Rejuvenate a retail brand's service offering for the future of retail.
The brief asked for three to five touchpoints across a fashion retail brand. I chose Adidas Originals — the heritage-led side of Adidas — because my research showed customers couldn't clearly distinguish it from the parent brand, and because its archive of iconic silhouettes gave me something to tell a story around.
of surveyed Gen Z respondents wanted tech-enhanced retail experiences like AR/VR.
were interested in the history and influences of the brands they buy.
touchpoints designed end-to-end: website feature, in-store kiosks, and a future Cube.
Surveyed Gen Z, mapped their journey, found the gap.
Before touching any design, I ran a Google survey, audited the existing Adidas site and app, and built a full user journey map of the Originals shopping experience. Three findings shaped everything: Gen Z wants heritage, wants tech in stores, and cannot tell Originals apart from the main Adidas brand.
“Which Original are you?” — a quiz that tells the story.
The concept matches the user to one of four iconic Originals silhouettes — Samba, Superstar, Gazelle, or Stan Smith — based on their activity, favourite artist, a place, and a collab. Each silhouette carries a different decade and subculture, so the quiz doubles as a way to teach Adidas' heritage to the Gen Z shopper who doesn't know it yet.
Samba
Football originsOriginally a sporty silhouette. Evolved into skate culture for its durability.
Superstar
1969 · basketballBorn as a basketball shoe. Rubber shell toe and three stripes became synonymous with hip-hop.
Gazelle
1980s · hip-hop, skateBeloved by athletes and trendsetters, picked up by the 1980s hip-hop and skate scenes.
Stan Smith
1971 · tennisOriginally the “Adidas Robert Haillet” in the 60s, rebranded in 1971 after tennis star Stan Smith.
Shop by story, not by filter.
The quiz is designed to live on adidas.com as a proper shopping aid — a replacement for scrolling a grid of product tiles when you don't yet know what you want. Answer four questions, get matched to a silhouette, and drop into that product page. I prototyped the experience in Unreal Engine to get the feel of moving through a world, then composited the sequence in After Effects and Premiere Pro into a walkthrough I could share.
One quiz, three places it lives.
Originals feature on adidas.com
A dedicated Originals section surfaced from a new top-nav entry. The quiz lives as an interactive shopping aid — answer four questions, match to a silhouette, drop into the product page. Designed responsive for desktop and mobile.
iPad kiosks between the shelves
The same quiz running on iPad kiosks slotted between the shelves. Adiclub QR posters on the walls push the experience online afterwards. Two-thirds of Gen Z are more inclined to shop in-store when the tech is there.
The Cube
A digital centrepiece in the middle of the store — four touch screens, one per silhouette. Pick a screen, answer the quiz tailored to that silhouette, and the Cube transforms into an animated reveal of your match.
Service design sits between story and system.
Research decided the concept. The Google survey told me Gen Z care about heritage and want tech in stores — the quiz idea fell out of that, not out of a brainstorm.
Picking an unfamiliar tool would have cost me the deadline. I stuck with Unreal because I already knew it, which let me spend time on the narrative instead of fighting software.
One concept, many touchpoints. The same quiz shows up as a web page, a kiosk screen, and an in-store Cube without changing — that consistency is the service, not the feature list.