Led the CRM Experience Design System for adiClub, adidas’ loyalty program with 300M+ members worldwide with a D2C revenue exceeding £1B YoY.
As newsletters became the primary channel—accounting for over 70% of all member communications—adiClub's CRM programmes saw rapid growth in both scale and complexity. However, that success introduced new challenges: launching email campaigns, updating content, and delivering personalised marketing became increasingly difficult and time-consuming. I led design initiatives to streamline CRM workflows and enhance campaign agility, contributing to a significant uplift in member engagement.
The results: 77M active members YTD (up from 54M in 2021), 129% YoY growth in triggered push revenue, and a record-breaking month for CRM performance across email and push (72.4M vs. 69.6M). adidas also saw a +15% increase in existing buyer growth and reactivated 25% more consumers YoY.
85,363
Components in Salesforce CRM
55
Email Programmes
32
Result: 32 CRM Blocks
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.
User Testing
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 utilisation, 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.
New CRM Blocks
I conceptualised and developed designs for 22 new CRM blocks, streamlining and replacing over 85,000 blocks in Salesforce. Each block was designed to support both Left-to-Right (LTR) and Right-to-Left (RTL) languages, ensuring global usability. This consolidation was driven by an Adidas CRM audit, focusing on prioritising the most critical and frequently used blocks.
The design process involved close collaboration with developers to ensure seamless performance across both light and dark modes, and all designs adhered to the Adidas Design Language (ADL). Grids and spacing were aligned with both the .com and app platforms, allowing for future flexibility and cross-platform use. Typography was also matched across platforms, and the blocks are fully prepared to accommodate new typography as part of an upcoming rebrand.
Design Stratergy
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.
ADIDAS NEWSLETTERS
Flagship newsletters keep users informed about the latest drops, club updates, and stories from the world of adidas. These newsletters are easily configured from a shared block library to create responsive emails optimized for all browsers and markets.
CONFIRMED DROPS
Confirmed members receive newsletters about upcoming product drops and the stories behind them. Leveraging a new colour palette and graphical assets, Confirmed utilises the shared CRM block from newsletters. This approach simplifies maintenance of the design system and enhances the shared knowledge base of optimally designed blocks.
FEAR OF GOD, JERRY LORENZO
Fear of God and future partners can utilise a unique colour palette and graphical assets to develop their own bespoke style. This method streamlines design system maintenance and enriches the shared knowledge base of optimally designed blocks.
ADICLUB LIFECYCLE COMMUNICATIONS
User milestones and behaviour communications, have been updated to champion the product and perform across browsers, apps and devices. A shared library allows emails to be personalised and streamlined to the users specific needs and status.
