Client: adidas | Year: 2023
Context
The project focused on the launch of 7 Rapid Creation (DTC) physical products, inspired by adidas' collaboration with 'Into the Metaverse' and the Bored Ape Yacht Club. The products were to be showcased in an interactive digital campaign environment, utilizing a Snap 'Portal' lens within the adidas app. This immersive environment aimed to engage consumers, offer a futuristic brand experience, and drive excitement for the new collection. As part of this project, I had the privilege of collaborating with and mentoring a junior UX researcher.
The project focused on the launch of 7 Rapid Creation (DTC) physical products, inspired by adidas' collaboration with 'Into the Metaverse' and the Bored Ape Yacht Club. The products were to be showcased in an interactive digital campaign environment, utilizing a Snap 'Portal' lens within the adidas app. This immersive environment aimed to engage consumers, offer a futuristic brand experience, and drive excitement for the new collection. As part of this project, I had the privilege of collaborating with and mentoring a junior UX researcher.
Goals
The research aimed to delve into several key aspects of the immersive metaverse experience:
The research aimed to delve into several key aspects of the immersive metaverse experience:
- Assess the ease of navigation and understandability of the digital environment.
- Examine consumer and brand values perceived within the metaverse.
- Measure consumer intent to purchase products showcased in the metaverse.
- Examine consumer and brand values perceived within the metaverse.
- Measure consumer intent to purchase products showcased in the metaverse.
Methods
To gather insights, a moderated remote usability test was conducted across two environments (Snapchat or adidas app and the adidas website), involving 14 participants from Canada, USA, Mexico, and Brazil. The study addressed the following dimensions, exploring ease of experience, product understanding, intent to purchase, consumer value in AR, and brand value in AR.
To gather insights, a moderated remote usability test was conducted across two environments (Snapchat or adidas app and the adidas website), involving 14 participants from Canada, USA, Mexico, and Brazil. The study addressed the following dimensions, exploring ease of experience, product understanding, intent to purchase, consumer value in AR, and brand value in AR.
Outcome
The research provided valuable insights, contributing to adidas' understanding of the immersive metaverse experience for potential future campaigns. Participants highlighted the intuitive navigation and wayfinding within the digital environment. The AR experience positively influenced product understanding, driving purchase intent and enhancing product affinity. Consumers expressed a preference for AR-based product discovery and associated innovation and creativity with the adidas brand through this immersive experience.
The research provided valuable insights, contributing to adidas' understanding of the immersive metaverse experience for potential future campaigns. Participants highlighted the intuitive navigation and wayfinding within the digital environment. The AR experience positively influenced product understanding, driving purchase intent and enhancing product affinity. Consumers expressed a preference for AR-based product discovery and associated innovation and creativity with the adidas brand through this immersive experience.
