JORDAN / Consumer Co-Creation

The Challenge:

Nike's Jordan brand was exploring the possibility of creating a dedicated app to serve up content and product to fans. The question was which type of content and features would be most beneficial to the target consumer. 

What we did: 

Understand the brand: Consumer interviews with the core target to understand what the Jordan brand meant to them and how the brand could better serve their needs around basketball, culture, and product. 

Co-create: We prepared representations of various parts of the proposed app to demonstrate the different type of content and features we were interested in. We showed these comps to the consumers and workshopped what they liked, what they didn't and how we could enhance our concepts to better serve them.  

Design principles: We synthesized our learnings into a core set of principles to guide the next phase of work and ensure that future work was rooted in true insight and consumer value. 

 

Here we're interviewing two promising young teen basketball players. They're reacting to paper prototypes we created which describe a potential Jordan app. 

Here we're interviewing two promising young teen basketball players. They're reacting to paper prototypes we created which describe a potential Jordan app. 


Design principles & insights based off of consumer interviews.

Design principles & insights based off of consumer interviews.


Refined concepts based off of testing and feedback from consumers. We outlined 6 key areas to be the backbone of the app. 

Refined concepts based off of testing and feedback from consumers. We outlined 6 key areas to be the backbone of the app.