NTC 5.0 - A Global App Re-Set
Opportunity
Take a female-focused app, originally created for the Women’s Training category brand marketing team, and turn it into a global, duel-gender, membership engagement tool, designed to deliver world-class workout content and premier access to Nike’s elite athletes.
Programming
NTC Fact Pack:
NTC 5.0 launched in 2015 with over 100 workouts localized in 19 different languages. Since then we have added over 300 workouts and 200 unique drill videos.
Workouts: 405 workouts (207 available globally in 19 languages)
175 strength
167 endurance
40 yoga
23 mobility
Training Plans: 4 guided training plans available globally
Collections: 21 curated workout collections globally
We spent 6 months auditing legacy content, building relationships with the Master Trainer network, crafting, testing, and analyzing over 200 new workout submissions.
Once we had our core set of workouts, we went to work filming drill videos, shooting cover cards and marketing materials, recording the english audio files, and authoring all of the content into our new CMS.
It took us over a year to go to re-imagine the NTC 5.0 member experience; going from wire-frames, to prototypes, to filming content, to authoring everything into the CMS, to building the API integrations with the mobile app.
Feature Development
We obsessed crafting a seamless consumer journey, starting with the on-boarding questions, to the landing/home page, to navigation, content merchandising and filtering, to the native video player and the in-workout experience. In each layer, what content we produced and how we produced it, informed how we developed the member experience, and visa versa. Technical feasibility informed how we produced content, how we stored that content, and how we built the platform APIs and integrations.
Content Management
Working with an external agency we took an out-of-the-box AEM experience and built a bespoke experience, crafted around our content, integrated into the mobile experience, and optimized to localized each piece of text and audio content into over 20 different languages.
Contributions
Own the continued feature development of the CMS, in collaboration with engineering
Key stakeholder in content localization
Consult on customer journey and content merchandising strategy.
Collaborate on cross-functional alignment on content needs and executions (video, photography and audio media types)
Collaborate on all programming creation, workout taxonomy, and metadata identification
Lead content testing, analyses & optimization (quantitative & qualitative)
Lead content author, publishing and quality control
Lead Product Manager for the NTC Yoga experience (content creation, talent management, content authoring, cross-functional collaboration, and publishing)