A nationwide retail chain's mobile app was boxing the retailer into a corner. Customers were hampered by the app’s lack of responsive enhancements for phones and tablets, text that appeared too small and difficult to read, and navigation that was incompatible with touch devices. The retailer needed to provide customers with a responsive, consistent user experience across all platforms.
Recommendation: Organize a full mobile redesign and updates to key features
projekt202’s team of designers and developers wireframed each section of the client’s existing mobile app. A visual design was presented to the retailer in the form of clickable prototypes, the frames of reference for projekt202’s developers to build the application. Developers also improved the app’s default font size to make text more legible, increased the size of the navigation buttons and redesigned menus for touch devices.
The projekt202 team made updates to the shopping section, making all filters, categories and product detail pages more user-friendly. The wish list feature was also redesigned so consumers could quickly and conveniently access their favorite/saved items from any device.
Results: Exceeding the goal for reaching shoppers on mobile devices, with a mention in Forbes for Best Mobile Site Performance
A primary goal was to boost the percentage of customers shopping from mobile devices, which previously stood lower than industry average. After projekt202 wrapped up its responsive redesign, the conversion rate greatly surpassed the legacy site, and achieved the business goals for the project. The increased rate of conversion meant more value to the retailer’s bottom line. The overall result was an accessible, better-organized and more user-friendly shopping experience.
In addition, Forbes cited the retailer for Best Mobile Site Performance, with a high score of 88 out of 100, based on a best-practices review of 300 web and mobile sites during the hectic holiday season.