adidas Configurator App

adidas wanted customers to be able to personalize products without friction, while store associates needed a fast, error-proof system that worked during busy retail hours.

The existing flow required too much explanation and manual correction.

Snapshot

Role: Lead Product Designer

Platform: In-store Consumer-facing Mobile web app

Focus: Customization and speed

Outcome: Live in adidas Flagship stores. Adding more stores in Q3 2026

What I did

  • Led Research, Product strategy and design

  • Conducted in-store observation and usability testing

  • Designed a step-by-step guided customization flow

  • Collaborated closely with engineers on constraints and feasibilityKey design decisions

Key Decisions

  • Shifted from open-ended creation to guided choice architecture

  • Designed real-time previews to reduce errors and anxiety

  • Simplified decision points to keep sessions under a few minutes

  • Built patterns scalable across products and regions

Outcomes

  • Faster session times in store

  • Reduced associate intervention

  • Clearer customer understanding of final products

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