CLIENT:
Bed Bath & Beyond
CATEGORY:
UX/UI, Mobile App
PROBLEM STATEMENT
Users want to use their coupons when they go into a physical store. mApp currently pulls in the web mobile view into an mApp shell. Log in is confusing, slow to load and users find it difficult to manage their offers.
User research, competitive analysis and initial user journeys
I needed to understand how users redeem their offers and also how the store associates apply them.
What are some pain points for each user? Based on users and store associates feedback we determined that not only customers were having trouble with the feature. Store associates also found it difficult to apply offers due to slow loading times and non-mobile friendly interface.
Current mAPP Experience
Users are confused by the log in/create account process, they are not sure if they have an account. They receive marketing emails letting them know they have offers but can’t figure out if they have an existing account.
Mobile app is not using native OS features to manage their offers.
In-store redeem modal is small and cumbersome to use for store associates.
Identify Key Goals for Online Experience
User should be able to log in or create an account with no password requirements. Offers should be easy to add via scanning or manually entering offer code. Offers should be easy to find and manage.
Visual barcodes for in-store associates should be clear and large enough for scanner to detect.
Simplify Log in/Create
Allow users to create an account or log in with their email address only. When logging in if previous account doesn’t exist, message to accept and create account.
Manage Offers
Make offer cards look and feel more native to OS. Prioritize offers that can be used in-store. Provide information on how to redeem different types of offers. Explore visual treatment for offer cards, make sure they are easy to access and manage.
Use OS Native Features
Leverage OS native features were possible to improve experience and make it feel native to device. EX: Android FAB, access to device camera, OS specific UI. Allow users to scan mailed offers via device camera or enter offer code to manually upload offers.
Initial Prototype Exploration
Final Mobile App UI, iOS and Android
The new log in/create solution performed so well that it was also carried over the web eComm site. Negative feedback from store associates about speed and ease of use decreased. Since inception mApp usage and users have had consistent growth.
