Why User Experience Design Is So Hard for Brands to Get Right

Most of them suck at UX, as important as it is

At Nike’s new concept store in West Los Angeles, the digital and the physical converge.

Nike by Melrose’s 4,557 square feet of retail space is designed to create an experience that blends mobile app convenience with high-touch human connections.

As shoppers enter the store, they receive personalized offers via Nike App at Retail. If they see a shoe or shirt they like, they can scan a QR code to summon a salesperson (Nike calls them “athletes”) to bring it in a different size or color.

Customers can book a 15- or 30-minute consult with an athlete, get recommendations, then try out their new kicks on a treadmill in the Trial Zone.



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This story first appeared in the July 23, 2018, issue of Adweek magazine. Click here to subscribe.