Design > Digital Design

NIKE+ FUELBAND

R/GA, New York / NIKE / 2012

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

BriefExplanation

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.

ClientBriefOrObjective

Our challenge was to design a user experience that was highly functional, clearly defined, and most importantly, motivational.

Effectiveness

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.

Execution

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.

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