Adidas x StellaMcCartney
Client
Adidas
Contribution
Campaign planning
Digital ecosystem
Industry
eCommerce / Retail
In September 2004, adidas and Stella McCartney announced a long-term partnership presenting the adidas by Stella McCartney sport performance collection. This was the first time that a high-end fashion designer created a functional sport performance range specifically for women.
My role at adidas is focused on the translation of business requirements and goals into global campaigns ecosystems that meet the highest industry standards for consumer experience.
Process
1. Discover
→ Gathered relevant data around analytics, products and user profiles.
→ Analysis of competition.
→ In depth channel strategy analysis: social, SEO, CRM, Business unit KPIs, Analytics, market trends.
2. Ideate
→ Setup and lead of workshops involving key stakeholders.
→ Connected relevant POs and fostered consolidated strategy for journey pages.
3. Evolve
→ Acted as Experience stakeholder on agencies rounds for asset creation.
→ Aligned the planning ecosystem with content publishing and content creation teams.
4. Iterate
→ Created testing hypothesis based on available traffic data.
→ Setup and lead of user Testing.
→ Created set of recommendations for experience improvement.
There are multiple consumer journeys. For every touch point, it is essential to provide enough context and opportunity to go down the conversion funnel.
The experience is centered on a campaign landing page, a medium size page (60K/month) to which traffic is directed from external channels (email, search, social, PR and paid media/partnerships) as well as via inventory on .com. The role of this page is to divulge more information about this season’s collection and to inspire click-throughs to product pages (PLP or PDP), ultimately translating into sales.
Measured through CTR from CLP to PLP and/or PDP. Other metrics: Bounce/stickiness, Conversion rate for specific journeys, SEO volume traffic and keyword research are considered to help shape the ecosystem.
— Workshop session to ideate around the consumer journeys
To plan the ecosystem is an exercise of translating and condensing the strategies for each channel and touch points into a single, unifying document.
As outcome of research and ideation, I created a document that consolidates the multiple touch points of the experience across the season.
This document has become the reference for business units, content publishing, brand design and agencies working on asset production.
— Digital ecosystem planning
User testing - or how to translate user feedback into design
User testing is key. It is how experiences continuously evolve to meet user's behaviour and expectations, ultimately resulting in better conversion results.
The process I apply is outlined in three phases:
1. Analysis of quantitative data available. Typically these will be traffic metrics I gather to pulse check the health of experience at top line level. Conversion measures and consumer journeys will then tell which journeys are more successful and which ones need to be reviewed.
2. Design the experiment. With the insights of the previous analysis, the design of the experiment will be steered to unveal specific aspects of the experience, which I like to divide in Behavioural, Content and Interaction.
3. View and analyse tests. Create recommendations. Impact the experience.
— Excerpt of user test report
Print screens of the the mobile experience evolution.
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