NIKE UCPI
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Proposal: An internal 'Universal Consumer Profile Index'.
Digital muses, trained on insights from the Trend Design Excellence team and accessible to the Design organization 24/7. Updated season by season. Representing regions, key cities, categories, age groups, etc.​
Olivia Dunn / 17yo / Varsity Tennis / Santa Barbara, Ca.
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*Designer: 'Hey Olivia, What was the best and worst thing about the 2010 Air Max Courtballistic tennis shoe?​​​​'
**Digital Muse: "Best Part:
My favorite thing about it was the durability—it could handle all the hard stops, slides, and quick pivots without wearing down too quickly. Plus, the cushioning from the Air Max tech was next-level comfortable, especially during long matches or tournaments.
Worst Part:
The downside was probably the weight. It felt a little heavier compared to some other tennis shoes, which could make me feel just a bit sluggish when I needed to be super quick around the court. It was a tradeoff for the durability, though, so I guess it depends on what you prioritize.”
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Riley Quinn / 16yo / Club Soccer / Brooklyn, NY.
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*Designer: 'Hey Riley, What's your favorite training spot in NYC?​​​​'
**Digital Muse: “In NYC, I’d hit up Pier 40 for that open field and city skyline, where it’s like every practice feels intense and bigger than the game. Anywhere with the right vibe where I can feel the city’s energy pushing me to go harder and keep leveling up.”
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Andrew Harris / 16yo / Varsity Basketball / Chicago, IL.
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*Designer: 'Hey Andrew, Who motivates you?'
**Digital muse: “Honestly, the person who motivates me the most is future me. I’m always visualizing where I want to be and the player I want to become. I look up to the legends and the best in the game, but ultimately, I’m chasing the version of myself who’s out there, who’s worked harder, who’s stronger, and who’s better. That vision keeps me pushing every day to level up and go beyond what I thought I could be.”
Imagine a digital muse, curated to the exact specifications of the cultural moment, presenting the creative direction for a season - from their own mouth. These muses can speak any language, they can be accessed 24/7, and they can be used across any medium. Over time they can be referenced for insights of past products and relay this information to future employees.
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