As part of my graduation at the Rotterdam University of Applied Sciences I did an internship at R/GA New York. During my internship I worked on an extensive thesis on bridging the gap between the online and offline retail experience. As one of R/GA’s biggest clients is Nike, they seemed like a perfect fit for this concept.
The key problem I set out to solve was: How can Nike digitally augment the interaction between Nike store employees and their customers to provide a better user experience in physical stores?
Before I started designing and prototyping the actual product I laid out the key challenges and existing ecosystems in place, identifying segments in the funnel where improvements could be made.
One of the problems identified was that consumers are looking for authentic experiences and want to be able to find what they need without feeling pressured to immediately buy these items. Store employees are still a vital part to successfully creating this type of authentic experience, but need to have a better understanding of when the customer is in need of help and when they’re not.
The next step was coming up with common in-store scenarios and working in digital augmentations where friction typically occured.
After several storyboards and digital product flows, a final storyboard was picked to be visualized and prototyped. With the help of Photoshop and prototyping software I visualized the entire scenario and presented it to the team at R/GA and Nike. Reactions were extremely positive and some of the concepts were further developed after my internship ended.