Overview

Omnichannel user experience (UX) unites an organisation’s multiple channels into a single, cohesive user journey. My research examined its role in digital retail, using Nike and Adidas as comparable case studies within the sportswear sector to ensure a consistent basis for analysis.

Through cross-analysis of both brands and relevant literature, I explored four key research questions: how to balance consistency with channel-specific optimisation, which features contribute to omnichannel success, how platforms work cohesively to facilitate the user journey, and whether omnichannel design aids users in achieving their goals.

Findings showed that omnichannel UX is highly effective in helping users reach their end goals, if implemented correctly. One key success factor is both maintaining consistency across channels, while also allowing for adaptation ensuring that each channel can be optimised for its respective environment. Other success factors included seamless transitions, collaboration between channels, and avoiding overly aggressive engagement strategies that risk user frustration.