Post-Sale Experience
adidas International B.V.
Visual Order Tracker
The Visual Order Tracker (VOT) project was initiated to transform the post-purchase experience across multiple markets, shifting it from a source of customer frustration to a strategic touchpoint for brand reinforcement. The objective was to provide real-time order visibility, manage delivery expectations, and reduce WISMO (“Where is my order?”) inquiries, while designing for both standard and exception cases such as delays, cancellations, or lost packages.
- Strategic alignment and executive decision-making were facilitated through structured workshops, bringing together Product, Engineering, Marketing, and Customer Service teams. These sessions enabled the definition of a North Star vision, success metrics, and a roadmap for design initiatives, ensuring clarity on priorities, scope, and operational constraints.
The approach is not as a logistics feature,
but as a core customer experience (CX) touchpoint;
a chance to show transparency, reliability, and empathy
at a critical moment in the user journey.
but as a core customer experience (CX) touchpoint;
a chance to show transparency, reliability, and empathy
at a critical moment in the user journey.
User insights, quantitative analytics, and previous experimentation results were translated into decision frameworks to guide cross-functional prioritization. Warehouse process mapping, journey analysis, and high-fidelity prototypes served as tools for data-informed discussions, ensuring both feasibility and customer impact were balanced.
Key outcomes of the project included:
Key outcomes of the project included:
- Measurable improvement in NPS through enhanced post-purchase transparency
- Reduction in support inquiries related to order tracking, freeing operational resources
- A globally scalable UX framework supporting future post-purchase innovations
- Increased alignment across teams, enabling confident executive decisions and strategic trade-offs
Unmoderated tests to validate design decision was also beneficial to measure the balance of impact, effort, and user value; ensuring we shipped the most critical improvements first.
A major success factor in this project was the strong, ongoing collaboration between product, design, tech, and research. By fostering a shared understanding of both the customer journey and the business constraints, we were able to:
A major success factor in this project was the strong, ongoing collaboration between product, design, tech, and research. By fostering a shared understanding of both the customer journey and the business constraints, we were able to:
- Align around clear KPIs (reduction in support calls, NPS lift)
- De-risk technical complexity early
- Scale the solution globally without compromising user clarity
Unmoderated User Test
This experience was not just about visual polish, it delivered measurable business outcomes:
- Reduction in WISMO-related support tickets, freeing up customer service resources
- Increase in NPS attributed to improved post-purchase communication
- Strengthened adidas’ position as a customer-centric, digitally mature brand
- Created a scalable, global UX pattern that can be extended into future post-purchase innovations
- Designing for transparency isn’t just good UX, it’s good business.
- Anticipating and designing for exception cases builds trust during high-friction moments.
- Cross-functional alignment is essential when designing for complex backend processes like fulfillment and logistics.
- Even small interface improvements can drive large-scale operational efficiencies.
This project demonstrates that strategic UX facilitation, combined with cross-functional alignment and data-informed decision-making, can create meaningful business impact while strengthening customer trust. It serves as a case study for executive workshops, experience-led strategy sessions, and initiatives that prioritize both operational efficiency and brand value.
Interested in the full case study? Contact us for walking through the case study in detail or explore how similar thinking can be applied to your organization.
Interested in the full case study? Contact us for walking through the case study in detail or explore how similar thinking can be applied to your organization.
