The challenge? Defining a clear value proposition for the adiClub membership program in retail and a North Star vision for the next 3 years.
Role
Part of a team of 2 Service Designers defining a strategic vision for membership in retail at adidas.
Tools & activities
Stakeholder interviews, workshop facilitation at the Amsterdam flagship store, shadowing, ecosystem mapping, trend analysis, journey mapping, strategic directions definition, concept development, concept testing, physical prototyping, feasibility & viability assessment, roadmapping, executive presentation.
The adiClub program has always had a stronger presence on digital channels compared to the physical stores. For this reason, we were asked to do what we do best, which means understanding the needs and expectations of both members and the business, and define a strategic direction to bring the program to life in the next 3 years. The details of the project cannot be disclosed, but here’s an article I wrote, explaining the step by step process we follow to define North Stars at adidas. I hope you enjoy the read!
The biggest lesson? Making things happen in big organisations can be really challenging. The biggest value that service design can bring to big and complex environments is the ability to break silos and foster interdisciplinary collaboration, capturing the point of view of stakeholders from very different parts of the organisation, while grounding the work and the decision making in first-hand knowledge of the needs of consumers and the planet.