Project Overview

I was the lead designer for this project for a duration of 10 months, and throughout this project I worked on:

• Discovery: Competitor Analysis, Heuristic Analysis, User Research, Stakeholder Interviews
• Ideation: Brainstorming, Facilitating Ideation Sessions
• Design: Collaborative Iteration, Wireframes, Hi-fidelity Components, Re-branding

Research & Discovery

In summary, some of the research tasks I led included:

• Discovering pain points that users were currently facing with the app
• Assessing if the new re-brand could help with any outstanding UX issues being reported
• Understanding developer limitations
• Running ideation sessions to help direct UX changes

Heuristic Analysis

The heuristic evaluation focused on finding the UX issues within the current app. An example of one of the issues found during this is shown below where users felt overwhelmed by the amount of content on the home page, icons were hard to select, and most users wanted the wallet balance to be more prominent. I created a wireframe to address these issues, which eventually became the foundation of the app's home page:

User Feedback

After the heuristic evaluation, I met regularly with the product manager and developers on the team who would be incorporating the future changes to the app. By evaluating the product reviews and meeting with the mobile team, I was able to get a better grasp on what order and direction the design changes needed to happen.

Brainstorming

To accompany the re-brand, we decided to come up with design concepts to address some of the confusion surrounding the home page of the app. A few pain points included:

• Making the wallet more prominent to show the customer what amount they were working with before getting to the checkout screen
• The Rewards and Settings buttons were moved to the top to still show prominence but not be distracting
• A new section for “Your Favorites” replaced the Order History and the order label was removed to ensure legibility
• Created a new item customization system to reduce confusion when building out orders

Re-branding to the Snap Theme

When Odeko went through a full rebrand, I was in charge of swapping the application to the new theme. Because I had created the design system for the product side of the company, I worked closely with marketing to ensure that all designs were aligning with their visual goals. An example of how the rewards page was rebranded is shown below. Here we moved away from the more fun, illustrative look to a more professional feel with a brand new color palette:

Reflection

Towards the end of my time with the project, I worked closely with our first front-end dev added to the team, and we started to slowly incorporate all the small UX fixes as mentioned above. Overall, using my newly created design system to fully re-brand the app was a very gratifying experience. This allowed for the app to be quickly flipped to the new re-brand, and it also guaranteed that the newer components would provide a better user experience. Below is the link for the live iOS application (also available for Android):