As a the lead and only designer, I worked across the business on designing an omni channel shopping experience, demonstrating to management the value of research, ux thinking and how to apply a mobile mindset to create a seamless shopping experience. Collaborated closely with producers and engineering teams to ensure and maintain quality and consistency in the end product. I later went on to do the same for their other businesses like Scoopon, GroceryRun and MumGo.
Young families with 2 or 3 children living in the countryside. They're price conscious, but have purchasing power. Highly values fast and efficient shipping.
Primary concern is low prices and getting the best deal possible. Frequently responds to email marketing and keeps a close watch on sales and price reductions.
Used to shopping online and uses a variety of apps. Defaults to buying online and comfortable with large purchases online. Sets a high bar for shopping experience and quality.
Understanding the business
I started with staff interviews talking to people like buyers, product owners, analysts, customer service personnel, operations personnel and many more key stakeholders. Alongside that effort I reached out to customers using a survey and a rotating group of questions that I got customer service to ask at the end of each call. In addition to understanding those key groups of users, I also analysed the huge amounts of data we had from the services Catch was using to power their online business.
With the interviews wrapped up, I started to look for common themes to group interview insights. This was an incredibly helpful exercise as it showed the business the issues their customers were experiencing.
It also helped us balance features and customer experience issues. We took all of this and fed it into the product roadmap to picture out a way to start delivering a better experience.
Mapping the competition
I also conducted an extensive competitor analysis to understand the landscape and what we were competing against. I spent time dissecting competitor apps and reading app reviews to understand what issues their customers were experiencing.
Once we had our key themes and priorities identified, I moved on to wireframing ideas for those key areas identified. Wireframes allowed me to quickly get feedback without spending too much time in the details, which was very important with our tight deadlines.
Data revealed there were clear segments and customers who bought items from similar categories. These categories were available to us in house, but the groupings were not exposed to our customers. We pushed out an update that gave customers the flexibility to browse sales by category.
One of the biggest pieces of customer feedback we received was the difficulty they experienced consuming large sales. Searching was great, but filtering would be ideal. With a limited budget for testing, we tested internally — which gave us great insight around what was working and what wasn't. Users appreciated the filter function, however a few missed it and most didn't like browsing through the large lists. We learnt that they preferred filters that auto-magically refined the options available when they selected something.
Applying our learnings
Increasing prominence and canning large lists that didn’t auto filter in favour for an accordion scored better in our next round of testing. To really strengthen the connection between sales, products and filtering, we added a visual transition between screens so customers had an idea of where they were and where they came from.
Understanding problem areas
Observing how customers shopped through remote testing sessions and speaking with customer service taught us a lot. We learnt how customers think when purchasing, concerns they had and things they look for when finalising a purchase. We started to notice common themes emerge and setup priorities to help us attack those areas first and get them higher up on the roadmap.
Keeping it simple
Holding their hands and clearly providing a cost breakdown was really appreciated. It made customers feel safe and more likely to return and shop with us.
Through close collaboration with engineering and Australia Post, we secured access to an order tracking API that allowed us to present order tracking information to our customers.
One of the big pain points for customers was initiating returns. Internally, customer service had issues managing returns initiated and helping customers resolve their returns.
Digitising this process and leveraging the device camera allowed customers to provide sufficient evidence required for a successful return, and helped customer service reduce the turnaround time resolving those returns.
First impressions count. A lot. New customers who’d never heard of us and downloaded our app needed to feel welcome and at home. A couple of easy pointers that explained how sales events worked and how we make the shopping experience a breeze — keeping a friendly vibe throughout.
Not wanting to create the impression that shopping was now tied to a membership program, we decided on a simple subtle component that could be easily reused throughout the app. This allowed us to quickly prime customers and sign them up easily.
Once primed, I wanted to benefits and signup to be as clear as possible and for us to easily onboard these new customers. The idea was to get them in, and seamlessly let them continue shopping with us.
Pain free management
The last piece of the puzzle, was membership management. We didn't want to create the feeling of being locked in and wanted to make management clear and straightforward. Communicating stages of the membership and remaining time was all made clear and leveraged the existing pop up component to ease development effort and time.
To make things easy for developers, I packaged it all into a simple, easy to digest workflow. This allowed them to envision how all the components were reused and came together in the application.