UX without UI: a case study for adidas Mexico #IAS14

@bibinex - #IAS14 #UXwithoutUI


1. Findability through on-site search

2. Form validation and feedback

3. Email communication

4. Language consistency

5. Product communication

6. Product availability

7. Customer Relationship Management

8. Processes and operations


• Misspellings,

• Items not properly labeled.

• Site content that we called differently

• Articles that the competition sells

– I.E. Nike’s Hypervenom as a counterpart of

our Nitrocharge.

• Variations of sports names

– I.E. Tae kwon do vs Taekwondo


October November December January February

Sales trend from On-Site search


• What people were looking for, we didn’t have it. We were lacking the season products because of a business decision made a year before. Global campaigns announcing different new collections were triggering people to search for them locally. Thus, reducing the sales generated by on site search. Even though we did the best to make sure people found what they were looking for, this was a setback.

• As a counter action, we made available for sale on the site what other channels had available in storage to ensure the product assortment and increased the article availability by 400.


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• Processes and protocols

• Products and technologies

• Answered all doubts they had


• Sales by phone increased

• Customer satisfaction increased

• Executives had more information about

products’ technologies and dimensions to

give proper guidance.


Having documented processes for each use

case of returns, refunds for every payment

method, for non-available articles in the

warehouse and for financial conciliation,

allowed us to:

• Get refunds done in time

• Follow a proper procedure when returning an

item, so it’s not recorded as loss on the books

• Meet customers’ expectations


Our site was initially hit by fraudulent purchases: people with stolen credit cards making purchases and then the owners claiming the money back. We neither had the product, nor the money. So we had to set a security layer to avoid losing more money. This impacted in 1/3 of our genuine sales being rejected and customers being let down.

• Currently we’re on a second phase where those sales are no longer being rejected and we’re not losing sales due to fraudulent transactions.


• Having a variety in payment options was also key to us. In Mexico, there are only 25M credit cards and 100M population.

• Additionally, people who don’t buy online it’s mostly because they don’t want to give out their credit card information.

• In january we took down the credit card payment completely and turns out People were very pleased to be able to pay with cash as an alternative to credit card. In fact, january was our highest sales month which completely surprised us.


www.about.me/bibinex

@bibinex

You can call me Bibi

UX without UI: a case study for adidas Mexico #IAS14

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