image by Jake Weirick
Overview
The "What"
The "How"
The "Why"
Objective
Disclaimer
Secondary User Research
This micro case study is intentionally brief. Yet, it still strives to deliver an effective design proposition. In this context, for the purposes of time, I focused on secondary sources for design research.
I sought qualitative and quantitative data about:
1) Macro fashion environmental impacts to establish general context.
2) Consumer attitudes towards such impacts to validate the degree to which the issue I identified has potential value.
3) Nike's general business and environmental approach to understand opportunities and constraints in this evaluation.
Established studies (McKinsey, et al) uncover market and user insights that could potentially shed light on UX and UI-based solutions to the issue of online transparency regarding sustainability at Nike.
Understanding Nike's Sustainability Program
As the most valuable fashion brand in the world, Nike's outsize global influence lends incredible dual-edged potential for creating both environmental impacts as well as solutions. In Nike's case, they've dedicated substantial online space to documenting their sustainability efforts - once this link is located in the bottom navigation bar.
Notwithstanding this issue, upon reaching their Sustainability page, engaging UI and UX does greet the user, including clear top bar navigation to explore a series of relevant topics, crisp videos and animations, and generally cohesive grid layout with distinct sections and feature cards.
Sample content follows below, to give a sense of the depth, range, and creativity of the company's sustainability initiatives.
Research Insights
After reviewing Nike's own sustainability publications, as well as business and consumer analysis from established studies (Deloitte, McKinsey, et al), I highlighted key market and user insights to shed light on potential solutions to enhance online UI and UX regarding sustainability at Nike.
Between 2015 - 2020, this is how much Nike increased use of sustainable materials in their apparel.
What this means
By any measure, this is a remarkable upward trend for a category that accounts for nearly 1/3rd of company business.
Design concept
This is proof of concept for value creation, so the design strategy herewith would be to emphasize the sustainable products to an even greater degree in order to help meet company-wide sustainability targets.
*vs. -2% for footwear (see below, left)
Source: Statista
On the other hand, during the same period between 2015 - 2020, this is how much sustainable materials decreased across the Nike footwear catalog.
What this means
Reinforcing the value and impact of Nike's primary business (namely: footwear) this approximates to a significant drag on the +40% sustainability progress within the apparel lineup.
In fact, this results in overall adjusted net decrease of 1.9% in total use of sustainable materials since 2015.
Design concept
Shift consumer behavior by showcasing sustainable footwear options while also marketing performance and value comparable to more traditionally-manufactured items.
Source: Statista
Adidas
Considered by many to be Nike's chief rival.
Allbirds
Relative industry newcomer committed to sustainable practices from Day One.
New Balance
117-year old brand was a major catalyst for the U.S. "running craze" in the 1970s.
Nike
The one and only.
Puma
The 3rd-largest global sportwear brand (after Nike and Adidas).
Under Amour
Material engineering pioneer for athletic apparel (and now, footwear).
VF Corporation
Portfolio includes legendary brands like Vans, The North- Face, and Timberland.
Image by Blocks Fletcher. Unsplash.
Results
View the outcome of
AI analysis.
Next Steps
To expand this micro case study into a fuller case study:
Build responsive wireframes
Replicate Nike.com screens using a plugin like HTML to Figma to show how recommended UX and UI updates could be implemented.
Create prototypes
Prototyping would provide an opportunity to view the difference with more accessibility to sustainability-related features and functions, in a dynamic way.