Are You (User) Experienced?
ADWEEK|July 23, 2018

User experience design is everything, and most brands suck at it. Here’s why it’s so hard.

Dan Tynan
Are You (User) Experienced?

At Nike’s new concept store in West Los Angeles, the digital and the physical converge. .

Nike by Melrose’s 4,557 square feet of retail space is designed to create an experience that blends mobile app convenience with high touch human connections.

As shoppers enter the store, they receive personalized offers via Nike App at Retail. If they see a shoe or shirt they like, they can scan a QR code to summon a salesperson (Nike calls them “athletes”) to bring it in a different size or color.

Customers can book a 15- or 30-minute consult with an athlete, get recommendations, then try out their new kicks on a treadmill in the Trial Zone. Or they can skip the store entirely and order gear via Swoosh Text SMS, then have it stored in a secure locker or waiting for them curbside the next time they drive by.

A quarter of the store’s inventory will be refreshed every two weeks, determined by data about the kinds of gear Angeleno Nike hipsters tend to buy.

Nike by Melrose is an experiment, but the $36 billion sportswear giant hopes to extend what it learns to new stores in New York, Shanghai, Tokyo and beyond, says Heidi O’Neill, president of Nike Direct.

“By harnessing the power of digital, we’re able to make customers’ shopping experiences easier and better,” she says. “By leveraging data, we can glean what consumers in a particular neighborhood want. The core purpose is to deliver the best possible Nike consumer experience.”

PUTTING THE YOU IN UX

Companies like Nike have realized that they’re no longer just making and marketing products; they’re really in the business of crafting user experiences.

As Dan Maccarone, CEO and co-founder of product design firm Charming Robot, puts it, “The experience is the brand.”

この記事は ADWEEK の July 23, 2018 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

この記事は ADWEEK の July 23, 2018 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

ADWEEKのその他の記事すべて表示
News Anchor Of The Year Megyn Kelly
ADWEEK

News Anchor Of The Year Megyn Kelly

From Trump to ailes, the fox news personality fearlessly faces off with the powers that be—and ends up crushing the cable ratings race.

time-read
5 分  |
November 28, 2016
The Big Bang
ADWEEK

The Big Bang

Global consultancies are rocking the agency world, creating a new universe of offerings that meld marketing and technology.

time-read
10 分  |
March 13, 2017
DROGA5
ADWEEK

DROGA5

Using the fingers on just one hand, David Droga argues, you can count the number of agencies that possess a “strong soul.”

time-read
6 分  |
December 05, 2016
Ogily
ADWEEK

Ogily

When it comes to leadership changes, 2016 will be remembered as a time of disruption.

time-read
6 分  |
December 05, 2016
The Myth of White Space
ADWEEK

The Myth of White Space

'Brands have to stand out in an obvious crowd—not stand alone in an unusual spot that no one cares about.'

time-read
4 分  |
December 12, 2016
Brand Phelps
ADWEEK

Brand Phelps

Can the greatest olympian in history be as dominant out of the pool as he was in it?

time-read
10+ 分  |
December 12, 2016
Masters Of Their Domain
ADWEEK

Masters Of Their Domain

WHY DIGITAL BRANDS ARE KILLING IT IN ECOMMERCE. BY LAUREN JOHNSON

time-read
3 分  |
April 16, 2018
Winners' Playbook
ADWEEK

Winners' Playbook

BRANDS OFTEN FIND THAT WHEN THEY AIM TO DO GOOD, THEY ALSO END UP DOING WELL. HERE ARE FOUR RULES TO KEEP IN MIND. BY DAN TYNAN

time-read
2 分  |
April 16, 2018
Flipping The Disruption Script
ADWEEK

Flipping The Disruption Script

THE FORTUNE 500 SHOULDN’T REST ON THEIR LAURELS OF HAVING A FIRST-TO- MARKET ADVANTAGE.

time-read
3 分  |
December 4, 2017
MCCann
ADWEEK

MCCann

All things old were new again in 2017 as McCann dominated the U.S. agency landscape with a string of wins and created the most-discussed campaign of the year in Fearless Girl. 

time-read
7 分  |
December 4, 2017