#NikeHyperCourtForHer
Partnering with Google, we created a platform that unlocks exclusive basketball training drills sent directly to your phone that help you train better. Hyper-personalised, these drills are based on the playing styles of the three biggest players in basketball – LeBron James, Kevin Durant, and Kyrie Irving. Powered by Google technology, they all stream in Full-HD and are 100% data-free. This provides invaluable training to thousands of Filipino ballers and raises the game on the street
- Nike
- BBH Singapore
- UI/UX Design, Tech Production
- 2019
Problem Statement
Despite the success during its first year, interest for the Hyper Court web app has waned. This is due to the users having no sense of progress with no new content to train with. Furthermore, there is no budget allocated for completely new content.
Research
We’ve had 37,000 ballers train in the first year, with 20% of them coming back weekly. With almost 50% of our users being female, we are serving a gap in the market as girls don’t get access to basketball training and are truly growing the game. There lies an opportunity to target female ballers with refreshed sets of training regimes using existing content while celebrating their achievements.Ideation
After going down to the Hyper Courts in Manila to chat with the locals and their expectations, we found out that the main concern with training in Hyper Court is engagement and safety. From there, we decided to gamify the training experience and make it easier for the users, especially young females, to head down and train with their friends because there is always strength in numbers. Based on those conversations, we could come up with an information architecture to determine the flow of the new web app.
Design
We retained the original art direction that was designed by the team along with famed pop culture illustrator Arturo Torres. However, to push forth the idea of gamification, we adopted the same level map visual language we see in many games such as Two Dots and Candy Crush to give an obvious sense of progression. The progression of the player also leads to badges which act as bragging rights for them to share with their friends personally or through social media.
Additionally, we decided that we should put a function to schedule a training session with their friends as the priority so that young female ballers will be able to support each other in their training journey, and also make sure that it is safe for each other to play in the courts without facing any physical danger.
Powered by Google Technology, the courts sends data-free content, directly to your phone in full HD. Empowering you and thousands of basketball legends in the making with invaluable training to raise the game on the street.
The Hyper Court web app has been updated by gamifying the training experience, creating a platform that can give the users drills in succession that create a training programme, granting more incentives while training, and even allowing users to invite friends to head down to a Hyper Court to train.
Results
Launching the revamped Hyper Court web app experience, we saw a large spike in numbers hitting close to the original numbers that we first got upon launch. More users are engaged and the most used function with 100% revisit rate was Schedule with Friends.
