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Where do we begin?
We had a live working app with thousand of customers using it, but for the most part there was a huge misunderstanding about the basic function of the app. Which made it really important for the team to ask the right questions. Some of them were :
/ What was the purpose of the app when it was first developed?
/ Is that purpose being fulfilled now?
/ What are people using the app for the most?
The project was initiated to evaluate the needs of an existing IFB customer and find opportunities which can increase the usage of the app. The project focused on multiple functions and screens like shopping, technical assistance and content available on home screen. In this specific project, we worked on enhancing the home screen of the app.
ROLE
Product designer
Research, Insights and Analysis, User Journey and Experience
My IFB App :
OVERVIEW
Analysing the existing experience
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After evaluating the data of existing customers we found out that the majority of the customers use the app to order their laundry soap refills and track their complaints.
Tracking and customer support
Food and Recipe
Appliances Section
Laundry solutions
The existing home screen contained a number of different features, like recipe suggestion, tracking status, calling customer care. These repeating features over multiple pages made the navigation and hierarchy of the system confusing.
Reality Check - Reviewing the reviews
Analyzing the data
The customer feedback and data insights shed light on issues that were under our nose. The tracking and customer support did not provide any status feedback which made the process for the users painful and confusing.
How might we?
User flow - From 7 screens to 2 screens
The iterative process started by asking the right questions, which helped us establish a clear hierarchy and simplify the user journey.
How might we reduce the no. of steps for a user to track their application?
How might we provide an intuitive experience that allows the users to see what's important to them?
We focused on providing the most used features on the home screen to reduce the time taken. This also made the navigation much simpler for the users.
Complimentary actions such as additional related products to shop were provided to reduce the number of steps for user.
Our solution helped us bring a 7-8 screen process to a 2 Screen. This helped us make a crucial change in the simplification of the user journey.
One step that lets user to track their complaint status and reach customer care
Complaint tracking
Proposed Solution
Most customer reorder their monthly washing supply repeatedly at regular intervals
Two-tap Reorder
Look and Design
The corporate
The first phase of the project was concluded with the design solution for tracking and shopping within the home page. The next phase of the project was to resolve the support section of the App which is currently in progress. However, I decided to move on in my career after this project.
Learnings
Patience is important. As bigger design teams help in achieving the goals on time, they can also become a big lag in the decision making process due to the funnel.
Detailing after data. Having all the data helped us reach to the very bottom of the problems and figure out the reason for the same. However when building something from scratch lack of data leads to assumptions.
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