AI x CRM vision
2025 | DIRECTOR UX | adidasLed the creation of a CRM north-star vision positioning AI as the engine automating all comms, without compromising the premium brand experience adiClub members expect.The work spanned research, cross-functional workshops, and executive presentation, resulting in shared understanding of personalised member journeys: the right content, on the right channel, at the right time and frequency, tailored to each member's unique context.Outcome: the vision secured global leadership buy-in along with market alignment; and unlocked budget to carry the project through the quarters ahead.
Simpler product details
2022 | LEAD UX | adidas .com & appOur vision: women buying adidas sports bras ultimately feel empowered and supported by their purchase.We listened to consumers and read the data. Among many opportunities, product information stood out. Key product features were unknown to consumers, causing unwanted returns.We investigated a breadth of copy and photography solutions before landing on iconography as the highest-impact solution.Outcome: accurate recall of product information up 65%, ease of finding information up 11%, purchase intent flat, perceived credibility in Training category up 4%. Solution rolled out cross-category. Culture shift in building for UX as well as commercial metrics.