Adidas
A personalized style guide called AURA for adidas
Year
2020
Timeline
6 months
Category
Ecommerce
Role
UX designer
Problem statement
AURA was initially launched in the US as a pilot feature to enrich consumer profiles by linking their Instagram accounts with their Adidas accounts. However, the feature struggled with low enrichment rates (24.8%) and high dropout rates, performing below expectations and targets.
Approach
Stakeholder Engagement: Conducted interviews with Adidas stakeholders to understand business goals and expectations. User Research: Implemented a mixed-method approach, combining surveys and web analytics to understand user interactions and drop-off points. Strategic Planning: Analyzed data to identify core issues affecting user engagement and retention.
Design process
Discover: Identified through surveys that users lacked understanding of AURA’s purpose, which led to disinterest and frustration. Targeted U.S. consumers aged 18-35, accessing via mobile. Users were dropping off after initial contact due to unclear communication about AURA’s benefits. Define: Isolated critical pain points affecting user experience. Confusion about AURA's purpose upon accessing the feature. Visual and technical glitches on initial pages, leading to further user drop-offs. Develop: Developed multiple design solutions addressing the pain points. Redesigned the user flow to allow exploration of AURA without mandatory Instagram integration. Introduced a comprehensive landing page explaining AURA’s functionality clearly. Conducted A/B testing to determine optimal placement for user enrichment steps. Deliver: Created prototypes reflecting the new user flow and improved UX copy. Tested the new approach, focusing on user satisfaction with the product recommendation system and their willingness to share personal information.
Results
Improved User Engagement: The redesigned AURA interface led to an increase in profile completion rates. User Feedback: Positive user responses with an average satisfaction rating of 4.5 out of 5, highlighting the enjoyable and personalized shopping experience. Business Impact: Presented findings and the new strategy to stakeholders, resulting in the decision to expand the rollout of the updated AURA feature across the US market in Q3 2020.
Conclusion
Lessons Learned: The importance of clear communication about product features and benefits from the first user contact was a major takeaway. Future Improvements: Plan to explore further personalization options and streamline the integration process for social media accounts.
