NIKE / Sustainability Service

The Challenge:

Nike was looking to refresh their in-store shoe recycling program. We started by landing on a concrete value proposition for the program and then moving through multiple rounds of prototyping to develop the in-store signage, fixture, and athlete scripts. 

What we did: 

We invited consumers in to tell us about their recycling and donation habits and how they would think about donating items such as sneakers. We landed on a value proposition that was easy to understand and made consumers think hard before throwing sneakers away in the trash. 

We went through rounds of iteration and role-playing to design compelling signage, in-store fixtures and store associate scripting to educate and assist consumers.

 
Card sorting to understand the most relevant and important value propositions.

Card sorting to understand the most relevant and important value propositions.


Guiding insights based off consumer research.

Guiding insights based off consumer research.


Script & signage test at checkout (left), Fixture and signage test (right).

Script & signage test at checkout (left), Fixture and signage test (right).