Adidas
Adidas, Europe’s largest sports manufacturer, challenged students to reduce online returns to boost profitability and customer satisfaction. The project focused on developing a multichannel solution, addressing sizing issues to minimize returns. The final concept connected the Runtastic app to Adidas’ online shopping system, providing users with accurate, updated measurements to enhance confidence in purchase decisions.
Project Length
My Role
Deliverables
9 weeks
UX Researcher and Designer
Handout and clickable Prototype
Structure
Explore
Desk Research, Interviews, Observation
Define
User Portrait, Design Brief
Ideate
Flowchart, Storyboard
Prototype & Testing
High-Fidelity Prototyping
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01
Explore
After the initial client meeting, a research plan was created to structure the research and identify why people return products and where the customer journey could be improved. Desk research was followed by observing a target group member (16-22 years old, preferably from the UK). An in-depth interview provided detailed insights into their experiences with online shopping, returns, and the Adidas brand.
02
Define
To visualize the research data, a user portrait was created to show the user's relationship to the problem and the brand. A design brief was also compiled, detailing the client's problem statement, research insights, and the design vision for addressing the issue.
03
Ideate
Following a second client meeting where two main concepts were presented, feedback was given to proceed with one concept focused on helping users find the right size through interactive sizing charts, enhancing their confidence in choices. A flowchart and storyboard were then created to further ideate and refine the concept.
04
Prototype & Testing
The final idea involved connecting the Runtastic app, a part of Adidas, with the Adidas app to help users undergoing body transformations find the right size. Measurements from the Runtastic app would transfer into Adidas’ sizing system, recommending an ideal size that updates monthly. After creating a prototype, user testing was conducted, leading to further refinements.
