Posted by caiocpimenta

Nike Challenge

by caiocpimenta

Goal

The goal of this app is to create a deeper and more personal engagement by — automatically — enhancing your selfie taken after an intense run. 

Timing: 1 week

Methods: Interviews, Persona, User Mapping, Information Architecture, User Story Mapping, Wireframes, User Testing, Prototyping

Tools: Figma & Skype

Prototype:

Research

Goals

Learn about the users

  • How the users look like (demographic data)?
  • What are their needs, pain points?

Deep dive in the goal

  • How often do users take selfies after an intense run? Who are those that are taking them?
  • What happens to a body when running intensely? What are the emotions/feelings involved?
  • What type of selfies/effects/filters are taken today? How are users impacted/inspired by?
  • What type of engagement is expected?
  • Are there other ways to create a deeper and more personal engagement?

What are users using?

  • Is there a big market with different solutions?
  • What does the competitor have as a product?
  • What could the differential points be?

Articles and Informal conversations

Findings

  • The user is feeling pretty accomplished and energized after an intensive run – Reflect of incised levels of Dopamine/ serotonin produced by the user body;
  • Improve stress response – Due to regular running, norepinephrine (Brain’s reaction to stress) increases;
  • Better sleep and focus;
  • Impact on mental health and body image – Increase of self-esteem;
  • Posting pictures can help to keep the motivation;
  • Increase of apps logs during the pandemic;
  • Posting pictures after reaching a goal;
  • Users are influenced by other friends to use the app “filters”.

Source:

  • www.runnersworld.com/uk/health/a775213/what-happens-to-your-body-when-you-start-running/
  • www.runnersworld.com/news/a34949046/2020-year-in-running-data/
  • www.active.com/running/articles/what-happens-to-your-body-during-a-30-minute-run
  • www.theladders.com/career-advice/the-science-behind-what-happens-to-your-body-when-you-run-every-day#:~:text=Your%20body%20will%20feel%20stronger&text=Running%20activates%20your%20core%20muscles,after%20starting%20your%20running%20routine.
  • www.runnersworld.com/runners-stories/a28400078/how-to-take-action-shots/
  • 1n4rcn88bk4ziht713dla5ub-wpengine.netdna-ssl.com/wp-content/uploads/2020/12/USA_YIS_2020.pdf
  • www.livestrong.com/article/13730338-running-statistics/

Twitter

Findings

  • There is a tendency of using the posting on “Recent activity” to show results/progress;
  • When the user posts a tweet with a picture, the filter with the “Time, Distance and Average pace” is the most used one;
  • Post of maps, where they did their run, were frequently posted;
  • There isn’t any link with the Nike products in the picture (only on the text).

Instagram

Findings

  • Selfies are, most of the time, followed by the “Time, Distance and Average pace” filter;
  • Posts when there is an achievement, are followed by a text in the post;
  • Most of the users are indeed using a Nike Product.

App “Map My Run“

Findings

  • MapMyRun has a strong and active community with high engagement between users in the app;
  • Users take selfies using the filter “Time, Distance and Average pace”;
  • The app also tracks other activities;
  • There is always a feeling on the posts such as “I am proud of myself”;
  • Achievements, progress, events, are also key motivators for taking/posting a pic;
  • Running/activities with friends/family are a boost to take a selfie and post it;
  • Access to the feed of a community is easy;

Key Findings and Insights

1

Users need to be motivated and be self-motivated. Posting a selfie provides a direct way to achieve it.

2

A community will give users space and support through the process of achieving a goal.

3

The cycle of engaging with a community will lead directly to more logs in the app. It will endure the experience of not running alone even if you are alone.

Automatically enhancing a selfie is only one of the ways to create deeper and more personal engagement.

Empathy Map

Persona

USM

Problem

Runners need a way to create deeper and more personal engagement because they want to be part of the community and keep their motivation to run.

Ideation

Wireframes

Prototype

Testing & Feedback

  • The feed was really good. The users liked to see the other user’s pics and progress. “It is cool and it makes me want to go for a run”;
  • Some users don’t like the way the information on the map was displayed. ( such as street names, shops, etc) “The focus should be on the track I ran”;
  • The users found the location of the “+ photo” a bit confusing;
  • Some users took some time to find the + button to add someone in the “resume of the workout” which is a bit hidden;
  • The order of the gallery in the “activity posts” could be different. The map could be the last one.

What is next?

  • Analyze the feedback;
  • User Profile;
  • Run with a partner – That includes, running with someone (sync a run) and post together with someone;
  • Compare your run – You can compare your run with someone that is a reference in the run community;
  • User badge – This is a meaningful way to help beginners to engage and learn with the most experienced runners;
  • Find a Running buddy – Share and find someone to run with you – using as bases your experience, schedule, etc;
  • Connecting with your area runners – A cross-data functionality to suggest who to connect with;
  • Private message – Connecting with people in the app.

Thank you!

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caiocpimenta