Be the source in adidas launches
As senior UX designer at Adidas, I led the discovery to redesign the experience for product launches on adidas.com. Which helped the company to define a new strategic direction.
Summary
I was responsible for the digital experience for product launches on adidas.com. Based on extensive research, in a collaborative manner, we were able to improve the experience and influence new strategic direction for product launches at adidas.com.
Adidas is a great brand with lots of passionate employees and brand awareness. During my stay at Adidas it was great to represent the voice of the user and bring an outside-in mindset into the team.
My role
Creating concepts, Lead Discovery Track, Collaboration Workshops, Competitive Analysis,Usability Testing, User Flows, Design Sprint, Interaction Design, and Visual Design.
My role:
Senior UX Designer
Team:
UX VP, UX Director, UX Researcher
Period:
June till October 2017
Background information
Adidas has three main persona’s: (1) Creators, (2) Amplifiers, and (3) Value Receivers. During extensive user research to understand the journey of adidas users, five main gaps in the journey of creators were captured. One of the gaps was the lack of confidence in locating upcoming adidas product releases for sneaker heads (creators and amplifiers). To close the gap the project ‘Be the Source’ has been kicked off.
Research insights
Adidas divides their products in three levels: (1) Hype, (2) Flash, and (3) Mainstream products. To be able to join new releases of Hype products you have to sign up, for Flash products you can set reminders to get notified when the launch starts (sold out in seconds).
The interesting thing is that Adidas divides their products into three levels. However, during research we found out that participants found Hype and Flash products even as important. Whereas in the past there were two ways to join a release, with these insight we started to explore a single call to action (Join release) to sign up for product releases.
Design
I started designing a landing page for adidas product launches, containing all upcoming Hype and Flash products. Via various unmoderated user tests we validated the design and layout and started to rethink the journey to subscribe to those launches ...
Results
New strategic direction for product launches
Based on this project new strategic projects regarding product launches cross the board started.
Advocating the voice of the user
Adidas is a great brand with lots of passionate employees and brand awareness. During my stay at Adidas it was great to represent the voice of the user and bring an outside-in mindset into the team.