Reana Mobile Redesign
I joined Reana when it was a start-up to help improve brand strategy, user experience, and design. I conducted user interviews and administered NPS surveys to identify pain points and completely redesigned the app for our target audience. My role also included regularly updating the website, prototyping, and content writing.
Year
Role
2021
Visual Design, User Research
Project Goals
Gather insights to highlight pain points
Create a loyal customer base
Immerse Reana into the market as a serious competitor
Improve app functionality to be a seamless process
Implement ways to engage with customers to establish trust and credibilityResearch Methods
Customer interviews
Prototype testing & feedback
NPS Surveys
Market/competitor research
User journey mapping
Focus groupsPain Points
Time
Some of our users core frustrations with the original app was the amount of time they were spending shopping for items.
This stems from the app having too many unnecessary screens that the user had to navigate through before being able to place an order.
Browsing
When browsing for items in our app, users had difficulty filtering into subcategories to shop for products pertaining to what they were looking to buy.
A handful of them couldn’t figure out how to at all, while others mentioned that it took them time to figure it out.
Checkout process
Reana initially had 2 ways a customer could place an order - through the app or by speaking to an agent.
Many people showed a preference to calling due to the checkout process taking too much time and requiring too much information.
App UI
When we interviewed customers and asked them about the look of the app, there were more negatives than positives.
Key insights from the feedback included:
- Pages are too cluttered
- Color scheme not suitable
- Difficulty reading text due to colors - Navigation is confusing
Following our customer interviews, we synthesized our findings and I began my design journey to tackle our core customer needs and establish Reana’s brand presence in the market.
The feedback received proved extremely valuable and formed a great foundation for ideation and prioritization moving forward.Home
Media
Checkout
Browsing
Product Page
Brands
Cart
Track Order
DESIGN SYSTEM
Solutions
Allowing users to filter between subcategories with ease to minimize time wasted on the app - achieved through a horizontally scrollable list.
Usability testing was very successful and initial feedback was positive.
Product Browsing
Designing a 3-step checkout process to reduce the likelihood of cart abandonment and promote use of the app - prioritizing simplicity.
Profile creation is encouraged to increase app personalization, while also providing the option to skip and simply place their order.
Checkout
Data collected from the initial version of the app revealed that users would spend a significant amount of time on brand-specific pages.
This became a priority in my redesign as they lacked originality and cohesiveness; my goal was to make every brand page easy to navigate through, allowing customers to be extremely specific through filtration to find the exact product they’re looking for.
Brand Pages
Before
After
Reana Cares
To improve engagement with our customers, we developed Reana Cares. A series of posters were made on cosmetic related tips and tricks like skin care, hair care, etc; posting these on social media to share with our followers, as well as sending it to customers signed up for our newsletter.Learnings
Listen to the customer
The main takeaway for me out of this experience was understanding the true value customer feedback holds. The statistics proved this - we saw a 103% increase in gross sales in a year. It felt like we had really built a community of people who believed in us and trusted us as their main source of cosmetic items in Pakistan.
Our success wouldn’t have been possible without the user research and feedback received - they shaped our journey from the start.
Engagement is key
We learnt that establishing a sense of trust and loyalty with customers comes with time and conscious effort. Our early users appreciated us reaching out to them to get their feedback, they felt a sense of belonging in a smaller company that they had belief in.
The introduction of Reana Cares is when we really cemented our brand in the space and began seeing one-time buyers turn into regulars - it was truly a great experience to be apart of.