaluation, we refined 14 initial concepts into 3 high-potential product ideas. Next, we crafted compelling user stories around these insights, ensuring they resonated deeply with our target audience. This resulted in the development of 3 video-based product campaign recommendations presented to the Nike team.
domain: ux research, design thinking & marketing
type: course project
duration: 5 months
role: project manager & online campaign designer
team: 6 people
tools: surveys, interviews, literature reviews, analysis, value propositions analysis, Figma, Statista,
collaboration: With Brandwatch & Viral Moment Experts for Data Analysis
Opportunity gap.
How might we redefine holistic fitness for Nike’s women wear while maintaining the differentiations through Nike’s authenticity and premium lifestyle product line ?
Recommendations.
Leveraging nike resources to educate the most relevant communities on Reddit
