ENGAGEMEMT

From transactional towards relational

Engagement is a core design principle of the Nike approach. The maxim 'all shoppers are gamers' refers to the level of attention, interest and involvement that a user has with a product, service or experience. The goal of designing for engagement is to create a user experience that is compelling, enjoyable, meaningful, and encourages the user to continue using or interacting with the product to gain mastery.

There are many ways to design for such a level of intrinsic motivation, depending on the type of product or service. Some common strategies include:

! PURPOSE: Providing a clear reason to use the product or service, something that helps the user to become and/or to contribute to a higher purpose.

! RELATEDNESS: Designing for social interaction and collaboration, allowing users to connect and engage with each other.

! IMMERSION: Using a storyworld and a storytelling narrative to create an emotional connection with the user.

! MASTERY: Providing feedback and opportunities for exploration and discovery, encouraging users to learn and grow.

! AUTONOMY: Offering a personalised choice architecture that caters to the user's individual preferences, wants and needs.

The worksheet is a summary of the Nike smart move on ‘opening up for cocreation’. On the backside of the worksheet you will find the questions you can ask yourself or your team to challenge your own perspectives.

WHAT WOULD NIKE DO?

WHAT WOULD YOU DO?