nike.com

POLARBEA

RIA

Jeff Green | Jodee Jernigan | Cassandra Palmer

THEPOLA

RBEARAPPROACH content

context users

NIKECONTEXT

BRANDINGLIFESTYLE

NIKE’SAPPROACH

content

users

context

BEARFIGHT

users

content context

METHODOLOGY

Established tasks based on our primary, secondary, and

complementary users

Played out these tasks noting heuristic violations

Based on Abby Covert’s 10 principles

Recorded and took screen shots of the issue

Formed recommendations to fix the heuristic violations based on

our user types and a Polar Bear Information Architecture approach

Created wireframes and looked at comparison sites to support recommendations

Focusing on the 3 largest issues:

Findable

Clear

Learnable

PERSONATYPES

From Wodtke there are 3 possible types of user personas:

Primary“Important to the success of the brand and needy from a design stand point"

Secondary"Power users or serious novices who are less valuable from a business standpoint"

Complementary“Has radically different needs for the system [or] may even need a specialized design"

useful

usefulLACKOF VISUALEMPHASISO N P R I C E

usefulANDHERE

usefulANDHERE

usefulAMAZONCOMPARISON

Polar Bears use a visual hierarchy

useful

that creates a good balancebetween user needs andbusiness needs

credible

credibleCONSIDERING

USERS

MEXICO SITE

credibleCONSIDERING

USERS

ENGLISH

SPANISH

controllable

controllableNOT EVERYTHING

IS FINDABLE USING NIKE’S

NAVIGATION

controllableLEBRONJAMES’WOMEN’S SHOES

controllableMEN’S BASKETBALLLANDING PAGE

controllableWOMEN’SBASKETBALL

controllableFORCED TO

SEARCH

findable

findablePRODUCTONLYSEARCHRESULTS

findableWHEREARETHESE?

findableADDLIFESTYLEELEMENTS

accessible

accessible

NIKEJARGON

accessibleNIKE6.0

accessibleNIKE6.0JARGON

IT ALL

WHAT

MEAN?DOES

accessibleHOVERDROPDOWN

communicative

communicative

WHATHAPPENED?

communicative

communicate clearly &directlyto establish confidencewith your users

delightful

delightfulLANGUAGESELECTION

STEP1

delightful

STEP2

LANGUAGESELECTION

delightful

LANGUAGESELECTION

IKEA

clear

NIKEHOMEPAGE

clear

Interaction Path clear

BrkenInteractin

clear

Stuck in theShop

clear

A Few Missing Piecesclear

Oh wait…

FOUND

IT!

clear

MenuDrop Down

clear

valuable

valuableNIKEIDSPLASH PAGE

valuable

balance what is valuable to the customerwith the goals of the business

Eric Reiss: "Your target audience will probablyhave different goals from those of your company"

learnable

learnableODD FACET-BASEDNAVIGATION

ADIDASBREADCRUMBS

learnable

learnableNIKE’SFACET-BASEDNAVIGATION

learnableDIFFICULTTO CORRECT

ERRORS

THEPOLA

RBEARAPPROACH content

context users

contextcontent users

CUDDLEFEST

nike.com

POLARBEA

RIA

Jeff Green | Jodee Jernigan | Cassandra Palmer

THANKS!