Goals and Objectives
The adidas team want to educate customers on boost technology and how the footwear can enhance performance. It was my role to create this experience from a consumers perspective and encourage them to explore the brand as if they were seeing it for the first time.
The business objectives were to drive a targeted audience from various streams to improve sessions and encourage users to convert.
Working closely with the analytics team and studying session cam the results unveiled that from an organic channel perspective, all metrics on the list page out-perform those from the brand page —especially the shopping funnel metrics (view product, add to basket, conversion etc).
We carried out a couple of experiments and the results unveiled that this page needs a heavy focus on engaging, shoppable content with clear ‘calls to action’ — users simply want to ‘get-to-product’ as quickly as possible.
The design focuses profoundly on discoverability— a sub-navigation that allows the users to easily jump through sections of the page’s information hierarchy.
Shoppable video was a significant feature—the design has an effective use of visual elements that support the offer, rather than overshadowing it. JD customers love to be inspired by the seemingly endless collections, but also want to easily purchase the items making up these looks
Worked on at JD Sports Fashion PLC