Revamping the B2B experience for adidas

In 2019, we undertook the task of working on adidas’ B2B commerce platform, CLICK. It presented an intriguing blend of immediate improvements and long-term strategizing. Initially, our focus was on quick audits and user interface enhancements that yielded immediate, tangible benefits. Simultaneously, we embarked on a deeper analysis, gathering customer insights and aligning business units to identify and address larger issues. This dual approach not only enhanced the platform’s performance in the short term but also laid a solid foundation for more significant, future changes.

I was responsible for coordinating the audit and UI improvements, and contributing to the larger strategy for future enhancements.

The challenge was two-fold: to rapidly improve the existing platform while simultaneously planning for future, more substantial changes. Our approach began with an exhaustive review of Click and a thorough analysis of customer feedback. This led to the development of creative principles that would guide our immediate actions. The ambition was high, akin to a moonshot, but grounded in practicality and focused on immediate impact.

Simultaneously, we embarked on a deeper journey, aligning various business units and developing a comprehensive understanding of the customer journey. This phase involved mapping the existing platform, identifying inconsistencies, and establishing a new design system that could be applied immediately while also supporting future enhancements.

The immediate result of our efforts was a more consistent and efficient UI, leading to a 20% faster page load time and a 2% increase in conversion rates. This was achieved without significant functional changes to the platform, highlighting the impact of thoughtful design on user experience.

In the longer term, our ethnographic research and customer surveys provided invaluable insights, allowing us to align product owners and consider the entire value chain in our planning. This comprehensive understanding of our customers’ needs and motivations is now driving the development of new features and concepts, each carefully vetted and validated.