Adidas Payments Redefined

Adidas digital exhibited a notable growth of 10% in 2022, reaching €4,617 million compared to €4,193 million in 2021, as reported in the Adidas 2022 annual report.

Simultaneously, the implementation of new payment experiences in Latin America contributed to a 44% improvement in market share and conversion, increasing from €1,446 million in 2021 to €2,110 million in 2022. Although the 2023 annual report is not yet public, there is an optimistic anticipation for further growth in the coming year. The expansion of new payment innovations extended to the mobile app and retail outlets in select markets.

In 2023, Adidas Digital continued its growth trajectory despite the Yeezy controversy that impacted the company. Collaborating with the payments and design teams, efforts were made to explore and introduce new income streams. Beyond this, various opportunities with a potential value exceeding $60 million have been tested and are in the pipeline for implementation in 2024.

In the world of online transactions, establishing trust in payment methods is a significant concern that often results in users abandoning their transactions during the payment phase. This challenge is exacerbated when payment errors occur, leading to increased abandonment rates. The added complication of high costs associated with certain payment methods, such as cash on delivery, adds another layer of difficulty, dissuading users and impeding the overall user experience.

When users grapple with information overload and navigate diverse guidelines, the online payment landscape becomes a complex maze. To enhance user-friendliness, businesses must prioritize trust, simplify processes, and boost overall satisfaction.

The Payments team — Consisting of a pair of Product Owners, two tech leads, and engineers, the group oversees design and technical choices concerning payments, assuming responsibility for elements such as cost breakdown and approved payments across the entire process.

In my role, I conducted thorough user research using both qualitative and quantitative methods, collaborating with experienced Adidas researchers & content designers that elevated the testing process. These initiatives informed the development of prototypes for diverse markets, showcasing a commitment to user-centric design.

Data Mindset

Beyond research, I actively collaborated with the data science team, grounding designs in measurable metrics. Interactions extended across functional units, fostering close partnerships with product owners, tech managers, and directors for a holistic project understanding. Alignment with lower funnel and post-sales teams emphasized dedication to the entire user journey, contributing to a seamless end-to-end experience. Coordination with the Adidas design team ensured design consistency, with specialized mobile adaptations demonstrating commitment to optimizing user experience across platforms.

Importantly, my work transcended typical design practices, incorporating strategic considerations through close alignment with the data science team and stakeholders. This holistic approach ensured designs were grounded in real-world metrics and user feedback, delivering both aesthetic appeal and tangible value across markets. Collaboration with key stakeholders, such as product owners and tech managers, was crucial for a comprehensive understanding of project requirements and alignment with broader business goals.
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Consistency

Commitment to user-centricity extended throughout the user journey, involving collaboration with lower funnel and post-sales teams for a refined end-to-end experience. Working alongside the Adidas design team, I contributed to a consistent design language, particularly in mobile adaptations, demonstrating dedication to optimizing user experience across devices and solidifying my role as a versatile and strategic contributor to design success.

1. User-centricity is king: Simplifying the payment process, promoting digital transactions, and minimizing errors led to a 44% market share and conversion increase in Latin America. This reinforces the critical role of prioritizing user experience for business success.
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2. Data is my compass: Extensive user research (both qualitative and quantitative) and collaboration with data scientists ensured my design decisions were grounded in real-world data and user feedback, leading to impactful solutions.
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3. Together we win: Cross-functional collaboration with product owners, tech leads, data scientists, and other teams was crucial. This holistic approach helped us understand the user journey, project requirements, and ultimately deliver a seamless end-to-end experience.
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4. Beyond digital, beyond borders: This project wasn't just about digital payment adoption in Latin America. We explored new income streams and tested opportunities with a potential value exceeding $60 million, demonstrating our commitment to continuous innovation and exploration within the payment landscape.
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5. A designer's impact goes deeper: I went beyond creating visually appealing interfaces. As a versatile and strategic contributor, I played a key role in user research, data analysis, fostering team dynamics, and ensuring strategic alignment with business goals.

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