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[Case 02]

Routes

Routes

[Industry]

Social Media

[My Role]

Lead Designer

[Platforms]

Mobile

[Timeline]

February 2023- May 2023

Improving Nike Run Club (NRC) by adding a new feature called Routes

[Project Overview]

Nike Run Club (NRC) IS one of the most popular running apps, with over a million users worldwide. To better meet the needs of different types of runners and stay ahead in an increasingly competitive fitness market, I proposed a new feature called "Routes." This feature allows users to discover and explore new running routes, helping them add variety, motivation, and enjoyment to their running experience.

[Industry]

Social Media

[My Role]

Lead Designer

[Platforms]

Mobile

[Timeline]

February 2023- May 2023

[Step 1: Outcome]

Seamless route search page with a map view and filters.

The routes feature allows users to search for running paths in both map and list view. They can filter routes by distance, length, type, and difficulty, or use the search bar to enter keywords. During testing, users described the design as intuitive and easy to navigate, making it simple to find routes that match their preferences.

Search by route types based on themes, from "scenic" to "landmarks"

One of the filters, “Route Types,” helps users find routes based on general themes such as parks or beaches. For example, a user might want to go for a quick run in a park near their office after work, or take a longer run by the beach on a Sunday morning. This filter makes it easy for users to choose routes that match their mood and setting for the day.

The route page presents detailed information about each running course, along with clear calls to action for getting directions or downloading the course.

Usability testing revealed that the highlighted running course map is the most important element for runners. In addition, participants wanted to see the distance from their current location to the starting point. Based on these insights, the route page was designed to let users view the full map with one click and easily save their preferred routes.

[Step 2: Research]

Survey

I conducted a survey with 13 participants to better understand their running habits and preferences during the early stage of the research.

Survey

I conducted a survey with 13 participants to better understand their running habits and preferences during the early stage of the research.

[01] Finding -

The runners surveyed are generally moderate exercisers who run for both fitness and enjoyment. They tend to be independent and self-motivated, often running alone and planning their own routes. Their preference for safe environments indicates an awareness of potential risks, such as injuries or accidents, and a proactive approach to minimizing them.

[01] Finding -

The runners surveyed are generally moderate exercisers who run for both fitness and enjoyment. They tend to be independent and self-motivated, often running alone and planning their own routes. Their preference for safe environments indicates an awareness of potential risks, such as injuries or accidents, and a proactive approach to minimizing them.

[02] Finding -

The use of smartwatches to track running data shows that runners are motivated to monitor their progress and maximize the effectiveness of their workouts. Through the survey, I also gained insight into which running apps they currently use, helping identify key competitors and the features users engage with most. Below are some of the other running apps mentioned.

[02] Finding -

The use of smartwatches to track running data shows that runners are motivated to monitor their progress and maximize the effectiveness of their workouts. Through the survey, I also gained insight into which running apps they currently use, helping identify key competitors and the features users engage with most. Below are some of the other running apps mentioned.

Personas -

Based on these insights, I decided to explore more deeply how runners choose their running locations and identify opportunities to enhance their overall experience. I categorized runners into three types, as shown below, and conducted individual interviews with five participants from groups B and C to gain a deeper understanding of their preferences and running experiences.

Personas -

Based on these insights, I decided to explore more deeply how runners choose their running locations and identify opportunities to enhance their overall experience. I categorized runners into three types, as shown below, and conducted individual interviews with five participants from groups B and C to gain a deeper understanding of their preferences and running experiences.

Individual Interviews -

To better understand runners’ behaviors before, during, and after their runs, I conducted user interviews with five participants, including one ethnographic study for deeper observation and context.

Most runners described an enjoyable run as one that feels safe, scenic, and comfortable. They prefer parks or other outdoor areas that are traffic-free and offer a variety of scenery. Good weather and comfortable shoes also play an important role in creating a positive running experience. Additionally, many runners mentioned that listening to music or podcasts helps make their runs more engaging and enjoyable.

I conducted an ethnographic study by observing one participant as he prepared for, completed, and tracked his run. I also joined him on the course to personally experience the environment and setting of the route. The goal of this research was to gain a deeper understanding of the runner’s actions, surroundings, interactions (with devices and people), and overall experience. Additionally, I collected screenshots of the participant’s smartwatch data to analyze how they used tracking features. Below are examples from one user with an Apple Watch and another with a Garmin smartwatch.

Individual Interviews -

To better understand runners’ behaviors before, during, and after their runs, I conducted user interviews with five participants, including one ethnographic study for deeper observation and context.

Most runners described an enjoyable run as one that feels safe, scenic, and comfortable. They prefer parks or other outdoor areas that are traffic-free and offer a variety of scenery. Good weather and comfortable shoes also play an important role in creating a positive running experience. Additionally, many runners mentioned that listening to music or podcasts helps make their runs more engaging and enjoyable.

I conducted an ethnographic study by observing one participant as he prepared for, completed, and tracked his run. I also joined him on the course to personally experience the environment and setting of the route. The goal of this research was to gain a deeper understanding of the runner’s actions, surroundings, interactions (with devices and people), and overall experience. Additionally, I collected screenshots of the participant’s smartwatch data to analyze how they used tracking features. Below are examples from one user with an Apple Watch and another with a Garmin smartwatch.

Major Findings

An enjoyable run typically involves a safe and uninterrupted environment with minimal traffic, ideally in a large park. Most runners find that scenic outdoor routes make the experience more enjoyable compared to running indoors or at the gym. Good weather also plays an important role, as many prefer to avoid rain and high humidity, often choosing the gym instead on rainy days. Wearing comfortable shoes contributes to both performance and comfort. Runners also associate enjoyment with a sense of accomplishment, such as meeting their personal speed or distance goals. Finally, many find that having some form of distraction or motivation, like listening to music or podcasts or running toward a destination, enhances the overall experience.

Smartwatches are generally seen as more convenient than the Nike Run Club app because they offer a wider range of features and more detailed tracking. Garmin, for instance, provides extensive performance statistics, including heart rate data, which NRC does not currently offer. Apple Watch users also appreciate being able to track both running and other types of exercise in one place. Overall, many people who participate in outdoor sports prefer using smartwatches, as they allow them to monitor their stats more comprehensively and effortlessly.

Most people are motivated to run because they want to improve their fitness and overall health. Others are driven by specific goals, such as preparing for or completing a race or marathon. Some runners also find extra motivation in running with a partner or group of friends, as the social aspect makes the experience more enjoyable and encouraging.

Major Findings

An enjoyable run typically involves a safe and uninterrupted environment with minimal traffic, ideally in a large park. Most runners find that scenic outdoor routes make the experience more enjoyable compared to running indoors or at the gym. Good weather also plays an important role, as many prefer to avoid rain and high humidity, often choosing the gym instead on rainy days. Wearing comfortable shoes contributes to both performance and comfort. Runners also associate enjoyment with a sense of accomplishment, such as meeting their personal speed or distance goals. Finally, many find that having some form of distraction or motivation, like listening to music or podcasts or running toward a destination, enhances the overall experience.

Smartwatches are generally seen as more convenient than the Nike Run Club app because they offer a wider range of features and more detailed tracking. Garmin, for instance, provides extensive performance statistics, including heart rate data, which NRC does not currently offer. Apple Watch users also appreciate being able to track both running and other types of exercise in one place. Overall, many people who participate in outdoor sports prefer using smartwatches, as they allow them to monitor their stats more comprehensively and effortlessly.

Most people are motivated to run because they want to improve their fitness and overall health. Others are driven by specific goals, such as preparing for or completing a race or marathon. Some runners also find extra motivation in running with a partner or group of friends, as the social aspect makes the experience more enjoyable and encouraging.

[Step 4: Defining the Problem]

I transformed three different user interviews into comic-style stories to visualize each runner’s experience and daily life at the start of the ideation stage.


User Story

I combined the three stories above into one general persona story shown here

Leo is a 27-year-old HR professional living in Tokyo who runs almost every day to relieve stress and train for his marathon goal of finishing in 3 hours and 30 minutes. The night before each run, he checks the weather and plans his route from work to home using Google Maps, looking for main roads with wide sidewalks, fewer turns, and a scenic, uninterrupted path. After work, he changes into his running clothes, sets his Garmin watch, reviews the route one last time, and starts his run. Since there’s no easy way for him to save his routes, he memorizes them instead, preferring not to stop mid-run to check directions. After running the same route a couple of times, he can recall it easily. Throughout his run, he glances at his watch every 30 seconds to monitor his pace. When he finishes, Tj reviews his stats and feels a strong sense of accomplishment when he meets his goals. He often takes photos of scenic spots along the way to share on Instagram, capturing the beauty of his runs.

User Story

I combined the three stories above into one general persona story shown here

Leo is a 27-year-old HR professional living in Tokyo who runs almost every day to relieve stress and train for his marathon goal of finishing in 3 hours and 30 minutes. The night before each run, he checks the weather and plans his route from work to home using Google Maps, looking for main roads with wide sidewalks, fewer turns, and a scenic, uninterrupted path. After work, he changes into his running clothes, sets his Garmin watch, reviews the route one last time, and starts his run. Since there’s no easy way for him to save his routes, he memorizes them instead, preferring not to stop mid-run to check directions. After running the same route a couple of times, he can recall it easily. Throughout his run, he glances at his watch every 30 seconds to monitor his pace. When he finishes, Tj reviews his stats and feels a strong sense of accomplishment when he meets his goals. He often takes photos of scenic spots along the way to share on Instagram, capturing the beauty of his runs.

[Step 5. The Solution]

How might we create a new feature that sets the Nike Run Club app apart from other running apps and attracts new members? Introducing “Routes,” a new feature designed to help runners easily plan safe, scenic, and comfortable runs that match their goals and preferences.


After analyzing the research findings and storyboards, I identified a common pain point: runners often struggle to find routes that match their specific preferences. To address this, I proposed adding a new feature called “Routes” to the existing NRC mobile app to help users enhance their overall running experience. Additionally, since many runners already use smartwatches, this feature could help Nike Run Club stand out from competitors by offering a more integrated and personalized experience.


[Step 6: Making the new feature a part of the app]

Site Map:
The Nike Run Club app currently has five sections: Home, Run, Club, Activities, and Profile, with “Run” being the most frequently used. I decided to add the new “Routes” feature under this section, as it closely relates to the existing “Guided Run” subsection and is likely to be used before starting a run.


Task Flow: Accomplishing the goal the most intuitive way
The ultimate goal for users using this feature is to find a route for the upcoming run that fits their preferences. In order to help users find different types of routes, I aimed to provide filters based on the route types, locations, and top-rated routes. In this part of the information structure, I also referenced Google Map’s search filters.  

Sketches: Paving different ways for users to find better routes
The initial sketching phase focused on general brainstorming around the pre-run experience, drawing inspiration from popular map-based apps such as Google Maps, PACE, and UberEats. The sketches below represent my early concepts and explorations of how the new feature could look and function.


Based on insights from the earlier user stories, many runners like to research and plan appealing routes before heading out, and some enjoy sharing their achievements on Instagram afterward. The sketches below focus on creating visually engaging routes that encourage users to capture scenic moments during their runs and share them on social media afterward.


The sketches for the category page below represent a key part of the user experience, as filtering helps runners find routes that best match their preferences. I drew inspiration from travel platforms like Airbnb and TripAdvisor, which effectively categorize options based on users’ lifestyles and interests.


[Step 7: Usability testing in different regions]

Usability testing for a clickable prototype was conducted with runners in San Francisco, Hong Kong, Tokyo, and Melbourne to identify areas for improvement.

Scope:
To explore ways to increase overall user satisfaction with the new “Routes” feature in the Nike Run Club app.

Objectives:  

  1. To determine if users can understand how to use the “Routes” feature to find ideal routes

  2. To understand if current navigating flow is user friendly from start to the end

  3. To identify if the content is structured in a way that makes sense to users, for example: the route types

  4. To observe if the information provided currently is sufficient for users to evaluate whether or not this is an ideal route? (what is to add/remove)

  5. To discover design errors and potential paint points of users

Metrics

  1. Minutes taken to get to the route page

  2. Route types (is there other types to be added?)

Scenario:
Nike Run Club, your regular running app, has just introduced a new feature called “Routes” to help you discover ideal running locations.

Question Sets

Question Set I : As you open the app and check out the new feature, what comes in your mind looking at the feature? If you were to look for route options, how you would you browse around here to find info? Task: Please find a running route near you that is picturesque or has cool architecture?

Question Set II : Does the Route page provide you sufficient information for you to try the route? How was the experience of using the feature? Anything confusing? Did you find anything irrelevant? Anything you feel it is missing?

Question Sets

Question Set I : As you open the app and check out the new feature, what comes in your mind looking at the feature? If you were to look for route options, how you would you browse around here to find info? Task: Please find a running route near you that is picturesque or has cool architecture?

Question Set II : Does the Route page provide you sufficient information for you to try the route? How was the experience of using the feature? Anything confusing? Did you find anything irrelevant? Anything you feel it is missing?

Final Findings

Course map descriptions are the most important information for users when it comes to route search. The users are especially interested in knowing the details below: → Starting point of the course and the reasons why → Distance from current location to the starting point → Spots for scenery during the course (ie: see cherry blossom here!) → The users would like to save their courses history and labels/preferences (ie: hot girl list)

Users mentioned that they are most likely to use the feature when traveling or planning runs in unfamiliar areas. Many expressed interest in having filters for difficulty level and elevation, and several suggested adding a search bar to make finding routes easier.

The users expect the info below on the route detail page: → Safe → Elevation → Water/Convenience store → Toilet → Lighting → Current traffic → Paved road or not

Final Findings

Course map descriptions are the most important information for users when it comes to route search. The users are especially interested in knowing the details below: → Starting point of the course and the reasons why → Distance from current location to the starting point → Spots for scenery during the course (ie: see cherry blossom here!) → The users would like to save their courses history and labels/preferences (ie: hot girl list)

Users mentioned that they are most likely to use the feature when traveling or planning runs in unfamiliar areas. Many expressed interest in having filters for difficulty level and elevation, and several suggested adding a search bar to make finding routes easier.

The users expect the info below on the route detail page: → Safe → Elevation → Water/Convenience store → Toilet → Lighting → Current traffic → Paved road or not

[Step 8: Iteration]

Iterations were prioritized using an impact and effort chart, as shown below. The course map emerged as the most important element for runners, requiring moderate effort to refine but offering a high impact on the overall user experience.

[Key Learnings]

In the competitive world of fitness apps, Nike faces strong rivals such as Strava and smartwatches that offer detailed performance data. To stand out, Nike needs to introduce features that are both practical and engaging for runners.

Initially, I envisioned the new “Routes” feature as a tool to help users find paths for their regular runs. However, usability testing revealed that it would be most valuable for runners when they are traveling. While most users tend to run familiar routes near their homes, they often need help finding scenic or landmark-filled routes when in new locations.

To address this, a “Route Types” filter was introduced to help users discover runs that match their interests, such as scenic views, historical paths, or more challenging courses.