The experience
At OMM we created a football trial cage at Nike Town London. There customers would go and try the Nike football boots Phantom and Mercurial.
The cage is made of three LED walls and fitted by sensors which monitor users activity.
Users are challenged with different drills. Specifically: Touch, Speed and Finish. Touch is exclusively for Phantom, Speed for Mercurial and Finish for both.
The explanatory video below shows the Phantom experience, which originally was made of 3 drills: Control, Touch and Finish.
However, the former was scrapped after a revision of the experience. That’s because it implied customers to run and so to sweat (not ideal for high street store customers, most of whom ended up being reluctant to perform such drill).
The UX
Here is illustrated all the user journey from the moment they step into the store without knowing about it (in case of visitors) while it’s assumed that Nike members will already by informed about the happening via email.
The LED UX
Also for the LEDs we had to work on the UX journey before working on the animations, which have then been designed by a colleague.
The app
Installed on a iPad by the cage, the app is for users to login and select the trial.
Nike staff will start the process and hand the app over to the user.
The first version of the app was exclusively for Phantom and it consisted of three trials: Control, Touch and Finish.
Subsequently though, when also Mercurial was integrated, Nike decided to remove the Control trial as it required users to run and so get sweaty (not ideal for a high street store customer).
Furthermore, it added the option to choose an individual trial, rather than the full experience.
The leaderboards
The challenge is between users, but also between their respective London’s Boroughs. Indeed, when registering each user select the London’s Borough they come from.
The emailers
After the experience users are sent an email communication their rank position.
