As a UX Designer at Kin + Carta, I had the opportunity to work with a luxury department store to create a brand new digital experience. The client wanted a mobile app to help their customers prepare for the milestones in their life. The team consisted of product consultants, a UX researcher, architects, a scrum master, a senior designer, and myself. Unfortunately, we had just started high fidelity designs for development before the client paused the project.
Methods + Tools
Adobe After Effects
Oct 2020 - Dec 2020
The team challenge was to create a new digital experience for the client that would allow them to engage with their customers more than just shopping in-store or online. The goal was not to create another eCommerce app but curate a personal experience for each customer. The client wanted this app to be an “easy button” for their users.
I joined the project at the end of the strategy phase. The team was still brainstorming how to keep customers engaged with the app. The teams' challenge was, how do we create an experience to make users want to come back for more? We decided to follow The Hook Framework, which would encourage customer habits and keep them hooked to the app and wanting more.
There were three key features our client wanted for this app. These features included services, daily recommendations, and a calendar of upcoming events with gift recommendations.
The client was very hesitant about doing any user research and testing. The team was concerned to hear this since we were highly user-focused. The features we were building for this app were experimental and lacked any user validation. Fortunately, we were able to get approval from the client to test the concepts.
The senior designer, Morgan Sweet, and I hit the ground running building the prototype. It was both our first time using Figma. She focused on the daily recommendations, where I designed the services page and the calendar events page.
The app was only for two specific groups of the client's customers. The UX Researcher, Lacey Nixon, worked with the client to find the target audience. I had the opportunity to sit in and listen to the user-test. A Majority of the users enjoyed the idea of having an app to remind them of events (birthdays, weddings, etc.) and give them gift recommendations for that occasion.
Overall, the app received a lot of positive feedback, and users showed excitement for the app. We were relieved to hear the feedback and started designing high fidelity
Scrolling + Transitions
For the daily recommendations, the client wanted a variety of content. There would be promotions for products, editorial pieces, and services they offer. I started to brainstorm how we could visually separate this content but also show it as one. Furthermore, I brainstormed how the user will scroll through this content and when to use horizontal scrolling vs vertical.
I looked at social media apps for inspiration on how they separate content. Instagram and Snapchat use both horizontal and vertical scrolling to separate information and do a great job. For our app, I designed it so horizontal scrolling would separate content and categories. Where vertical scrolling would be for a collection of items or images related to content (i.e. product images)
One of the first elements to be developed was login and onboarding. For the daily recommendations, the client wanted it to be a personal curated experience. So the team asked, “how will we get data on the users to curate personal content?” We wanted to create a preference quiz during onboarding, in order to collect data to create this individual experience.
The team spent weeks looking at inspiration for quizzes. Not only were we looking at other department stores, but we also looked at all kinds of quizzes. We even ended up on the official Harry Potter Sorting Hat Quiz. Next, I started to brainstorm ideas to present to the clients. This included questions to ask and how those would look and flow to create an engaging experience.
I worked on the high fidelity designs for login. As mentioned before, login was first to go to the development team. Unfortunately, these were the only high fidelity designs I did before the project paused. For NDA purposes, I replaced the company name.
The client wanted to explore typography as imagery. So, I started to explore this concept and how to create a fluid login experience.
I had a great opportunity working with Kin + Carta and learned so much in the short time I was there. I was able to work on my communication skills with clients and learned about the agile design process. It was eye-opening to see user test with the prototype I helped develop and see how people interacted and the insights they gave.