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This project was bootstrapped and we only worked on it over evenings and weekends, on the side of our daytime jobs.

Ella Blowdry is a startup that was created by me and 4 co-founders from different backgrounds. Only 2 of us had real world experience from designing and building an app.

It was unlike any other project I have been involved in. While I’m usually part of a larger product team with clearly defined roles, I was all of a sudden covering a huge amount of responsibilities.

I will write this case study from a UX point of view but for this project I have been a stakeholder, product owner, photographer, visual designer, UX designer, frontend developer, project manager, ‘marketing guy’ and an all around hustler. …

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As the Lead UX Designer on the adidas GLITCH app, I followed it through all the way from the pitch to releasing version 2.0.

GLITCH was a project that challenged everything adidas normally does; A new type of interchangeable boot, launched without a big football star, not available at any of their stores but only available through an app. All this combined with an audience of young urban footballers makes it a dream project for any app designer.

If you want to read about how we made it, keep reading. …

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When we created the adidas GLITCH app at POSSIBLE, we soon realised what a beast we were actually creating. While it might seem simple on the outside, there is actually a very elaborate system behind the curtains.

I started off just as I usually do and created a linear user flow, to get the user from A to B, and an ‘appmap’ (sitemap) to have a full overview of the information architecture.

The problem with the above deliverables for this project was the different user states every user had to travel through. To get the GLITCH boots delivered to their door, users travel through 3–4 different states getting there (depending on what choices they make). And when each of these states requires a very varied interface, we had to find a better way to represent that. …

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Early spring 2016 I got pulled in to a team at POSSIBLE London to create an app for adidas latest invention, the interchangeable football boot that came to be called GLITCH.

It was an ambitious project, challenging almost every aspect of how adidas usually sold their products. It was to be launched without a single ad, without a big football star endorsing it and it would only be available through the mobile app. We were launching it through a large network of local “micro-influencers”, starting in London, then scaling city by city to the major football communities around the world.

Same way adidas could’ve launched it in their flagship stores with a mega star, we could have just created a normal ecommerce app with a product grid and a big filter on top. …

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One of the biggest struggles when creating a new app is to keep your new users and engage them over time.

Unless you have a huge budget to create engaging content over a long period of time or try to mimic patterns from social networks, you have to find other ways to get your users invested enough to keep coming back.

We (POSSIBLE London) knew from the beginning that we weren’t building social features into the adidas GLITCH application, hence we looked at other ways to engage our community.

Creating early adopters

The first thing we did, together with our friends at adidas and iris London, was to involve a community of “micro-influencers” in the creation process. All together we worked with almost 400 young footballers with some kind of influence among their peers. They helped us test the app, create the boot designs, try out the boot prototypes, setting the tone of voice for our communication and played a big role in everything we did throughout the project. There were a lot of reasons we did this, one being turning them into advocates. …


Pontus Persson

Lead UX Designer on brands as adidas, Nike, IKEA, Aston Martin...

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