Nike by You Custom Sneakers: a UX writing project to create a more personalize experience
Nike has redesigned their Nike by you experience, where users, can customize and buy their unique pair of sneakers. The visual experience is awesome – but something is 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.
What’s missing?
How might we use UX Writing to create an experience that feels like working with a personal designer?
Nike Voice Principles:
Tone Spectrum: How does the tone change with different scenarios?
Scenario 1: The user has a blank sneaker, we want to show them some inspiration to help get them started.
Our User Feels: excited and unsure where to start
Our Goal: help get them started
Tone: encouraging, to feel inspired, guiding
Scenario 2: The user finishes designing their sneaker, and wants to share the mock-up and link with their friends.
Our User Feels: accomplished, excited about finished product
Our Goal: hype them up about their design
Tone: friendly, excitement, cheering on
Scenario 3: The user is about to check out, but has not picked text to go on the tongue of the sneaker.
Our User Feels: “oops”, eager to place order
Our Goal: help decide if they want a text, make them feel confident in their design decision
Tone: helpful, reassurance, brief
Scenario 4: The user selected the same color text as the background material.
Our User Feels: it’s what they wanted/what they think would look good, overlooked
Our Goal: let them know it may be hard to see, while giving them the opportunity to make a decision
Tone: gentle, friendly, brief
Key Takeaways…
UX writing is about the user and how they feel at different points in the experience
little improvements can make a huge difference for the user
UX writing can determine if a user stays or not
Next Steps…
I would like to test how the user feels with the differences in writing. Do they feel more encouraged to move on to the next step? Do they feel more inclined to start or finish?
I want to work on tone during different points of the users experience. I want to ensure the user is enjoying and navigating with ease during each stage.