Nike

Displaying a new opportunity for retail stores.

Lifestyle image of Nike consumers interacting with in-store installations.

Bold, beautiful touchscreen displays for Nike Berlin's flagship store.

Background

In one of my more challenging projects, I was on the team that built three customized, touchscreen terminals where store visitors could explore, interact with, and purchase the full range of Nike gear. Focus groups and user analysis validated our concept and told us what today's consumers are really looking for.

Each terminal had a custom technical stack, integrated with the existing store's ERP catalog and e-commerce shop to give shoppers real-time product availability. They could use their smartphones to access a captive portal which integrated flawlessly with the retailer's mobile phone app. Once connected, a simple shake of the device is all it takes to receive terminal content. Some days, over a thousand interactions took place, mostly in groups of three or more.

Integrations

Sketch of all integration points for this project.

Immersive Display Wall Design

A giant, ultra high-def, multi-touch wall was installed to give shoppers an interactive way to view Nike campaigns, products and live updates.

This wall served as an aggregate for Facebook, Instagram, and YouTube complete with rankings and scores from international and local soccer teams. Customers simply shook their phones to push this media rich content onto their device. They could even leave a selfie.

Replica Kiosk Design

A big hit was the replica kiosk with its 65" touch display. Football fans used it to find, customize, and order their favorite Nike team products. Availability is shown in real-time for both in-store and web purchases.

Terminal analytics tell Nike which items to keep on hand. Ultimately the goal was to help Nike optimize the selling floor as space is limited.

Product Table Design

Our third terminal was a 65'' interactive, multi-touch screen that detailed and compared Nike products, complete with real-time availability.

This terminal displayed videos, league statistics, and product galleries. We paired up RFID technology and 3D cameras to support user interactions, UI positioning, and product detection.

IN-store Experience

The retail journey reimagined for Nike at 11TeamSports in Berlin.

Results

The initial replica kiosk concept evolved into an 'endless aisle' kiosk, a groundbreaking innovation which Nike implemented in its flagship stores worldwide.

This allowed Nike to offer a much broader range of products than the physical retail space could accommodate, effectively transcending the limitations of its in-store physical dimensions.

Conclusions

This project bridges two retail worlds that have been oddly separated – the physical and digital. It showed me what's possible when you think holistically. We opened a window to the next generation of retail, offering customers a meaningful, fun, and seamless journey.

All installations are located at the 11TeamSports store in Berlin.

Contributions

  • Research

  • Concept Development

  • UX Definition

  • Design Direction

  • Product Roadmap

  • Deck Development

  • Collaboration with Engineering

  • Product Development

  • User Testing

  • Travel

Team Structure

  • Role: Design Lead

  • Supportive Roles:

    • Lead Producer

    • Visual Designer

    • Engineering

    • Client Partner

  • Agency: Demodern

Previous

Helmade
Next

Siemens