UX/UI/Strategy FOr New Retail Shopping Mobile App

Challenge

Westfield, a retail shopping giant in Australia, wanted to create their first stand-alone mobile product by creating an internal startup team, running independently with a stakeholder team assisting with resources, similar to an investment board.

My task was to build and lead the full user experience and interface of the app for a 6-month pilot and help to launch a successful app. The goal was to engage shoppers who belong to loyalty programs for one or more brands and to aggregate their offers, rewards, and benefits.

Approach

After absorbing the behavioral research, design iterations, and first app versions done before I joined the team, I started by speaking to the early users of the app, currently in a closed beta. I facilitated behavioral and UX research using the current app and created a prioritized list of first features to improve and create, focusing on onboarding and key moments of value.

Throughout the first 6 months of the app launch and growth, I lead monthly research projects, designed the UX and UI for new features, and worked with the product manager to track and measure exactly how the app and specific features performed. I presented ideas for iterations based on performance and designed future research to understand qualitative data behind the analytics, in order to guide my designs.

Outcome

Along with an amazing team, I helped launch the Apple and Android apps, and grow to 100k+ downloads. We exceeded targets for engagement, including weekly active users, and offers redeemed. The board of stakeholders and advisors were consistently impressed and extended the funding beyond the pilot to create a full-time team to carry the app forward.

  • Developed and executed month qualitative research projects based on hypotheses from analytics, past research insights, or new features
  • Worked collaboratively with the product team to deliver UI designs on an agile sprint cycle
  • Built a reusable, responsive design system in Sketch to streamline my work and simplify handoff to the future design team