Problem
Skills
- Design Management
- Design Systems
- Research Synthesis
My Role
Solution
We worked with our research team to conduct over 15 interviews focused on understanding customer sentiment and comprehension of different features within the mobile app. We then analyzed over 1 year’s worth of app data including usage patterns and customer reviews. This information allowed us to identify the largest pain points for existing customers.
After prioritizing and agreeing to a roadmap with the product and engineering teams, we spent the next 5 months designing, testing, and releasing improvements to the app that tied back to our research findings and shared business objectives.
Impact
- The launch of the automatic coupons feature gave customers on average 30% more savings during checkout.
- The new homepage design led to a 25% increase in purchases over the previous design.
- The redesigned price comparison experience increased purchases by around 40% year-over-year.
- The app store rating increased from 2.6 to 4.7 stars.
- We successfully rebranded from Wikibuy to Capital One Shopping in time for a national advertising launch in Fall 2020.
Homepage Before
Homepage After
Pain Points
- Generic content and offers meant all customers would see the same experience regardless of preferences or shopping habits.
- Through our contextual interviews we discovered an unreliable product and store search feature which caused customers to lose confidence in the mobile app.
- Discovered accessibility issues such as a low contrast color palette and missing field labels prevented users with color blindness and cognitive impairments from using the app.
Solutions
- Designed a new tile-based content format enabling our team to test and optimize sections of the page. Included a layer of discoverability through features like “Similar Stores” and related product suggestions.
- Improved search while prioritizing personalized offers and deals to make the experience more tailored to the customer’s shopping preferences.
- Fixed accessibility issues and improved usability allowing customers with color blindness and cognitive impairments to successfully navigate the experience.
Homepage Tile Concepts
My team and I created over 60 unique tile concepts across 5 main product requirements.
Rebrand Guidelines
We developed brand migration guidelines and a comprehensive design system to be used by multiple development, marketing, and external agency teams during the rebrand of Wikibuy to Capital One Shopping.
In-App Shopping Experience
My team and I designed a new custom webview shopping experience that kept users within the app in order to provide additional tools while they shopped, helping them save money and find the best deals.
Automatic Coupons At Checkout
One of the benefits of using an in-app webview for shopping trips is that we can programatically access the page content and perform tasks on behalf of customers. These include things like checking prices while they shop and automatically applying coupon codes during checkout.
