adidas Confirmed
The line, replaced.

The first product was the Yeezy 750: 5,000 pairs, in NYC, timed to the All-Star weekend in Brooklyn. Demand was far greater than supply. NYC did not want lines on its streets. adidas had no product app, six retail locations across Foot Locker, Champs and adidas stores, each with a different process, and four months to build a solution.

I owned experience design for both the consumer app and the in-store app, managed the UX and visual design team (internal and agency), and owned consumer insights and the prototype and testing plan. I partnered on executive communications and led the pilot through documentation, handoff and scale. It was the first digital innovation pilot, only a few months after the team was formed.

1. 01RegisterBe in NYC when the reservation opens. One pair per account, one size, no substitutions.
2. 02Get assignedInventory is managed by adidas, which assigns each customer a pickup store.
3. 03Pick upPick up anytime during retail hours. A retail associate app, plus staffing and training, made it work in store.

Because of the timeline and confidentiality, prototypes were deliberately rough and testing stayed inside adidas. The lessons were simple: keep the app focused and minimal, and treat in-store training and staffing as part of the product.

• 100%of reservations claimed in under 2 minutes
• 100%sell-through across all 6 retail locations
• 10/10customer rating on the Yeezy launch

Not everyone liked it. The customers who had camped out for years were not pleased with the new process.

US 10,275,823 B2

Reserving a product based on the customer's location was unique and patentable. The patent protects the method and expands what adidas can do versus competitors.