PILOTING A NEW DIGITAL PRODUCT EXPERIENCE
Adidas was looking for a way to upgrade the product description pages on their mobile app into a more meaningful user experience. We piloted this project with a central question in mind: “how can we enhance our digital storytelling?”
Creative Direction: Richard Askin
Art Direction: Luke Miller, AnaRita Souza
Copy: Grace Cowlard, Fadi Sulaiman
Design: Tanya Vulfson, Ron-Peter Wormgoor
Project Management: Sophia Feary, Haley Martin
Production: Verena Trauvetter, Korinna Bognar
My main role was to create an easy-to-follow system of wireframes. From this catalog, digital components could be mixed and matched in order to build out each product-specific page.
The challenge was to maintain a unified system for products which all have a different story to tell—whether it’s high-tech urban streetwear, athletic innovations in footwear, or a data-driven 3D printed sole.
Enhancing standard product images started with a buildout of specialised content. We used real athletes to highlight new technologies by visualising their features and benefits in action.
Telling the product story from the perspective of athletes, designers, and influencers, we continued the narrative at every point of the consumer journey.
These product pages are easy to understand, straightforward, and functional. But how well do they tell a story?
Adidas has some great innovations—a 3D printed midsole crafted from years of athlete data, for example. We looked to design an elevated product experience led by richer story content.