Reimagining personal fitness with Nike conversational AI
We integrated conversational intelligence into Nike Training Club to empower athletes of varying skill levels to achieve their fitness goals at home.
As a UX and Visual Designer, I centered on user stories to identify improvements to the mobile interface. Owning campaign messaging and script, I unified user-centered design with Nike’s iconic brand and voice.
As a UX and Visual Designer, I centered on user stories to identify improvements to the mobile interface. Owning campaign messaging and script, I unified user-centered design with Nike’s iconic brand and voice.
Role: UX Designer, Visual Designer
Skills: Conversation Design, Campaign Strategy, UI Design, Motion Graphics
Tools: Figma, Adobe After Effects
Team: 3 designers
Duration: 7 weeks
PROBLEM + RESEARCH
Hot take🔥: Personal fitness resources are not so personal
Riding the YouTube workout video wave during the pandemic, a couple of sweaty designers stumbled upon a problem: an assumption that people know how to make exercise work for them (supposedly a highly personal physical endeavor).
Not everyone can afford a personal trainer, so we sought out to improve existing resources to make interface-aided fitness more inclusive, living-room friendly, and human.
Not everyone can afford a personal trainer, so we sought out to improve existing resources to make interface-aided fitness more inclusive, living-room friendly, and human.
We chose Nike Training Club (ranked #1 fitness app in the app store) as a foundation to improve personalization in personal fitness. After conducting competitor analyses, user flow breakdowns, and an app store review audit, it became clear that a quality workout experience cannot rest solely on diverse and high-quality content offerings.
︎ Although users enjoyed the quality and range of fitness resources, they found it hard to choose and adjust content to match their needs, goals, and lifestyle.
︎ Although users enjoyed the quality and range of fitness resources, they found it hard to choose and adjust content to match their needs, goals, and lifestyle.
SOLUTION OVERVIEW
Supporting the growing athlete with conversation, skill differentiation, and interactive guidance
We employ Nike intelligence to infuse biometrics data, user-inputted goals, personal calendars, and day-to-day variance into a fitness experience that fits the user.
My greatest contribution was negotiating this fit, starting with the following conceptual framework:
My greatest contribution was negotiating this fit, starting with the following conceptual framework:
Today, Tomorrow inspires an attitude of growth in NTC’s new user experience, empowering athletes to view themselves and Nike AI as teammates in sustained, progressive athleticism.
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.
...followed by 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.
How did we come up with Nike AI?
Continuing case study in 3️⃣, 2️⃣, 1️⃣ ...
USERS
Hey Nike, define “athlete.”
Through storyboarding and iterative scripting, we prototyped a variety of athlete scenarios: multi-player workouts, disability accomodations, body types, even integrations with music apps. How might we elevate the at-home workout experience with attention to personalization?
︎ We found the most clarity empathizing with the beginner athlete and the experienced athlete.
Throughout the research process, we were guided by Nike’s mission to “bring inspiration and innovation to every athlete in the world.”
︎ We found the most clarity empathizing with the beginner athlete and the experienced athlete.
Throughout the research process, we were guided by Nike’s mission to “bring inspiration and innovation to every athlete in the world.”
MESSAGING
Nike tells a great story.
Reflecting on our brand study (aka Nike advertisement watch party), we tossed the standard demo format and leaned into authenticity, focus, and a singular human story. We’re not just showing off the design, but campaigning for better athleticism in and of itself.
Our video follows Kate, who wants to get fit from the comfort of her home. Nike AI’s personalized recommendations and guidance empowers her to advance from focusing on form today to owning her workout tomorrow. Full script here︎︎︎
CUI DESIGN
Nike moves with you
We created Nike AI’s look to reflect an exciting breadth of motion states that is familiar to fitness. Intelligence enhances and integrates seamlessly into NTC’s existing design system, whether it is activated during workout videos or on app interfaces.
VISUAL COMMUNICATION
Finishing with Nike flair
We married an inspirational story and clear demonstration of features with a concept video and an evolved take on the NTC brand. We kept graphics straightforward with a touch of edge, as to forefront Kate’s activity, conversation, and symbiosis with Nike Training Club.
Leading concept communication with punchy one-liners familiar to Nike’s voice
CLOSING THOUGHTS
Post-workout reflection
Evolving a Nike product came with a lot of challenges centered around the common theme of striking a balance. Through seemingly endless filming, Figma pages, and script iterations, I’m proud that our team was able to innovate, visualize, and present a suite of novel product features with no cross-functional and strategic guidance!
Some great learning moments:
There’s a lot to improve in what already exists. We were surprised to uncover the depth and sensitive nuances in quality UX when we allowed ourselves to work within NTC’s ecosystem. In future projects I’m more inclined to see the good in existing features and how we can innovate in sustainable, responsible ways.
With big brands come big responsibility. Reimagining the swoosh ✔ for a beloved brand was hard. We had lots of inspo to draw from, but had to tread a careful balance of brand cohesion and evolution.
Make ugly videos sooner and more often. We made endless script iterations, but even final_final_final.pdf evolved when spliced against our soundtrack, CUI voice, and videography. In the future, I’d approach ambiguity more scrappily to reduce uncertainties in the final take.
There’s a lot to improve in what already exists. We were surprised to uncover the depth and sensitive nuances in quality UX when we allowed ourselves to work within NTC’s ecosystem. In future projects I’m more inclined to see the good in existing features and how we can innovate in sustainable, responsible ways.
With big brands come big responsibility. Reimagining the swoosh ✔ for a beloved brand was hard. We had lots of inspo to draw from, but had to tread a careful balance of brand cohesion and evolution.
Make ugly videos sooner and more often. We made endless script iterations, but even final_final_final.pdf evolved when spliced against our soundtrack, CUI voice, and videography. In the future, I’d approach ambiguity more scrappily to reduce uncertainties in the final take.
If given more time, I would:
Consult AI experts. We designed this speculative UX in 2022, with baseline understanding of AI’s capabilities. I’d be curious to ground this in current advancements, constraints, and consideration of product market fit with increased AI saturation.
Build a V1 and test with users. With the time we had, we filmed a lot of test videos and rewrote the script to optimize flow. Given the chance, I would develop a functional V1 to consider real, imperfect interactions between users and AI.
Align with Nike’s product offerings and strategy. “Would Nike even do this?” was a common question that guided our process, and we made many assumptions to progress the design. I’m curious how our design would change with more informed consideration of other Nike products, business needs and priorities, and alignment with future visioning.
Consult AI experts. We designed this speculative UX in 2022, with baseline understanding of AI’s capabilities. I’d be curious to ground this in current advancements, constraints, and consideration of product market fit with increased AI saturation.
Build a V1 and test with users. With the time we had, we filmed a lot of test videos and rewrote the script to optimize flow. Given the chance, I would develop a functional V1 to consider real, imperfect interactions between users and AI.
Align with Nike’s product offerings and strategy. “Would Nike even do this?” was a common question that guided our process, and we made many assumptions to progress the design. I’m curious how our design would change with more informed consideration of other Nike products, business needs and priorities, and alignment with future visioning.
Read more on our process here.