adidas MTBR

Designed the end-to-end return flow for adidas’s Made To Be Remade program across mobile and web.

Defined the navigation, entry points, and interaction model within existing adidas account and commerce systems.

Enabled customers to identify eligible products and complete returns with minimal friction.

Focused on making a circular sustainability initiative actionable through clear, repeatable user behavior.

Problem:

adidas committed to a circular product model with Made To Be Remade (MTBR) but the return experience was not designed for real customer behavior or an experience that allowed real customer enagagement.

Customers needed a clear, low-friction way to return worn products through the adidas app and website without confusion whilst also building trust in the eco credentials of the brand.

The challenge wasn’t awareness. It was execution: turning a sustainability concept into an experience customers would actually complete.

Approach:

Conceptually I treated the return flow as a behavioral problem, not a UI one. My approach focused on making sure that customers shouldn’t have to understand the entire circular model to return a product by mapping the flow to answer only what mattered at each step what this is, what happens next, and what I need to do now.

Designing for community and greater benefit was also important as one of the USPs of the campaign was the ability for consumers to contribute to something greater that themselevs.

I designed the flow to live naturally inside existing adidas app and web structures—account, orders, and product history—rather than creating a disconnected “sustainability” experience.

Solution:

I designed an end-to-end return flow that allows customers to quickly identify eligible products, understand the Made To Be Remade process, and complete a return with minimal friction.

The experience is accessible from both the adidas app and website and guides customers through a clear, step-by-step journey that reduces uncertainty and drop-off.

Consistent interaction patterns across platforms ensure the flow can scale without fragmenting the experience. The final solution makes sustainability actionable rather than aspirational, turning adidas’s circular commitment into a behavior customers can realistically repeat.

User Experience
User Interface
Product Design
Brand Systems

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