AdiClub in retail: a new membership service to redeem your points in store

April - November 2023
Service & Experience Design

1 strategic designer (me)
2 product owners + their tech teams
1 retail transformation lead
1 content designer
1 data scientist

Adidas wanted to re-imagine the future of membership in retail stores to delight new & old Adiclub members. Design Consumer Engagement was approached by membership retail to explore membership opportunities in store. 

After thorough consumer and field research we learnt that the initial assumptions would not satisfy our members’ needs. Henceforth, we developed a blueprint for action that was both feasible, scalable and thought as a long-term vision and brought together many teams for the same mission. My role included researching and experimenting in store and digitally, decoding  the future of retail and loyalty, developing as-is and to-be journey and tie together the product vision to make it happen on the backend.