NikeRunning.com: Emotional Experience Design In Practice

December 7th, 2009

With contributors:

Bruce Temkin , Rachel Zinser

Summary

Companies hoping to engage their customers online should adopt what Forrester calls Emotional Experience Design (EED). NikeRunning.com embodies the three principles of EED by focusing on training instead of products, offering content and tools that create a clear brand personality, and engaging users with well-integrated video and tactile experiences. Companies that want to follow NikeRunning.com's example should find out what's driving users to their sites in the first place.

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