Client: adidas | Year: 2023
Context
During my time at adidas, I collaborated with the Digital Partner Commerce team as the sole UX Researcher. Given the challenge of enhancing digital partner experiences, I undertook a series of initiatives to drive improvements in digital store checks, features and benefits communication, and team upskilling.
During my time at adidas, I collaborated with the Digital Partner Commerce team as the sole UX Researcher. Given the challenge of enhancing digital partner experiences, I undertook a series of initiatives to drive improvements in digital store checks, features and benefits communication, and team upskilling.
Initiatives
In pursuit of enhancing reseller engagement and fostering a user-centric approach, I spearheaded three key initiatives:
In pursuit of enhancing reseller engagement and fostering a user-centric approach, I spearheaded three key initiatives:
Digital Store Check
I conducted digital store checks of resellers through a unique UX research lens, integrating insights gathered from internal stakeholder interviews to enrich the analysis. Collaborating closely with a digital partner team in Brazil, I iterated and refined the methodology to enhance its effectiveness. This process resulted in the development of two ready-to-use templates for digital store checks: one with a tactical focus on empathy-building and another with a strategic focus on enhancing knowledge among key digital partner teams.
I conducted digital store checks of resellers through a unique UX research lens, integrating insights gathered from internal stakeholder interviews to enrich the analysis. Collaborating closely with a digital partner team in Brazil, I iterated and refined the methodology to enhance its effectiveness. This process resulted in the development of two ready-to-use templates for digital store checks: one with a tactical focus on empathy-building and another with a strategic focus on enhancing knowledge among key digital partner teams.
Features & Benefits
I led an extensive UX research study that combined unmoderated interviews with Gen Z participants in the UK, benchmarking analysis, and an internal literature review. The study focused on running footwear and outdoor apparel, aiming to uncover the most effective ways to showcase product features and communicate their benefits to the target audience.
I led an extensive UX research study that combined unmoderated interviews with Gen Z participants in the UK, benchmarking analysis, and an internal literature review. The study focused on running footwear and outdoor apparel, aiming to uncover the most effective ways to showcase product features and communicate their benefits to the target audience.
Upskilling
I designed a comprehensive curriculum to enhance the skills of the Digital Partner Commerce team, focusing on effectively leveraging the UserTesting platform to support their UX research and digital commerce initiatives.
I designed a comprehensive curriculum to enhance the skills of the Digital Partner Commerce team, focusing on effectively leveraging the UserTesting platform to support their UX research and digital commerce initiatives.
Outcome
The initiatives undertaken culminated in a series of impactful outcomes that laid the foundation for a more user-centric and engaging digital partner experience:
The initiatives undertaken culminated in a series of impactful outcomes that laid the foundation for a more user-centric and engaging digital partner experience:
Digital Store Check
The iterative approach to digital store checks resulted in a refined methodology, allowing for deeper insights into reseller experiences. The inclusion of ready-to-use templates streamlined the process, empowering the team to conduct effective tactical and strategic store checks.
The iterative approach to digital store checks resulted in a refined methodology, allowing for deeper insights into reseller experiences. The inclusion of ready-to-use templates streamlined the process, empowering the team to conduct effective tactical and strategic store checks.
Features & Benefits
Insights from the UX research study informed the development of a more compelling and effective strategy for communicating product features and benefits, particularly within the running footwear and outdoor apparel categories.
Insights from the UX research study informed the development of a more compelling and effective strategy for communicating product features and benefits, particularly within the running footwear and outdoor apparel categories.
Upskilling
The designed curriculum successfully equipped the Digital Partner Commerce team with the necessary skills to maximize the utility of the UserTesting platform, fostering a culture of user-centric decision-making.
The designed curriculum successfully equipped the Digital Partner Commerce team with the necessary skills to maximize the utility of the UserTesting platform, fostering a culture of user-centric decision-making.
Testimonial
"Ben was a valuable member of our team in 2023, supporting my team as an external user researcher. He brought deep consumer insights expertise and hit the ground running from day one, consistently showcasing the ability to integrate seamlessly in a complex, global organization and contribute effectively. Ben has a unique ability to work autonomously and deliver results fast, while consistently meeting deadlines and exceeding expectations.
"Ben was a valuable member of our team in 2023, supporting my team as an external user researcher. He brought deep consumer insights expertise and hit the ground running from day one, consistently showcasing the ability to integrate seamlessly in a complex, global organization and contribute effectively. Ben has a unique ability to work autonomously and deliver results fast, while consistently meeting deadlines and exceeding expectations.
Ben led user testing across multiple countries, user platforms and insights areas while showcasing analytical thinking and delivering engaging presentations for inside audiences. Furthermore, he displayed remarkable adaptability and a proactive approach to problem-solving. Ben was always willing to take on new challenges and find innovative solutions to complex problems, bringing a positive attitude and ability to think outside the box were instrumental in overcoming obstacles and achieving project goals.
Overall, I am truly grateful for Ben’s contribution to the 4BN euro e-commerce business I lead. He was an invaluable asset to our team and I have no doubt he will bring the same level of dedication, professionalism, and expertise to any future role he undertakes. I wholeheartedly recommend him for any user research positions and am confident in his ability to excel in any environment."
- Madalina Covaciu, eCommerce and Consumer Technology Head
- Madalina Covaciu, eCommerce and Consumer Technology Head
