Client: adidas | Year: 2023
Context
adidas launched seven new physical products through its Rapid Creation (DTC) initiative, inspired by their high-profile collaboration with "Into the Metaverse" and the Bored Ape Yacht Club. To showcase these products, adidas created an immersive digital campaign using a Snap ‘Portal’ lens integrated within the adidas app. This interactive environment was designed to engage consumers, deliver a futuristic brand experience, and build excitement around the new collection. During this project, I collaborated closely with and mentored a junior UX researcher, ensuring high-quality insights and professional development within the research team.
adidas launched seven new physical products through its Rapid Creation (DTC) initiative, inspired by their high-profile collaboration with "Into the Metaverse" and the Bored Ape Yacht Club. To showcase these products, adidas created an immersive digital campaign using a Snap ‘Portal’ lens integrated within the adidas app. This interactive environment was designed to engage consumers, deliver a futuristic brand experience, and build excitement around the new collection. During this project, I collaborated closely with and mentored a junior UX researcher, ensuring high-quality insights and professional development within the research team.
Goals
The research focused on assessing users' interactions with and perceptions of the immersive metaverse experience. Specifically, we aimed to evaluate how intuitive and navigable users found the digital environment, understand perceived consumer and brand values associated with AR experiences, and measure how effectively the AR campaign influenced product understanding and purchase intent.
The research focused on assessing users' interactions with and perceptions of the immersive metaverse experience. Specifically, we aimed to evaluate how intuitive and navigable users found the digital environment, understand perceived consumer and brand values associated with AR experiences, and measure how effectively the AR campaign influenced product understanding and purchase intent.
Methods
We conducted moderated remote usability tests with 14 participants from Canada, USA, Mexico, and Brazil. Participants interacted with both the immersive digital environments (via Snapchat or the adidas app) and the adidas website. The research comprehensively explored the user experience, including ease of navigation, product understanding, consumer perceptions of brand innovation and value, and overall intent to purchase products discovered within the AR experience.
We conducted moderated remote usability tests with 14 participants from Canada, USA, Mexico, and Brazil. Participants interacted with both the immersive digital environments (via Snapchat or the adidas app) and the adidas website. The research comprehensively explored the user experience, including ease of navigation, product understanding, consumer perceptions of brand innovation and value, and overall intent to purchase products discovered within the AR experience.
Outcome
The research delivered clear, actionable insights, providing adidas with strategic clarity for future immersive and AR initiatives. Users found navigation intuitive, with the AR environment significantly enhancing their understanding of products, positively influencing purchase intent, and reinforcing positive brand perceptions. Consumers explicitly associated adidas with innovation and creativity due to this AR-based engagement, highlighting strategic opportunities for adidas to further leverage immersive digital campaigns in future product launches.
The research delivered clear, actionable insights, providing adidas with strategic clarity for future immersive and AR initiatives. Users found navigation intuitive, with the AR environment significantly enhancing their understanding of products, positively influencing purchase intent, and reinforcing positive brand perceptions. Consumers explicitly associated adidas with innovation and creativity due to this AR-based engagement, highlighting strategic opportunities for adidas to further leverage immersive digital campaigns in future product launches.
