Quick UX wins for myshopi, the n 1 promotions & shopping list platform

Transcription

1 Quick UX wins for myshopi, the n 1 promotions & shopping list platform The project myshopi is the number 1 promotions and shopping list platform in Belgium, bringing together information from major supermarkets and stores, and offering exclusive cashback coupons and promotions. With its innovative digital marketing concept, myshopi allows users to digitize their shopping lists and loyalty cards, and enjoy a tailor-made shopping experience. BD myshopi market leader in door-to-door distribution of promotional advertising asked Human Interface Group to carry out an independent user experience review of the myshopi smartphone app, the tablet app and the website. Human Interface Group 1

2 The challenge Traditional window-shopping can really wear your shoes thin, but from a computer or mobile device it should be a breeze. As we started this quick user experience review, we considered these 3 main challenges: l To achieve a genuine, independent user review, we had to make sure that our experience would be similar to that of any user exploring myshopi for the first time. So we plunged straight into the review, without any prior briefing on the applications strategy or objectives. l myshopi is meant for people who want to customize and optimize their shopping experience and especially save time and money. So during our review, we had to always keep in mind the user s best interests and focus our recommendations on ensuring an efficient and easy user experience. l myshopi offers a lot of different functionalities and concepts, all under one roof. With the options of making shopping lists, sorting through promotional leaflets, using cashbacks, managing loyalty cards, etc., one could wonder if this is too much for one app. So we had to consider the question of bundling or unbundling the functionality in one or more apps. Human Interface Group 2

3 The results myshopi was already an excellent concept with great functionality, really offering the user added value in various ways. The quick user review (carried out by the experts!) proved to be a good exercise to detect quick wins on a relatively small budget. We needed just a few days to present several suggestions and recommendations to further improve the applications and the website. We noted a number of hurdles that might hinder a smooth user experience, confuse the user or even cause users to give up, such as: l Inconsistencies, e.g. inconsistent use of buttons and icons, inconsistency between the mobile application and the website. l Lack of structure, e.g. unstructured menus, confusing lists. l Poor flow of information, e.g. confusion on how things work. We pinpointed various specific and general problems and gave clear recommendations on how these hurdles can easily be eliminated. Give users clear cues on what they should tap. Use one clear call to action to reduce the cognitive load on the user. Human Interface Group 3

4 Use predictable icons so the user understands what will happen next. Once these recommendations are implemented, the myshopi applications and website will give users more consistency and more control, which will surely improve their experience and motivate them to keep on shopping! We appreciated the pragmatic suggestions that were made by Human Interface Group. That showed us how solving a number of quick wins can make an immediate impact. The framework and guidelines that were used by Human Interface Group to review myshopi fitted well with our goals on strengthening myshopi as the #1 aggregated platform for saving time and money. We also liked the interactive deliverable sessions that were presented in a clear and concise way. Toon Coppens, Digital Strategy & Innovation Manager Human Interface Group 4

5 What we did We started our review based on well-founded usability principles, because UX design is above all a matter of psychology. It s about understanding the user. Usability principles are based on how people see, hear, feel, think, behave and especially interact. These principles are based on in-depth UX research, design theory and project evidence from our own work over the last 20 years. We selected three of the most relevant usability principles for myshopi and translated them into easy to grasp design principles: 1. Put the user in control, e.g. provide a lot of choices and optional settings, and indicate progress (because people are motivated by progress, mastery and control). 2. Communicate clearly and consistently, e.g. use consistent imagery and predictable patterns (because people scan screens based on past experience and expectations). 3. Don t make the user think or guess too much, e.g. use clear terms and icons and offer only relevant information progressively, in bitesized chunks (because memory takes up a lot of mental resources). We then looked at the entire user experience, with all the different consumer touch points such as creating an account, registering for the newsletter, searching for recipes, making shopping lists, sifting through promotions and using cashbacks, and also included a review of the notifications, newsletters and other messages users receive. Observations from our review and a few quick informal user tests allowed us to make a number of recommendations to improve the app and website, which we presented according to their priority level. Finally, we tackled the question of the Swiss knife: to bundle or not to bundle? A tough one, which occupies a good number of pros in our field. We recommended for the various myshopi concepts to remain combined in one app, because they are complementary and combining them can add value to the services. However, the question should remain on the table as myshopi evolves and grows. Different apps may need to be used in the future, if they serve different needs. Human Interface Group 5

6 You work hard to improve your digital business? Human Interface Group helps you make a success of all digital channels and touch points in the user experience. Over the last 20 years, Human Interface Group has built an outstanding reputation and has become the absolute reference in user experience in Europe. We translate your company s targets into a UX strategy and design excellent user interfaces and user assistance material. This way, you ll soon achieve even better returns. Because Great UX means Great Business. Wondering about how we can help you achieve better results? Visit Mail info@higroup.com Call +32 (0) Human Interface Group 6