E-commerce platform migration
adidas.com Migration
Overview
adidas Golf asked us to migrate adidasgolf.com onto the adidas.com ecommerce platform — not as a lift-and-shift, but by redefining and re-architecting the Golf experience so it could live inside a larger brand system.
The job was twofold: keep a destination where the community could meet products and athletes, and shift harder toward conversion once Golf sat inside adidas.com.
Our challenge
Golf needed a contained experience on a platform that did not already support the sticky secondary navigation the journey required. Brand storytelling had to make room for conversion-focused UX — and the migration was international, so any new structure had to travel across regions.
Strategy
Working with adidas.com Website Analysis, Digital Experience, and Digital Content, we refined the sales funnel and user journey.
- Conversion over pure brand story. Compared with adidasgolf.com, we shortened the path to purchase-ready action.
- Challenge the “typical adidas way.” Contained Golf experience was not possible on the existing framework alone — we partnered with adidas to introduce Golf-specific sticky secondary nav.
- Design for international reuse. New IA and patterns needed to work for audiences outside the U.S. launch.
Information architecture
Our strategist and I worked with adidas.com data analysis to rebuild Golf page architecture around the post-migration business goals.
Design
UX strategies and wireframing
Wires were built with the client against post-migration goals and adidasgolf.com data. Annotations got extra attention — teams across countries needed adidas.com terminology for components and functionality so handoff stayed unambiguous.
UI
Desktop and mobile screens for the contained Golf experience — commerce, athletes, and brand storytelling in one system.
Supporting work: Training portal
In parallel, we designed an internal sales education tool for adidas Golf — a responsive LMS that taught company initiatives and upcoming products so reps could sell more effectively without burning out on the learning experience.
Role on this piece: Design, Art Direction, UX, Front-end Direction (2017). Contract renewed for 2018 and expanded to Europe, Canada, and Asia sales teams.
Learning experience strategy
Tablets were the primary device, so we built a responsive site that led with product lines and brand video. Learning Experience Design practices we baked in:
- Clear objectives — welcome email set goal and purpose for the sales team.
- Quizzes and interactive tiles — engagement without dumping walls of text.
- Social presence — instructional video with Golf leadership throughout courses.
- Key takeaways before quizzes — summarize, then check understanding.
“I spoke to a couple reps this morning who have received it. One actually completed it yesterday, took him about 3.5 hrs and he was very pleased with the content and functionality. Good news.”
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