We were confident that the Fit System tool could accurate lead her to the best bra possible. Through testing, the final experience was became more simple than initial prototypes. 

To reward early adopters and turn customers into loyal enthusiasts, we created an elevated and personalized unboxing experience for purchases using the 360º Fit System. Our goal was to surprise and delight customers, make them feel a deeper connection to Nike, and believe in the value of a product that can transform.

I led the design of the early adopter packaging to include a welcome note, booklet to validate fit, washbag, and tape measure. All materials were containted in a premium hard board box with athlete quotes printed inside the top lid.

While our initial fit assistant app prototype failed, we believed there was value in addressing the in-store experience as a opportunity for big improvement. My art director and I devised an innovative tape measurement tool for Nike’s in-store associates. We distilled the Fit System into a single step that was translated onto the tape measure, thus allowing customers to easily and discretely find their bra size without. Nike roled this out to their owned and operated stores.

Nike continues to maintain and support the fit system in helping women find their sports bra on Nike.com. This end-to-end experience paved the way for that continued effort. 

Within first year:
2x conversion rate
10% new purchases from the fit tool

Creating a new end to end customer experience with the goal of shifting a customer’s behaviours around how she shops for a sports bra was a big and tricky project. The results were seen as a success, but the experience lacked more of a personalized human connection than we had hoped for. I am proud of the work we created as a team and being able to impact everything from art direction of photography, branding, customer experience and digital product design for a tool this complex is incredible in the span of a few months.