Applying mobile design principles to improve how a business connects with customers and partners
Role: Product Design Lead
The Context
As the Product Design lead, my task was to revitalise the app's design finding improvements that could make a difference with the minimum development effort.
The client is a fast-growing tech company on a mission to enable cashless tips to be taken across multiple sectors.
The client had partnered with the company hoping we would help them develop their platform and bring expertise in product development in the long term.
When this project began, the client wanted more from the app's design regarding user experience and look and feel, but they needed to have user metrics or feedback to point out precisely what needed to change.
As the Product Design lead, my task was to revitalise the app's design finding improvements that could make a difference with the minimum development effort.
Goals and Tasks
I separated my analysis from the proposed short-term changes to be able to think beyond the constraints.
As a product design lead, I was tasked with improving the app in ways that had an impact in the short term within the constraints of the client's budget. There was no brief otherwise.
I knew I didn't have the scope to conduct testing or had any product metrics to look at, so I looked at the design holistically from the perspectives of mobile design, design systems, usability and desirability.
I separated my analysis from the proposed short-term changes to be able to think beyond the constraints.
Some of the key aspects of the redesign were:
Actions
Brand, emotional design:
By researching, I found that other apps in the market don't stand out with great designs but show a personable approach by highlighting images of people and teams. They also include gamification features. I proposed to bring more character to the app by using people's pictures (a user's or team photo, for example), some encouragement messages and highlighting the user's stats. I worked with a designer with experience in the hospitality sector to understand what could motivate users.
App structure:
The current mobile app had evolved from a website, but the navigation needed to develop accordingly. I recommended a flatter navigation, where everything is accessible more or less from the home page, as the user can get lost drilling down into the information. As reworking the navigation would involve a more lengthy process, I proposed changing some critical links on the main navigation, such as the access to the side menu that was confused with the link to the user profile.
UI patterns, design system and usability:
The colour palette needed to be contrast checked in many elements, and the UI style must be applied consistently, including paddings, shapes and corners. Some icons were differentiated by colour only, so I changed some so we didn't have colour only as a cue.
In terms of style, a flat design is more flattering for the look and feel. In addition, using colour to highlight information instead of showing the elevation of top bars or separating areas would give the style more flexibility.
Feasibility:
Together with the mobile developer, we reviewed the ideas for the app and estimated two weeks to implement the short-term proposed changes. We also fine-tuned some of the elements of the presentation, such as how to present the navigation in line with how a developer works with the structure of a mobile app. The design team also contributed with feedback on the proposed designs.
Presentation:
Together with the mobile developer, we reviewed the ideas for the app and estimated two weeks to implement the short-term proposed changes. We also I created a slide deck that I presented to the client, in which I also wrote the thought process so that they could keep it as a reference and read it in their own time.
Results
The project had positive outcomes for both the client and the internal team.
The client approved the design and the delivery plan for the features and regained confidence in their product. They received interest from potential partners because of the improved design of the app.
I worked with a designer and a mobile developer to adjust the design system and implement the changes.
But this project also had positive outcomes for the internal team. We uncovered improvements and challenges in mobile apps. As a result, the whole design of mobile and design systems improved. Better collaboration with app developers enhanced elements such as animations, menus, and app structure.
Projects
About me
Contact
lautecce@gmail.com