adidas 2021-2022

Jerseys

I was the senior product designer leading the football category on adidas.com. I was charged with identifying opportunity spaces, ideating early concepts, running design sprints, presenting regularly to leadership, and delivering final assets for production. I worked with multiple cross-functional teams that included a product manager, 4 researchers, a CRO (conversion rate optimization specialist), 2 data analysts, a copywriter, a project manager, and 8 engineers.

Project Summary

Team Finder
When shopping for football jerseys on adidas.com consumers are faced with a selection of about 800 jerseys on average.

The football jerseys PLP (product list page) and team filters often fail to provide consumers with what they need to navigate to and purchase a jersey that fits their needs, resulting in a poor consumer journey that negatively affects click-through, bounce, and add-to-cart rates.

The redesign of the team-finding experience serves to better match consumers' mental modal of team-specific offerings to reduce cognitive load when navigating to and selecting a jersey or team-specific alternatives.

The Problem

We’ve heard from users through various outlets that the current football jersey experience is overwhelming due to an extraneous product offering that is unclear and confusing.
Supporting a specific football team is the primary motivation for purchasing jerseys. However, the consumer journey on adidas.com does not cater to this need.

Business Problem

Users struggle to identify and navigate to a team-specific offering, which results in:

1. High bounce rate

2. Low click-through rate

3. Low add-to-bag rate

All of which negatively affect conversions.

User Goal

We want to empower users to support ‘their’ team by providing a team-specific offering while optimizing usability.

Business Goal

We want to reduce friction in the football jersey consumer experience. The primary metrics we’ll be looking at is bounce, click-through, and add-to-bag.

The Hypothesis

We believe that providing team findability that is intuitive, clear and consistent for all teams will improve the overall football jersey-buying experience. We will consider our hypothesis validated if we observe a decrease in bounce and an increase in click-through and add-to-bag.

Data mapping showed us the "TEAM" filter was the most frequently used but was also the worst-performing product-finding method. Qualitative research revealed that users were having difficulty understanding how teams were sorted and had trouble finding their desired team. Many users expressed that they would prefer to search elsewhere rather than continue using the adidas website or app.

To address this issue, I developed a toggle button feature to segment teams into two categories: Clubs and National Teams. Teams are sorted alphabetically and made searchable for ease of use. In addition, I worked with the adidas football business unit and local markets to highlight top-performing teams, specifically the top 5 teams in each market, and listed all other teams below. Each team is also represented with its logo and label for easy recognition

For more details I’m happy to walk you through my design files.

Hang tight, other adidas jersey projects are coming soon…