Nike Membership Rewards Experience
Product Design, 3D Modeling, Animation, Graphic Design, Illustration
Nike wants to launch a rewards experience for its members. Members can exchange gifts, and coupons, or enjoy discounts for Nike products depending on their shopper rank. The Nike homepage becomes rewards scavenge hunt for members.
Role
I worked as a UI/UX Designer at Nike Digital Studio Greater China HQ supporting the UX Design Lead in creating the Nike Member Rewards Experience on Taboo - Tmall.
Duration
January 2022 - April 2022
Background
The rewards experience aims to increase user retention and incentivize users to want to level up as the highest-ranking members. Points are awarded through activities and purchasing on Tmall.
Rules & Limitations:
X amount of gifts and X amount of levels
User rank determines what they receive. Highest ranking users receive all rewards that follow their level.
Users can see all the membership benefits that higher-level users get, incentivizing them to spend more
Emphasis on the sense of play and interaction
3D Modeling Prizes & Coupons
I modeled, animated, and designed all the prize boxes & prizes. I prototyped different interactions for the box animation to have slight movements indicating to the users the boxes can be opened and toggled with. I explored different animations for the prize reveal, ultimately keeping the visual uniform and having the prize be it’s own separate pop-up instead after the animation finishes. Like other MOBA game reward designs, most casual users don’t want a steep learning curve, I used size to effectively show the hierarchy between prizes. If the user wins more than one the rewards will open consecutively with one tap streamlining the veiling process.
Research & Exploration
Wire-framing the UX
The Solution
High-Quality Graphics
Given the time constraint and in-app widget limitations, I modeled and animated as well as designed all the prize boxes. It was challenging to get the lighting just right for the light rays to shine from the opened box but after lots of tests and trials, we were finally able to perfect it.
Easily Accessible
This experience is located in the center of the Nike member hub easily accessible to the user. The user only has to tap the box corresponding to their level once to watch the animation and receive the prize.
Gamification
The display of the boxes was crucial to the whole experience. By showcasing, trophies/present it incentivizes the user to want to collect them all. They see what top shoppers are getting as prizes and benefits.
