Client: Zalando Lounge

My Role: Design Lead, User  Experience, User Interface

Platforms: iOS

Activities

Lightning decision jam
ideation workshops
Mockups
User testing
Prototyping

Why am i showing you this?

Outcome

The project was implemented as an A\B test

What Is Zalando Lounge?

Zalando Lounge is a shopping-club with daily campaigns that enable registered customers to shop from 2.500 selected premium-brands and top brands at a discount of up to -80%, Lounge operates in over 15 countries all over Europe. Zalando lounge currently has over 15 millions users

My Role

I worked as a UX Design Lead from 2018 to 2020.

The Team

I started this project when I first joined Zalando Lounge, at that time I was the only designer embedded within the app development teams (Android & iOS) also I had at my disposal the help of Javier Vidosa, who's a User Researcher.

We noticed there is a big drop-out of users at the onboarding \ login phase of the app, and since we are somewhat restricted with the features and design on these screens (mainly due to the shopping club business model and co-ordination with the photo studio team)
we decided to focus on showing the USP's of Zalando Lounge through the copy and visuals and test if that would make a significant difference.

What We Wanted to Achieve

We wanted to create a more appealing and explain to our users in the most effective way why they should register and what they could benefit from using the app (I.e USPs)

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Create a copy that can be translated into 7+ languages and stay within the character count limitations

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Develop this project in a rapid \ lean way in order to move fast and align with the agile sprint the iOS team currently work in

User Interviews

Javier and I crafted a short questionnaire and asked 6 users what they perceive from the current onboarding copy and imagery, what is missing for them, and what would motivate them to register.

some of the feedback we received:

• The Headlines are too vague and switch automatically too fast
• Some of the older users (45+) said the models in the pictures do not resonate with them and make them feel the clothes will fit only young and fit people
• The text was too small to notice for most users
• The unique selling points for the app were not explained in an easy enough language for most users to grasp quickly (users spend less than 5 seconds on these screens on average)

IDEATION

Lightning decision jams

Lightning decision jam is a workshop designed to help ideation and make group decisions fast.

We invited participants from all involved teams and through the workshops, we identified and ideated on problems, HMU statements, and possible solutions.

We then prioritized the possible solutions based on an Impact \ Effort chart and I initiated to work on the first round of mockups.

This workshop provided us a quick way to ideate on possible A\B testing solutions that involve many stakeholders that are usually not evolved in the customer-facing applications and do not usually work together.

Sketching

I proceeded to create quick high-resolution mockups for the ideas that we came up with and then presented them to the stakeholders \ team to gather their input and insight

our primary goal was mainly to understand if their needs are met and if there are any technical limitations that might make these ideas not feasible.

Iterations

I conducted several iteration rounds that included prototyping 3 different designs, followed by user testing and another round of feedback from the team.

overall we I built over 3 final designs and the team and I chose a final design eventually.

Iteration #1

Showcasing the business model, discount, and brands in a bold and essential way

Iteration #2

A cleaner approach that focuses on expectations and brand visibility

Implementation

The final prototype was implemented and run as an A\B test for several months, the main A\B conclusions were to communicate the USPs better and showcase the quarterly cover pictures over other visuals