Nike + Incentive-Centered Design
Published 21 June 2007
Hi! You've stumbled upon a blog post by a guy named Ryan. I'm not that guy anymore, but I've left his posts around because cool URIs don't change and to remind me how much I've learned and grown over time.
Ryan was a well-meaning but naïve and priviledged person. His views don't necessarily represent the views of anyone.
I just had my longest run to date. I know this because Lance Armstrong told me.
I've always had trouble motivating myself to exercise--especially when there are such great distractions. Yet somehow I've ran over 100 miles so far this year. This accomplishment is thanks to two things: good competition and a little gizmo.
We had learned about incentive-centered design (ICD) in school, but nowhere better have I seen it put into practice than the Nike+iPod setup. Not only is it a pedometer, but it tracks your calories, alerts you to milestones and prominent athletes congratulate you on your longest and fastest runs.
<div id="DxAA5k"><img src="/assets/2007/06/DxAA5k.jpg" alt="The 2007 Dexter-Ann Arbor 5k Race"></div>
<script src="/assets/js/swfobject.js" type="text/javascript" charset="utf-8"></script>
<script type="text/javascript" charset="utf-8">
var so = new SWFObject("http://nikeplus.nike.com/nikeplus/v1/swf/scrapablewidget/rundetail.swf","DxAA5k-swf","198","145","8","#FFFFFF");
so.addParam("wmode","transparent");
so.addVariable("type","individualRun");
so.addVariable("userDefaultUnit","mi");
so.addVariable("screenName","RCanine");
so.addVariable("dateFormat","MM/DD/YY");
so.addVariable("id","754549305");
so.addVariable("region","us");
so.addVariable("language","en");
so.addVariable("locale","en_us");
so.write("DxAA5k");
</script>In addition, the hardware is supported by a community Web site, where you can view your entire run history, join community running events, map your runs and challenge yourself and your friends to distance, speed and calories goals. You can even talk trash.
In an era where most community based "Web 2.0" sites aim to immerse users in their sites and keep them there as long as possible, Nike+ does just the opposite. Like my parents, it yells at you to get off of the computer and get outside.
If you like to work out but you're having trouble getting motivated, or if you have an iPod Nano already and are just looking for some trash-talk, then give the Nike+ system a try. Then challenge RCANINE--I'll give you a run for your money.
If you're a designer, notice how Nike caters to their users' needs and desires. They build upon and enable things we already do (keeping distance and pace) using technology we already have (iPods) as well as improving social elements. Nike+ creates simple incentive structures that are just enough to get me outside and being healthy--that alone is worth the price.