A gamification of the current Adidas website where both experts and novices alike can gain access to the culture and develop their skills.

the goal.

Our task was to create a digital solution that supports the future success of eCommerce in the apparel/sporting good industry within 24 hours.

My Role

I was part of a multidisciplinary team of UX designers, Data Scientists, Developers and Marketers. I was part of the UX design team who took the information shared by data scientists and developed a concept, look and feel for the product. We handed off our product to our web developers who coded the service in a single morning while marketing developed a plan to help launch the product.

It was an invaluable experience where I learned how to effectively communicate and collaborate with colleagues in different disciplines in order to develop a concept within a 24-hour time frame.

Data Science

Ben Polzin, David Azenda, Sonali Kamra

Web Development

Sean Pollock, Abdul Farhan


Rida Ahm

UX Design

Jacqueline Williams, Hao Wu, Geo Gregas


Some constraints we took note of while designing our solution was a time constraint of 24 hours, keeping Adidas business goals and existing branding guidelines in mind while adhering to accessibility standards to stay inclusive to our audience

Data Set


Our Data Scientists found that shoes were the most popular category in the dataset with other apparel items being sold less frequently.

They also found that the conversion rate throughout the entire e-commerce site was very low. Based on the data, we realised that users need more incentives to purchase apparel and clothing products. This led us to thinking about increasing personalisation options in the website.

As you can see, the conversion rate throughout the ecommerce site is low. From this data we decided that we would work on crafting a solution that uses personalization to enhance sales in the categories that are less popular such as apparel.



After discussing the data insights with our scientists, we started discussing possibilities as a group. We took a vote on the topics mentioned and discovered that a great majority of the group was interested in investigating the idea of personalization. So we posed the question:

How might we create a more personalised experience for those who are new to the Adidas culture?

The Design

From here, the ux team met to discuss possibilities. We sketched out concepts and discussed the merits of each idea and how it fit within the existing brand and culture. After we came to a consensus, we designed a digital solution which we presented to our team the next morning.

At this point, gaining alignment for a certain direction was not an easy task, but it also allowed me to gain further insights into the collaboration  under a tight deadline.


Based on our data, the design team developed a persona. Meet Samuel, he is a busy analyst who likes to play soccer on the weekend with his friends. He notices that a lot of his friends wear Adidas gear while playing. He wants to embrace this lifestyle, but is unsure about the investment. He’s also unsure of where to start or if he even fits into this culture.


Concept Sketching

We started to sketch out concepts and discuss design direction. This is a sketch I created that uses personalisation to help recommend products to users based on their skill level and interest. I thought that this would be a great way to increase sales in apparel and also help users who are new to the lifestyle learn which products are best suited for them.

After some deliberation, we decided to go with this design option because it fit with the brand's existing values and met our target user's needs.


A gamification of the current Adidas website where both experts and novices alike can gain access to the culture and develop their skills while recommending products that suit their skill level and interests.



In order to create a personalized experience, Samuel must fill out a short form in order to learn which techniques and products will best help him to improve his skills.


We decided to take inspiration from gamification. Here we introduce a system where Samuel can see digestible amounts of information that will help him level up his game while seeing a couple recommended products that fit his skill level.

By answering the questionnaire, the site would suggest certain techniques in order to help Samuel develop his skills while suggesting products that  are suitable for his level. Users can unlock each level by following the suggested techniques and watch videos that will help them develop.

We decided upon this solution because it will help increase apparel/clothing sales and make it easier for someone whose new to the Adidas culture to adopt the lifestyle.



Two of the major concerns for our development team was the re-usability of the product page and the ability to swap in data seamlessly with an API.

It was also important to have the conversation early on about how to create a seamless handoff to our developers. I asked them questions about the time-frame they would need to code a prospective solution. They were detailed in letting the UX team know the appropriate scope of the project and the timeline they could work within.


So, how are we going to get our persona, Samuel's attention? First, we're going to place search ads for sporting-specific queries he might search on Google and share ads on social platforms he uses frequently like Instagram and Facebook.

Then, we're going to entice him through the adidas newsletter, influencer partner and user generated content showing off the benefits of adidas, as seen with our Instagram post here.

Lastly, we're going to ensure we send him abandoned cart emails and target him with retargeting social media and display ads on 3rd party websites.

Next Steps

The design team would circle back and conduct interviews in order to analyse the data and create themes and insights. This would be used to develop task flows, user stories and finally wireframes, which would undergo testing. Finally we would develop the product into high-fidelity where we would inject color and branding elements before handing it off to development and marketing.

Key Learnings

Being able to communicate effectively with our team and being able to create something that was within the appropriate scope felt really good.

I found that I learned more about the different roles and disciplines that are essential in creating a digital solution. Asking the data scientists to alter visualisations to help develop a solution was met with eager and efficient responses. The collaboration on this project was wonderful and impressive.

In hindsight, I would have liked to be more assertive in asking questions of my peers to understand their work more. I learned that it's better to ask a possibly dumb question than to waste time not knowing something that could help me do better work and improve communication.

One of my greatest take-aways would have to be the importance of creating a atmostphere where people can voice their thoughts and concerns freely. Overall, I was really impressed with everyone on this team and would be honoured to work with them again.

Let's work together.

Feel free to reach and out and connect with me if you also love talking about design and the potential it has to bring about positive change in the world.  I am always interested in refining my craft and continuing to grow as a designer and I welcome collaboration and new opportunities to tackle intriguing problems.

Ways to connect

© Jacqueline Williams 2020 | UX Designer

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