Nike Training Club with agentic integration
We integrated conversational intelligence into Nike Training Club to empower athletes of varying skill levels to achieve their fitness goals at home. My focus was the strategic and visual backbone of the project—mapping the full user journey, developing the conversational UX architecture and script, and defining the visual and brand system that unified the experience. The result was a concept video and campaign brought to life through motion design.
Role: UX & Visual Designer
Skills: Conversational UX, Journey Mapping, Visual Systems, Campaign Design
Tools: Figma, Adobe After Effects
Team & Timeline: 3 designers, 7 weeks
PROBLEM
Not everyone can afford a personal trainer, so we redesigned Nike Training Club (#1 fitness app in the app store) to make it easier for users to align their Nike experience with their personal needs, goals, and lifestyle.
Although the NTC app already comes with loads of high-quality content, app store reviews express a consistent frustration with excessive cognitive load when choosing the right workout and misalignment with user ability.
Personal fitness resources are not so personal
Not everyone can afford a personal trainer, so we redesigned Nike Training Club (#1 fitness app in the app store) to make it easier for users to align their Nike experience with their personal needs, goals, and lifestyle.
Although the NTC app already comes with loads of high-quality content, app store reviews express a consistent frustration with excessive cognitive load when choosing the right workout and misalignment with user ability.
HOW WE SOLVED IT
I designed a conceptual framework to negotiate product-market fit from the get-go. Inspired by iconic Nike campaigns founded on authenticity, focus, and a singular human story, we brought that to NTC with the Today, Tomorrow campaign.
Narrative-led product architecture
I designed a conceptual framework to negotiate product-market fit from the get-go. Inspired by iconic Nike campaigns founded on authenticity, focus, and a singular human story, we brought that to NTC with the Today, Tomorrow campaign.
Our campaign follows Kate, who wants to get fit from the comfort of her home. Full script here︎︎︎
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VISUAL LANGUAGE — MOTION / UI / VIDEO
We created Nike AI’s look to reflect an exciting breadth of motion states that is familiar to fitness. The goal was sleek enhancement and seamless integration into NTC’s existing design system, whether it is activated during workout videos or on app interfaces.
Nike moves with you
We created Nike AI’s look to reflect an exciting breadth of motion states that is familiar to fitness. The goal was sleek enhancement and seamless integration into NTC’s existing design system, whether it is activated during workout videos or on app interfaces.
Guidance-heavy “today”
Nike Training Club’s large collection of trainer-led videos help beginners perform workouts accurately.
✔︎ Nike AI transcends the rigid video format by infusing personalized guidance in-workout so users can improve workout form. Users can interact directly with video content, asking questions about form and saving specific workouts, building literacy and preferences.
✔︎ Nike AI transcends the rigid video format by infusing personalized guidance in-workout so users can improve workout form. Users can interact directly with video content, asking questions about form and saving specific workouts, building literacy and preferences.
Flexible-free “tomorrow”
Nike Training Club offers a modular “whiteboard workout” mode that enables flexible pacing for more experienced users.
✔︎ Nike AI integrates with music apps to start the workout with a playlist, switch out individual workouts, and get non-intrusive form checks with refresher tutorials, granting athletes maximum control over their workout playlists.
✔︎ Nike AI integrates with music apps to start the workout with a playlist, switch out individual workouts, and get non-intrusive form checks with refresher tutorials, granting athletes maximum control over their workout playlists.
Check out the campaign x product demo video here︎︎︎
CLOSING THOUGHTS
It's easy to over-promise what AI can do in a product experience, but users notice when reality doesn't match the pitch, and trust erodes fast. In this project, striking the right balance between user journey, AI capabilities, and in-app enhancements was the whole challenge.
Working within Nike's established visual system was a useful constraint as it forced us to internalize the brand deeply enough to extend it rather than just reference it. Personally, I also found it super fun, as Nike’s brand and messaging is iconic! :^)
Using narrative to guide our UX redesign is a process I want to bring to more projects. Ultimately, it reinforced my belief that users can't intuitively grasp AI capabilities without designed understanding. Strong narrative isn't just marketing, it’s a core UX responsibility.
Working within Nike's established visual system was a useful constraint as it forced us to internalize the brand deeply enough to extend it rather than just reference it. Personally, I also found it super fun, as Nike’s brand and messaging is iconic! :^)
Using narrative to guide our UX redesign is a process I want to bring to more projects. Ultimately, it reinforced my belief that users can't intuitively grasp AI capabilities without designed understanding. Strong narrative isn't just marketing, it’s a core UX responsibility.