My role : Lead UX Writer

Nike By You

A UX writing project to create a more personalized experience for users when shopping for new kicks.

Challenge:

Nike has re-designed their Nike By You experience, where users can customize and buy their own unique pair of sneakers.

The visual experience is awesome - but something is missing.

What’s missing?

The experience is designed to feel personal - but the language doesn’t match.

It feels like you’re talking to a computer, not your personal designer. This hurts the feel and usability of the experience.

Research Questions

1. How might we use UX writing to create an experience that feel like working personal designer?

excited, happy, accomplished

supportive, congratulatory, enthusiastic

Our user feels:

unsure, overwhelmed, indecisive

Our Goal:

Make our user feel supported, encouraged, not to rush them

Tone:

supportive, encouraging, helpful

unaware, indecisive

Voice Principles

2. What is Nike’s brand voice that should be reflected across all UX writing?

Inspirational

We want them to be aware and inform them that the text would be hard to read, while also staying supportive

Scenario 2

3. How does the tone change in different scenarios?

Scenario 1

The user has a blank sneaker, we want to show them inspiration to help get them started

Our user feels:

uncertain, hesitant, curious, looking for inspiration

Our Goal:

We want them to feel encouraged, ready to jump in and get creative

Tone:

empowering, encouraging creativity, direct

User finishes finishes designing their sneaker, and wants to share the mock-up and link with their friends.

Our user feels:

Our Goal:

We want them to feel accomplished, excited to share

Tone:

Motivating

Scenario 3

The user is about to check out, has not picked text to go on the tongue of the sneaker.

Our user feels:

Scenario 4

The user selected the same color text as the background material

Our Goal :

Tone:

Straightforward

Tone in different scenarios

supportive, encouraging, helpful

Key Takeaways / Next Steps

Some key takeaways and skills I learned from this design sprint:

  • small improvements can have a huge difference.

  • Tone spectrums are important to document scenarios and build consistency.

  • UX writing is about understanding your user’s needs and emotions at certain points in time, and catering to that.

There are a few next steps I would take to improve my skills after this Nike By You experience.

  • I would like to incorporate visual designs/animations to compliment my writing.

  • I would like to review other websites and see if their UX Writing matches their websites aesthetic.

  • One skill I would like to get better at is understanding my user’s needs and catering my writing towards that.

Thank you for checking out my work! Feel free to contact me at

maryamuxdesign@gmail.com