New In-store Application
Project overview: The ask of this project was to design a brand new in-store that target both associate and the customer. We needed to update the experience to help guide the associate on showing the customer credit choices when they decide to prequalify for items in the store. Credit can be a difficult subject to understand for both the associate and the customer so I needed to be able to make the experience speak to the associate but also let the associate know when the screen was meant for the customer to help guide the experience for both parties. Once a customer got their offers from the associate then the associate would save and send them their offers via email then they would start the shopping experience if they have not already done so.
Role
Dustin Neu – Sr UX/UI Designer
Tools
Figma, Photoshop, Quantum Metrics, Google Analytics, Usertesting.com
The Challenge
The challenge here was introducing an experience to the associate that would guide them step by step through talking the customer through a prequalify credit journey. However there was also a challenge on communicating to the customer letting them know their options in a very simple way that would help guide them on the best decision for them on their credit offers.
How did the problem arise?
The associates in store were having trouble with showing and selling the credit offers to the customers. The customers were also having a tough time of understand the offers and the special benefits each offer provided. There was also no way for the customer to save their offers for a later time and bring them home to consider and think about.
Old Experience
Goals
- Communicate to both the associate and the customers
- Make credit offers easier to understand
- Give the associate a step by step procress on how to guilde the experience
- Increase in-store prequalifications
- Increase in-store sails through credit offers
- Create screens for the customers to see
Research & Analysis
I made a focus group compromised of in-store managers and associates. I allowed them to review designs and user prototypes to gather their feedback on what would best help them to succeed and to train other associates. I spent 12 months creating different concepts and working with compliance, financing and legal to make sure we were providing the best information for our associates. I also gathered from the associates what were some of the main pain points and road blocks for them during their original process of the old experience.
Main takeaways
- No way to communicate with the customer
- Difficult screens to understand
- no incentives or easy on the eye designs
- No way to save offers
- No way to credit the associate on the salI
Usertesting
One of the things I needed to test the most was one of the ways we are sending information with the customer. With this experience the customer is giving consent by getting text messages on their smartphone. I had scenarios ready if they did not want to do that or if they did not have a smart phone but it was also important to gather as much information as possible on how users would like to get texts or answer simple questions on their phone to communicate with our in store app.
I found after the test the users only liked pressing multiple choice simple answers on their phone when compared to other options. A simple yes I consent or No I do not was the most liked choice when comparing what type of texts we would send.
Concepts, Sketching, Wireframes
Using the data and feedback from the managers and associates I spent months coming up with concepts that would take something difficult like credit and turn it into a step by step journey that was simple for both the customer and associate.
Conclusion
I released the new app in our test stores to try and the experience. during that time we saw a rise on all front and a great review from the associates on how much better it was compared to the old in-store app.
- Added a way for customers to save their offers
- added steps visual steps to help the associate guide the customer through the offers
- Better offer cards that saw a sales increase.
- Credit queries went up in percentage.
- added a associate sign in to give associates credit for their sale and hard work.
See the Happy Path Prototype?
This prototype will take you through the experience of the happy path. We will show the best possible scenario and pretending you are a brand new customer wanting to see your offers before you start your shopping in-store. Click here to see the prototype.