Why we chose Primary
Primary emerged on Nike’s radar after Stephanie Peugh, Senior Product Manager, was looking for a solution that could create alignment between multiple teams on the same product. As a Senior Product Manager of a digital enterprise solution, Steph’s end-users are the Footwear developers that create some of Nike’s most loved products.
For Steph, Primary was the perfect way to help her team document and audit user flows to find ways to make universal changes to the user experience, and tell the developers everything they need to know about what they’re supposed to build. After trialling Primary at a previous role, Steph instantly knew it would be a perfect fit for the team.
The icing on the cake was that Primary integrates with Figma, which was already a part of the team’s workflow. Steph envisaged that the team could do their thinking and documentation in Primary, then plug the final product straight into Figma.
Challenges we faced
Benefits of Primary
Primary was a simple, seamless solution that brought the product team together culturally with the concept of rapid prototyping. Using Primary, Nike saved time in development with clear and informed direction, and alignment from the outset with kinks ironed out and tested before the build stage.
Primary brought the Nike team together with the concept of rapid prototyping, and took Nike’s Digital Product output from good to great. Steph’s team saved time, built better products and had better information throughout, with a connected team.
On top of this, Steph says her team’s use of rapid prototyping has been noticed by broader areas of the team at Nike Digital. Their toolset and methodologies are being shared more broadly in the organisation, including Primary app, as a driving force in achieving the best outcomes at speed, with the lowest investment.
Easily map the user flow and iterate quickly using clickable prototypes.
Prior to using Primary, Nike’s product managers would go straight into high-fidelity mode. The team would tell developers exactly what they need with little context, and would wait until the final build was completed to capture user experience and feedback in-market. Primary enabled the team to flip that concept on its head. The app processes allowed Nike to map the user flow quickly and iterate quickly, with the lowest investment. When the team was happy with a concept, they’d get design involved and go from a text-only flow to wireframes and mockups/ clickable prototypes, without needing to actually go ahead and build.
Confirm flow designs with confidence, and hand off to developers with automated product requirement documentation.
Confirm flow designs with confidence, and hand off to developers with automated product requirement documentation. Using Primary, her team could show developers what to build, including defined functionality and the user’s process to get there — not just create mockups and a Product Requirement Document and hand it over to test in a live environment. Then, once the designs have been tested, the team could confirm their designs with confidence. When it came time to hand off the final designs to development, Primary’s automated product requirement documentation saved time and eliminated back and forth, while also ensuring everyone was up to date with the latest version.
Reduced time to market and product development cost.
With these low-fidelity iterations, Nike’s team was able to put features or even a full product out in front of users and stakeholders and see if they work with function over form, learn if the flows work for the user, and discover what definitely needs to be iterated and evolved. Primary gave the team the confidence in their flow and design before handing over to build, where the investment grows exponentially. Nike could consider all exceptions from the outset so that the final built product was ready for market.