Creating Clarity:
How I Transformed REI Co-op Mobile App Wayfinding
“Michelle’s generosity and collaborative approach was instrumental in helping us to meet an ambitious OKR. ”
Context
A vision was in motion, but tactics were needed to define feature work. As a subject matter expert in navigation, along with research skills I was selected to work with the team in addition to my assigned team as a “floating individual contributor” to shape current and future work.
My role & process as Principle Product Designer
In collaboration with the Senior Product Manager, App Principle Designer, and Lead Engineer, I defined an approach supporting their business strategy. I worked in two week sprints, delivered these phases in less than 2 months.
As a Navigation SME, I optimized the app wayfinding experience by suggesting new ideas to enhance in-app navigation. I provided proposals with a strong point of view based off data and research.
These concepts were feasible and supported a product team that did not have much of a budget, yet were able to build solutions that benefited the customer experience and brought value for the business.
Summary of Deliverables
Pragmatic Solution with Big Results
Case Study
PROBLEM TO SOLVE
In order to provide a point of view in optimizing the navigation, I reviewed the current experience and navigation structure within the app.
I conducted qualitative research to deeply understand our customer and blended quantitative data to bring a strong point of view and accurately framing the problem.
The data revealed that participants encountered frustration and fatigue while searching for products, which directly correlated with a high bounce rate across various task flows and main product list pages. Additionally, participants appreciated the ability to shop by category on the homepage, but expressed that the navigation process felt cumbersome and laborious.
Articulation
Home-screen carried the heavy lifting for navigation.
Concept Qualitative Research
WHAT WAS LEARNED
Tree studies - Helped define a navigation schema with Shop as a navigation node within the bottom navigation.
First click studies - Identified places and labels that participants would go to first to start their information seeking journey.
Usability studies - Identify what worked well and didn’t work well; along with gathering attitudinal data.
Prototype for qualitative testing task “add item from wishlist to cart”
Prototype used for qualitative testing task “find a hammock”
Deliverables
First deliverable was to show value.
INFLUENCE & IMPACT
I adeptly communicated complex concepts to stakeholders and skillfully negotiated with project partners to prioritize high-impact pilots that drove product innovation. Handed off strategy documentation, design specifications, and metrics to target to the App Product Designer and Product Manager.
Remove wishlist & add shop node to bottom navigation
Add wishlist to account menu
Enhance primary navigation menus by adding quick links to popular pages.
Design System
In collaboration with the design system designers, I provided a new approach to the icons and active states to provide orientation for the customers when using the app.
Pilot AB Testing
Outcome Summary
The outcome of the work conducted resulted in a comprehensive analysis of the data, highlighting key trends and insights.
The project was completed within the stipulated timeframe and budget, meeting all outlined objectives.
The final report has been shared with stakeholders for review and further actions are being planned based on the recommendations provided.
Bottom line, navigating within the mobile app for both iOS and Android was improved by these changes.
Idea executed - Shop node permanently added in May 2023.
Positive Metrics - Engagement with Shop Navigation increased and led more customers into the Shopping Buyflow Experience, increasing conversions, decreasing bounce rates.
Results
Mobile App Product Team iterated on the concepts
In 2023, AB tested the “Shop” node in the navigation and moving Wishlist to the Account menu. Test performed well, indicating a positive impact down stream and providing business value.
Primary Product KPI:
iOS: Bounce rate -1.7%
Shop menu views +2742%
Engagement with bottom Navigation +111%
Revenue - no change
Android: Bounce rate - no change
Shop menu views +1679%
Engagement with botton Navigation +93.4%
Revenue +2.3%
End of year results 2023
—> Shop node permanently added in May 2023.
—> Quick links added to the top of the “Shop” menu provided direct access points and depth to product pathways, increasing engagement and conversion.
—> July 2023 Navigation Menu replicating web categories (web navigation optimization was separate effort that I led).
*** App Ratings increased to 4.6 and 4.7 stars!
*** Reached 3.2 Million first time downloads!
*** Conversion Rate: 4.49% (iOS) vs 4.80% (iOS) LY
What’s Next?
Partnership in rethinking “Home” experience with information architect, personalization, and enhanced visual language to provide page rhythm along with breadth and depth of REI product offerings.
Interested in more?
See other samples that showcase my range of skills. How design is an integral part of the process, influencing business goals, and adding customer value.