Increased reorder and conversion rates through app redesign
This is a 2-click contact lens reordering app that allows you to reorder with a valid prescription, payment, and billing address. I was responsible for redesigning the app with existing features and adding new features like editing billing/shipping addresses, updating Rx parameters, and order statuses. The newly redesigned app increased reorders, and new features helped customers to be up-to-date with their order statuses. Designed app to be accessibility compliant, Was highly involved in UAT and visual QA to match the mockups.
The Challenge
- IOS only
- Slow load time
- Missing some important features
- Bad user experience
- Not accessibility compliant
- Frustrated users
- Not many reorders
Original Design
Research
I was given a task for competitive analysis and research for both mobile apps and eCommerce sites. The goal was to increase overall conversion and the use of notifications for marketing purposes. Due to the limitations of a niche product, competitive analysis, and research were harder than anticipated. After analyzing for some days and user testing, I came to the conclusion that adding features like editing Rx parameters, Adding/Editing shipping and billing addresses, and Adding/Editing payment methods would increase the conversion. Along with that, Adding a resources section, and separating it with web resources and notifications would also help both customers and marketing to meet their requirements.
The Solution
- Re-developed the app using xamarin for cross-platform compatibility.
- Improved user experience, 2-click reordering process.
- Added new features.
- Designed an accessibility compliant app.
- Increased orders significantly.
- Reduced app load time
- Increased orders significantly.
- Happy users
Result
The easy 2-click reorder process was loved, enhanced UX and new UI increased conversion significantly. Important features like editing shipping/billing addresses and payment methods were widely used and increased reorders. The resources tab was separated into web resources and notifications tabs. Web resources helped users get basic information like shipping, returns, lens subscriptions, etc. The notification tab was used to follow up with order statuses, prescription verification statuses, and new app feature announcements. Overall the conversion and app downloads increased significantly, the app was achieving positive reviews on app stores too.
New Design
