You Zig, I'll Zag

Content design portfolio

Project: adidas.com | Raffles Journey

Overview

Raffles are a key member benefit within adiClub, offering exclusive access to limited-edition products, experiences, and money-can’t-buy rewards. The challenge was to make this benefit more visible, accessible and scalable by integrating raffles directly into the adidas.com membership panel.

Working closely with the product owner, the goal was to develop a new set of content and design components that would live within a small side panel on the site. These included modals, tooltips, notifications and countdown blocks — all crafted with a sharp focus on clarity, accessibility, and localisation flexibility.

The challenges

  • Surface raffles clearly and intuitively within the adiClub membership panel

  • Design modal templates that could accommodate various raffle types, including product drops and exclusive experiences

  • Communicate raffles succinctly within a tight UI, limited space and character count

  • Account for multiple concurrent raffles and how this would impact the UI layout

  • Ensure language was adaptable for singular/plural use cases, localisation and reuse

  • Design a countdown block that was functional, accessible, and on-brand

The solutions

  • Developed a modular component system that could scale across markets and support multiple raffle types

  • Created copy templates flexible enough to be localised and repurposed without sacrificing clarity

  • Focused on the economy of language — refining microcopy to work hard within limited space

  • Collaborated with design and accessibility teams to ensure countdown elements were screen-reader compatible and visually intuitive

  • Stress-tested plural/singular variations to account for different raffle states and data models

Results

The new raffle components are now live across all active raffle markets and are performing well. Early feedback indicates improved discoverability, higher participation rates, and strong market adoption. The flexible design system has also enabled teams to launch raffles faster and with fewer support requests.

Learnings

Working on this project highlighted the importance of designing for both evergreen scalability and market flexibility. While the core raffle journey is owned centrally by the Consumer Experience (CE) team, markets input their own raffle content. That meant the copy and design needed to be clear, adaptable, and easy to implement, without compromising user experience.

Accessibility and clarity were essential. Every word had to earn its place, especially within space-constrained UI elements. What looked like a simple component update actually required in-depth thinking about hierarchy, inclusivity, and content patterns — a reminder that even small UX touchpoints benefit from a fully user-centred approach.


Rachael Amesbury