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Personalizing Team Spirit

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Personalizing Team Spirit Adobe Customer Story Personalizing team spirit. Perficient Digital uses its accelerated modeling process (CX AMP) and Adobe XD CC to reimagine the online customization experience for retailer Lids. “Adobe XD CC helps us build a foundation for a project rather than just delivering a strategy document. Instead of just talking about personalization and what it means to a user, for a low investment we can show clients the vision.” Brian Flanagan, Director of Experience Design, Perficient Digital SOLUTION Adobe Creative Cloud for teams, including Adobe XD CC RESULTS Developed working prototype in 4 WEEKS Secured IMMEDIATE feedback from clients Helped launch new offering to GROW business Tested WORKING PROTOTYPE with customers Adobe Customer Story Perficient Digital Helping fans express their passion Established in 2016 Sports fans are passionate about their favorite teams, and nothing lets them express that passion better Employees: 350 than custom apparel. For many, the simplest way to represent their college or professional team is by wearing a hat emblazoned with the team logo. Specialty retailer Lids, a leader in fashion athletic headwear, Atlanta, Georgia team apparel, and other fan novelties, offers a range of customizable hats and other items that let people Chicago, Illinois show their support and express their individuality. Ann Arbor, Michigan Lids has an active online presence, but what sets the retailer apart from its competition is the more than Irvine, California 1,000 brick-and-mortar locations in the United States, Canada, and Puerto Rico. To update the look and feel Milwaukee, Wisconsin of some of its online and mobile products and take advantage of the immediacy that its retail locations offer, the company engaged creative digital agency Perficient Digital, part of the digital transformation Saint Louis, Missouri consulting firm Perficient. www.perficientdigital.com The business innovation group within Perficient Digital began working with Lids on a digital strategy that focused on growing online customization. Recently, Lids only offered customization in its retail stores. The company’s new strategy includes offering customers the ability to order a hat online, customize it with a player CHALLENGES signature, mascot, or other item embroidered on the side, and have it fulfilled from a distribution center. • Help clients order custom items online “People love custom gear so the ability to offer online customization is a great differentiator for Lids,” says • Design prototypes quickly and efficiently John Yuiska, Mobile UX Designer & Solution Architect at Perficient Digital. • Secure feedback from real customers • Support new agency offering for clients A simple path to customization Perficient Digital set out to create the Lids Custom Zone, an online experience for placing custom orders that would work with the client’s existing front-end and back-end processes. The team focused on using USE CASES design thinking in conjunction with Adobe XD CC, part of Adobe Creative Cloud, to create the wireframes • Mobile and UX Design and prototypes. The prototyping process took four weeks and included a kickoff workshop, initial sketches, delivery of a mobile prototype, and securing both client feedback and input from actual customers in Lids stores. The last stage was determining how the mobile experience would work on a desktop. “We focused on mobile first because there are more constraints with mobile,” says Brian Flanagan, Director of Experience Design at Perficient Digital. “Adobe XD CC let us take a leaner, guerilla-style approach, validate ideas quickly, and move on.” Adobe Customer Story “Adobe XD CC was light and easy to use, and the artboards helped us see how the interaction would work from screen to screen.” John Yuiska, Mobile UX Designer & Solution Architect, Perficient Digital The goal of the online experience was to empower individuals to express themselves by creating a custom hat. The team distilled two concepts from the initial design sketches, then created the prototypes in Adobe XD. After reviewing with the development teams for feasibility, they moved forward with testing. The experience design process also involved using Adobe Illustrator CC for graphic design and Adobe Photoshop CC to clean up icons and get them ready to use in Adobe XD. Knowing that the embroidery machines work like stencils in how they plot out stitches, the team created a flow where customers would select a layout that included text, a graphic, or both. For example, in the prototype, customers could select the graphic of an eagle’s head and customize a range of options—from the color of the eagle’s eye and feathers to the style and color of the typeface—all within a web browser on a mobile device. “Adobe XD CC was light and easy to use, and the artboards helped us see how the interaction would work from screen to screen,” says Yuiska. “We appreciated the ability to simultaneously do interaction and visual design in Adobe XD CC, rather than relying on a waterfall process.” Real-world testing and feedback The four-week timeline was aggressive to conceptualize, create, test, and modify the prototype, so it was important to be agile. Weekly meetings with UX and visual designers helped move the project forward, and the client appreciated the hands-on approach to reviewing the prototype and the ability to see iterative revisions. One of the most exciting parts of the project was taking the prototype into actual retail stores and asking customers to test it and give feedback. Adobe Customer Story “With Adobe XD CC, we were able “We really liked that Adobe XD CC let us create a link so we could view the prototype on a phone, hand it to quickly prototype and test the to the client, and get immediate feedback,” says Yuiska. “Adobe XD CC let us work in mid- to high-fidelity, so when we took the prototype out in the public it looked and felt like a real product.” solution with actual customers, which allowed us to better The prototype included 60 screen variations, which were easily created due to the ease of the Adobe XD understand their behavior and fine workflow. The team was able to hand off all asset files as .svg files, along with a style guide and the individual components for development. Lids plans to launch the new online experience in the fall of 2017 in advance of tune the experience to meet their the holiday shopping season. expectations.” “With Adobe XD CC, we were able to quickly prototype and test the solution with actual customers, which Steve Wentzell, Senior Director, E-commerce, allowed us to better understand their behavior and fine tune the experience to meet their expectations,” Lids Sports Group says Steve Wentzell, Senior Director, E-commerce at Lids Sports Group. Driving the business forward SOLUTION AT A GLANCE Adobe XD is part of Perficient Digital’s new customer experience accelerated modeling process (CX AMP), Adobe Creative Cloud for teams. Apps which is helping the agency win and grow its business by quickly defining a strategic vision for clients. The used include: team recently built out a next-generation intranet project for a large publisher that will help the company better engage its 45,000 employees. They also created both technical and visual prototypes in Adobe XD Adobe Photoshop CC for an employee benefits company to help improve enrollment. Adobe Illustrator CC “Adobe XD CC helps us build a foundation for a project rather than just delivering a strategy document,” says Adobe XD CC Flanagan. “Instead of just talking about personalization and what it means to a user, for a low investment we can show clients the vision, which leads to a roadmap for the future. Adobe XD CC has added a lot to our offerings.” About Perficient Digital and SoDA Perficient Digital is a member of SoDA, an exclusive global network for digital agency leaders, creative visionaries, and technology innovators. With a 100+ member companies in more than 30 countries around the world, SoDA’s programs provide agency executives with access to a powerful, global network for peer collaboration, thought leadership, knowledge capital, leadership cultivation, and industry best practices. More at www.sodaspeaks.com and www.sodareport.com. For more information www.adobe.com/products/experience-design.html Adobe Systems Incorporated 345 Park Avenue Adobe, the Adobe logo, Creative Cloud, Illustrator, and Photoshop are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of San Jose, CA 95110-2704 their respective owners. USA www.adobe.com © 2017 Adobe Systems Incorporated. All rights reserved. 11/17.
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