Mobile Applications
Bed Bath and Beyond partnered with Deloitte to design and build iOS and Android native applications for both of their flagship brands. The primary objectives were to build a new customer-centered experience and to replace existing hybrid applications suffering significant performance issues.
Highlights:
Customer research including several store visits with customer intercepts
Persona identification, and application journey-mapping
Interactive wireframe prototypes
Moderated usability testing
Project sprint planning
Coordination with design/dev teams across the US
Timeline
2016 (6 months)
Our team partnered with Bed Bath and Beyond to advocate for customer-centered design, train their teams on the process and tools, and redesign their apps with a completely new experience. The work began with coordinated research across multiple departments and retail store locations, and led to design/development sprints to build features prioritized by the business and customers.
Team
My Role: Experience Lead
My role was to drive a customer experience vision for the applications. I built relationships with stakeholders across several client departments, built a plan for research-driven design, and coordinated the design/build effort based on our objectives.
The team included: 2 UX Designers, 2 UI Designers, 2 iOS Developers, 2 Android Developers, Creative Director, Technical Architect, 2 Functional/Requirement Leads, and Project Management.
Challenges
The scope of work originally called for two major sections of the app to remain as HTML web views within the native application. This presented significant challenges to both the design and engineering teams, and ultimately a departure from our customer-driven native experience.
Outcomes
The app rating improved dramatically on both platforms based on the native builds and improved features. The most significant outcomes were the changes to the process and methods that our client team adopted as part of the engagement, and continue to use to guide their design process.
Research
Personas and Customer Journeys
We developed core personas to drive our design efforts for each application: the Bride (BBBY), and the new Parent (BBB). For both brands, the gift registry shopping features were key to the overall customer experience. We focused our efforts on understanding each respective persona’s journey milestones, including where the activity took place.
