UX without UI: a case study for adidas Mexico #IAS14

@bibinex - #IAS14 #UXwithoutUI

1. Findability through on-site search
2. Form validation and feedback
3. Email communication
4. Language consistency
5. Product communication
6. Product availability
7. Customer Relationship Management
8. Processes and operations

• Misspellings,
• Items not properly labeled.
• Site content that we called differently
• Articles that the competition sells
– I.E. Nike’s Hypervenom as a counterpart of
our Nitrocharge.
• Variations of sports names
– I.E. Tae kwon do vs Taekwondo

October November December January February
Sales trend from On-Site search

• What people were looking for, we didn’t have it. We
were lacking the season products because of a
business decision made a year before. Global
campaigns announcing different new collections
were triggering people to search for them locally.
Thus, reducing the sales generated by on site
search. Even though we did the best to make sure
people found what they were looking for, this was
a setback.
• As a counter action, we made available for sale on
the site what other channels had available in
storage to ensure the product assortment and
increased the article availability by 400.

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Unitssold

• Processes and protocols
• Products and technologies
• Answered all doubts they had

• Sales by phone increased
• Customer satisfaction increased
• Executives had more information about
products’ technologies and dimensions to
give proper guidance.

Having documented processes for each use
case of returns, refunds for every payment
method, for non-available articles in the
warehouse and for financial conciliation,
allowed us to:
• Get refunds done in time
• Follow a proper procedure when returning an
item, so it’s not recorded as loss on the books
• Meet customers’ expectations

Our site was initially hit by fraudulent purchases:
people with stolen credit cards making purchases
and then the owners claiming the money back. We
neither had the product, nor the money. So we had to
set a security layer to avoid losing more money. This
impacted in 1/3 of our genuine sales being rejected
and customers being let down.
• Currently we’re on a second phase where those
sales are no longer being rejected and we’re not
losing sales due to fraudulent transactions.

• Having a variety in payment options was also key
to us. In Mexico, there are only 25M credit cards
and 100M population.
• Additionally, people who don’t buy online it’s
mostly because they don’t want to give out their
credit card information.
• In january we took down the credit card payment
completely and turns out People were very pleased
to be able to pay with cash as an alternative to
credit card. In fact, january was our highest sales
month which completely surprised us.

www.about.me/bibinex
@bibinex
You can call me Bibi

UX without UI: a case study for adidas Mexico #IAS14

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