Type
- System
- Product
Role
- Art direction
- Visual identity
- Motion design
Timeframe
- 8 Weeks
- Apr – May 2018
Company
- Frog Design
Originals
Strategy and conceptual design as the foundation of a new digital platform to re-engage loyal customers with the adidas Originals brand. Ranging from an access-model architecture to continuous interactive engagement models.
00 · Summary
Challenge
Create a digital platform to engage with the Streetwear Hound consumer on a more regular basis.
Outcome
A mobile app concept that gives Streetwear Hounds, adidas' key consumer group, a platform to build their creative confidence and engage with the brand directly through collab opportunities, product drops and exclusive content and events.
Impact
Internal strategic alignment
The system architecture, access model and journey framework set up the groundwork for the confirmed app.
Credits
Philipp Unterreiner, Kim Gladow
Strategy, UI/UX design
Antoine Vierling
Project management
01 · Approach
User centered design
To understand why Streetwear Hounds weren't regularly engaging with Adidas, we conducted a field research study with 12 participants.
02 · Process
Workshop and stimuli creation
To define the research study, we collaborated with Adidas in a one-day ideation workshop in Munich, generating dozens of initial concept ideas. From these, we selected 23 stimulus sketches to present to participants during a study in New York and began drafting the interview guide.
03 · Development
Design driven by user insights
Drawing from these gathered insights, we developed an access model based on six key variables: luck, skill, knowledge, discovery, value, and merit.
Introducing journeys
A journey is an experience that unfolds over a given timeframe. It consists of many different moments: collaboration announcements, editorial pieces, drop challenges, events, etc.
The Originals App lets Streetwear Hounds choose which journeys they want to follow, thereby curating their own adidas Originals experience.
Merit-based access
Access to drops requires constant engagement. Merit accumulates across multiple brand touchpoints.
04 · Outcome
Access model, system and journey architecture
Over this 8-week engagement, we delivered a journey framework, an access model architecture, and a foundational design system to power the future application.
05 · Client feedback
I am pleased by the result and I am 100% confident we have a strong value proposition, a red thread on which we can build many more things.
