Existing home / shop experience in the retail app hasn’t performed the type of engagement the product team has hoped in the past year.
Our challenge is to uncover insights and address customer behaviors and motivations to enhance the customer experience.
PLAYED MY ROLE, working closely with the mobile platform Product Manager.
In addition, worked alongside a Copy Writer, Engineers, and a designer from the Marketing team.
TOOLS: Imagination, pen, pencil, paper, coffee, whiteboards, design studio, guerilla user testing, Sketch, Invision, Principle, Adobe XD, wireframes, information architecture, site mapping, high fidelity prototype, medium fidelity prototype, clickable prototype.
I had early theories judging from the numbers, but I wanted to verify myself and see through the customer lens. I did some auditing of the existing experience, mapping out the flow and provided few insights.
Home / Shop Screens
A couple of notes I took navigating through the screens.
I landed on this screen after finalizing my 4x6 Prints. It seems to be a one way road with a single CTA, "Continue to Shipping."
Continuing to shipping address. The CTA is disabled until an address is provided, required for the next screen.
I have three delivery price options with estimated delivery dates. A selection automatically adds to the order subtotal.
I have three delivery price options with estimated delivery dates. A selection automatically adds to the order subtotal.
Experience Map
I mapped out my shop experience, detailed task and results along with emotions felt.
Scenario: I’m browsing for bargain deals to personalize and purchase.
Expectations: Simple, fast, and easy.
Overall Findings: Snapfish customers are driven by sales promotion when they start the app, browsing products comes in at second. Lastly, a handful at the very least entered through photos.
High level goals:
I started with a handful of different approach but ultimately narrowed it down to two of the strongest concept.
Concept 1: Userflow
The approach focuses on the enhanced experience using a dedicated category for all sales promotions.
Wireframes
Pros and Cons
Concept 2: Userflow
This approach focuses more on each shop category and utilizes the home screen as a place to access these categories.
Wireframes
Pros and Cons
We presented our concept prototypes to each of the two groups of participants.
Each group given the same three main task and rate their experience in the scale of 1 to 5 (5 being the best).
Prototype
Comments pulled from concept 1 User Testing.
Prototype
Reactions from our participants during user testing.
Final scores of our user testing from both groups.
Group 1 "Judy"
Group 2 "Margarette"
Judy: 2 Margarette: 3 Total: 5
Judy: 3 Margarette: 1 Total: 4
Judy: 3 Margarette: 3 Total: 6
Judy: 4 Margarette: 4 Total: 8
Judy: 5 Margarette: 4 Total: 9
Judy: 5 Margarette: 5 Total: 10
Hard fought battle between both concept... in the end, we're happy to announce the launch of Concept 2 direction with minor revisions along the way. Our research and data proved this direction was the most applicable with the existing experience.
