App Design · Sep - Nov 2023 · UI/UX Designer
Through meticulous user research and user testing, I identified and addressed issues such as confusing information architecture, inefficient navigation, and low usability of customer reviews in the Old Navy App, ultimately increasing customer decision-making speed by 40%.
Uncover Pain Points
User Interviews & Surveys
The homepage felt repetitive and overloaded with information, making navigation overwhelming.
The full-screen navigation disrupted seamless transitions between product categories.
Users strongly preferred the option to share reviews with images for a more authentic shopping experience.
Guiding Design Decisions
Persona & User journey Map
Old Navy Target Audience: 90% female, ages 35-44, having children, being married -- Persona: Linda
Map the user journey, based on Persona's characteristics and pain points, from the moment the user starts browsing the Old Navy APP to the completion of the purchase.
Initial Solutions
Lo-Fi Wireframe & Prototype
Homepage employs horizontal scrolling tabs for category navigation along with horizontally scrollable containers to organize information, creating a clearer interface.
A hamburger menu with integrated filters, allowing users to switch between categories on the same page. The filters enable browsing products across multiple categories simultaneously, which is essential for users purchasing a variety of apparel.
Allowing users to share and view product images within reviews.
Usability Testing
User Testing & KJ Analysis
Testing scenario: As winter approaches in New England, you'll be shopping for yourself and your husband some warm clothes. Explore the Old Navy App to purchase discounted coats for both you and your husband.
Analysis Result: The homepage's IA design and hamburger navigation are excellent. Introducing a slider button for price ranges maintains UI consistency and harmonizes with users' intuitive mental models, offering an enhanced and efficient means for product filtering. Strategically relocating filters from the navigation menu to the homepage has surpassed user expectations, significantly improving filter discoverability.
Final Solutions
Hi-Fi Wireframe & Prototpye
Through user testing sessions, we observed that users could easily navigate the interface and quickly locate the information they needed, confirming our initial hypotheses. This process not only reassured us that our design direction was correct but also provided insights for fine-tuning elements, ensuring that the final product effectively met user needs.