Client: adidas | Year: 2023
Context
As the sole UX Researcher within the Digital Partner Commerce team at adidas, I led several initiatives aimed at improving digital experiences for resellers and internal teams. The central challenge was to ensure digital interactions with reseller partners were engaging, user-centric, and strategically aligned with adidas’ business objectives.
As the sole UX Researcher within the Digital Partner Commerce team at adidas, I led several initiatives aimed at improving digital experiences for resellers and internal teams. The central challenge was to ensure digital interactions with reseller partners were engaging, user-centric, and strategically aligned with adidas’ business objectives.
Goals
My primary objective was to identify actionable opportunities to enhance reseller engagement, improve digital content strategies, and upskill internal teams to effectively integrate UX research into their workflows. This required a blend of tactical improvements, strategic recommendations, and skill-building to strengthen the team’s overall capability.
My primary objective was to identify actionable opportunities to enhance reseller engagement, improve digital content strategies, and upskill internal teams to effectively integrate UX research into their workflows. This required a blend of tactical improvements, strategic recommendations, and skill-building to strengthen the team’s overall capability.
Methods
I led three interconnected initiatives:
I led three interconnected initiatives:
Digital Store Checks
I conducted comprehensive UX research on reseller digital stores, combining direct evaluations with insights from internal stakeholder interviews. In collaboration with adidas' digital partner team in Brazil, I refined the research methodology through iterative testing. This resulted in the creation of two practical templates: a tactical version focused on empathy-building and immediate improvements, and a strategic version tailored to inform longer-term digital partner strategies.
I conducted comprehensive UX research on reseller digital stores, combining direct evaluations with insights from internal stakeholder interviews. In collaboration with adidas' digital partner team in Brazil, I refined the research methodology through iterative testing. This resulted in the creation of two practical templates: a tactical version focused on empathy-building and immediate improvements, and a strategic version tailored to inform longer-term digital partner strategies.
Product Features & Benefits Communication
I performed a large-scale UX study focusing on running footwear and outdoor apparel. This included unmoderated interviews with Gen Z consumers in the UK, benchmarking analyses of industry best practices, and an internal literature review. The goal was to uncover the most effective strategies for highlighting product features and clearly communicating their benefits to end-users, informing strategic marketing decisions.
I performed a large-scale UX study focusing on running footwear and outdoor apparel. This included unmoderated interviews with Gen Z consumers in the UK, benchmarking analyses of industry best practices, and an internal literature review. The goal was to uncover the most effective strategies for highlighting product features and clearly communicating their benefits to end-users, informing strategic marketing decisions.
Team Upskilling
I developed and implemented a structured curriculum for the Digital Partner Commerce team, designed to enhance their capabilities in leveraging the UserTesting platform. This training empowered the team to independently conduct UX research, supporting more informed product and digital content decisions.
I developed and implemented a structured curriculum for the Digital Partner Commerce team, designed to enhance their capabilities in leveraging the UserTesting platform. This training empowered the team to independently conduct UX research, supporting more informed product and digital content decisions.
Outcome
The initiatives collectively contributed to tangible improvements in adidas' digital partner commerce:
• The Digital Store Check methodology provided a clear, replicable process, empowering teams with immediate actionable insights and strategic guidance, significantly enhancing reseller experiences and digital engagement strategies.
• The Features & Benefits Communication study directly informed product content strategy, resulting in more targeted and compelling messaging for key consumer segments, notably within running footwear and outdoor apparel categories.
• The Upskilling initiative successfully embedded UX research competencies within the Digital Partner Commerce team, cultivating an internal capability to continuously integrate user insights into digital commerce decisions.
Together, these initiatives advanced adidas’ user-centricity, strengthened reseller partnerships, and provided strategic clarity for ongoing digital innovation.
Testimonial
"Ben 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. 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."
"Ben 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. 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."
- Madalina Covaciu, eCommerce and Consumer Technology Head
