Design research
Strategy
Interaction design
Designing a digital touch point that enriches the emotional brand experience in the Nike store.
Project info
Individual project (graduation thesis MSc Strategic Product Design)
Delft University of Technology
Internship at Deloitte Digital
Case study: Nike
Individual project (graduation thesis MSc Strategic Product Design)
Delft University of Technology
Internship at Deloitte Digital
Case study: Nike
Supervisory boardAssociate Professor Giulia Calabretta (Delft University of Technology)
Professor Jeroen van Erp (Delft University of Technology)
Franklin Heijnen (Creative Director Deloitte Digital)
Professor Jeroen van Erp (Delft University of Technology)
Franklin Heijnen (Creative Director Deloitte Digital)
Methods
Literature review
Brand-driven innovation
Trend mapping
User research (observations, intercept interviews, generative sessions)
Emotion-driven design
Conceptualisation
Wireframing
Prototyping
Storyboarding
Literature review
Brand-driven innovation
Trend mapping
User research (observations, intercept interviews, generative sessions)
Emotion-driven design
Conceptualisation
Wireframing
Prototyping
Storyboarding
Recognition
Graded with a 9.5/10 (graduated cum laude)
Selected for Exceed!17 exhibition
Vedis Retail Thesis Award 2017
Article published by Design Research Society
Graded with a 9.5/10 (graduated cum laude)
Selected for Exceed!17 exhibition
Vedis Retail Thesis Award 2017
Article published by Design Research Society
Date
2016-2017
2016-2017
Challenge
Digital transformation has a high priority in the retail sector, but retailers face difficulties in making successful use of digital technologies in the store, especially to increase brand awareness or to build a long-term consumer-brand relationship. Therefore, the research question of my graduation project was;
How to build an emotional consumer-brand relationship making use of personal data in-store?
The aim of the project was two-fold; to develop a design framework which can be used as guidance for designing a new brand touch point in-store successfully and to design a new in-store experience for Nike making use of the design framework.
How to build an emotional consumer-brand relationship making use of personal data in-store?
The aim of the project was two-fold; to develop a design framework which can be used as guidance for designing a new brand touch point in-store successfully and to design a new in-store experience for Nike making use of the design framework.
Literature review
Framework
To set up a relevant theoretical framework, the research question is viewed from different perspectives; from a marketing and consumer behavior science to a data science perspective. Based on the model Design for Emotion developed by Prof. Pieter Desmet, I set up a new framework explained in the visual below. The following vision is derived from the framework:
To build an emotional consumer-brand relationship with a brand touch point, the brand touch point should be deliberately designed to elicit strategically chosen target emotion(s). Personal attitudinal data can be used to optimize the brand touch point to build an emotional relationship on a personal level.
To set up a relevant theoretical framework, the research question is viewed from different perspectives; from a marketing and consumer behavior science to a data science perspective. Based on the model Design for Emotion developed by Prof. Pieter Desmet, I set up a new framework explained in the visual below. The following vision is derived from the framework:
To build an emotional consumer-brand relationship with a brand touch point, the brand touch point should be deliberately designed to elicit strategically chosen target emotion(s). Personal attitudinal data can be used to optimize the brand touch point to build an emotional relationship on a personal level.
Approach
Case study
The design framework and accompanying vision is used to design a new digital interaction for the Nike store.
The general approach of the Nike case was based on design thinking principles; matching user’s needs with what is technologically feasible and what is viable for the business. The case study was done in three phases; inspiration, ideation and prototyping. The design framework as described above was supplementary on the general approach, and especially effective when setting up a relevant design brief before ideation phase.
During the different phases, I used multiple forms of analyses and design methods. In this summary, I will elaborate on the main insights derived from the user research, the design brief making use of the framework and the outcome of the case-study; the Nike Fitroom.
The design framework and accompanying vision is used to design a new digital interaction for the Nike store.
The general approach of the Nike case was based on design thinking principles; matching user’s needs with what is technologically feasible and what is viable for the business. The case study was done in three phases; inspiration, ideation and prototyping. The design framework as described above was supplementary on the general approach, and especially effective when setting up a relevant design brief before ideation phase.
During the different phases, I used multiple forms of analyses and design methods. In this summary, I will elaborate on the main insights derived from the user research, the design brief making use of the framework and the outcome of the case-study; the Nike Fitroom.
User research
During the inspiration phase, Nike store visitors are observed and interviewed to define an interesting target group for the interaction in-store. Based on the results of the interviews and observations, a segmentation of store visitors is made as shown below. Most of the visitors came in groups; little groups of youngsters, families and couples.
During the inspiration phase, Nike store visitors are observed and interviewed to define an interesting target group for the interaction in-store. Based on the results of the interviews and observations, a segmentation of store visitors is made as shown below. Most of the visitors came in groups; little groups of youngsters, families and couples.
User segmentation
Eventually, the target group of the new experience in-store is defined as the ‘other person’. The ‘other person’ is the person who hasn't decided to go in-store but is following their friend or family member. Most of the time, this person was not really looking for something specific and was waiting. He or she is therefore not fully engaged by the sportswear brand, but still represents a potential customer and therefore interesting to target in-store.
Eventually, the target group of the new experience in-store is defined as the ‘other person’. The ‘other person’ is the person who hasn't decided to go in-store but is following their friend or family member. Most of the time, this person was not really looking for something specific and was waiting. He or she is therefore not fully engaged by the sportswear brand, but still represents a potential customer and therefore interesting to target in-store.
Store Visitors Journey
During interviews with store visitors and workshops with those potential customers, their concerns are analysed, clustered and mapped out in a 'mood-path' visual. These insights are taken into account during the ideation phase.
Finally, as proposed by the design framework, the emotional experience can be tailored towards the consumer making use of attitudinal data. Additional consumer research showed significant differences in consumer goals when engaging in sport activities. Leveraging this data, Nike could better trigger the intrinsic motivations of individual customers, and align the digital experience accordingly.
Design brief
Based on insights from the inspiration phase, the different elements of the design framework are defined. These elements together formed the design brief for the new brand touch point, as shown in the visual below. Eventually, the design challenge was:
The interaction design in the Nike store should let the ‘other person’ feel courage, anticipation and energetic by triggering personal intrinsic motivations.
Based on insights from the inspiration phase, the different elements of the design framework are defined. These elements together formed the design brief for the new brand touch point, as shown in the visual below. Eventually, the design challenge was:
The interaction design in the Nike store should let the ‘other person’ feel courage, anticipation and energetic by triggering personal intrinsic motivations.
Ideation
In the ideation phase, I facilitated several brainstorm workshops following the guidelines of the Design for Emotion workshops as described by Desmet. After multiple iterations, three concepts are chosen in line with the design challenge. The concepts were further evaluated by means of (among others) the consistency with the interaction vision, and one final concept was selected: the Nike Fitroom.
Concept development
The Nike Fitroom is a digitally immersive fitting room experience, encouraging the other person to fit Nike products too. To communicate the main interactions of the Fitroom, a teaser is made in collaboration with Deloitte Digital Creative. Furthermore, the Nike Fitroom experience is visualised with an interaction scenario below.
In the ideation phase, I facilitated several brainstorm workshops following the guidelines of the Design for Emotion workshops as described by Desmet. After multiple iterations, three concepts are chosen in line with the design challenge. The concepts were further evaluated by means of (among others) the consistency with the interaction vision, and one final concept was selected: the Nike Fitroom.
Concept development
The Nike Fitroom is a digitally immersive fitting room experience, encouraging the other person to fit Nike products too. To communicate the main interactions of the Fitroom, a teaser is made in collaboration with Deloitte Digital Creative. Furthermore, the Nike Fitroom experience is visualised with an interaction scenario below.
The Nike Fitroom is located in the store, different than a normal
fitting room. From a distance and
from each angle, moving
sceneries can be seen.
Personal goals are uncovered with a light-hearted and encouraging dialogue. The tone of voice is based on Nike's current external communication.
The visitor can fit the product in a truly personalised Fitroom, stimulating the user to achieve their personal goals by triggering personal intrinsic motivations.
The visitors can save their goal with the Nike+ app. If they don't have the app, they can save their goal with the product. This functions as conversation starter at the counter.
The Fitroom can be the first step into a complete personalised sport journey facilitated by Nike+, making use of the same relevant attitudinal data uncovered by the Fitroom.
Prototyping
Rapid prototyping, making use of low fidelity prototypes, is used to receive feedback in the early stages of the development process of the dialogue on the smart mirror. In a later stage, I conducted qualitative feedback sessions with retail and branding experts and with potential customers. The respondents gave feedback on the Fitroom experience by means of the interaction scenario and a digital prototype of the dialogue on the smart mirror, since further development of the Fitroom was not feasibly yet.
Rapid prototyping, making use of low fidelity prototypes, is used to receive feedback in the early stages of the development process of the dialogue on the smart mirror. In a later stage, I conducted qualitative feedback sessions with retail and branding experts and with potential customers. The respondents gave feedback on the Fitroom experience by means of the interaction scenario and a digital prototype of the dialogue on the smart mirror, since further development of the Fitroom was not feasibly yet.
The prototyped dialogue was indeed perceived as lighthearted, as the respondents often had to laugh during the tests. Additionally, the dialogue was perceived as encouraging thanks to the included motivational messages. Based on the interaction scenario, users mentioned that the Fitroom has high potential to be seen as an immersive and energising digital experience. Based on the positive feedback, the concept met the requirements of the design challenge and the accompanying interaction qualities.
Result
Based on the evaluation of the concept, the new design framework functioned well as guidance in personalized emotion-driven design practices. The framework can be applied when designing digital brand touch points in order to build an emotional consumer-brand relationship on a personal level. By providing this framework, the thesis bridged design practices with the use of data.
The graduation project is graded with a 9.5/10. Consequently, I graduated cum laude from the Technical University Delft, Master of Science Strategic Product Design.
The project is selected for Exceed! '17 exhibition, "25 of the most outstanding, exhilarating design projects of students, PhD students and researchers from the faculty of Industrial Design Engineering, of the past two years".
Furthermore, I won the VEDIS Retail Thesis Award 2017. I received the award from the Dutch Retail Organisation with the associated amount of € 3,000.
Finally, based on my graduation project I wrote an academic paper, named 'Matching data and emotions for designing personalised digital experiences', published by the Design Research Society, Proceedings of DRS 2018: Design as a Catalyst for Change, volume 2. I presented my paper in June 2018 at the DRS Conference at the University of Limerick in Ireland.
If you are interested in the project, you can continue reading about it by downloading the academic paper, my graduation report and the appendices.
Download academic paperDownload graduation reportDownload appendicesThe graduation project is graded with a 9.5/10. Consequently, I graduated cum laude from the Technical University Delft, Master of Science Strategic Product Design.
The project is selected for Exceed! '17 exhibition, "25 of the most outstanding, exhilarating design projects of students, PhD students and researchers from the faculty of Industrial Design Engineering, of the past two years".
Furthermore, I won the VEDIS Retail Thesis Award 2017. I received the award from the Dutch Retail Organisation with the associated amount of € 3,000.
Finally, based on my graduation project I wrote an academic paper, named 'Matching data and emotions for designing personalised digital experiences', published by the Design Research Society, Proceedings of DRS 2018: Design as a Catalyst for Change, volume 2. I presented my paper in June 2018 at the DRS Conference at the University of Limerick in Ireland.
If you are interested in the project, you can continue reading about it by downloading the academic paper, my graduation report and the appendices.