After releasing the Versus (VS) product with our groundbreaking Conversational AItechnology, we gained notoriety among many top brands wanting to leverage the technology to enhance their UX.
Under Armor approached us with a strong interest, but no vision as to how it could be used. They came to me as the technological and UX expert, asking me to bring the UA Conversational AI experience to life. Since Under Armour is a sporting goods brand with top-tier athletes, and the fact that we were focussing on the ecommerce side of their business, I wanted to change the way people shop.
Create high-fidelity UX for a more connected buying experience through entertaining and informative content about their products.
With so many amazing athletes that represent the UA brand, it was hard to choose who to leverage in this concept. So I did my research and found that the UA athlete that sells the most merchandise is Stephen Curry of the Golden State Warriors. So I followed the data and chose Steph as my expert to help build this concept around, and make a meaningful impact on the Under Armour team.
The idea that came to me was to provide the customer with an innovative buying experience where they get to better understand the inspiration and various other details about the product of interest, directly from the athletes themselves. Imagine being able to ask Stephen Curry about the design process, his inspiration for the shoe, and why he likes this particular shoe based on how it helps him perform on the court. Would you be more informed, or should I say influenced, to buy his shoe?
In my role as the lead designer for this concept, I initiated an analysis of the current buyer's journey and experience offered on the UA mobile app. This focus on the mobile experience was driven by data indicating that the largest age group of visitors and shoppers falls within the 25-34 years old bracket. Additionally, the significant role played by mobile shoppers in the company's online sales growth, representing nearly half of all visits to its website and 23% of online sales, was a key factor.
Subsequently, I identified various opportunities within their mobile app for the integration of a new interactive feature, leveraging the solid architecture and taxonomic strategy of the Under Armour app to streamline the design process and ensure the universality of the design concept.
After mapping out the interactive components within the existing customer journey and UI of the Under Armour mobile app, I delved into crafting a custom interactive experience. My primary focus was on creating a streamlined user experience that facilitated easy navigation of various products and interactive content related to the products themselves.
In the final phase of this project, in collaboration with our accomplished marketing leaders, I presented the use case designs to the Under Armour team. The focus was on introducing a new shopping experience for their customers, positioning the company as pioneers in this type of feature within the ecommerce space. The team responded positively, expressing enthusiasm about the proposed experience and highlighting the connected and innovative shopping experience it would offer to their customers.
