adidas: ‘The Pulse’ Concept Store
Design Research, Service Design
I worked as a service designer for Magnetic in collaboration with adidas to refine the design of a new Factory outlet store called ‘The Pulse.’
The first ‘Pulse’ pilot store across the globe was constructed in Dallas, Texas. There I conducted ethnographic research and worked with the adidas team to refine the design of the store before it was rolled out globally.
Some imagery has been redacted/witheld due to confidentiality commitments with adidas
Context
The project team had co-created a set of assumptions with adidas about the initial store design.
We flew to the store in Dallas and tested each of these assumptions with real customers and staff. This helped inform the refinement of the store design before being scaled globally.
A superfan
adidas’s breakdown of the new store
Felix and 3/4 of the project team
Working with store staff
The morning staff stand up
A staff focus group
Customer User Flow + Heat map
A ‘Shop-along’
Design Research
Our Research comprised of User interviews (with customers and staff), Shop alongs with customers (where we recorded shopping trips with them and asked a few questions while getting them to think aloud), focus groups (with customers and staff) as well as competitor store research.
We recruited for interview based on adidas personas and also created user flows and heat maps for each of these personas to help us understand how successful the store was for these types.
Customer Interview
Impact
Our research resulted in various findings into the success and failings of the concept store. We used these to create recommendations across the store to benefit customer and staff experience.
adidas incorporated these design recommendations into the new store design before rolling it out globally.
Anne-Marie Engleman, Senior Director of Retail Consumer Experience at adidas said:
“I’ve never worked with a team where every little detail was taken care of. It was a flawless project and I’m so impressed.”