Showcasing Adidas’ premium products through a customized mobile shopping experience.
Year

2019–2020

client

Adidas,
In-house (Studio A)

my role

UI/UX Design, Prototyping

team

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
Production: Verena Trauvetter, Korinna Bognar

A phone screen depicting a still image of a woman zipping up a rain coat.
A phone screen depicting a still image from a video of a man running in the rain wearing a light purple rain coat.
before
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.
A phone screen depicting the interface an Adidas product shopping page.
after
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.
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.
A white box with a drop shadow depicting a low fidelity wireframe of a mobile screen page.
A white box with a drop shadow depicting a low fidelity wireframe of a mobile screen 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.
A mobile phone screen with a black background and a close-up detail photo of a sneaker.
A mobile phone screen depicting a still image of a man's lower legs, wearing black sneakers and about to start running.
A mobile phone screen depicting an image with deconstructed materials of a sneaker, and turquoise text.
A woman's arm reaching across a wooden table to grab a shoe, surrounded by deconstructed shoe materials and sketches.