The idea is to simplify and improve the user journey from the onboarding of the app to the final conversion.
Some issues that I’ve found are in the search feature, long scrolling to find product categories, perceived affordances, and lack of launch screen.
LUSH main target audience is working-woman aged between 18-45 years with a healthy lifestyle outlook. The company does not test its products on animals, they are made with fair-trade ingredients, all are vegan or vegetarian products. Consumers are concern with social justice, environmental sustainability and animal rights.
I executed Usability Testing to define tasks, establish objectives and evaluate the app. To ensure the test was realistic, I opted to use a real build of the application. However, this revealed how functionally unstable the app was. Between the time spent recovering from bugs and app crashes I was able to find usability issues related to perceived affordances, layout, search and a long process to place an order.
One of the requirements was to refine the search navigation interface. During the usability testing, I’ve discovered that searching for a specific product had, as a result, many articles and a long scroll down. A ton of content with no way to navigate or filters frustrated the users, that couldn’t find the product they were looking for.
After this, with the requirements in mind, I did some sketches by hand exploring different navigation patterns and how to improve the user journey. Then I designed the final UI using Sketch.
Some of the constraints were access to user's metrics and brand guidelines.
The implemented changes and tweaks were from the creation of a splash screen to the simplification of the purchase process.
- A new search feature that is customizable, only a few taps to drill down into search results by categories, product filters (like price or ingredients), and sort the results to their heart’s content. It’s a visual search that adopts merchandising logic into their ranking.
The proposed idea is to have an auto-suggest address ‘Search box’. Suggest possible matches for a search in a dropdown list as users are typing.
- The search icon is included in all the screens on the right-hand side (before was at the toolbar)
- New order and categories in the toolbar: Product, Stories, Basket (it was at the top right side), Discover and My account (it was at the top on the left side).
- Elimination of unnecessary icons and features (like “kitchen” and “shops “sections)
- The layout of the product categories is more dynamic, highlighting different sections by ‘card’ sizes.
- The checkout is one page. Simplification.
- Reduced 3 steps in the checkout and added “guest checkout” option to minimize purchase time.
- Improved final UI, modification of layout and icons.