Conversational AI and experience metrics for adidas’ first consumer services chatbot

Adidas
2024-25
Senior Designer, leading a team of 3

I directed the design and implementation of adidas’ consumer services chatbot, expanding its capabilities through conversational AI, new service flows, and richer interaction patterns.

The work focused on identifying the most common customer service needs—such as returns, refunds, and order support—that had high volume but low complexity, and translating them into structured conversational journeys that reduce friction for users and support teams. 

This included expanding the number of automated flows, improving how the bot handles different scenarios, and introducing clearer conversational patterns for service interactions. In the first weeks implementing chatbot in emerging markets we achieved double digit containtment and hit our effectivity and speed-to-action goals.