It Starts with Empathy
A customer walks into the store and heads straight for an associate. They get to discussing the customer’s running habits. A user interview. They currently run in the Nike Free, unaware that the shoe is built for barefoot running, low impact, low mileage. They claim that the longer they go the more their feet hurt, and the fatigue weighs down even more. With this information, we can define the problem: they have minimal cushioning on their current shoe.
We Come Up with Ideas
Synthesizing feedback from the “interview,” we infer that the customer is looking a for more impact protection, and stand the mileage of a longer run. We generate a couple ideas to choose from Nike’s footwear technology that possess these features, and come up with a "prototype:"
The Nike Zoom Pegasus 35 – Zoom air cushioning for a responsive(energy returning) ride. Engineered-mesh upper for a breathable, traditional fit.