Tera Hatfield
Design direction for products and emerging technologies. Thoughtful leader, top-notch designer, humble team player, classy sneaker-wearer.
Using state-of-the-art technology, each participant would walk out of the studio with a new, custom pair of Nike Presto shoes in less than 60 minutes.

Nike By You Studio

NIKEiD promised customization for sneakerheads. However, the reality of the online shopping experience added an interminable wait of 6-8 weeks for delivery of a product you've customized but never seen, worn, or held in your hands. And after 10 years, NIKEiD wasn’t so novel. Cart abandonment was at an all time high and the old model clearly wasn’t working. Using that simple insight, we created The Nike By You Maker's Experience. An experiment to give VIPs a look at the future of personalized design and shopping. Featured in Fast Company, It’s Nice That, and Engadget among others.

Client
Nike / Nike Space Kitchen

Agency
Wieden+Kennedy

Role
Design Lead

👀 One Show Award 👀

Using state-of-the-art technology, each participant would walk out of the studio with a new, custom pair of Nike Presto shoes in less than 60 minutes.

Using state-of-the-art technology, each participant would walk out of the studio with a new, custom pair of Nike Presto shoes in less than 60 minutes.

VIPs enter a voice-assisted environment and with the help of a docent uniquely customize a pair of blank Nike Prestos. Participants first enter a piece of text, then choose a pattern and color combination. The patterns were in part generated by the text each participant chose, ensuring each pair was unique.

The experience utilized projection mapping, iPad tooling, lighting, multiple monitors updating in real-time with changes on the shoes, motion tracking cameras, and fabricators working tirelessly behind the scenes to deliver custom crafted shoes in r

The experience utilized projection mapping, iPad tooling, lighting, multiple monitors updating in real-time with changes on the shoes, motion tracking cameras, and fabricators working tirelessly behind the scenes to deliver custom crafted shoes in real-time.

The iPad tool synced to monitors, projectors, and communicated final designs to fabricators.

The iPad tool synced to monitors, projectors, and communicated final designs to fabricators.

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Interaction prototypes were used to rapidly test ideas and designs.

Early interaction flows and concepts for the iPad tool and engineering dashboard.

Early interaction flows and concepts for the iPad tool and engineering dashboard.

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Physical interaction design of the experience proved as critical as the design of the iPad tooling.

Physical interaction design of the experience proved as critical as the design of the iPad tooling.

Collaboration with the Nike team included environmental design as well as several months of intensive user testing with athletes and Nike designers—from junior designers right out of school to legends like Tinker Hatfield, VP of Design & Special Projects. The physical interaction flows were mapped and remapped. In order to protect equipment and provide efficient pop-up like set-up in retail conditions, technical physical product specs of specialized hardware were required and patented.

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