Web and Mobile App Redesign Case Study
User Research Methodologies
To gain a comprehensive understanding of user needs and pain points, we employed a multi-faceted research approach:
User Interviews
Conducted in-depth interviews with 30 app and website users to gather insights into their motivations, preferences, and frustrations.
Surveys
Distributed online surveys to over 500 users, collecting quantitative data on usage patterns, feature preferences, and satisfaction levels.
User Persona Development
Created a detailed persona, "Rosalyn," representing the needs and behaviors of a typical user – a homeowner seeking to enhance her living space with wallpaper while staying within her budget.
Competitive Analysis
Conducted a thorough analysis of direct competitors and industry best practices to identify opportunities for differentiation and improvement.
Project Overview
This project aimed to revolutionize the wallpaper shopping experience by redesigning the online store's app and website, addressing key user pain points and delivering a seamless, personalized journey across both platforms.
Transforming the Wallpaper Shopping Experience: A User-Centric Redesign Across Platforms
The Challenge
User Frustrations and Limitations
Through extensive user research, we identified several critical issues hindering the shopping experience:
Confusing Pricing Model
The existing panel-based pricing model often resulted in customers paying extra for wallpaper beyond their required size, leading to frustration and dissatisfaction across both the app and website.
Lack of Self-Service Capabilities
Customers had to request custom quotes, causing delays and inconvenience in the ordering process on both platforms.
Visualization Challenges
Users struggled to envision how the wallpaper would look in their space, hindering their ability to make informed purchasing decisions on the app and website.
Limited Customization Options
The absence of customization features restricted users who wanted to create their unique wallpaper designs, limiting the app and website's functionality.
The Design Process
Armed with valuable user insights, our team embarked on an iterative design process:
1. Ideation and Wireframing
Collaborative ideation sessions with cross-functional teams
Rapid prototyping and iteration based on user feedback
Benchmarking against industry best practices and competitor analysis
2. Prototyping and User Testing
Moderated usability testing sessions with think-aloud protocols
Remote user testing with participants from diverse demographics
Iterative refinement based on user feedback and insights
3. Visual Design and Branding
Establishing a cohesive design system and style guide
Ensuring accessibility and inclusive design principles
Collaborating with brand and marketing teams for consistency
4. High-Fidelity Mockups and User Flows
Designing intuitive user flows and interactions
Conducting expert design reviews and heuristic evaluations
Ensuring consistency and adherence to platform-specific design guidelines
The Solution
The redesigned wallpaper online store app and website featured several key improvements:
Square Foot Pricing Model
Introduced a transparent and flexible square foot pricing model, allowing customers to order wallpaper based on their specific size requirements on both the app and website.
Enhanced Self-Service Capabilities
Empowered customers with comprehensive product information and self-service tools, eliminating the need for custom quotes on the app and website.
"View in Your Room" Feature
Implemented an innovative "View in Your Room" feature, leveraging camera technology to visualize how the wallpaper would look in the customer's space on both the app and website.
Customization and Personalization
Introduced customization and personalization features, allowing users to create their own unique wallpaper designs or personalize existing designs on the app and website.
User-Centric Enhancements
Implemented additional user-centric enhancements to improve the overall shopping experience on both the app and website, including categorized design systems, Wishlist functionality, appreciation coupons, and instructional installation videos.
Results and Impact
The redesigned wallpaper online store app and website were met with overwhelmingly positive feedback from users and stakeholders alike:
30% increase in website traffic and app downloads
25% boost in online sales and conversion rates across both platforms
40% reduction in customer support inquiries related to pricing and ordering on the app and website
4.7/5 average app rating, with users praising the intuitive design, visualization tools, and customization options
Through a user-centered design approach, extensive research, and iterative refinement, we successfully elevated the wallpaper shopping experience across the app and website, delivering a seamless and personalized solution that addressed customers' pain points while driving measurable business impact for the client.
