adidas
Enhancing menu navigation and account overview on adidas.de
An analysis of the account overview experience, highlighting areas where interaction and discoverability could be enhanced đź‘źÂ
SKILLS
Web Design
User Interface (UI)
User Experience (UX)
Branding Enhancement
Research & Project
Web Design
User Interface (UI)
User Experience (UX)
Branding Enhancement
Research & Project
CONTEXT
This audit explores opportunities to improve the usability and clarity of the adidas.de main menu and account dashboard. By enhancing navigation structure, visual hierarchy, and user feedback mechanisms, I aim to streamline the shopping experience and empower users to manage their accounts more intuitively.
CHALLENGE
🧢 Account Overview UX Improvements:
-Â Low Discoverability of Features
-Â Visual Feedback Missing
-Â Inconsistent Personalization
đź“ŤMain Menu UX Improvements:
- Overwhelming Category Density
- Lack of Visual Hierarchy
- Mobile Navigation Flow
This audit explores opportunities to improve the usability and clarity of the adidas.de main menu and account dashboard. By enhancing navigation structure, visual hierarchy, and user feedback mechanisms, I aim to streamline the shopping experience and empower users to manage their accounts more intuitively.
CHALLENGE
🧢 Account Overview UX Improvements:
-Â Low Discoverability of Features
-Â Visual Feedback Missing
-Â Inconsistent Personalization
đź“ŤMain Menu UX Improvements:
- Overwhelming Category Density
- Lack of Visual Hierarchy
- Mobile Navigation Flow
ORIGINALÂ Website
Improving the user experience (UX) of the Adidas Germany website (https://www.adidas.de/en) can enhance customer satisfaction and boost conversions. The account section prioritizes function over experience, but its minimal design and text-heavy layout hinder quick access to key actions. Users may struggle to find order tracking, personal details, or saved discounts without clear visual cues or guided pathways. To elevate the overall user journey, this section outlines design improvements such as better categorization, touch-optimized navigation, enhanced feedback loops, and a more user-centric account layout. These changes aim to reduce friction and increase user confidence across both platforms. While the site offers a wide range of categories, the depth and density of the main menu can overwhelm users. The lack of intuitive grouping makes it harder to scan and navigate efficiently, increasing cognitive load during the browsing experience.
Improving the user experience (UX) of the Adidas Germany website (https://www.adidas.de/en) can enhance customer satisfaction and boost conversions. The account section prioritizes function over experience, but its minimal design and text-heavy layout hinder quick access to key actions. Users may struggle to find order tracking, personal details, or saved discounts without clear visual cues or guided pathways. To elevate the overall user journey, this section outlines design improvements such as better categorization, touch-optimized navigation, enhanced feedback loops, and a more user-centric account layout. These changes aim to reduce friction and increase user confidence across both platforms. While the site offers a wide range of categories, the depth and density of the main menu can overwhelm users. The lack of intuitive grouping makes it harder to scan and navigate efficiently, increasing cognitive load during the browsing experience.
SOLUTIONS
- Create a single account overview dashboard that centralizes all user settings: personal info, orders, adiClub status, payment methods, returns, etc.
- Redesign user flows to ensure any action can be completed within a maximum of two clicks.
- Add quick-access buttons (e.g., “Track Order,” “Edit Profile,” “View adiClub Points”) directly on the account homepage.
- Group all Points-related content under a single "adiClub" menu. Include all adiClub benefits, stats, and related actions within one expandable panel
- Use lowercase for long-form body text (where brand-appropriate) to improve readability.
- Apply visual hierarchy: bold headers, lighter subtext, and consistent spacing throughout.
- Ensure proper contrast for accessibility—black text should appear as more sublte black #242424, not #000000. It is good for a human eye to have more relaxed digital experience.
- Adopt a minimalist aesthetic: incorporate generous white space, aligned grid layouts, and concise copy to reflect adidas' brand identity.
- Allow the interface to "breathe,"Â echoing the clean, spacious feel of adidas retail environments.
- For mobile app, implement a bottom navigation bar with intuitive icons such as: Home, Search, adiClub, Cart, and Account on the top menu. Add to grey color more contarst, for example #7D7D7D when inactive.
- Include gesture-friendly controls and swipe support for smoother mobile transitions and an overall seamless experience.
- Create a single account overview dashboard that centralizes all user settings: personal info, orders, adiClub status, payment methods, returns, etc.
- Redesign user flows to ensure any action can be completed within a maximum of two clicks.
- Add quick-access buttons (e.g., “Track Order,” “Edit Profile,” “View adiClub Points”) directly on the account homepage.
- Group all Points-related content under a single "adiClub" menu. Include all adiClub benefits, stats, and related actions within one expandable panel
- Use lowercase for long-form body text (where brand-appropriate) to improve readability.
- Apply visual hierarchy: bold headers, lighter subtext, and consistent spacing throughout.
- Ensure proper contrast for accessibility—black text should appear as more sublte black #242424, not #000000. It is good for a human eye to have more relaxed digital experience.
- Adopt a minimalist aesthetic: incorporate generous white space, aligned grid layouts, and concise copy to reflect adidas' brand identity.
- Allow the interface to "breathe,"Â echoing the clean, spacious feel of adidas retail environments.
- For mobile app, implement a bottom navigation bar with intuitive icons such as: Home, Search, adiClub, Cart, and Account on the top menu. Add to grey color more contarst, for example #7D7D7D when inactive.
- Include gesture-friendly controls and swipe support for smoother mobile transitions and an overall seamless experience.
GOALS FOR REDESIGN
🧢 Account Overview UX Improvements
-Low Discoverability of Features:
Account dashboard is minimal and text-heavy, making it hard to find actions like tracking orders or managing returns quickly.
Suggestion: Add clear icon-based cards or action buttons for common tasks (e.g., "Track Order", "Change Address").
•
-Visual Feedback Missing:
There's little confirmation/feedback when interacting with the account (e.g., saving preferences).
Suggestion: Add micro-interactions like loading spinners, success ticks, or animations for better engagement.
•
-Inconsistent Personalization:
While logged in, there's limited emphasis on personal preferences or tailored content.
Suggestion: Surface personalized recommendations or order history insights right on the dashboard.
🧢 Account Overview UX Improvements
-Low Discoverability of Features:
Account dashboard is minimal and text-heavy, making it hard to find actions like tracking orders or managing returns quickly.
Suggestion: Add clear icon-based cards or action buttons for common tasks (e.g., "Track Order", "Change Address").
•
-Visual Feedback Missing:
There's little confirmation/feedback when interacting with the account (e.g., saving preferences).
Suggestion: Add micro-interactions like loading spinners, success ticks, or animations for better engagement.
•
-Inconsistent Personalization:
While logged in, there's limited emphasis on personal preferences or tailored content.
Suggestion: Surface personalized recommendations or order history insights right on the dashboard.
đź“ŤMain Menu UX Improvements:
-Overwhelming Category Density:
The top nav includes many categories (SHOES, MEN, WOMEN, etc.), each with deep submenus. This can be visually dense and cognitively taxing.
Suggestion: Group related items under collapsible mega-menus or introduce icon-based navigation for quicker scanning.
•
-Lack of Visual Hierarchy:
Submenu links have uniform weight, making it hard to differentiate between feature categories and secondary ones.
Suggestion: Use typography (font weight, color, spacing) to better guide the eye.
•
-Mobile Navigation Flow:
Menu opens in layers with back/forward buttons that can feel slow or disorienting.
Suggestion: Consider a bottom tab bar or swipeable categories on mobile for faster discovery.
-Overwhelming Category Density:
The top nav includes many categories (SHOES, MEN, WOMEN, etc.), each with deep submenus. This can be visually dense and cognitively taxing.
Suggestion: Group related items under collapsible mega-menus or introduce icon-based navigation for quicker scanning.
•
-Lack of Visual Hierarchy:
Submenu links have uniform weight, making it hard to differentiate between feature categories and secondary ones.
Suggestion: Use typography (font weight, color, spacing) to better guide the eye.
•
-Mobile Navigation Flow:
Menu opens in layers with back/forward buttons that can feel slow or disorienting.
Suggestion: Consider a bottom tab bar or swipeable categories on mobile for faster discovery.
CoPYRIGHT
© 2025 [Luiza Amon]. This project is an independent UX case study created for educational and portfolio purposes. All imagery, fonts, and brand elements remain the intellectual property of adidas AG and are used here under fair use to illustrate design critique and improvement concepts. No commercial use is intended.
© 2025 [Luiza Amon]. This project is an independent UX case study created for educational and portfolio purposes. All imagery, fonts, and brand elements remain the intellectual property of adidas AG and are used here under fair use to illustrate design critique and improvement concepts. No commercial use is intended.