As a fresh set of eyes with extensive usability and brand experience knowledge, I evaluated the current member experience (desktop and mobile) - NikePlus to identify ways to quickly improve the member experience value for more engagement. I am always excited to do quick evaluations where I depend on my past experiences and expertise of usability, branding, and holistic (cross channel) experiences.
ROLE
Contract Research and Strategist.
THE CHALLENGE
I was contracted to provide a quick, extra hand to respond to a client - Nike's, need for quick yet professional evaluation and recommendations to improve the member experience.
Nike intentionally does not have a fully defined brand so evaluating for alignment to brand is not highly structured. The team is very busy with limited time to collaborate and lend their expertise.
THE APPROACH
I conducted a heuristic evaluation pulling from heuristics developed by Susan Weinschenk and Steve Krug, and interface best practices established by Jenifer Tidwell, as well as conducting a competitive analysis of key competitors/influencers identified by the team to establish a baseline in terms of a level of service, features, and shopping options consumers may expect when shopping for shoes.
I normally approach evaluations from an empowering perspective not dictating solutions, however, I was asked to make specific recommendations. I structured the report by consumer task to ensure an understanding of needs and gaps by task. I presented holistic solutions for task/consumer experiences to illustration the dependencies on each other for holistic solutions rather than rating by individual impact. Often clients will implement the less expensive or quick changes expecting a big impact which is normally not possible.
Knowing that I would be "in and out" I tried to document my findings and recommendations so the team could understand and speak to it all.
THE RESULTS
I used Lenati's deliverable template which was well-designed and documented. It made it quite easy to document the findings and recommendations with concise points.
Illustrating improvement to consumer experiences rather than interface changes drives an understanding of consumer impacts - keeping the customer and business objectives upfront.
As I was finishing the report the client shifted priorities for an emergency project, and this project was put on hold. Lenati's team found the report comprehensive and decided that when they are able to present the findings it would be in individual pieces as their client - whom I never met, would not be able to their client all the information. I left the team well equipped for when this effort resurfaced.