From May 2019 until July 2020 I worked as a UX researcher in a product team on the global website (adidas.com) mainly for the UK, NL and US market. Below I shortly describe 2 of the projects I worked on.
adidas knew sustainability would become even more important in the future, also when it comes to clothing and shoes. Therefore they wanted to understand consumer motivations, needs and expectations regarding the topic of sustainable fashion.
User assumptions workshop
Remote user testing
In depth interviews (20x)
Shop visits (interviews)
UX Challenge: Social desirability bias
Not surprisingly I discovered the topic of sustainability suffers from social desirability bias. This means respondents are more likely to answer questions in a way that makes them liked by others (and themselves).
I always strive for measuring behaviour in stead of attitude. I filtered the social desirability our during the in-depth interviews by not telling the respondents the topic beforehand.
We let them look at 3 e-commerce websites and products that had information about sustainability. When they did not notice the information about sustainability we knew they were not as interested in the topic as others, who did notice, might be. This way we could (partly) eliminate the social desirability bias.
Result of this project
As a result of this project we made 4 persona’s of which we identified 2 target groups and design directions for which we could start prototyping.
Customer interests research
adidas is looking into personalising the experience on digital platforms. This research contributed to that by discovering what interests customers want to share with adidas in order to personalise their own experience and how they would categorise those interests.
How can we ask customers to tell us their interest so we can target them better?