Institutionalization of Human-Centered Design at adidas Group

Abstract

At the adidas Group, UX and usability constantly take on greater significance. After the introduction of a framework (we reported at UP 2012) we provided some insight into how we established Human Centered Design in the IT Marketing department (UP 2013). Today, this way of working is being institutionalized in the whole IT organization and thereby attracts cross-functional attention. In this article, we describe our approach to increase the level of maturity of Human Centered Design in the company and highlight current as well as future challenges.