Client: adidas Global DBC
Project: Fix the eCom ordering process Confirmed app and hype launch ordering process
Purpose: Create a more elegant, safe and consumer-friendly way to launch marquee shoes to our most loyal adidas customers.
Contribution: Creative direction, copy, messaging guidelines
Hype products are the most exclusive trainers to come from adidas design labs.
Research
From Yeezys to NMD trainers, limited run hype products are often sold out or reserved within minutes from their launch online.
Along with excitement for these products to be made available to the public came negative feedback from people who either were unable to reserve the products they wanted or were timed out in the process. What should have been a positive adidas experience became a negative one, directly affecting the amount of repeat online customers.
Delving into user feedback, we realized a fundamental issue with the ordering process and that the messaging was confusing for people to properly order their products. Moreover, people did not feel empowered during the ordering process, leaving them disinterested or frustrated to the point of walking away from the sale entirely.
The Fix
Working in tandem with the UX team, we simplified the process for online orders, honed the messaging to be better digestible, and worked with designers to create visual cues that customers could understand faster.
Results
The results were an outstanding success. Our new experience gave consumers the feeling that they were in control over limited releases.
GO BIG OR GO HOME
We coupled our successful online ordering platform with our ambition to create a highly localized mobile shopping experience for premium products. One that merged the physical and digital worlds; and the adidas CONFIRMED app was born.
This app works three ways.
The VIP experience
Premium adidas products deserve a premium purchasing experience. The adidas CONFIRMED app gives shoppers the ability to sign up and buy all their favorite hype products in one place without the clutter of inline products.
A fair chance.
To to level the playing field for shoppers, adidas CONFIRMED has built-in security procedures that stop shoe bots and slow down individuals who shop with multiple devices.
adidas Germany store hype launch