Fawn: iPhone App Redesign
Fawn is a mobile app that guides people to discover stores and events in their surrounding neighborhood.
Problem
The app faced issues of low user retention with few people making purchases. Through research and testing we discovered the app needed improvements on highlighting value proposition in multiple parts of the app.
My Role
I worked on various end to end aspects of the full redesign, include testing, research, sketching, wire-framing, validation testing, and hi fi prototypes.
Summary: Through the design process and goals of the business the newsfeed provides discovery as well as highlighting the value prop.
Will ship soon !
Insights & Discoveries
PAINPOINTS
1. Value Prop- onboarding - Unclear value prop for onboarding
2. Value Prop - Newsfeed home page does not connect experience with actual value of product and seems irrelevant
3. Pick up in store- needs clarification
4. Menu icons confusing with no
Competitive Analysis
We researched positioning, onboarding, and curation from three other competitors.
This lead us to see that Fawn was lacking focus on value proposition early on and showing only what they. Also there was a necessity to improve the feed with a curated look.
Types of user
- Explorers
- Specific shoppers
Ideation
Onboarding
How to show value while brief explanations of how to use the app
The team brainstormed different language, task flows, and interaction of the onboarding and developed sketches and lo fi wireframes. Working together with the client and feedback, developing iterations.
As the holidays and shopping season were approaching, we shifted our focus to the most important goal for the business: the news feed and the quick discovery value prop
NewsFeed
1. VALUE PROP- How to tackle the news feed? I thought that a card sorting exercise would help us get a sense of how potential users would see the site architecture, through grouping and prioritizing categories.
Card Sorting
How to tackle the news feed? We wanted to get a sense of how potential users would see the site architecture. How would they naturally group elements presented?
The most important discovery ended up being: a need for a home page icon.
Filter
We found users with specific needs will use a search function. The “explorers” will find items highlighted in the news feed.
- Adding a more nuanced filter system - This would help users narrow in on results for discovery a better discovery experience.
Clarify store pickup
During testing, it was confusing to users that you could purchase and then pick up. We solved this by adding a button with a price. After clicking the item adding a statement “pick up in store” additionally clearly stating on the confirmation page.
Learnings
After conducting the initial research, I found that it would be helpful for the app to provide a more full onboarding system -highlighting value props. Deciphering exactly what the client priorities were, would have been useful early on. Although, developing an improved newsfeed experience in order to help retain. It would be good for long term goals and creating a sustainable product, it was not necessarily what the immediate needs were.
Prototype
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