What product will lead to an effective
international sales channel?
Scope
Discovery + Prototype
Year
2025
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
Challenge
With the scope ranging from Discovery to Prototype, I had
to solve the following issue:
How to make the Puma mobile application a successful local commerce platform?
Metrics to impact
Conversion rate
Increase by 10%
Retention rate
Very significant improvement
Reputation rate
Significant improvement
User Research
Through semi-structured qualitative interviews, I aimed to
delve into the motivations and challenges users face when it comes to real-world interactions.
Through semi-structured qualitative interviews, we aimed
to delve into the motivations and challenges users face
when it comes to real-world interactions.
Main objectives
> Understanding the engagement levers for a sports apparel app
> Understanding the in-store user experience
> Understanding the barriers to mobile app usage
> Understanding the engagement levers for a sports apparel app
> Understanding the in-store user experience
> Understanding the barriers to mobile app usage
Panel
> 2 women - 2 men
> 29 - 45 years old
> Sports apparel app users
Insights
4/4
Users are seeking more digital
experiences.
Why?
They are looking for more practical and faster experiences
than traditional ones.
"Yeah, it's true that if something's moving, it grabs my
attention right away."
Théo
2/4
Users are looking a better in-store
experience.
Why?
They want to be able to find products easily, check availability,
and make purchases quickly.
"For instance, the salespersons are busy, and when they're
available, the product is no longer available!."
Victoria
4/4
Users wish they had a single app
per brand.
Why?
They want to have a more tailored and relevant experience,
increasing their satisfaction.
"It makes absolutely no sense to have several apps for one
brand, I don't understand!"
Emmanuel
4/4
Users are seeking more digital
experiences.
Why?
They are looking for more practical and faster experiences
than traditional ones.
"Yeah, it's true that if something's moving, it grabs my
attention right away."
Théo
2/4
Users are looking a better in-store
experience.
Why?
They want to be able to find products easily, check availability,
and make purchases quickly.
"For instance, the salespersons are busy, and when they're
available, the product is no longer available!."
Victoria
4/4
Users wish they had a single app
per brand.
Why?
They want to have a more tailored and relevant experience,
increasing their satisfaction.
"It makes absolutely no sense to have several apps for one
brand, I don't understand!"
Emmanuel
Benchmark
Comparative analysis
By benchmarking direct and indirect competitors, I analysed
their features, user experience, and market positioning.
This allowed me to identify opportunities for differentiation and innovation, to create new features and enhance our product.
Features
Artificial Intelligence app Runway offers the ability to create visual from photos or/and from prompts. It is also possible to share creations on social media.
Sports apparel app Nike enables users to switch to store mode and scan products using RFID technology. It provides a personalized experience and exclusive offers, accessible through the app.
Sports apparel app Adidas provides the ability to gain points through active engagement. These points can be used to buy products with app-exclusive deals. Points can be transferred to other app users.
The benchmark provided us with inspiring ideas that significantly boosted our project
One single app
Artificial Intelligence
In-store video guidance
RFID
Personalized XP
Gain points
Exclusive offers
Solution details
1. Provide a single Puma app.
Restructuration of Puma's offerings into a single application to simplify the user experience, with an E-commerce section, TRAC (the part to measure your sports performance, unchanged), and the creation of L48, Puma's AI.
Restructuration of Puma's offerings into a single
application to simplify the user experience, with an
E-commerce section, TRAC (the part to measure
your sports performance, unchanged), and the
creation of L48, Puma's AI.
Objectives
🌈 Remove barriers to app discovery
💋️ Foster attraction
🤗 Optimize user experience
2. Implementation of the store mode.
Deployment of a video-based in-store guidance system, utilizing
a combination of Bluetooth and RFID technologies. Product information automatically appears as you approach the item. Users can also scan the RFID code with their camera to view product details.
Deployment of a video-based in-store guidance
system, utilizing a combination of Bluetooth and
RFID technologies. Product information automatically appears as you approach the item.
Users can also scan the RFID code with their camera
to view product details.
Objectives
⛄️ Encourage retention
🤗 Optimize user experience
⏳ Increase app usage time
3. Create your product using AI.
Using Puma's new L48 AI, users can create their own Puma product. Neymar Jr., Antoine Griezmann, and Usain Bolt will choose the 3 best ideas, and Puma will produce and sell them commercially.
Users have the option to share their creations on the app or on social media.
Objectives
🤗 Optimize user experience
💋️ Foster attraction
🎯 Target non-Puma customers
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma. You download and open the app on your way to the store.
9:41
9:41
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
Challenge
With the scope ranging from Discovery to Prototype, I had to solve the following issue:
How to make the Puma mobile application a successful local commerce platform?
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma.
You download and open the app on your way to the store.
More?
Watch the full case on Desktop.
2025 ® Sébastien Delahaye
I am always exploring
work opportunities
What product will lead to
an effective international sales channel?
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma.
You download and open the app on your way to the store.
Challenge
How to make the Puma mobile application a successful local commerce platform?
With the scope ranging from Ideation to Delivery, I had to solve the following issue:
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
9:41
What product will lead to an effective
international sales channel?
Scope
Ideation + Prototype
Year
2025
Promote consideration and
acquisition of new users
Promote consideration
and acquisition of
new users
I am always exploring
work opportunities
More?
Watch the full case on Desktop
I am always exploring
work opportunities
What product will lead to an effective
international sales channel?
Scope
Discovery + Prototype
Year
2025
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
Challenge
With the scope ranging from Discovery to Prototype, I had
to solve the following issue:
How to make the Puma mobile application a successful local commerce platform?
Metrics to impact
Conversion rate
Increase by 10%
Retention rate
Very significant improvement
Reputation rate
Significant improvement
User Research
Through semi-structured qualitative interviews, I aimed to
delve into the motivations and challenges users face when it comes to real-world interactions.
Main objectives
> Understanding the engagement levers for a sports apparel app
> Understanding the in-store user experience
> Understanding the barriers to mobile app usage
Panel
> 2 women - 2 men
> 29 - 45 years old
> Sports apparel app users
Insights
4/4
Users are seeking more digital
experiences.
Why?
They are looking for more practical and faster experiences
than traditional ones.
"Yeah, it's true that if something's moving, it grabs my
attention right away."
Théo
2/4
Users are looking a better in-store
experience.
Why?
They want to be able to find products easily, check availability,
and make purchases quickly.
"For instance, the salespersons are busy, and when they're
available, the product is no longer available!."
Victoria
4/4
Users wish they had a single app
per brand.
Why?
They want to have a more tailored and relevant experience,
increasing their satisfaction.
"It makes absolutely no sense to have several apps for one
brand, I don't understand!"
Emmanuel
Benchmark
Comparative analysis
By benchmarking direct and indirect competitors, I analysed
their features, user experience, and market positioning.
This allowed me to identify opportunities for differentiation and innovation, to create new features and enhance our product.
Features
Artificial Intelligence app Runway offers the ability to create visual from photos or/and from prompts. It is also possible to share creations on social media.
Sports apparel app Nike enables users to switch to store mode and scan products using RFID technology. It provides a personalized experience and exclusive offers, accessible through the app.
Sports apparel app Adidas provides the ability to gain points through active engagement. These points can be used to buy products with app-exclusive deals. Points can be transferred to other app users.
The benchmark provided us with inspiring ideas that significantly boosted our project
One single app
Artificial Intelligence
In-store video guidance
RFID
Personalized XP
Gain points
Exclusive offers
Solution details
1. Provide a single Puma app.
Restructuration of Puma's offerings into a single application to simplify the user experience, with an E-commerce section, TRAC (the part to measure your sports performance, unchanged), and the creation of L48, Puma's AI.
Objectives
🌈 Remove barriers to app discovery
💋️ Foster attraction
🤗 Optimize user experience
2. Implementation of the store mode.
Deployment of a video-based in-store guidance system, utilizing
a combination of Bluetooth and RFID technologies. Product information automatically appears as you approach the item. Users can also scan the RFID code with their camera to view product details.
Objectives
⛄️ Encourage retention
🤗 Optimize user experience
⏳ Increase app usage time
3. Create your product using AI.
Using Puma's new L48 AI, users can create their own Puma product. Neymar Jr., Antoine Griezmann, and Usain Bolt will choose the 3 best ideas, and Puma will produce and sell them commercially.
Users have the option to share their creations on the app or on social media.
Objectives
🤗 Optimize user experience
💋️ Foster attraction
🎯 Target non-Puma customers
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma. You download and open the app on your way to the store.
9:41
9:41
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
Challenge
With the scope ranging from Discovery to Prototype, I had to solve the following issue:
How to make the Puma mobile application a successful local commerce platform?
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma.
You download and open the app on your way to the store.
More?
Watch the full case on Desktop.
2025 ® Sébastien Delahaye
I am always exploring
work opportunities
What product will lead to
an effective international sales channel?
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma.
You download and open the app on your way to the store.
Challenge
How to make the Puma mobile application a successful local commerce platform?
With the scope ranging from Ideation to Delivery, I had to solve the following issue:
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
9:41
What product will lead to an effective
international sales channel?
Scope
Ideation + Prototype
Year
2025
Promote consideration and
acquisition of new users
Promote consideration
and acquisition of
new users
I am always exploring
work opportunities
More?
Watch the full case on Desktop
I am always exploring
work opportunities
What product will lead to an effective
international sales channel?
Scope
Discovery + Prototype
Year
2025
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
Challenge
With the scope ranging from Discovery to Prototype, I had
to solve the following issue:
How to make the Puma mobile application a successful local commerce platform?
Metrics to impact
Conversion rate
Increase by 10%
Retention rate
Very significant improvement
Reputation rate
Significant improvement
User Research
Through semi-structured qualitative interviews, I aimed to
delve into the motivations and challenges users face when it comes to real-world interactions.
Main objectives
> Understanding the engagement levers for a sports apparel app
> Understanding the in-store user experience
> Understanding the barriers to mobile app usage
Panel
> 2 women - 2 men
> 29 - 45 years old
> Sports apparel app users
Insights
4/4
Users are seeking more digital
experiences.
Why?
They are looking for more practical and faster experiences
than traditional ones.
"Yeah, it's true that if something's moving, it grabs my
attention right away."
Théo
2/4
Users are looking a better in-store
experience.
Why?
They want to be able to find products easily, check availability,
and make purchases quickly.
"For instance, the salespersons are busy, and when they're
available, the product is no longer available!."
Victoria
4/4
Users wish they had a single app
per brand.
Why?
They want to have a more tailored and relevant experience,
increasing their satisfaction.
"It makes absolutely no sense to have several apps for one
brand, I don't understand!"
Emmanuel
Benchmark
Comparative analysis
By benchmarking direct and indirect competitors, I analysed
their features, user experience, and market positioning.
This allowed me to identify opportunities for differentiation and innovation, to create new features and enhance our product.
Features
Artificial Intelligence app Runway offers the ability to create visual from photos or/and from prompts. It is also possible to share creations on social media.
Sports apparel app Nike enables users to switch to store mode and scan products using RFID technology. It provides a personalized experience and exclusive offers, accessible through the app.
Sports apparel app Adidas provides the ability to gain points through active engagement. These points can be used to buy products with app-exclusive deals. Points can be transferred to other app users.
The benchmark provided us with inspiring ideas that significantly boosted our project
One single app
Artificial Intelligence
In-store video guidance
RFID
Personalized XP
Gain points
Exclusive offers
Solution details
1. Provide a single Puma app.
Restructuration of Puma's offerings into a single application to simplify the user experience, with an E-commerce section, TRAC (the part to measure your sports performance, unchanged), and the creation of L48, Puma's AI.
Objectives
🌈 Remove barriers to app discovery
💋️ Foster attraction
🤗 Optimize user experience
2. Implementation of the store mode.
Deployment of a video-based in-store guidance system, utilizing
a combination of Bluetooth and RFID technologies. Product information automatically appears as you approach the item. Users can also scan the RFID code with their camera to view product details.
Objectives
⛄️ Encourage retention
🤗 Optimize user experience
⏳ Increase app usage time
3. Create your product using AI.
Using Puma's new L48 AI, users can create their own Puma product. Neymar Jr., Antoine Griezmann, and Usain Bolt will choose the 3 best ideas, and Puma will produce and sell them commercially.
Users have the option to share their creations on the app or on social media.
Objectives
🤗 Optimize user experience
💋️ Foster attraction
🎯 Target non-Puma customers
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma. You download and open the app on your way to the store.
9:41
9:41
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
Challenge
With the scope ranging from Discovery to Prototype, I had to solve the following issue:
How to make the Puma mobile application a successful local commerce platform?
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma.
You download and open the app on your way to the store.
More?
Watch the full case on Desktop.
2025 ® Sébastien Delahaye
I am always exploring
work opportunities
What product will lead to
an effective international sales channel?
Framework
What is Puma?
Puma was founded in 1948. It originated from a split between Rudolf and his brother Adolf "Adi" Dassler, who went on to found Adidas. Puma is a multinational corporation which designs and manufactures athletic and casual footwear, apparel and accessories.
Solution
Prototype
Your name is Seb, you are not a Puma customer but have heard about the new P1 app. You want to buy a pair of shoes for your lover who really likes Puma.
You download and open the app on your way to the store.
Challenge
How to make the Puma mobile application a successful local commerce platform?
With the scope ranging from Ideation to Delivery, I had to solve the following issue:
Brief > Develop an E-Commerce mobile App.
Conversion
> Create a direct and local sales channel with customers. Generate incremental revenue through the application
Retention
> Deliver a personalized brand experience aligned with user expectations
Omnichannel
> Enhance the in-store experience by offering specific features and services through the application
Brand Image
> Use content to engage users
9:41
What product will lead to an effective
international sales channel?
Scope
Ideation + Prototype
Year
2025
Promote consideration and
acquisition of new users
Promote consideration
and acquisition of
new users
I am always exploring
work opportunities
More?
Watch the full case on Desktop
I am always exploring
work opportunities