E-COMMERCE APP USER EXPERIENCE DESIGN - CASE STUDY
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Blingg is an e-commerce app that provides D2C subscription boxes to consumers. It currently has 15,000+ downloads on Google Playstore and is a fast growing startup. I joined the company in its early stages and was responsible for building it’s design guidelines and the entire user interface and experience of the app. I was the prinicpal UX Designer for the project who designed the interfaces for Blingg since it’s first release.
Timeline
We transitioned from initial research to completed designs in a span of two months, juggling multiple projects concurrently. The whole upgrade process spanned six months, encompassing three months of development work and a month dedicated to testing and refinements.
Background
This was the most significant update to the interface since Interface Build 2. Internally coined as UI 3.0, it represents the most substantial design and feature upgrade since the product's original conception.
This build introduced new elements, including a shopping section where users can browse products in their subscription box, a redesigned trial box for clearer credit display, the inclusion of in-app support, the formation of various budget shops within the store, an enhanced search page complete with suggestions, more comprehensive product details, and a total overhaul of the checkout process to ensure simplicity.
While ensuring the user interface remained intuitive enough for user comprehension, I instilled the significance of distinct classification between E-commerce and subscription box realms, and aided the implementation of a credit system for trial periods within the subscription box sector. This approach allows users to assemble their trial box by purchasing credits and expending them via a familiar E-commerce checkout procedure. I promoted the idea of utilizing an E-commerce platform for our affiliate brands, enabling individuals to purchase actual merchandise after sampling them.
Research & Planning
Conducted market research to identify existing challenges in the app and user preferences. Defined target audience segments and outlined key features based on user needs and market trends. Made the use of user surveys through the app and a few user interviews to make sense of what can be improved and how do the users interact with the app.
Problem defining & ideating
The process of defining the issue required a comprehensive examination of both objective and subjective data gleaned from surveys, interviews, and so forth, whilst reworking user personas in line with business needs and modifying the user journey. Recognizing the user's challenges significantly aided in narrowing down several issues and addressing them in a user-focused manner.
Design & Prototyping
Created intuitive user interfaces and interactive prototypes. Iteratively refined designs based on user feedback to enhance usability and visual appeal. Because this was a big project, I created a separate design system for Blingg to be used for future endeavours and create a unified brand identity.
Implementation & Development
Leveraged agile development methodologies to build the app update in collaboration with the developers. Prioritized feature development based on user feedback and technical feasibility. Also during the same time helped buid some internal tools to help and ease the developement process.
Testing & Optimization
Conducted rigorous testing across various devices and platforms to ensure compatibility and performance. Gathered user feedback through beta testing and iteratively optimized the app based on usability metrics and user satisfaction.
The qualitative research provided vital insights into user behaviors, preferences, and frustrations associated with the D2C Market. By addressing these areas through targeted UI/UX improvements, it can help enhance user satisfaction, boost activation rates, and improve retention, ultimately contributing to a stronger market position among D2C brands.
The qualitative research employed a combination of methods to ensure a comprehensive understanding of user experiences and expectations i.e. user interviews to understand expectations and stakeholder interviews to understand the business goals and design accordingly. The main goals of the research were:
Understand User Needs and Expectations
To gather insights into what users look for in subscription services and product trials.
Evaluate User Activation and Engagement
To assess how effectively the platform engages users and encourages continued use.
Identify Pain Points in Product Discovery
To pinpoint difficulties users face in discovering products that match their preferences and needs.
For Blingg, leveraging the "BlinggBox"—an assorted trial box of products tailored to user preferences—can significantly strengthen its brand proposition. By offering these trial boxes, Blingg not only addresses common customer hesitations but also enhances product discovery in a risk-free environment. Some key insights that were discovered from the interviews were :
Desire for Personalized Experiences
Customers expressed a strong preference for personalized shopping experiences. They value D2C brands that can tailor their offerings based on individual preferences and past shopping behaviors. For Blingg, emphasizing its ability to deliver personalized subscription boxes based on detailed user profiles can significantly enhance its brand appeal.
Revamped the Blingg app's user experience with a seamless new shop section and optimized checkout flow. Streamlined product discovery with intuitive navigation and filtering, leading to a simplified checkout process. These enhancements boosted user engagement and drove a 15% increase in completed purchases.
The above findings from the interviews were analysed and in accordance with the new user flow and the new shop section in the app, the user interface was also revamped with a newly created design system to bring uniformity to the brand. Some examples of screens can be seen below:
Here, the outcomes and achievements of the project are highlighted, including user feedback, adoption rates, and industry recognition.
Increased Efficiency
Users report significant time savings and improved productivity through optimized checkout-flow
Positive User Feedback
High user satisfaction ratings and positive reviews highlight the app's intuitive interface and ease of use
Growing User Base
The app quickly gained traction among individuals and businesses worldwide, with a steady increase in user adoption and engagement.