When an athlete purchases a new device, the last thing they want to do is spend time learning how to use it. Based on this truth, IA took a show-not-tell approach to streamline Nike’s watch and monitor interfaces and the instructions that accompany them. IA improved interaction of the watches with legible fonts and flattened information architecture. IA replaced text heavy manuals with intuitive diagramming and illustration. Instructions took the form of fold-out posters that lay flat, enabling “hands-free” interaction.