Nike D6 Asset Manager
Designed the MVP model for D6 — an asset management platform and repository that powers Nike Marketing & Brand teams worldwide.
Role
Team
Marketing Technology
Timeline
Skills
Research, Design
The Problem
D6 is Nike's marketing and brand asset management platform and repository to all teams, worldwide. The tool supports visual asset storage and distribution. However, Marketing & Brand teams at Nike are unable to find the assets they need resulting in improper asset support for product campaigns and storytelling. 10k searches are conducted in D6 every month, with 8K of those searches resulting in an unsuccessful outcome. This lack of discoverability for assets also results in a massive asset waste issue, 70% of produced assets end up going unused. The 30% of assets that actually become consumer facing cost $5,500 each as they have to be cropped to support various placements.
Seasonal Marketing Timeline
Utilizing Asset Metadata
All assets produced have data attached to them in AirTable, but currently those assets aren't being tagged with the data in the D6 system. Data like campaign, sport dimension and region of an asset are available for use to make assets more discoverable within the platform.
Experience Principles
We conducted live, qualitative interviews with 10 users across seasonal marketing to map their pain points, needs, and journeys in D6. We summarized the insights into 6 key principles to guide our design decisions in the MVP experience.
MVP Design
I designed and prototyped features of the MVP experience of D6 to address each of the identified principles.
Seasonal Onboarding
Each season, the asset manager is customized to a user's marketing focus for the season by gathering preferences on planning metadata like constructs, dimensions, products and more in an onboarding survey.
Campaign Dashboard
Users can see and receive updates on their subscribed campaigns as well as view all campaigns in a season to subscribe to any that interest them.
Campaign Detail Page
Users can see and receive updates on their subscribed campaigns as well as view all campaigns in a season to subscribe to any that interest them.
Bulk Sharing
Multiple assets can be selected and shared, preventing assets from being taken out of D6 for that purpose.
Asset Detail Page
Asset details and products featured in an asset are centralized on one page, allowing to easily connect assets back to e-commerce moments.
Crop Functionality
Assets can be automatically cropped to specific aspect ratios and the download options can be customized based on the placement an asset is or. This promote agnostic marketing and asset reuse while decreasing reliance on external agencies to crop assets.
Impact
This project served as a basis for all future work for the D6 platform. Discovery and research insights helped uncover what was feasible from an asset data standpoint and the user requirements for MVP. At the end of the internship, the project and process was presented to design leadership and the broader design community at Nike.