Nike x FFF
Spreading football fever in France
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problem
Not everyone can play in a world cup winning football team – but that’s not to say you shouldn’t dream big. Thousands of amateur football clubs all over France thrive on these dreams, ambitions and passion for the game. FFF wanted to support these clubs by giving them direct access to the same equipment and kit as their heroes.
It was time to move on from a fragmented, paper-based way of doing business to a brand-new digital platform. The plan? Offer amateur clubs the chance to order Nike equipment directly through an ambitious new digital B2B platform on the FFF site. It was the first time a sporting brand has ever sold equipment directly in this way.
solution
Previously, local and online retailers dominated the buying and shipping process of football club kit, with no direct access for sportswear companies like Nike. The new business model would provide a completely personalised service to clubs.
For club users, we created a ready-to-use platform (zero heavy lifting required) with an outstanding user experience on the same level as consumer sites.
We brings Nike’s slick, minimalist brand look to life, from the summary landing page through to the product catalogue experience.
A special outfit configuration tool lets club members seamlessly create custom outfits with a choice of sizes, colours, emblems, jersey numbers, sleeve sizes and much more.
Slick platform reimagines the B2B business model
The French Football Federation (FFF) exists to fuel passion for football as a sport. What better way to help thousands of amateur clubs flourish than giving them access to the same kit the reigning world champions wear? We have created a brand-new business model for Nike and FFF, and helped create a first-of-its-kind direct digital outfitter service.
Working with a multi-disciplinary design, technical and strategy team – and collaborating with two big-name clients – we have created much more than yet another B2B e-commerce site. It proved that this was a business model that could easily be transferred around the world.
Uptake has been somewhat curtailed by the pandemic (restrictions on amateur sports), yet the response continues to be hugely positive.
POST COVID EXPERIENCE
The first MVP of the platform is launched in 2020 in a covid context, resulting in an underperforming first year of pilot.
To solve this lake of performance, Nike identifies a technical backlog of optimisations.
It was clear to our development team that starting with technology wasn't the only option. A design approach would also be relevant for this customer experience and business performance challenge.
To address those challenges we don't want to rely on hypothesis, we want to feed design decisions with customers insights.
And build upon that !
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So we introduced and evangelized our user- centered approach to the client.
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70 Pain points & Insights gathered -- 12 actionable solutions identified. But in real life, clients have budget constraints, so we teamed up with Nike to prioritize each solution identified.
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25 rebuilt screens --
see also
