%% DATAVIEW_PUBLISHER: start
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%%
%% | Metadata Field | Value |
| -------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- |
| tags | [#user-research](app://obsidian.md/index.html#user-research) [#prototyping](app://obsidian.md/index.html#prototyping) [#product-design](app://obsidian.md/index.html#product-design) [#product-strategy](app://obsidian.md/index.html#product-strategy) |
| post status | [#article](app://obsidian.md/index.html#article) |
| last modified | 2025-02-04 | %%
%% DATAVIEW_PUBLISHER: end %%
![[nvl-0_0-cover.png | Nike Valient Labs — cover image]]
# the premise
The Nike Valiant Labs team is always on the lookout for venture ideas to incubate into the next $200 million business.
Given that we were doing the work during the biggest instance of social unrest due to race relations since the 60s, Nike felt they should understand how to better serve the Black community.
Our mixed methods research led us to understand that Black people in the USA need a way to heal the effects of racial trauma in a way that improves their overall well-being, and that Nike had their trust, the power, and a social responsibility to help with their healing.
The team was composed of myself—in the role of UX researcher/prototyper, and a product strategist/entrepreneur.
# uncover
>[!column|flex 2 no-t]
>>[!logs-point|no-i ttl-c txt-c ttl-b txt-s] 13
>>customers interviewed
>
>>[!logs-point|no-i ttl-c txt-c ttl-b txt-s] 800
>>people surveyed
>
>>[!logs-point|no-i ttl-c txt-c ttl-b txt-s] 7
>>subject matter experts consulted
>
>>[!logs-point|no-i ttl-c txt-c ttl-b txt-s] 43
>>white papers/articles reviewed
## interviews
Our research focused on Black people in the USA during a moment when the country was starting to reflect on the depth of struggle and suffering that results from systemic racism.
Shared experience among the participants and researchers was paramount to creating a safe space. Additionally, the subject matter experts we spoke with helped us learn how to identify and discuss trauma.
After realizing that folks were starting to address their own pain and suffering, we were able to formulate our problem statement:
>[!Danger] Problem Statement
>Black people in the USA need a way to heal the effects of racial trauma in a way that improves overall well-being
| nvl-1_1 | |
| :-------------------------------------------------------------------------------------- | :----------------------------------------------------------------: |
| ![[nvl-1_1-demo.png \| figure nvl.1: visualization of demographic data and key quotes]] | **figure nvl.1:** visualization of demographic data and key quotes |
## surveys
Over 2 separate 400-person surveys, we broadened the surface area of our study while identifying over-arching trends about our emerging segment:
- They're representative of the rising middle class who has at least some college or vocational education
- They are the 41% of respondents that spend an hour a day on average actively addressing it
- They are the 48% of respondents who are becoming aware, remembering, processing and experimenting with solutions for their healing
- They list racism as their top stessor, equal only to their work and career
- They trust Nike to help solve this problem
| nvl-1_2 | |
| :------------------------------ | :--------------------------------------------: |
| ![[nvl-1_2-chart_showcase.png]] | **figure nvl.2:** visualization of survey data |
# converge
## personas
The data we gathered was synthesized into 3 distinct personas. The key factors that differentiated our archetypes were:
- Their perception of the impact of stress on their lives
- How they viewed their management of racial stress
- Whether they were addressing, processing, or dissociating from their racial stress
Anaya ended up being our primary persona, as she is actively hunting for tools that would help her manage, process, and heal racial trauma. Additionally, by focusing on Anaya, we determined we could also help Michael if we were to create a sufficiently scalable or peer-to-peer oriented solution.
| nvl-2_1 | |
| :------------------------ | :-----------------------------------------------------------: |
| ![[nvl-2_1-personas.png]] | **figure nvl.3:** persona cards for paris, anaya, and michael |
## design studios
In parallel to deepening our understanding of our customer, we began to generate solution ideas.
This allowed us to do early vetting on concepts, as we diverged and converged our thinking in design studio sessions with our team and customers.
In turn, we were able to nimbly tease out what would work for her and what wouldn’t.
| nvl-2_2 | |
| :------------------------------ | :---------------------------------------------------------------------------------------: |
| ![[nvl-2_2-design_studios.png]] | **figure nvl.4:** description of and select sketches from our 6-up design studio sessions |
# generate
## the final four
We generated four venture concepts—communicated via design prototypes, market snapshots, and business frameworks. Each was supported by a refined understanding of Nike’s customer, the problem space, the strategic value, and landscape analysis.
## ocean
![[nvl-3_1-ocean_splash.png]]
![[nvl-3_2-ocean_home.png]]
![[nvl-3_3-ocean_player.png]]
![[nvl-3_4-ocean_comments.png]]
A black healer named Aja Daashuur once said:
>Given the murder of Black people, even drawing breath feels like a gift instead of a right. When you breathe, you are saying, 'I deserve to breathe, I deserve to be alive. I not only deserve to be alive, I deserve to thrive.'”
_Ocean_ is a transformative breath work community, providing breathing exercises with narrations, music and soundscapes that specifically speak to the trauma experienced by the black community.
Anaya will choose guided content for breathing that speaks to her experiences. Unlike other breathing apps, this one is built on community, allowing Anaya to listen to others breathe, or record her own breathing to be added to the 'ocean of sound' created by others.
With each breath, Anaya will feel more healed, but also more connected to a community.
## lala
![[nvl-4_1-lala_splash.png]]
![[nvl-4_2-lala_greet.png]]
![[nvl-4_3-lala_home.png]]
![[nvl-4_4-lala_friends.png]]
Black people experience a racial sleep gap:
- They are more likely than whites to have insomnia, sleep apnea and daytime sleepiness
- On average, they sleep an hour less than their white peers
_Lala_ proposes a radical reframing: what if we look at something as powerful and simple as sleep as a form of healing resistance.
_Lala_ is simple, but the intention it creates is powerful. Anaya will find solace, peace and inspiration in the sleep content provided, whether it’s for a nap or night of sleep.
Importantly, _Lala_ empowers Anaya to track and monitor her sleep patterns. She can also join with others on this healing journey, to keep each other accountable, and remind one another to center themselves and their healing.
## davis
![[nvl-5_1-davis_splash.png]]
![[nvl-5_2-davis_home.png]]
![[nvl-5_3-davis_prompt.png]]
![[nvl-5_4-davis_post.png]]
We learned from our research that 'expressive writing' helps people process and heal trauma, and that group therapy is extremely effective for healing. This was the inspiration for _Davis_.
_Davis_ is a micro-journaling platform that guides users in healing their trauma by providing inspiring prompts for journal entries.
The prompts leverage art, music, and written works such as poetry from the Black community.
Beyond the prompts, what’s special about _Davis_ is the community. Each prompt becomes a launching pad for a community of people doing the same emotional work.
## kinspace
![[nvl-6_1-kinspace_splash.png]]
![[nvl-6_2-kinspace_events.png]]
![[nvl-6_3-kinspace_spaces.png]]
![[nvl-6_4-kinspace_chat.png]]
When a person experiences trauma, they want to feel seen and understood. The best way to do this is to talk to others who have experienced similar trauma to understand they are not alone.
_Kinspace_ is a place where Black people can go chat with other Black people and allies about the issues that matter to us. In our research, we noticed many grassroots discussion groups organized by individuals as well as professionals and doctors.
The vision is a place for more honest and productive conversations, where the tone and context is defined by Black people and Black culture.
# reflect
## Strategic Impact
- Building rapport during sensitive conversations requires more than empathy and charm; it requires providing an aura of safety and solidarity
- The strength people show in the face of overwhelming injustice is beautiful
- Talking to one another is some of the best healing we can do
- Uncovering a complex problem, coming to understand the people facing it, and working with them to ideate possible solutions in 11 weeks is going to be tough. When possible, build your artifacts in the deliverables. Do it in the deck!
## business outcome
- Nike will be moving us forward to the validate stage, where we'll further develop and test 1 or more of the venture concepts
- Nike is now armed with a thorough and thoughtful understanding of how racial trauma affects the Black community
- Nike is well-equipped to expand the 'mindset' vertical of their portfolio—including within the b2b space—in a culturally competent manner
- Impressed with the results, Nike is working to invite us back to help them gain an understanding of a different problem space
>[!quote | author] That was incredible. I got many chills during the course of this presentation.
>―Hannah Jones,
>Founder/Head of Nike Valiant Labs
>[!quote | author] The investment committee was thrilled with your presentation and the thoughtfulness.
>―Vidya Spandana,
>Nike Valiant Labs
![[contact#^83635d]]