Transforming adidas' digital experience to make women feel seen, served and supported through human-centric ecosystem design

2 digital strategists (me + Alejandro Martinez)
2 commercial strategists
2 anayltics and data partners 
6 digital VPs
Many more involved teams and stakeholders

April 2022 - August 2022
Digital Strategy, Business Transformation

The challenge for Adidas women was simple: women category was underperforming. Redesigning the digital offering and figuring out the underlying problems while bringing every stakeholder together was a strategic design task. Our challenge was to find out what women really want to shop and design an ecosystem to enable it.

To transform the way we serve women, we conducted thorough research with customers and analysed the business offering to understand underlying needs and opportunities. By conducting interviews, visualising customer journeys, and working with data scientists, we discovered what the target audience was shopping, struggling with, and what they truly thought was important in the realm of sports, style and sustainability. We uncovered facts through expert interviews that exposed governance, data and knowledge issues which gave us pointers to transformation strategies

We converged these insights into 12 digital experience concepts to be cascaded down into relevant teams. My team developed a whole digital ecosystem to drive engagement, conversion and delight and partnered up with cross-functional teams and VP level to embed the experience into their day to day projects. With this work, we enabled teams to re-define what women shopper means, and what are the needs they can serve best. 

Additionally, we introduced the concept of diagnostics to evaluate and re-design digital strategies across business pillars.  

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