Nike came to Redscout with a pedometer technology and wanted help to figure out the right consumer opportunity. We laced up our sneakers and went running, skiing and zombie parkouring (really) to uncover the consumer insights that led to the development of the Fuel band. The Nike consumer wasn't concerned with counting calories or steps, they were already active. The Nike consumer wants recognition for their active lifestyles. So we named the new currency of athleticism: Fuel.
Through animated storyboarding, we brought the entire Fuel experience to life. Key design principles that we made fundamental to the Fuel experience were to: make it customizable and dynamic, visualize progress, provide proof of accomplishments, make it shareable, provide guidance, and activate competition and collaboration. Below is an early product render I made – the final product was developed by Nike (+ other design agencies), but I think we definitely had an influence. ;)
