Motivating (a) Movement
The Opportunity
The Nike Running Club and Nike Training Club apps have been wildly successful in terms of interest and downloads. But, after download and tinker, there is sizable drop-off in usage and engagement. What tactics might Nike employ to get people to not only download the app, but to use it frequently and consistently? To fold it into engrained fitness behaviors? To motivate action?
Looking to behavioral economics, analogous inspiration (like Peloton and Duolingo), and consumer behaviors, I developed a synthesized "motivation model" to map success. This map encourages balanced consumer touchpoints across a wider variety of motivational tactics and messaging to spark more frequent app usage and greater engagement.
The Path Forward
- Motivation model adoption internally
- Recommendations being implemented (stay tuned!)
Sustaining for the Long Run
The Opportunity
Dart Container could populate its innovation pipeline with many different packaging solutions. But, what they could do might differ from what they should do.
Through immersive primary research across consumers and B2B customers, I uncovered and sized category Jobs to Be Done. This upended ingoing hypotheses that the need for sanitary disposable packaging trumped desires for more sustainable products. People care deeply about sustainability, but sustainable packaging has confusing recycling instructions, suboptimal material performance (even coffee can melt it!), unappealing design aesthetics, and it's much more expensive. Dart Container is now focused on optimizing its sustainable offerings to close the gaps between demand and performance.
The Path Forward
- Recommendations being implemented
- Continued sustainability focus
- 100+ person sales team share-out and alignment