INTRO

Over the past few years, sneaker culture has exploded into the mainstream, creating a boom of interest and demand for new sneakers, and with it has come a series of innovations to empower the consumer.

The major players such as Adidas have invested billions in signing popular collaborators, designers, celebrities, and skaters to come together with the brand to make unforgettable footwear, lifestyle, and sports apparel.

In this case study I am creating a more focused user experience for sneakerheads who are searching for outfit options to match their favorite sneakers and offering unique ways for them to create their own truly personal styles.

Research Process

With that in mind, I started my research plan by conducting a number of in-depth interviews to gather information on my targets’ backgrounds, their shopping experiences, and what tools they use.

Next, I created an affinity map to help synthesize the data I gathered from my user interviews to find patterns and start forming key insights.

Key insights from the research confirmed that users were seeking a way to match their sneakers with the perfect outfit. Based on this discovery, I created some personas and a journey map to guide the design phase.

A journey map helped me visually to get a sense of my users’ motivations - their needs and pain points throughout their journey.

Mapping the current process, from the first to final touchpoint, I was able to see that users were struggling with the purchase process. This insight provided the direction for how to build the product.

Problem Statement

Adidas Originals consumers are frustrated when trying to find outfit options that match their favorite sneakers for specific occasions or activities because of the lack of resources.