NIKE Member
Annual Summary

Project Summary

At year-end, Nike sought to evaluate its membership program to boost online engagement and sales. This project called NIKE member Annual Summary that used members' 2023 data to reflect achievements and set future goals.
I designed the Nike Member Survey in one month, collecting feedback on favorite activities and rewards.

What I did

NIKE Member Survey

- User Research/Structure
- UX Design
- Interaction & UI Design

NIKE Annual Summary

- Competitor Analysis
- Update UX design
- Interaction & part UI Design

Team

NIKE Member Survey

- 1 Project Leader
- 1 Product Manager
- 1 Copy Writer
- 3 Developers

Annual Summary

- 1 Project Leader
- 1 UX Designer
- 1 UI Designer
- 1 3D Animator
- 2 Product designer
- 1 Copy Writer
- 6 Developers

Problem

Business Painpoints
NIKE has over 170 million members. Many of them didn’t even know NIKE+ was a membership service—and an even smaller percent return to make purchases year on year. NIKE is trying to promote its membership program through upgrades, and we need to use this annual summary to encourage more users to sign up as members.
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Customers' Painpoints
Even those who are aware may not perceive enough value in the program due to a lack of differentiation or clear benefits, resulting in limited engagement. Additionally, a complex sign-up process or confusing membership perks can further discourage users from joining. For existing members, the lack of personalized experiences and ongoing incentives to return and make repeat purchases contributes to low retention.

Problem 1

How might we design a visually captivating and interactive annual summary that not only showcases NIKE’s value to existing members but also entices new users to register and explore NIKE+ project?

Problem 2

How might we ensure the structure of the annual summary is clear, engaging, and aligned with user expectations?

So how do we get there?

To address these challenges, we conducted user research and designed a targeted membership survey. The goal was to help NIKE understand the awareness of its exclusive membership programs and identify the benefits that upgraded members most desire.

How it works

In designing the survey journey, the framing of questions and structure of the questionnaire were crucial. We continually refined the questions, and I helped the team organize the logical framework. Based on my literature review, I provided some suggestions for improvements.

Change 1

Merged Q2.3.1 and Q2.4.1 to streamline and simplify the process.
Reason:
‍The original logic was somewhat confusing, requiring users to answer too many questions.

Change 2

Switched from a 10-point rating scale to a 5-point scale.
Reason:
‍A 10-point scale is more granular and demands higher precision from users, making it difficult to distinguish between scores like 7 and 8. Q2.1.1 already uses a five-category preference scale, so unifying the entire questionnaire ensures it's more user-friendly and suitable for a broader audience.

UX flow & UI Design

To streamline the process, I used a decision tree to structure three key sections: the current stage (now), the future stage, and the user's personal information. This framework served as the foundation for designing the wireframe, ensuring a logical flow and intuitive user experience. For the UI design, I used Nike’s brand colors and shapes for the membership survey, aiming to create a clean, straightforward, and clear questionnaire design that encourages users to participate.

Results

To encourage more users to participate, we offered a variety of attractive rewards. As a result, the survey received a total of 91,998 participants via the app and 17,563 through WeChat.

91,998

participants (APP)

17,563

participants (Wechat)

Key insights revealed that 72% of users appreciated the coupons, and the top five desired benefits were coupons, personalized products, offline event experiences, Nike partner benefits, and virtual gifts. Additionally, the top five types of data users wanted to see in their annual summary were Benefits, Avatar, Money spent, Shoe purchases, and Game play data.
These insights guided us to include these elements in the upcoming Annual summary, helping shape the direction for future membership engagement strategies.

*This data is sourced from backend data collected by the developers.

Key Findings

Based on the survey data, we gained a deeper understanding of users' motivations for becoming members and the type of data they want to see in the annual summary.
To further explore the purpose of the annual summary, I conducted a thorough competitor analysis and identified three key takeaways:
1.Emotional Engagement and Retention
2.Product Information Delivery
3.Event Promotion and Traffic Generation

STructure

Through competitor analysis, we found that most annual reports follow a similar content structure, focusing on data to outline the user's activity and then pairing it with copywriting and design (including interactions). This structure can be broken down into four parts: Intro Animation, Key Data Display, Summary of Key Points, and Sharing/Activity Page. After discussing with NIKE's internal marketing team and incorporating the survey data, I used this framework to organize NIKE’s annual summary.

Before & After

As a Senior Designer, I assisted the UX designers on the team in identifying key issues and provided suggestions for improvements based on UX design principles. Additionally, as one of the UI designers for this product, I was responsible for designing several of the UI pages.

Collaboration

To effectively communicate the desired outcome to the development team, I created a motion prototype to visually demonstrate the ideal effect we aimed to achieve. This helped bridge the gap between design and implementation, ensuring that our vision for the interaction and animation was clearly understood and could be accurately translated into the final product.

Results

At the end of the project, I shared the product link with around 20 friends and colleagues. About 60% of them were active Nike members, and almost everyone provided highly positive feedback. However, 40% were not Nike members, so they had limited data to view in the annual summary. Some expressed disappointment and a lack of engagement as a result.

User
Wang Hao
It was such a fun experience! I loved how it highlighted the number of days I’ve been with Nike, making it feel like we’ve been on this journey together.
User
Zhang Lily
The rewards and benefits were a great addition! I really liked how my most important purchase data was highlighted in such a simple and intuitive way. The summary made me feel valued as a member, and I shared it in my WeChat group, which encouraged my friends to check theirs too.
User
Li Hua
I really enjoyed the visual elements, and the overall flow of the animations was incredibly smooth. The clear visuals and animations kept me engaged.
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