Historic Deck of Nike Golf Redesign

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December 10, 2015
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Historic Deck of Nike Golf Redesign

Design direction for Nike Golf while at Clearwired. Warning: Very Old.

221a911c59d66a716ec8fcb79bdb4692?s=128

clearwired

December 10, 2015
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Transcript

  1. Nike Golf Design Strategy

  2. Personas Ted White “I'm in a funk and need a

    new wedge!” Ted has been playing golf since he was a teenager. He consistently shoots in the mid 80's. Ted doesn't formally keep track of his handicap. He follows the tour, but doesn't get caught up with reading all of the golf magazines. His is solely focused on enjoying the game and the challenge it presents him. Ted's main goal is keeping his game consistent. He'll To shoot a game in the mid 70's once. Change to his game up when necessary. Keep his game consistent. Goals Riley Stevens “How can I shoot consistently in the low 90's?” Riley has been playing golf on and off his adult life but has really caught the bug in the last few years. He has been trying to improve his game over the last year. He wants to shoot consistently in the low 90's. Riley is sometimes embarrassed by his game, especially when he's playing with people in the office or on a business outing. He spends a lot of time at the Uses the web for everything. Married with one child. 35 year old; plays golf at least once a week; always at the driving range. Background Confidently play with better golfers. Find the right combination of clubs and technique to improve his game. Consistently shoot in the low 90's Goals change things up if he notices certain areas of his game flounders. Lately his short game has been a mess. Ted wants to change out his wedge to try something different. He researches and buys products online, including a car on eBay. Married with two children. 54 year old; plays golf 3 times a month; doesn't practice much. Background driving range and reading the golf magazines looking for ways to improve his game. Riley thinks that the right clubs can change his game but he doesn't know what to get.
  3. Ted White To shoot a game in the mid 70's

    once. Change to his game up when necessary. Keep his game consistent. Goals He researches and buys products online, including a car on eBay. Married with two children. 54 year old; plays golf 3 times a month; doesn't practice much. Background “I'm in a funk and need a new wedge!”
  4. Riley Stevens Uses the web for everything. Married with one

    child. 35 year old; plays golf at least once a week; always at the driving range. Background Confidently play with better golfers. Find the right combination of clubs and technique to improve his game. Consistently shoot in the low 90's Goals “How can I shoot consistently in the low 90's?”
  5. Chad Parker Play scratch golf. Use the latest clubs. Keep

    improving his game. Goals He lives online and owns an iPhone. Single. 25 year old; plays as much as possible; always at the driving range . Background “What's the latest?”
  6. Strengths: visually appealing, clear navigational hierarchy Weaknesses: less effective branding

    Unique Feature: bar graphs for key club characteristics § Strengths: clean appearance, Flash integration Weaknesses: confusing main navigation, slow page load times, obscured touts Unique Feature: online club fitting wizard, video of Ping employees reading real letters § Strengths: strong branding, good product description content, effective use of images for products Weaknesses: poor text readability, no navigation for shafts and grips information § Strengths: clear product descriptions copy, clear navigation labels Weaknesses: visually cluttered, lacking in player improvement resources § Strengths: visually appealing, good mix of product animation and copy Weaknesses: product description navigation is unnecessarily complicated § Strength: strong animation Weakness: product copy lacks useful content Unique Feature: product descriptions suggest appropriate player profiles § Strengths: straightforward product copy, clear navigation labels and hierarchy Weakness: somewhat dated look and feel Unique Features: videos explaining design and manufacturing process for clubs, 360 club view § Strengths: excellent branding, visual design, women’s microsite Weaknesses: does not support browser back button, ambiguous “experience” menu label Callaway Competitive Analysis
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  18. Vision 1) Leveraging all online and offline Nike Golf assets

    within the site to showcase the brand and set a new standard for golf manufacturer. 2) Providing meaningful guidance during the product selection process from those who know and use the product: Nike Athletes, Golf Pros, and customers. 3) Evolving the current site architecture and visual design to improve flexibility, ease of use and search engine optimization. 4) Engaging users of the website by helping them improve their game, make new local connections with fellow golfers and ignite their passion for golf within an area of the site dedicated solely to them and “The Game” of golf. 5) Providing opportunities for wrap around services that keeps users coming back long after a product purchase.
  19. Preliminary Site Architecture Promotions Golf News Demo Days Interactive Product

    Selector My Game On Tour Bios (In the Bag, Videos, Tour Wins) Videos Tour Wins In the Bag (Head to Toe) Youth Womens Mens Athletes The Game Product Description Product Categories Tiger Woods Products Home Track Your Game (scorecard) Handicap Custom Fitting Videos Community Tools (Course Reviews, Your Course, Find a Partner, Local Pros)
  20. Improved Site Flow Home Products Mens Clubs Club Details

  21. Product Guidance and Informative Filtering Player Persona Spin High Low

    Playability Workability Forgiveness Swing Speed Low Trajectory Hook
  22. User Product Reviews Review

  23. Detailed Golf Profile and Interactive Score Card Game Profile Scorecard

    Custom Fitting Product Recommendations Community Handicap
  24. Local Community Find a Partner Course Reviews Your Local Course

  25. Enhanced Buy Flow Buy Now Delear

  26. More Tiger

  27. The Game Video Track Your Game (Scorecard) Offline Game Info

    Entered via a Desktop Widget Offline Fitting Info Entered by Pro Fitter Detailed Player Info entered by User Product Selector Pro Tips Lessons Fitting Nike Product Tiger Woods On Tour On Tour From Nike Local Community Tools Find a Partner Golf Courses (Reviews) Custom Fitting Offline Game Info Entered via a Mobile Device Handicap Your Local Course Local Pros Demo Days Promotions Game Profile My Game News The Game
  28. World Wide On Tour Footer Products | Tiger Woods |

    Athletes | Your Game Head to Toe (Interactive Product Navigation) Feature The Game Touts Nike Golf Customer Service | Dealer Locator | Demo Days | About Nike Golf World Wide Home Page
  29. Your Game (Interactive Product Selector) Tout Filter (Simple Club Selector)

    Interactive Product Navigation Driver s Club Club Club Clubs | Balls | Footwear | Apparel | Bags | Gloves Mens Clubs Club World Wide Customer Service | Dealer Locator | Demo Days | About Nike Golf Nike Golf Products | Tiger Woods | Athletes | Your Game Footer Product Wall
  30. World Wide Footer Mens | Womens | Youth | Tiger

    Woods | Athletes | Your Game Product Description (Imagery/Video/Text/Related Products) Your Game (Custom Fitting) Nike Golf Customer Service | Dealer Locator | Demo Days | About Nike Golf World Wide Mens Clubs > Drivers Clubs | Balls | Footwear | Apparel | Bags | Gloves Reviews (Third Party/Customers) SQ Sumo 5000 Interactive Product Navigator Product Information and Buy Flow Product Detail Page