Transforming Instagram Engagement into Long-Term High-Value Memberships
Project: adiClub membership integration with Instagram shopping
Role: Lead Interaction Designer & Experience Strategist
Process: UX research, roadmapping, user flow optimisation, interaction & visual design
Tools: Figma (wireframing and prototyping)
Company: adidas (Global Social Commerce)
Business Objective:
Identify and implement ways of acquiring high-value members seamlessly, to drive conversion and purchasing frequency.
Challenge:
How do consumers perceive the overall shopping experience through Instagram, and how can we create rational and emotional connections with adiClub?
Projected Impact:
We identified 313M IG users, 10% would become adidas shoppers with a 2.3% Membership conversion goal. At a CLTV (Consumer Lifetime Value) of €194 per customer, we would gain €139.6M in CLTV.
Building the Case
Collaborating with the Director for Social Commerce at adidas, we presented a business case to the SMT (Senior Management team), highlighting how membership would increase our CLTV (Consumer Lifetime Value).
Social Commerce positioning - How does Instagram shopping fit in adidas’ digital ecosystem?
Going from Partner to DTC; inhouse solution
Positioning KPIs - Q1 2021 Instagram vs. US eCom Performance
IG Shopping out performing other adidas & partner channels on eCom KPIs
Consumer Personas - Consumer Lifetime Value (Predicted Future Spend + Historical Spend)
New IG Consumer CLTV benchmarking with New .com Account & New App User
From an adidas lens, IG consumer profiles are more closely linked to the female consumer, the versatile female athlete, and sneakerheads. Focus on these groups on IG shopping would translate to a higher consumer lifetime value.
After identifying our target audience, I contributed to mapping Key Growth opportunities.
2021 IG Shopping Channel Drivers & Status
🤩 The Business case was approved, BUT, with a constrained budget. 😩
Growth Roadmap - Key Milestones & Timelines
Together with a cross-functional team of Expansion leads, Product owners, Tech leads, delivery leads and Content strategists, we built a roadmap, to align all the teams involved and manage expectations, considering the budget constraints.
First steps for now, was Linking adiClub Member account to Instagram.
Membership Integration - User interactions
After our roadmap was approved and given the greenlight, I started thinking of the current instagram shopping flow and how membership signup moments could be triggered.
I explored how other shops integrated their membership programs and the various entry points that were used.
I proceeded to mapping out the User flow and its interaction. I collaborated with the tech team at Meta/Facebook to discuss the technical requirements for the user flow. And after several meetings, we finalised the flow!
Before
After
Visual Flow
My design focus was on the In-app browser experience. I collaborated with our UX copywriter to structure the information architecture. We considered the “Why” and “What” benefits users would gain if they connected their adiCLub membership account to instagram. I also simplified the Login/Register screens to reduce cognitive overload and pass accessibility requirements.