Sofia Silva
Adidas x StellaMcCartney
Contribution
Global Campaign Planning, Digital
Industry
eCommerce / Retail
In September 2004, adidas and Stella McCartney announced a long-term partnership presenting the adidas by Stella McCartney sport performance collection. This was the first time that a high-end fashion designer created a functional sport performance range specifically for women.
My role at adidas is focused on the translation of business requirements and goals into global campaigns ecosystems that meet the highest industry standards for consumer experience.
Details
Role: Global Campaign planner, leading execution
Team: cross-functional (BU, Agency, social media , SEO and eCommerce teams.
Budget: €200K
Timeframe:
Release: 3 Months
Fine tune: 6 months
Details
Managing their manual processes took them to 4 different banking systems and required a steep learning curve to learn.
The call center agents I discovered had a complex internal customer case banking system.
Details
Reducing the time on task metric from 2 minutes or less
Reduce the training budget for new team members
Reduce the error rates in task completion
Make a great experience
— Workshop session to ideate around the consumer journeys
To plan the ecosystem is an exercise of translating and condensing the strategies for each channel and touch points into a single, unifying document.
As outcome of research and ideation, I created a document that consolidates the multiple touch points of the experience across the season.
This document has become the reference for business units, content publishing, brand design and agencies working on asset production.
— Digital ecosystem planning
User testing - or how to translate user feedback into design
User testing is key. It is how experiences continuously evolve to meet user's behaviour and expectations, ultimately resulting in better conversion results.
The process I apply is outlined in three phases:
1. Analysis of quantitative data available. Typically these will be traffic metrics I gather to pulse check the health of experience at top line level. Conversion measures and consumer journeys will then tell which journeys are more successful and which ones need to be reviewed.
2. Design the experiment. With the insights of the previous analysis, the design of the experiment will be steered to unveil specific aspects of the experience, which I like to divide in Behavioural, Content and Interaction.
3. View and analyse tests. Create recommendations. Impact the experience.
— Excerpt of user test report
Print screens of the the mobile experience evolution.
® 2025 Sofia Silva. All rights reserved
cembia@gmail.com | +31 618 570 382 | Linkedin →
Adidas x StellaMcCartney
Contribution
Global Campaign Planning, Digital
Industry
eCommerce / Retail
In September 2004, adidas and Stella McCartney announced a long-term partnership presenting the adidas by Stella McCartney sport performance collection. This was the first time that a high-end fashion designer created a functional sport performance range specifically for women.
My role at adidas is focused on the translation of business requirements and goals into global campaigns ecosystems that meet the highest industry standards for consumer experience.
Details
Role: Global Campaign planner, leading execution
Team: cross-functional (BU, Agency, social media , SEO and eCommerce teams.
Budget: €200K
Timeframe:
Release: 3 Months
Fine tune: 6 months
Details
Managing their manual processes took them to 4 different banking systems and required a steep learning curve to learn.
The call center agents I discovered had a complex internal customer case banking system.
Details
Reducing the time on task metric from 2 minutes or less
Reduce the training budget for new team members
Reduce the error rates in task completion
Make a great experience
— Workshop session to ideate around the consumer journeys
To plan the ecosystem is an exercise of translating and condensing the strategies for each channel and touch points into a single, unifying document.
As outcome of research and ideation, I created a document that consolidates the multiple touch points of the experience across the season.
This document has become the reference for business units, content publishing, brand design and agencies working on asset production.
— Digital ecosystem planning
User testing - or how to translate user feedback into design
User testing is key. It is how experiences continuously evolve to meet user's behaviour and expectations, ultimately resulting in better conversion results.
The process I apply is outlined in three phases:
1. Analysis of quantitative data available. Typically these will be traffic metrics I gather to pulse check the health of experience at top line level. Conversion measures and consumer journeys will then tell which journeys are more successful and which ones need to be reviewed.
2. Design the experiment. With the insights of the previous analysis, the design of the experiment will be steered to unveil specific aspects of the experience, which I like to divide in Behavioural, Content and Interaction.
3. View and analyse tests. Create recommendations. Impact the experience.
— Excerpt of user test report
Print screens of the the mobile experience evolution.
® 2025 Sofia Silva. All rights reserved
cembia@gmail.com | +31 618 570 382 | Linkedin →
Adidas x StellaMcCartney
Contribution
Global Campaign Planning, Digital
Industry
eCommerce / Retail
In September 2004, adidas and Stella McCartney announced a long-term partnership presenting the adidas by Stella McCartney sport performance collection. This was the first time that a high-end fashion designer created a functional sport performance range specifically for women.
My role at adidas is focused on the translation of business requirements and goals into global campaigns ecosystems that meet the highest industry standards for consumer experience.
Details
Role: Global Campaign planner, leading execution
Team: cross-functional (BU, Agency, social media , SEO and eCommerce teams.
Budget: €200K
Timeframe:
Release: 3 Months
Fine tune: 6 months
Details
Managing their manual processes took them to 4 different banking systems and required a steep learning curve to learn.
The call center agents I discovered had a complex internal customer case banking system.
Details
Reducing the time on task metric from 2 minutes or less
Reduce the training budget for new team members
Reduce the error rates in task completion
Make a great experience
— Workshop session to ideate around the consumer journeys
To plan the ecosystem is an exercise of translating and condensing the strategies for each channel and touch points into a single, unifying document.
As outcome of research and ideation, I created a document that consolidates the multiple touch points of the experience across the season.
This document has become the reference for business units, content publishing, brand design and agencies working on asset production.
— Digital ecosystem planning
User testing - or how to translate user feedback into design
User testing is key. It is how experiences continuously evolve to meet user's behaviour and expectations, ultimately resulting in better conversion results.
The process I apply is outlined in three phases:
1. Analysis of quantitative data available. Typically these will be traffic metrics I gather to pulse check the health of experience at top line level. Conversion measures and consumer journeys will then tell which journeys are more successful and which ones need to be reviewed.
2. Design the experiment. With the insights of the previous analysis, the design of the experiment will be steered to unveil specific aspects of the experience, which I like to divide in Behavioural, Content and Interaction.
3. View and analyse tests. Create recommendations. Impact the experience.
— Excerpt of user test report
Print screens of the the mobile experience evolution.
® 2025 Sofia Silva. All rights reserved
cembia@gmail.com | +31 618 570 382 | Linkedin →