Overview
Enhanced the female shopping experience by extending the original "Shop the Look" feature, introducing a more refined carousel with relatable, shoppable looks and high-quality imagery, resulting in increased engagement and sales.
+5%
increase in purchases for products featured in the carousel, demonstrating the effectiveness of relatable, shoppable imagery in driving conversions.
+3
Adopted across three key markets—North America (NAM), Latin America (LAM), and Europe (EU)—which represent the largest regions for the feature’s impact.
Why?
At adidas, 25% of our female shoppers expressed a desire for more relatable, how-to-style imagery. Building on the success of the initial "Shop the Look" feature, we wanted to evolve this concept with Shop the Look 2.0, offering a more advanced and intuitive way for shoppers to explore and purchase complete outfits.
The challenge was to refine the user experience and integrate new capabilities based on feedback, while working with global teams, particularly Japan, who had developed a similar feature for their retail stores.
Role
I contributed to enhancing the Shop the Look 2.0 feature by supporting content strategy and UX design, ensuring a seamless user flow that aligned with shopper expectations. I collaborated with teams to deliver relatable, high-quality content that made product discovery and purchase easier for shoppers.
Approach
Content Curation: Curated high-quality, relatable imagery that captured people in everyday situations, ensuring authenticity and visual appeal that resonated with shoppers.
UX Design & Flow: Collaborated with the UX team to refine the "Shop the Look" carousel and user flow, ensuring it was intuitive and easy to navigate.
Built Capabilities from Scratch: Worked closely with product development to enhance the backend capabilities, ensuring a seamless product tagging and linking experience within the carousel.
Global Collaboration: Leveraged insights from the Japan team’s successful "Shop the Look" feature to incorporate best practices and ensure a consistent, impactful experience across all markets.
Key Takeaways
Cross-Functional Collaboration: The project showcased the power of teamwork across product, research, UX, content, and activation teams to create a seamless user experience.
User-Centered Evolution: The success of Shop the Look 2.0 emphasized the importance of evolving based on user feedback to maintain relevance and effectiveness.
Data-Driven Success: The increase in purchases and engagement reinforced the value of authentic, easy-to-navigate, and visually engaging content in boosting online sales.