In the N+TC workout app for women, motivational posters are given as a reward after a workout. These posters can be shared socially, creating word of mouth opportunities for the app. Unfortunately, with the old posters, share rates were low. So we created new posters. Posters that put her interests first. Instead of impersonal brand language, we gave young women aspirational messages they could adopt as their own words. Paired with inspirational photography, the posters became pieces of content women would want share on their personal social networks.
Our new posters were also used for print at Nike:
Below are examples of past posters with low share rates:
The N+TC app offers women over 100 workouts designed by Nike Master Trainers. Whether the goal is to get lean, toned, or strong, there’s a workout for every fitness level, schedule, and space. Launched in 2011, it became the personal trainer for millions worldwide, helping them get fit anytime, anywhere.
I wrote app copy for the release of version 4.0. It was a complete upgrade based on how women train and use the app. Today, women are leading the High Intensity Training trend, they are working out together, sharing sweaty selfies and tips to keep each other motivated. The app became the one place they can do it all, putting the 'Club' in Nike+ Training Club.
The new Nike+ Profile enabled women to add friends and display their training stats.
The feed allowed friends to interact and cheer each other on. It also provided motivational content, like tips from Nike Master Trainers.
Users were given the ability to take photos, customize them with stamps, and share them.
The dual screen functionality with Airplay and Chromecast make it easier to do group workouts.
The partner workouts and high intensity workouts from pro athletes offers users new ways to train.
For the release of 4.0 we created a film to help introduce the newest features:
We also created a case study for internal Nike presentations to recap the success of the app and introduce our plans for version 4.0: