As UX Designer I owned the research, redesign, and stakeholder presentation. I worked closely with the Adidas product team to identify the root causes of underperformance and design a revised experience ready for scaled rollout. I opened with a mixed methods discovery phase: surveys revealed that users had no clear understanding of what AURA was or what value it would give them, while analytics pinpointed the exact screens where drop-off was highest. Visual and technical glitches on entry screens were creating an immediate trust problem. In the define phase I isolated these as the critical pain points to solve. With the problem defined I redesigned the user flow to let people explore AURA before committing to the Instagram integration — removing the mandatory gate that was causing most of the abandonment. I introduced a landing page that explained the feature's value proposition upfront, and ran A/B tests to find the optimal placement for the enrichment steps. In the deliver phase I built and tested prototypes with US users aged 18–35, focusing on satisfaction with the recommendation experience and willingness to share personal data.