2024

DELLI 1.5 to 2.0

Enhancing the existing DELLI UI and creating the future app experience for DELLI customers

Highlights:

  • New Shopify component library designed and deployed

  • Increased page engagement by nearly double in 2 months

  • 4 DELLI 2.0 prototypes created

  • 12 user interviews conducted for DELLI 2.0 planning

DELLI 1.5

As a short-term solution in preparation for the busy Christmas period we decided to make easy to achieve changes to the existing Shopify theme that would make the purchasing journey for customers more efficient and relevant.

Within 2 months, the website analytics indicated that the ‘Pages per session’ and ‘Average session duration’ had at least doubled since the new launch.

DELLI 2.0

Whilst we were happy with the increasing signs of user engagement with the website, the data on returning customers was largely unchanged. We wanted to explore how we can increase the returning customer figures.

Planning

I started this project working with the founder in trying to understand how he saw DELLI in the future and what aspirations he had for the website and app.

There was already a business objective to increase the number of returning customers, but through talking to the founder it became clear that he wanted DELLI to be a place where customers would come to in the same way they would to a social network; to browse, to explore, to learn.

In order to achieve this we decided that we would concentrate on the mobile app experience first. I felt like we needed to start building habits in the customers and doing that via a mobile app felt the best way to test this.

App Structure and Lo-Fi Wireframes

I began working on the structure of the app. For MVP we wanted to strip it back to the bare minimum needed to answer the key user needs we’d established.

First round of feedback and iterations

I shared these ideas with the founder and gathered his feedback. I then iterated on these designs based on this feedback and increased the level of fidelity. I also made the decision to use as many native elements as possible to ensure this app would be easily usable in both iOS and Android devices (DELLI app was previously only compatible with iOS devices).

User Testing Prep

I created 2 prototypes to test with DELLI customers. There were some key differences between the prototypes that we were keen to test: the navigation, the feed and my profile.

Testing Round 1

Once I had created 2 different prototypes of the app I ran the first round of user testing interviews with DELLI customers. I interviewed 6 participants over 2 days, with the first section of the interview being about understanding the customer and their user needs and pain points, and the second section was used for testing the prototypes. I ran the tests by asking the user to attempt certain tasks and collecting their feedback as they went along.

User testing feedback and iterations

User the feedback and findings from the first round I made some changes to the two prototypes. These included wording changes in the navigation, aesthetic tweaks to the feed as well as some changes to the script.

Testing round 2

I ran a second round of user testing with six participants in one day, using updated prototypes and a similar format to round one, with slight tweaks to the initial questions and revised flows in the second section.

Testing results

Once the second round of user testing had finished I put together a deck with the findings and proposed next steps based on the results.