Nike+ FuelBand
The entire insight behind the Nike+ Fuelband is motivation. People want to be motivated. The premise itself is very simple. You wear the Band on your wrist, you set yourself a daily goal and the Band helps you keep it.
Led the integrated digital experience across the Fuel ecosystem. Specifically owning the intersection of the physical and digital between the Nike+ FuelBand and the companion mobile app. Spanning 18 months, brought to life from concept to launch a 0 to 1 product offering. From research and insights to product management and design critiques through brand launch activities, I was on the frontline, the tip-of-the spear.
Key outcomes:
Nike+ Members, specifically FuelBand users averaged a 36% higher basket size than non users
Nike recognized by Fast Company as “Most Innovative Company” in 2013
Developed and scientifically validated Nike+ Fuel - a metric, routed in oxygen kinetics, that democratized competition
Role: Product Lead
Cross-functional alignment - hardware / software / firmware / design / brand
Defined mobile app experience requirements and development efforts
Managed agency and creative reviews
On-Site activation lead - NikeTown NY / SwSW / London FuelFest
Approach and Process:
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Employing positive psychology tactics to boost motivation and impact behavior change
Goals
Red to Green visual motivation
Streaks and achievments
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Democratizing competition empowers all sports to compete on a common playing field
challenges
leaderboards
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FuelBand native app ensured always on syncing, goal tracking and motivational notifications
In app notifications
Real time tracking
Awards:
2012 Nike Global Maxim 1 - “It’s our nature to innovate” - Winner: Nike+ FuelBand
2012 Nike Digital Technology Maxim 1 - “It’s our nature to innovate” - Winner Nike+ Platform