True North
Before
After
Problem
Customers are experiencing navigational issues, having a hard time quickly finding the right products, and dropping out of a complex checkout flow.
Solution
Redefined the entire shopping experience for optimal consumer engagement, reflects the brand promise provides value for the price, convenience in fulfillment, and grows customer loyalty.
Impact
Design new personalized flows that increase user engagement, loyalty, frequency, and as a result grow sales, revenue, and profits.
Role
As a Product Designer in a team of four:
Analyzed customer data and insights to inform product design
Based on business and research data, developed key personas and scenarios
Created detailed customer journey mapping as a baseline for feature scope
Wireframed end-to-end navigation flows
Supported usability testing in collaboration with the research team
Helped to create a new visual language to connect with customer
From Ideas to Innovation: navigating the Design Thinking Process for a seamless shopping experience
Personas
Played a key role in defining key personas across the product ecosystem, enabling the creation of personalized customer journeys.
Journey Mapping
Created visual representations of the customer journey by leveraging insights from data analysis, persona research, and interviewing key business stakeholders. This exercise proved invaluable in design sprints, helping us define the scope and prioritize the next actions effectively.
Workshop
Supported design leadership in one-week design sprint preparation by providing valuable insights, facilitating collaborative ideation sessions, and taking the lead in creating design assets and prototypes.
Prototype
Translated the creative ideas gathered during the workshop into tangible and visually appealing prototypes for following user testing.
Concept One • Visual Navigation
Concept Two • Textual Navigation
User testing
Supported research team in user testing of two concepts.
Responsive design samples for new Navigation experience across Web and Mobile
Impact
Developed innovative personalized flows that drive increased user engagement, foster loyalty, and encourage frequent interactions, ultimately leading to significant growth in sales, revenue, and profits.