Auto Mercado App
The Auto Mercado App enables consumers to accumulate points while shopping for groceries, which can then be used to purchase products related to ongoing in-store campaigns.
My Role
• Concept
• UI/UX Design & Research
• Visual design
Tools
• Figma
• Adobe Illustrator
• Miro
Research
In our mission to make the Auto Mercado App even better, we encountered a challenge - not many people were using the new Gifting feature we introduced. To understand why and how to improve it, we embarked on a journey of research and creative thinking.
The gifting feature enables users to redeem their accumulated points for a variety of gifts offered through different campaigns. Upon exchanging their points, users can select from a range of gifts, each with a unique point cost.
The goal is to boost Gifting feature usage in the Auto Mercado App through a user-centered redesign.
Navigating the Path to User-Centric Design
Gathering insights
Usability Testing
In the quest to enhance the Auto Mercado App and address the challenge of low Gifting feature adoption, the most effective research method utilized was Usability Testing, providing direct user feedback that led to precise improvements.
User interviews
We conducted user interviews to gain valuable insights into the Gifting feature. These interviews were conducted professionally, resembling discussions with friends, and provided a deeper understanding of user perceptions.
The Foundation of Our Approach
Identifying Pain Points:
Lack of Awareness
Users were unaware of the Gifting feature's existence, despite marketing efforts in retail stores for several months.
Hidden Feature
The Gifting feature was buried within multiple layers of the app, making it challenging for users to find and use it easily.
Unclear Functionality
Even when users managed to locate the Gifting feature, they still struggled to understand how to use it effectively.
Ideation
The Gifting feature, designed to empower users to redeem their accrued points for a diverse selection of gifts within various campaigns, is a promising addition to the app's ecosystem. However, we recognized the need to refine its appeal and usability to ensure its full potential is realized.
Our ideation journey included crafting user flows, wireframes, sketches, visual design, and usability testing. These components were essential in our mission to enhance the Auto Mercado App, addressing low adoption rates and transforming the Gifting feature into a seamlessly integrated and engaging element within the app.
User Flow
Analyzing the current user flow with the Gifting feature provided valuable insights into users' problems.
Sketches
By leveraging the user data and focusing on the pain points, I generated multiple design solutions, rapidly iterating through sketching.
Prototyping
Building upon user data and addressing identified pain points, I engaged in an intensive prototyping and iteration phase, rapidly refining design solutions. This involved creating wireframes and developing visually appealing UI designs for the Gifting feature. Each iteration brought us closer to a user-friendly solution, ensuring a seamless transition from concept to user experience.
Validating design decisions
Usability testing
During the user testing session for our Gifting feature, a designated facilitator guided participants through practical tasks using our mobile prototype. The entire team and relevant stakeholders observed the sessions remotely via Zoom, gaining valuable insights into user interactions and feedback.
Unlocking the Potential of the Gifting Feature
Conclusion
When a newly introduced feature falls short of expectations, it's essential to reassess the design process. Gathering user data and conducting thorough research allowed me to identify and address user problems effectively. The resulting solution significantly increased the adoption of the Gifting feature, making it the most used feature within the app.
Additionally, overall app usage and daily gifting transfers rose, leading to praise from users. This project taught me the importance of not only delighting users but also bringing value to the business. It revealed that solving the main problem requires addressing various subproblems. Unlike traditional static data analysis, user interviews provided dynamic insights into how users interact with the app.