Nike By You
A UX writing project elevating personalization in sneaker design.
Project Overview
Nike By You: Nike has redesigned Nike By You, a sneaker customization experience where users can create and purchase their unique pair of sneakers. However, despite the impressive visual experience, our team identified a missing personal touch.
What’s Missing? Although designed to feel personal, the language used within the experience feels robotic and impersonal, negatively impacting both the feel and usability of the experience.
How might we use UX Writing to create an experience that feels like working with a personal designer?
Team: Workshop group with BitsizeUX that consisted of Product Designers & UX Writers
My Role: UX Writer
Voice Principals
What is the brand voice that should be reflected across all UX Writing?
Powerful
Direct
Empowering
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 overwhelmed to start
Our Goal
Encourage them to get creative by helping them get started
Tone
Encouraging, helpful
Before
After
Scenario 2
User finishes designing their sneaker, and wants to share the mock-up and link with their friends.
Our User Feels
Not very excited or motivated to share their experience
Our Goal
We want them to feel excited and confident to share their design
Tone
Exciting, empowering, accomplished
Before
After
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
conflicted, eager to check out
Our Goal
Provide a reassuring nudge and instill confidence that their order is precisely what they desire.
Tone
clear, helpful
Before
After
Scenario 4
The user selected the same color text as the background material.
Our User Feels
They might have overlooked this detail or may have chosen this intentionally.
Our Goal
Remind them that they have the option to change the color so they feel confident in what they are going to order.
Tone
helpful, friendly
Before
After
Key Takeaways & Next Steps
Key Takeaways & Learned Skills:
-Effective UX writing can significantly impact the user's emotions and experience while using a product.
-I learned to tell the difference between UX writing and copywriting.
-UX writing is an essential skill for every UX or Product Designer to have.
Next Steps:
-Finish is identifying other areas within the Nike website where I can refine and improve the UX writing.
-Test is the impact and effectiveness of my voice and tone choices.