Constraints
-Use Adidas' branding
-Manage a team of 9, through 4 departments
-24 hours
Because of the global pandemic online shopping has grown exponentially. Take this chance to re-imagine new concepts for the evolving industry of the sporting goods and apparel E-commerce.
Define the problem
Problem space
The shopping patterns of consumers has been leaning heavily towards an online landscape and now during COVID the numbers are only skyrocketing. retailers such as Adidas are looking to update and improve their digital platforms.
Research
Data Set
-Shoes were by far the most popular category of any item on the site by a large margin.
-Conversion rate overall was very low throughout the site
Secondary research
-Adidas is a leader in environmental e-commerce.
-Adidas branding revolves around winning culture. mainly towards athletes and not just physical strength but also including confidence, collaboration and creativity.
Insights
From the data set and secondary research our group was able to pull insights for the direction of our design.
From the lack of rate conversion we found trying to personalize the shopping experience for the consumer.
Here we created the HMW:
How might we create a more personalized experience for those who are new to the Adidas culture?
Persona
Concept Sketching
Concept sketching revolved around creating features that helped personalize the shopping experience.
for example a feature that evaluated user athletic experience and goals and recommended products based off of that input.
Features
Questionnaire
to gauge a better understanding of Samuel’s needs and goals in order for the site to interact with Samuel in a meaningful way.
Gamification
We decided to take inspiration from gamification. Here we introduce a system where Samuel can see digestible amounts of information that will help him level up his game while seeing a couple recommended products that fit his skill level. We decided upon this solution because it will help increase apparel/clothing sales and make it easier for someone whose new to the Adidas culture to adopt the lifestyle.
Marketing
First, we're going to place search ads for sporting-specific queries he might search on Google and share ads on social platforms Samuel uses frequently like Instagram and Facebook.
Then, we're going to entice him through the Adidas newsletter, influencer partner and user generated content showing off the benefits of Adidas, as seen with our Instagram post here.
Lastly, we're going to ensure we send him abandoned cart emails and target him with retargeting social media and display ads on 3rd party websites.
Next Steps
We would start with user testing and implement the results into our next iteration. We would further develop the functionality and make transitions smoother and more engaging.