TRACK&FIELD

Sweat money is the best way to dress better paying less.

MY ROLE • UX Strategy, Creative Direction and UX Design  CLIENT: TRACK&FIELD     TECHNOLOGY: Swift, Java and React

THE REQUEST WAS TO INCREASE ENGAGEMENT AMONG USERS. OUR IDEA WENT FAR BEYOND THAT. 

Sweat Money is a platform for buying running accessories without the need to pay for them with cash. Much more than making Track & Field a brand closer to its possible customers, we created a good reason to get out of a sedentary lifestyle, look for quality accessories and increase the brand's organic engagement. This concept is composed of 3 pillars:

 

Gamification: getting users to compete in virtual competitions;

Technology through a mobile platform for interaction between users and the brand taking place naturally and in real-time.

Passion for running with the offer of good materials available on the platform and the real possibility of winning them sweating your shirt, running for paying.

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PRODUCT DISCOVERY AND ITS FINDINGS

More than creating products, my motivation has always been to understand users' greatest pain and how it reflects on business results.

• The most frequent consumers of the brand is basically comprised of athletes sponsored by the brand itself and upper-middle-class customers due to the high prices of the products offered.

• Possible future consumers of the brand do not have access to it due to the cost of the accessories, but they are sure that the products are developed with the best technology, therefore, the cost is understood as proof of this brand value.

• If there was a cheaper or more interesting way to be able to pay for the products offered by the brand, they would do anything to be able to purchase them and that would be a good reason to get out of a sedentary lifestyle.

• 3 different personas were mapped:
//the Geek, who would be those who do not have a routine or habit of practising physical exercises and their lifestyle would go against that healthy lifestyle.
//the Hipster, who would be that group of people more engaged and with an approach more focused on new technologies and everything that is contemporary.
//the Athlete, who are those who already know the brand and use their pieces in search of improved sports performance.

FIRST OF ALL, ORGANIZE THE DATA

To get started, I put all the information in a lean UX board to keep simple and more visual what would be my challenge. The reason to use this board is due to the fact that it allows you to see what. you need to do first and how to do it as user experimentation as fast. as possible.  

 

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CREATING FROM SCRATCH

Driven by data, I got started thinking about the need to offer a new way to sell the products and make it brights the user's eyes. The user interface (UI) should be as simple as possible but sophisticated as the brand is and I did it exploring simple forms, bold colours and negative areas to hold the user time and give them the possibility to see everything we have to offer there. Less is more since Bauhaus times.

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AFTER SWEATING THE SHIRT, THAT WAS THE RESULT ...

After sketching some screens (the main ones) I went to the computer to draw the interface as close as possible to the real one. The idea was to have more detailed feedback from users regarding everything, but mainly to understand the WOW effect, which we would like to achieve with this application.

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HEALTHIER PEOPLE AND A BRAND MORE ALIGNED WITH THE LIFE OBJECTIVES AND PURPOSES OF EACH USER, REGARDLESS OF WHOSE THEY ARE.

At the end of the process we had:

A gamified platform to integrate competitors/consumers. This helped to map other new profiles and increase our lead base.

An application running on Androids and iOS devices, allowing users to have the same experience even on different platforms.

A design system to guide new digital creations and even to help with future improvements to this project.

A way to integrate urban tribes and understand our users through geolocation data, most consumed products, date of these events, prices, among others. This made it possible to better plan the start and end of collections and to plan different ways to impact customers and new customers through real data. And more than that: people leaving sedentary lifestyle due to motivation and opportunities offered by a brand and a purpose.

Finally, we were able to define a framework of metrics to measure the results of the business and, mainly, the result of the design in comparison with previous initiatives.

After almost 6 months of project, this application has been available for downloading at Apple Store and Google Play for 2 years in a row.

results

RESULTS

User engagement with 32% growth in 3 months *
87% increase in the number of pieces sold online with sweat *
Traditional physical store sales increased 45% in first 4 months *

*Hotjar data analytics

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