A service for any team-spirited soul to play sports with local neighbours in nearby parks and fields.
Nike Field Club
Skills
Design research
Synthesis
Wireframing
UX Design
Prototyping
Timeline
5 weeks
(Feb-Mar 2022)
Tools
Figma
Enjoy fresh air
“How should we encourage more people to enjoy outdoor activities in the Post-Covid Era?”
As COVID forced people to stay at home and restricted indoor venue access, people went for outdoor activities which frees them from staying home. I was given a task to choose a brand(Nike for my project) to encourage more people to enjoy outdoor activities in the post-Covid era.
Challenge
“How might we offer easier access to people who want to do outdoor team sports in Post-Covid Era?”
People want to join local recreational sports leagues, however, they struggle to find a league to join due to outdated information or lack of reviews.
Introducing Nike Field Club
Play team sports in local parks and fields.
A service for any team-spirited soul to play team sports in local parks and fields. People can make new connections with local neighbours while working out.
Design Process
Build A collective LOCAL community.
Research Nike
I chose Nike as the brand features:
Strong Brand Awareness
Value Individual progress: Just do it (Slogan)
Side Brands: Jordan, Converse, Hurley
Marketing: Collaboration
Value Community Engagement
Nike has two services that encourage people to enjoy outdoor activities: Nike Run Club, and Nike Training Club.
Current experience with Nike Apps for workouts motivates individuals, while Nike contributes to building a community and provides statistics to encourage users.
I found that current Nike targets individuals, while recreational team sports or outdoor activities would be an opportunity to encourage community engagement in physical venues.
Researching Nike Run Club and Nike Training Club led me to do research on any other activities or programs that could be possible competitors.
Identify Problem
After conducting research and asking around, I have concluded that many people want to join a local recreational sports league, but have trouble finding the one due to lack of quality reviews and many of them being outdated.
Additionally, I asked my teammates during my recreational soccer matches if they knew of any leagues and what their experiences were like.
What are the needs?
Lack of Awareness
There are numerous recreational sports in a local neighbourhood, yet there are not many reviews and some are outdated.
A limited number of quality reviews made people hesitant to sign up for the local league.
Lack of Access to leagues
3 players have joined the recreational league via friends’ invitation.
Respondents mentioned the online reviews were not reliable enough.
“How might we offer easier access to people who want to do outdoor team sport?”
Brainstorming ideas
It was crucial to find the perfect recreational sports league for anyone looking to get active and have fun in a group setting.
I had two concepts based on recreational sports, yet discussing having a dedicated field fully designed and operated by Nike or relying on existing parks and fields in the neighbourhoods.
Then I narrowed down the ideas
The concepts were narrowed down after feedback on the pickup match concept as it was crucial for people to have easy access.
Another consideration was that it could offer renovation for old parks and fields by having Nike cooperate with local park and recreational departments.
Nike Field Club
Play sports with neighbours at nearby parks.
Play Sports Anywhere
Play sports with neighbours in local parks and fields
Create a game or join in progress matches to play sports with other local players.
Make New Connection
Make new friends and have fun
Chat with teammates and vote player of the match to complement each other.
Show off your outfit style at the venue or on the social channel.
Be A Pro in Sunday League
View your highlights and score player of the week
View highlights of your matches and your play that is recorded by drone and get featured on Nike’s social media accounts with your stunning play.
Go Outdoor
The ultimate objective is to encourage local residents with a need for outdoor activities to enjoy local recreational sports events.
The journey map below illustrates how people can have a memorable experience with Nike Field Club.
Designing Screens
I followed the design aesthetics of existing Nike fitness apps to make Nike Field Club part of the Nike ecosystem.
Moodboard
UI of Nike fitness apps
Low Fidelity Wireframes
Final Design
1-minute promotional video
Takeaway
NEXT STEPS
Usability testing and validate the concept.
Possible services to expand NFC:
- Paid Membership: Financial Viability
Paid Membership for a better experience with technologies being used in professional leagues.
- Socialise with food after matches.
People might have drinks or food after the match to get to know each other and make friends or new connections.
- Personalised Experience: Individual Skills Training
It will offer a park for local residents with adequate instruments and tools.
COMMENT
I enjoyed doing extensive research on comparison over competitors to hear the voice of the existing experience to identify the problem and present a solution that aligns with the brand identity.
Working on the project, considering the experience of bridging the gap between two realms, both on-app and physical venue, was crucial. It made me explore how to flourish user behaviour while being on the app and field.
I enjoyed figuring out the design to make them have fun throughout the workout and make them moments to remember when you score, assist, and tackle.
The slogan for the demo video: Be a hero, would be my intention for the target audience to thrive in moments as they enjoy the sports they love. If more time were given, I would test the design through user testing and iterate the integration with the field.