Helping consumers feel inspired, curious and. valued through 1:1 personalisation systems

Adidas
2025-2026
Experience Design Director

Most digital personalization today appears in small, isolated moments: a product recommendation, a size pre-selected on a product page, or an email referencing a recent purchase. While these moments can be useful, they are often disconnected, difficult to manage at scale, and rarely grounded in a clear strategic framework.

This project explores how personalization can evolve from a collection of ad-hoc features into a structured system that supports both user needs and business priorities. Based on found consumer issues, I am directing a team of designers and partners to develop solutions that make experiences more relevant and easier to navigate. This includes defining where personalization should appear, designing scalable interaction models, and prototyping new components across key touchpoints containing new rules and behaviors to personalize at scale in moments where it matters.