Presentation at Big Design Conference 2017. I explain what parts of the shopping experience I was able to influence and control for adidas Mexico.

1. SHAPING THE CONSUMER
EXPERIENCE: A CASE STUDY
FOR ADIDAS MEXICO

2. Hello!
I am Bibiana Nunes
I am here because I love to give
presentations.
Also: I’m an information architect who
happens to be responsible for an
ecommerce business at adidas in
Mexico
You can find me at:
@bibinex

5. It’s not all success…
There are also failures

6. 4 LESSONS
on how to shape experiences

7. 1.
THERE’S AN ECOSYSTEM
Who would have thought?

8. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

9. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

10. Findability
The ability to find anyone
or anything from
anywhere at anytime
- Peter Morville

11. Searchable elements
▷Misspellings
▷Plurals
▷Synonyms
▷Compund words
▷Competition searches
▷Suggestions
▷Colloquial names

13. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

15. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

17. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

19. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

21. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

23. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

25. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

27. User Research:
Objectives and Methodology
USER RESEARCH
INTERPRETATION
WORKSHOP
ETHNOGRAPHY
IMPLEMENTATION
WORKSHOP
● 10 Guerrilla test at adidas and specialized
/departmental stores in Mexico City and
Monterrey
● Shadowing and Focus Group with 6 Call
Center operators at the adidas office in
Mexico City
● 1336 online surveys in adidas.mx
● Personas design
● Empathy maps with
adidas staff in Mexico
City
● Contextual interviews
1 -1 with 20 adidas
customers in CDMX y
MTY
● Journey map (current)
● Storytelling
● Journey map (future)
● Service staging with
adidas staff in Mexico
City
▷Identifying personas and
their behaviors
▷Getting into the
purchasing process across
channels, devices and
places
▷Understanding the context and
pain points of the adidas customer
▷Designing the customer
experience through
feasible strategies

28. User Research: Profiles
20 participants with the following characteristics were
recruited:
▷ Mix of genres, between 18-35 years old, high socioeconomic status.
▷ Mix of lifestyles, from people who do exercise or practice sports in a
very sporadic way (1-2 times a month) to people who do it formally
(4-7 times a week).
▷ They spend at least $780 USD per year in clothing and accessories.
▷ Mix of people who purchase clothing and accessories online and in
physical stores.
▷ Mix of people who buy online from their desktop/laptop, and from
their smartphone/tablet.

29. Analizing the consumer journey
Identify the touch points that are causing pain

30. Building a roadmap
Impact vs effort
Finding Personas Recommendation Reference Channels Website Section Effort Impact
1 Motivation
Customers are not well informed about new
product releases
All
Launch advertising campaigns with dates
for new product releases in Mexico.
All Home page Low
1 Motivation
Customers are not well informed about new
product releases
All
Localized ads, allowing customers to
know the date of new released products
in their city.
Website - Medium
1 Motivation
Customers are not well informed about new
product releases
Lucero Navarro, Miguel
Arango, Fernanda
Aranzabal
Promote brand engagement through
competitions in social media. For
example, users can be encouraged to
share photos of them, wearing out clothes
of new collections.
Social media Social media Medium
1 Motivation
Customers expect to know when
promotions will be available
All
Launch online campaigns from 12 PM to
6 PM, as it is the preferred time by users
to shop online.
Website
Search results page,
Product page
Medium
1 Motivation
Customers expect to know when
promotions will be available
All
Implement notifications through
"beacons" when a customer is near to the
physical store.
http://www.bloomberg.com/news/videos/2014-11-04/retail-beacons-your-storePhysical store - Low
1 Motivation
Customers expect to know when
promotions will be available
All
Implement promotional advertising
through WI FI at the malls where stores
are located.
www.boingo.com/Physical store - Low
1 Motivation
Customers need to visualize the item
beyond the photos
All
Show videos of "normal people" wearing
the items.
Website Product page High Medium
1 Motivation
Expectation to see personalized content in
the website
All
Provide an interactive way to save user's
style and preferences, as well as sports
they practice.
Website
Search results page,
Product page
High High
1 Motivation
Expectation to see personalized content in
the website
All
Invite users to create an account
emphasizing the benefits they'll get. For
example, "Get suggestions based on
your very own style!"
Website
Home page , Search
results page
High Medium
1 Motivation
Expectation to see promotions on social
media as well as personalized content
All
Publish targeted promotions (for a
specific audience) in social media such
as Facebook and Instagram.
Social media - Low Medium
1 Motivation
Expectation to see real soccer players
wearing the soccer items
Miguel Arango
Show real soccer players wearing the
items explaining its features and
providing tips.
Website Product page High Medium
1 Motivation
Family and friends influence the purchase
decision
Lucero Navarro,
Fernanda Aranzabal,
Armando Rodríguez,
Miguel Arango
Show activity of their friends in social
media, when it is related to the items. For
example, "Your friend has rated this item
with 5 stars".
Website Product page High Low
1 Motivation
Frequent use of Spotify by adidas
customers
All
Publish playlists in Spotify for different
activities created by celebrities.
- - Medium Low
1 Motivation
Frequent use of Whatsapp to consult with
friends or relatives before purchasing
Lucero Navarro,
Fernanda Aranzabal,
Armando Rodríguez,
Miguel Arango
Implement feature to share via Whatsapp. Website Product page High Low
1 Motivation Most customers are pet lovers All
Create iniciatives for pet lovers, such as
pet friendly stores, dog parks, races
where people can run with their dogs, etc.
- - Medium Low
Phase

31. “There’s no seamless experience,
only elegant seams

32. Understand
What you can and cannot change or influence

33. 2.
LANGUAGE MATTERS
Say what?

34. Localization
Colombia vs Mexico

35. Localization
Colombia vs Mexico

36. Article naming
What is this?

37. Article naming
It’s a running short!

38. “When you name something, you
immediately limit what it can and
what it cannot be
-Jorge Arango

39. Descriptions and sizes
Dimensions and materials are important!

40. Descriptions and sizes
Adults understand how old their kid is

41. Tú vs usted

42. Element Category Division Age Group Gender English Term Language Translation
Family or Product Name All Accessories All All TB es-MX Maleta de Gimnasio
Family or Product Name All Accessories All All GB es-MX Bolsa de Gimnasio
Product Type All Accessories All All Wallet es-MX Cartera
Product Type All Accessories All All Watches es-MX Relojes
Product Type All Accessories All All Swim Cap es-MX Gorro de Natación
Family or Product Name All All All All 3S es-MX 3 Franjas
Family or Product Name All All All All 3STRIPES es-MX 3 Franjas
Family or Product Name All All All All CLMCO / CC es-MX Climacool
Family or Product Name All All All All PK es-MX Primeknit
Family or Product Name All All All All CW es-MX Climawarm
Family or Product Name All All Adults Women W es-MX Mujer
Gender All All Adults Men Men es-MX Hombre
Gender All All Adults Women Women es-MX Mujer
Gender All All Adults Unisex Unisex es-MX Unisex
Gender All All Infants All Infants es-MX Bebé
Gender All All Junior All Junior es-MX Junior
Gender All All Kids All Kids es-MX Niños
Gender All All Kids All Girls / Youg Girls es-MX Niñas
Gender All All Kids All Boys / Young Boys es-MX Niños
Product Type All Shoes All All Tennis Shoes es-MX Calzado de Tennis
Product Type All Clothing All All Cardigan es-MX Suéter
Sport Football All All All Football es-MX Fútbol
Sport Running All All All Running es-MX Running
Sport Basketball All All All Basketball es-MX Basketball
Sport Training All All All Training es-MX Training
Sport Tennis All All All Tennis es-MX Tennis
Sport Outdoor All All All Outdoor es-MX Outdoor
Sport Swimming All All All Swimming es-MX Natación
Sport All All All All Golf es-MX Golf
Sport Football All All All Indoor es-MX Indoor
Sport All All All All Rugby es-MX Rugby
Surface / Material Football All All All FG es-MX Superficie firme/ Terreno Firme
Surface / Material Football All All All SG es-MX Cancha suave
Surface / Material Football All All All In es-MX Indoor
Surface / Material Football All All All SYN es-MX Sintético
Surface / Material All All All All Poly es-MX Poliéster
Surface / Material All All All All Leather es-MX Piel
Surface / Material All All All All NYLON es-MX Nylon
PRODUCT NAME TAXONOMY TEMPLATE

43. http://www.abbytheia.com/worksheets/direction.pdf

44. Communicate
In the same language as your user

45. 3.
UX IS NOT UI
And Jon Snow didn’t die

47. 11% conversion rate increase
Compared to other countries in Latin
America

48. The right message at the right time
Reduced contacts in the call center by 50%

49. Documentation and coordination!
Well established operations and logistic processes
precede a pretty website

50. Innovate
As a result of your constraints

51. 4.
UX CAN BE A
BUSINESS STRATEGY
Really? Yes, really.

52. Brand communication
Findability
Product communication
Payment options
CRM & Transactional emails
Logistics & operations
Physical stores
interaction
Customer service

53. “
Exceed consumers
expectations

54. One vision
To rule them all

55. SO, HOW DID THIS ALL
WORK OUT?
Pretty well, actually!

56. 150%+
Compound annual growth rate in 4 years
Customer satisfaction
Highest in Latinamerica
Most profitable
Business in Latinamerica

57. LET’S REVIEW!
What we saw today

58. Understand
What you can and cannot change or influence
Innovate
As a result of the constraints
Communicate
In the same language as your user
One visionTo rule them all

59. “Careers are made not by what you
know, but by how you deal
with adversity
- Irene Au

60. Thanks!
Any questions?
You can find me at:
@bibinex
bibinex@uxuarios.com