adidas.com
The adidas online e-commerce platform supports online shopping for millions of customers worldwide per year.
From dec 2017 till feb 2019 I worked as the UX designer on the 3 checkout teams for adidas.com.
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My Role
• UX Design
• Discovery projects
• optimizing conversion
• Journey mapping
By working closely with stakeholders and agile cells I've been able to translate business goals and the adidas design principles to user-centered experiences. Several optimizations were validated with A/B testing and user research that led to a higher order conversion rate and a higher customer satisfaction (measured with NPS).
Seamless checkout experience
Goal
Design an effortless experience that is fully validated by data en consumer insights.
At the start of 2018, the adidas e-commerce platform was suffering from a higher than industry standard cart abandonment rate, did not support the latest front-end tech. Through usertesting we identified several customer paintpoints
I set out to redesign each page in the flow from the ground up:
Approach
1. Gathering all known qualitative and quantitative insights available to find problem areas to focus on.
2. By mapping on the desired customer journey to enable find new ways to solve customer painpoints and needs.
3. Defining a new customer-centered structure as the fundament of each page. This creates a logic hierarchy
4. Continues iteration through AB-testing and usertesting
RESULT
A guided more personalized experience that increased online performance and customer satisfaction. Some impact numbers:
6,2% Delivery CTR improvement
10% Conversion improvement on average
