Adidas INFINITY

Adidas INFINITY is a Digital Wardrobe Service contribute to overproduction and overconsumption in fashion industry

Year

2021

Collaborator

Adidas

Project Type

UX, UI, Service design

Role

Researcher, UX/UI Designer

Overview

A Digital Wardrobe Service

For better-disciplined purchasing behavior, also to actually see the environmental impact of our consumption, Adidas INFINITY is a data visualization wardrobe service that directly supports manageable fashion consumption and bring joys through gamification.While our customers can better manage their overconsumption, their avatars in our service enjoy more digital fashions, which also accelerates their personal well-being and better understanding of the environment through Adidas’s existing assets such as sports engagement, brick-and-mortar stores and their market power.

COLLABORATION

Our powerful partner Adidas has a long history and deep-rooted connection with sport. Its broad and diverse portfolio in both the Sports Performance and Sport Inspired categories ranges from major global sports to regional grassroots events and local sneaker culture. S&P evaluated Adidas as one of the leading brands for sustainability.To amplify Adidas' sustainable contributions to the end-user layer, as service designers, we academically research psychological behavior change and applied them to the human-centered service design approach, resulting in this innovating service. Thanks to the signposts of Adidas professional members, we reached the intersection between technological feasibility, economical rationality, and human-centered ideality.

My Role/Responsibilities

Desktop research, user interviews, research, brainstorming, Idea iteration, user test, UI design, Customer reports

Background

What caused fashion sustainability stagnant?

According to a UK government report, we will need three planets to cover all fashion production in 2030. We need to think about sustainability on this huge scale. As the researcher said the key is not just technology but education and human behavior. The current business model in the major fashion industries is encouraging overconsumption, overproduction, and generating excessive waste. In addition to the short usage of purchased clothes, there is £30 billion worth of unused clothing in our closet in the UK. The specialist mentions that the demand for repairing, recycling, and reusing products is still limited. Do we want to sustain the fashion industry as it currently is or do we want to live on the planet earth? If we want, we do need to take a more eco-centric perspective.

Interview

We had spent a lot of time visited dozens of fashion shops such as fast fashion stores, kilo sales, charity shops and independent sustainable stores, with the aim of gaining a deep understanding of modern people's awareness of sustainable consumption and the mentality behind their consumption behavior. The people we met have inspired us a lot with three insights below:

Problem Statement
Fit into Adidas current strategy

Define

How might Adidas help the consumer to transform their focus from during usage to before purchase, to be aware that they already have enough clothes, by developing a wish list and incentivizing them to enjoy this transition?

Persona

Design

Digital Platform for Fashion Over-consumption Behaviour Improve

Get on board

At first, Jessica registered her information. To incentivize her, she will get 100 coins after finishing. This coin enables Jessica to purchase virtual clothes for her avatar and start experiencing offline adidas events. At this starting point, she creates her avatar by choosing the tops, bottom, and shoes with the virtual coins, then reflects her interests on her avatar. Now she can start exploring what she can achieve with her avatar.

Main features 1

Users can choose to digitize the real wardrobe, and convert the real items in the wardrobe into digital items through camera recognition and category division, so that the virtual person can get more decorations and more gold coins.

In the next step, we will help users build a monthly fashion wish list based on the items currently owned by users and real-time seasons, which will serve as an important basis for subsequent rewards and users to truly gain consumption management capabilities.

Main features 2

In daily life, users can obtain information about companies and products by scanning barcodes on fashion. At the same time, through the acquisition of the items in the real wardrobe and matching the wish list, the analysis results are issued. This is also an important moment for Adidas Infinite to remind users that they already own similar items and avoid excessive blind consumption.For more sustainable information, users can also view a fashion material analysis by scanning the wash label to see a direct assessment of environmental impact. We hope that when users consume, through the understanding of factual knowledge, the environment is also included as part of the consumption factor.

Main features 3

We encourage users to grow through virtual currency and offline achievements. For example, users who successfully managed fashion spending through their wishlists in November will be able to receive positive feedback and a lot of virtual currency as rewards.

On the other hand, we rank users in the community based on their points and engagement to enhance social belonging. If users are among the best in the community, there is also a chance to receive designer limited-edition NFT clothing as a reward.

There are many opportunities to satisfy the user's desire to buy new clothes without affecting the environment. At Adidas Unlimited, users can buy not only new virtual fashions from a large number of brands and designers, but also historical classics.

Feedback

How Jessica has gained better habit

What did Adidas team say?

I really like this approach so it's not about solving the problem directly but trying to make them not happening so that's positive feedback. well done.

I really liked the fact that you provided this opportunity for action that you build this platform. It's not about purchasing only about where you might give the consumer a feeling that the brand cares about what they already own. So I think that could have a nice impact on how consumers perceive your brand. 

I think you can tap more into some psychological effects of belonging. Because that is quite interesting what is a motivator for a user,  why do we buy fashion? Because we would like to belong to something and we belong to a group, we would like to belong to a tribe. 

That would help actually your educated approach quite well. Social belonging such as a football team or another group of people in an urban tribe would be a strong motivator for me, I think you could really go into it. 

On-demand production is something very, very helpful and I think that's an element in your thinking which is very positive, as well.  

Our business model will contribute Adidas’s financial perspectives. We aim to develop new revenue stream by applying NFT with the collaboration of artists as well as advertisement income. In addition, our service will have customer real demand in advance, then use them for adidas’s supply chain management, resulting in improving its cash flow in the nearfuture.