Nike Design & Branding NIKE+ FUELBAND (2011) by R/GA New York

Adsarchive » Design & Branding » Nike » NIKE+ FUELBAND (2011)


Pin to Collection
Add a note
Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market United States
Agency R/GA New York
Art Director Ray Sison
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: NIKE+
Product/Service: NIKE+ FUELBAND
Agency: R/GA
Senior Producer: Alan Donnelly (R/GA)
Executive Producer: Avery Holden (R/GA)
Creative Director/Visual Design: Cesar Marchetti (R/GA)
Technical Team Leader: Daniel Katz (R/GA)
Senior Visual Designer: Ellen Pai (R/GA)
Technology Project Leader: Fernando Mazzon (R/GA)
Associate Creative Director/Interaction Design: Gaurabh Mathure (R/GA)
Senior Producer: Guy Helson (R/GA)
Vice President/Product Design/Mobile & Social Platforms: Ian Spalter (R/GA)
Managing Director/Production: Jennifer Allen (R/GA)
Associate Creative Director/Copywriter: Keith Byrne (R/GA)
Creative Director/Digital Studio: Kirill Yeretsky (R/GA)
Quality Assurance Lead: Leslie Chong (R/GA)
Senior Producer: Michael Klimekewicz (R/GA)
Technology Team Lead/Solutions Architect: Niall McCormack (R/GA)
Vice President Technology/Strategy: Nick Coronges (R/GA)
Art Director: Ray Sison (R/GA)
Senior Software Engineer/Solutions Architect: Robert Carlsen (R/GA)
Senior Technical Director: Sune Kaae (R/GA)
Executive Creative Director/Interaction Design: Tara Greer (R/GA)
Media placement: Product Design - USA - 19 Jan 2012
Media placement: Website - Online - 19 Jan 2012
Media placement: Mobile App - USA - 19 Jan 2012
Describe the brief from the client
2 years ago, Nike came to us with an idea: a device that tracks your daily activity and a common, universal metric called Fuel for every active body out there. The FuelBand tracks your activity and converts it into your Fuel, so anyone who’s active can compare their activity with others. They asked us to design the entire user experience.
Describe the challenges and key objectives
Our challenge was to design a user experience that was highly functional, clearly defined, and most importantly, motivational.
Describe how you arrived at the final design
We began by travelling around to world conducting ethnographic research to discover our audience, and what it would take to motivate them. To create a truly intuitive and seamless user experience, we ensured ease of use: set your goal, and get from red to green. If you meet your goal, animations celebrate your performance. Hit a streak and Fuelie shows up to cheer you on. Data visualisations show where you were most active daily, weekly, monthly, and beyond. We created Bluetooth synch technology so when you finish your day, your Fuel is wireless synced to the platform. Integrating social and a daily leader board provides even more motivation.
Give some indication of how successful the outcome was in the market
When the FuelBand became available online for pre-order, the demand was so high it sold out within minutes. Once the FuelBand was available at Niketown, customers lined up around the block before doors opened. Global demand continues to increase, with more people registering to be notified as to when the Fuelband is available in their market.