the Vitamin Shoppe B2c Mobile app

Role

Lead UX/UI Designer

Prototyping, User testing, UX design

Background

The Vitamin Shoppe is an omni-channel speciality retailer of nutritional products with over 27M site users and half million app users.

Vitamin shoppe wanted to engage their customers with personalized content for more immersive experience leveraging the fact that customers intent on mobile is higher.

I was the lead designer and worked with 4 product managers and 11 app developers.

The goal of this project is provide customers exceptional pre-purchase, purchase & post purchase experience.

Challenge

Aggressive timeline, multiple business owners for sign-off was the biggest challenge.

Process

Understanding the customers and their journey

To understand the customers and their needs, we interviewed store customers who also shop online and reviewed customer feedback to identify the following:

• Understand the user goals, needs & values

• Understand and uncover the existing journey from product discovery to post purchase experience.

• Understand success criteria.

Gathering Insights

After collecting all the data, we identified and defined personas and their journeys and pain points. I also did a competitive analysis of other lifestyle brands to identify trends.

Wireframing

I created click through wireframes on axure and tested few UI patterns and variations in messaging and created a test plane with multiple prototypes to test them out on usertesting.com

Link to test details

We tested the prototypes by clearly defining success criteria and analyzing the user test to understand the user feedback.

Design Delivery

Final visuals designs are created on sketch and uploaded to invision for another round of testing and the developer handover. I was also involved in reviewing the front end tickets that were implemented to ensure they aligned with the designs.

Results & Takeaways

The app was received well and resulted in 74% increase in weekly app downloads, 36% lift in weekly active users and 40% increase in weekly demand.

My Key takeaways :

• Having a data driven mindset and testing designs with users helps with stakeholder buy-in.

• Working on MVP model and releasing small features continuously and testing them with users and iterating continuously helps improve user experience.

• With multiple stakeholder, there is bound to be tension during the ideating sessions. Embrace it, this means everyone is trying to contribute.

• Starting with no constraints and gradually defining boundaries helps flow of ideas.

• Always set team agreements and rituals, helps the team stay together.