SNAPFISH RETAIL APP

Shop Redesign

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.

THE EVIDENCE

Backed by Numbers.

"I visit the app quite often looking for deals!"

Snapfish Customer
THE DISCOVERY

Through the Customer Lens.

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.

Home

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."

Photos

Continuing to shipping address. The CTA is disabled until an address is provided, required for the next screen.

Shop: Prints

I have three delivery price options with estimated delivery dates. A selection automatically adds to the order subtotal.

Shop: Cards

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.

THE APPROACH

Strategy and Vision.

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:

  1. Sales promotions and Shop products will be the main focal point in the home screen.
  2. Leading with Sales promotions, streamlining this flow of experience from end to end.
IDEATION

Exploring the Possibilities.

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

Home / Shop Screen

Deals Category

Cards Category

Seasonal Section

Concept 1

Pros and Cons

+

  • Real estate puts sales promotion at the forefront.
  • Optimizes the Shop screen.
  • Dedicated screen for Deals & Discounts for browsing.
  • Model allows for future expansion

  • Deals / Discounts and Seasonal may overlap each other.
  • Shop by Products section may be buried in the home screen.
  • A bit of a scroll when browsing through different products when shopping by Products.

Concept 2: Userflow

This approach focuses more on each shop category and utilizes the home screen as a place to access these categories.

Wireframes

Home Screen

Shop Products Category

Cards Product Category

Saved Projects Category

Concept 2

Pros and Cons

+

  • Overview content leaves more real estate in home screen.
  • Doesn't overwhelm users landing in the home screen.
  • Dedicated screen containing all products.
  • Easier to browse when shopping by products.

  • Limited space for Promotions.
  • Promotions goes directly to builder
VALIDATION

Testing the Product.

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).

Concept 1

Prototype

Comments pulled from concept 1 User Testing.

"A bit difficult navigating through the different products."

Maya

"I love that I was greeted with all the sales and promotions available to me."

Claudine
Concept 2

Prototype

Reactions from our participants during user testing.

"Simple to navigate and easy to browse while shopping."

Monique Parker

"Straightforward. Well guided throughtout shopping journey."

Trixie
RESULTS

Test Scores.

Final scores of our user testing from both groups.

Group 1 "Judy"

Group 2 "Margarette"

Prototype 1

Simplicity

Judy: 2     Margarette: 3      Total: 5

Easy

Judy: 3     Margarette: 1      Total: 4

Overall Usability

Judy: 3     Margarette: 3      Total: 6

Total Score: 15

Prototype 2

Simplicity

Judy: 4     Margarette: 4      Total: 8

Easy

Judy: 5     Margarette: 4      Total: 9

Overall Usability

Judy: 5     Margarette: 5      Total: 10

Total Score: 27

THE LAUNCH

Unveiling the Upgrade.

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.