A total makeover of existing user flow as well as look and feel.
Project Overview
During my short-term engagement with Capgemini/Sogeti, I contributed to the "Ashley TNT" project, a B2B mobile app designed to help Ashley Furniture's clients track their orders.
My role involved optimizing the delivery tracking user experience, as well as redesigning and rebranding the Ashley TNT mobile app to enhance its usability and visual appeal.
Timeline
3 Months
Team
User Experience - Ada Gu Architect / Lead - Les Brown Project Manager - Hitesh Gheewala Flutter lead - Prakash P Flutter Dev - Nanda Vadivel Flutter Dev - Aditya Mhatre Quality Engineer - Neeraj Anand
Project Kickoff
Operating in two-week sprints, we held regular meetings to ensure alignment on goals, progress, and deliverables. I participated in daily stand-ups, sprint planning, and retrospective meetings, where I contributed insights from a UX perspective, provided feedback, and integrated team input into the design process. This iterative and collaborative approach ensured that our work was cohesive, efficient, and consistently aligned with project objectives.
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Current Mobile APP Audit
During the initial audit of the existing Ashley TNT mobile app, it became evident that the user flow was severely flawed and overly complex.
To access specific trip details, users were required to navigate through an excessively convoluted process. This included one sign-in page, two separate search pages, an account page, and a location page before finally reaching the trip detail page. Such a multi-step process was not only time-consuming but also highly frustrating for users.
Compounding the issue, one of the search pages demanded the input of five distinct fields, which overwhelmed users and added to their confusion.
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What went wrong currently?
The cumbersome navigation and excessive input requirements created significant barriers, leading to a poor user experience and potential drop-offs. This audit highlighted the urgent need for a streamlined and intuitive redesign to enhance usability and user satisfaction.
define
User Pain Point
🔍 Pain Point 02.
Overwhelming Input Requirements
One of the search pages requires users to fill out five input fields, making the process overwhelming and confusing, leading to potential user drop-offs.
🔍 Pain Point 01.
Complex Navigation
Users must navigate through a cumbersome process before reaching the trip detail page, causing frustration and inefficiency.
🔍 Pain Point 03.
Lack of Branding
The current app design does not align with Ashley Furniture's branding, resulting in an inconsistent visual identity that diminishes brand cohesion and recognition.
develope
Optimized Flow
To address these pain points, I simplified the entire user flow by implementing a streamlined search feature with visual filter capsules. This approach replaces the overwhelming input fields, offering users a more intuitive and visually engaging way to refine their searches. By optimizing the process, users can now access their trip details within a maximum of two clicks, significantly enhancing efficiency and reducing frustration. This redesign not only improves usability but also ensures a more satisfying and seamless user experience.
Deliver
Design System
Additionally, I developed a design system aligned with Ashley Furniture's existing brand guidelines, introducing a clean and airy modern style to the app. This ensured a cohesive visual identity, enhancing brand recognition and creating a more aesthetically pleasing and consistent user experience.
design
Hi-Fi Prototype
Mobile APP Re-design
users can now access their trip details within a maximum of two clicks, and the APP is consistent with brand recognition.
Retrospective
Impact
📂 Business
Not only modernized its appearance but also aligned it with Ashley Furniture's brand identity, creating a cohesive recognition.
These enhancements supported Ashley Furniture's business goals by strengthening client relationships, improving brand perception, and increasing efficiency in order tracking. The improved user experience led to higher client satisfaction and engagement, contributing to repeat business and long-term client loyalty.
🎨 Users
Extremely intuitive delivery tracking experience for Ashley Furniture's clients.
The improvements made it easier for clients to access real-time information about their orders, reducing frustration and enhancing their overall experience with the app. The user-centric design ensured that clients could quickly and efficiently track their orders, leading to increased satisfaction and trust in the service.