Officeworks, a leading Australian retailer specializing in office supplies and solutions, aimed to enhance its mobile app experience to streamline shopping processes, improve user engagement, and bolster customer satisfaction. As the Senior UX Designer, I spearheaded the redesign project, focusing on refining various user experiences and UI elements based on extensive analysis of NPS feedback and analytics data.
… This app is great for placing orders quickly and getting items picked from click & collect. Happy to give 5-stars rating ...
The primary goal of the Officeworks Mobile App Enhancement Project was to revamp the existing mobile application to improve user experiences (UX) and user interface (UI) elements, thereby enhancing the overall shopping experience for Officeworks customers. The project aimed to address identified pain points, streamline processes, and introduce new features to make shopping at Officeworks even easier and more convenient.
Domain
Domain:
e-Commerce
Notify real-time experience
Pickup service
Mobile Apps
Areas:
Enterprise B2B2C
Shopping experience
Omnichannel experience (Mobile, Web and In-store)
Skill and Expertise: Competitor research
Usability Audits
Low-Hi Fi prototypes
User interviews and testing
User flows & Empathy maps
Qual and Quan research
Login Experience Improvement:
Implemented Auth0 integration for a seamless and secure login process, with single sign-on (SSO) functionality across platforms.
Product Discovery and Navigation:
Enhanced search functionality and barcode scanning capabilities for faster product discovery. Introduced aisle location feature to assist users in locating products within physical stores.
UI Design Refinement:
Redesigned product tiles, streamlined checkout process, and simplified user interface for improved usability and navigation.
Consistent Cross-Platform Experience:
Aligned the mobile app experience with the mobile-responsive design of the Officeworks website to ensure consistency across platforms.
Engagement Features:
Introduced subscription to back-in-stock alerts, order tracking, receipt scanning, and in-store payment capabilities for enhanced user engagement and convenience.
Revamped Login Experience with Auth0 Integration:
- Implemented Auth0 for a seamless and secure login process, reducing friction and enhancing user trust.
- Introduced single sign-on (SSO) functionality to enable users to access their accounts seamlessly across platforms.
Enhanced Product Discovery and Navigation:
- Improved search functionality for faster product discovery, allowing users to search by keywords or scan barcodes in-store.
- Integrated aisle location feature to help users easily locate products within physical stores.
Streamlined UI Design for Improved Usability:
- Redesigned product tiles with a focus on clarity and simplicity, making it easier for users to identify and select items.
- Simplified the process of adding items to the cart and saving them to lists for future reference.
- Incorporated a “Find Nearest Store” feature for users to quickly locate the nearest Officeworks store based on their current location.
- Optimized checkout process for faster and more efficient transactions, ensuring a seamless end-to-end shopping experience.
Consistent Cross-Platform Experience:
- Worked on aligning the mobile app experience with the mobile-responsive design of the Officeworks website to ensure consistency in user interactions and expectations across platforms.
Introduction of Engagement Features:
- Enabled subscription to back-in-stock alerts, allowing users to receive notifications when desired items are available again.
- Integrated order tracking functionality to enable users to monitor the status of their recent online orders conveniently.
- Introduced a receipt scanning feature for users to easily save their in-store receipts within the app for future reference.
- Facilitated in-store payments using the 30 Day Card, providing users with a convenient and secure payment option.
Improved User Satisfaction:
The redesign efforts led to a significant improvement in user satisfaction, as evidenced by higher NPS scores and positive feedback from customers.
Increased User Engagement:
The introduction of engagement features such as back-in-stock alerts and order tracking contributed to increased user engagement and retention.
Enhanced Conversion Rates:
Streamlining the UI design and checkout process resulted in higher conversion rates, driving revenue growth for Officeworks.
Consistent Cross-Platform Experience:
Aligning the app experience with the website’s mobile responsiveness helped bridge the gap between different platforms and ensure a seamless user experience.
The successful redesign of the Officeworks mobile app exemplifies our commitment to delivering exceptional user experiences and continuously improving our digital offerings. By addressing pain points, enhancing usability, and introducing new features, we have made shopping at Officeworks easier and more enjoyable for our customers, thereby solidifying our position as a leader in the retail space. The consistent cross-platform experience further reinforces our dedication to providing a seamless and cohesive user experience across all touchpoints.