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Elevating the Game: Transforming the adidas Teamwear Customization Platform

Adidas aims to enhance their custom teamwear platform—an innovative solution for sports teams worldwide to design and order kits in a unique in a dynamic space where users, from local clubs to professional teams, collaborate to create custom team apparel.

The global team sports (GTS) division at Adidas that oversees the platform recognized a focused user experience and user interface design strategy informed by solid user research and validation would elevate the entire LockerRoom experience. Together with the GTS team, we forged an ambitious vision for 2024, setting the stage for the platform’s immediate and enduring success, driving sales and brand engagement.

How might we deliver a truly immersive and distinctive user journey, setting the platform apart in the sports apparel industry and increase sales?

Project Challenge

Our strategy encompasses a holistic approach, addressing the on stage and back stage of the service, encompassing several internal processes supporting the platform, including e.g., account management, product set-up, customer service, and order fulfillment. Through service design, user experience design, comprehensive user research, and advanced analytics, we aimed to elevate the team’s capabilities and champion a human-centered culture to enable the GTS team to drive a best-in-class user experience. On a strategic level, we helped define the product vision and strategy, prioritize and plan functionality and feature implementation, and by managing relevant organizational stakeholders to build organizational leverage.

 

Our joint goal is to deliver a truly immersive and distinctive user journey, setting the platform apart in the sports apparel industry. Through innovation, collaboration, and a relentless focus on the user, we’re set on reshaping the global standard for sports teamwear.

Project Goals

Elevate the existing site to an engaging and effective platform interface to drive sales by accelerating the time to design, order and deliver customized team apparel;

Increase user engagement by designing a more effective process of designing and ordering kits for sales representatives, retailers and teams;

Support the GTS team by optimizing internal processes, reducing manual work while simultaneously creating a better (internal) backstage user experience 

Build and define capabilities, ways of working, and a culture to enable the GTS team to drive rapid platform improvements informed by user insight.

 

How we set the stage for platform success

Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.
Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.
Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.
Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.
Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.
Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.
Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.
Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.
Global teams in Herzogenaurach (HQ), Portland, Amsterdam, Belfast, and Bogota collaborated to formulate both long- and short-term visions and strategies. They guided the definition and prioritization of roadmaps through extensive user research, understanding user needs, testing assumptions, building consensus across adjacent teams and stakeholders, and formulating recommendations for the platform user experience. By blending design thinking methods with service design and UX methods suited to the skills and workflows of the GTS team, they articulated strategic goals and prioritized features. Collaborative sprints were facilitated to design an improved user experience.

Project Outcomes

Successfully partnered for 2 years to support the global GTS team with strategy, design, and research.

Increased NPS by over 60 points during our collaboration.

Developed long-term and short-term design visions, strategies, and roadmaps.

Enhanced adidas’ ability to connect user insights with business considerations and UX/UI solutions for solid decision-making.

Improved stakeholder buy-in through proactive management and ongoing validation loops.

Made significant UI/UX enhancements to the teamwear design and order process.

Executed roll-out and validation of delivered UX/UI solutions.

 

GET IN TOUCH WITH ONE OF OUR EXPERTS: ELMO DIEDERIKS | SENIOR PARTNER & INNOVATION CONSULTANT

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Elmo Diederiks, DesignThinkers Group

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