With tens of millions of visits each month, adidas.com is adidas’ most important marketing and sales tool – and one of the most frequently visited fashion and sports apparel websites in the world.
Over the course of a year, we worked on a series of design sprints with adidas product design teams to explore a range of different aspects of their digital customer experience.
The topics of the sprints included their ‘Release Dates’ calendar, ‘Waiting Room’ experience, and how user-generated content could be integrated into customer journeys.
Each sprint closely followed the Google Ventures sprint methodology, culminating in a day of prototyping and testing. Successful features were then prioritised and added to the product development backlog.
Working for a cutting-edge global brand was incredibly exciting – and somewhat daunting.
Each sprint was in person, bringing together diverse individuals from adidas’ product, brand and marketing teams across their European and United States offices into a single location.
Together, we explored the problem space with input from experts and customers, imagined potential solutions, and brought the strongest ideas together into a prototype — which was then tested with customers — all within the space of five days.
By closely following this process, we were able to navigate internal politics and break down siloed thinking between teams.
One of the highlights for me was building relationships with their in-house designers and UX specialists, working together to deliver prototypes that exceeded expectations, challenged and evolved their design system, and received plaudits from both customers and the wider business.
“I had the pleasure of working with Gordon across two design sprints spanning diverse user experience themes, helping solve a range of challenging ecommerce and business problems.
Gordon’s ability to collaborate with other designers brought new ideas and outcomes to each sprint. He consistently moved quickly under tight deadlines, while remaining pragmatic and focused on delivering valuable design outcomes.
Gordon is a true team player, and someone I would gladly draft into any design thinking challenge.”
