Nike | Kitman | Service Blueprint

Nike Kitman

How do you serve the football gear-up experience like the pros to the next generation of footballers? How do turn a high-concept video into real value? I helped design and run a 4-day workshop at Nike’s HQ in Portland, Oregon to do just that.

Nike asked Made by Many to help them accelerate their progress on Kitman - a new service proposition for Football Obsessed Teams. We helped make the idea real and facilitate Nike’s team towards rapidly defining the MVP, roadmap, budgeting and resourcing asks.

01. Unpacking pitch concepts

The first step was crucial: turning Nike’s imaginings into ideas that could be openly discussed and dissected. I created 16 concepts that demonstrated five product areas (access, advice, personalisation, delivery and follow-up) across three service tiers (the many, the few and the 1%). These allowed Nike to be able to ask how the service might work in real life, and understand what moments and experiences would most appeal to their target market.

02. Pull it apart and put it back together

In Portland, Oregon, we ran a four day workshop that tore apart the ideas and put them back together again as potential MVPs. Five teams competed against each other to deliver the most compelling product for launch, using a model and framework we developed especially for this project.

03. Primary user research in London, New York City and Portland

During a weekend break in proceedings, the service ideas were tested with football obsessed teenagers in 3 locations. These results allowed the workshop teams to refine their concepts, considering what challenges and opportunities needed to be considered for launch.

04. 4 days, 5 teams, 40 Nike participants

The workshops were designed to be as fun and participatory as possible, with each stage carefully prepared in advance. Days were kept moving fast with regular playbacks from each team, whilst gamifying the workshop kept the naturally competitive participants on form and energetic.

05. Roadmap for the future

In two tight weeks in Oregon we took an idea from a glossy concept video to the makings of a real service. The five routes were developed into a customer journey and roadmap, ready for Nike to develop further.