Customer Relationships Management

Email Design System

The adidas adiClub, a loyalty program where members can earn points to level up and unlock exclusive rewards, special offers, events and more.

Due to exponential growth of adiClub and it’s membership base, technical complexities limited the speed to market for new email campaigns, amendments, personalisation and marketing opportunities.

32

CRM Blocks reduced from 80,000+

3

Members

52

Lifecycle email templates

R&D

The UX desk research for the new email design system encompassed an exhaustive array of methodologies. This included meticulous audits of existing emails and components, in-depth competitor analysis, meticulous trend forecasting, and thorough examination of industry best practices.

Moreover, user testing was strategically deployed to target diverse international markets and demographics. This facilitated the acquisition of invaluable user feedback, particularly regarding preferences between light and dark modes, color utilization, typography choices, and alignment preferences.

Design Guidelines

In the Consumer Lifecycle Communications portfolio, adidas have a wide range of programs. Each program is made up of a minimum of one communication – an email, and may be supported with push notifications for customers who use the adidas app.

By streamlining font styles, color schemes, grid layouts, spacing metrics, and icon selections while establishing comprehensive guidelines for optimal practices, we significantly minimized the array of current components. This not only fosters a cohesive visual identity but also lays the groundwork for a future template, thus mitigating technical debt.

Brand Refresh

Membership Off White

#F9F7F6

Membership Yellow

#FFD200

Membership Grey

#9B9A9A

Membership Blue

#0081C7

Assets & TX

Background Grey

#9B9A9A

Black

#151516

Typography

Aa

//styleName: Header One

font-family: adineue PRO Regular;
font-size: 38px;
font-weight: Regular;
line-height: 38px;
letter-spacing: +1px;
text-align: center;

AA

//styleName: Tagging Header

font-family: adiHausDIN ;
font-size: 14px;
font-weight: Medium;
line-height: 22px;
letter-spacing: +2em;
text-align: center;

Aa

//styleName: Body Text

font-family: adiHausDIN;
font-size: 16px;
font-weight: regular;
line-height: 22px;
letter-spacing: 0em;
text-align: center;

AA

//styleName: Call to Action

font-family: adiHausDIN;
font-size: 14px;
font-weight: bold;
line-height: 22px;
letter-spacing: +2em;
text-align: center;

AA

//styleName: Monetate block

font-family: adihaus DIN;
font-size: 14px;
font-weight: Regular;
line-height: 22px;
letter-spacing: +0px;
text-align: left;

Aa

//styleName: USP/ View Online

font-family: adihaus DIN;
font-size: 12px;
font-weight:regular;
line-height: 22px;
letter-spacing: 0px;
text-align: centre;

Aa

//styleName: Footer Body Text

font-family: adiHausDIN;
font-size: 14px;
font-weight: regular;
line-height: 22px;
letter-spacing: 0em;
text-align: left;

Aa

//styleName: Membership Subheader

font-family: adiHausDIN;
font-size: 12px;
font-weight: regular, bold
line-height: 22px;
letter-spacing: 1.5px;
text-align: left, right;

New CRM Block Library

The below is a sample of the 32 new CRM components that have been specified for development, consolidating the design guidelines and catalog of uses, including variants.

 

Final Designs

adiClub developed a set of blocks and templates that are re-used for all our email triggers. Each program has its own content that fits with the context of each trigger/ message. However, certain blocks are the same for each program: Global header and footer, including USP, social, app(s), unsubscription and disclaimer