C A S E S T U D Y 2 : F L Y E R A P P R E D E S I G N

As a user experience designer it is important to be able to create better experiences for users. Doing this may often require evaluating and redesigning existing experiences. That is what was done for the following flyer redesign of a popular existing digital flyer.

To start the process, I wanted to find out what problems real customers were dealing with. So I read up on customer reviews online and talked to a real user who used the existing app frequently. Through this, I determined that inconsistent pricing as well as issues with links within the flyer section of the app were real pain points. With this in mind, I then analyzed the existing digital flyer interface. This analysis highlighted some key points of improvement.

EXISTING_FLYER1.png
EXISTING_FLYER2.png

images source: PC Express App. Loblaw Companies Limited, 2021. Vers. 6.3.0. Apple App Store, https://apps.apple.com/ca/app/pc-express/id1194066746

  1. The flyer duration is small and incomplete. There is no clear indication of the flyer end date or time frame. This could cause issues with inconsistent pricing if a user does not realize they are looking at an old flyer.

  2. The images are close together making it difficult to select individual elements accurately.

  3. There is no indication of the flyer timeline making it harder for users to pin point the sale items and know when the sale price will end.

  4. The price itself is small and lacks more significant hierarchy.

With all of this information in mind, wireframes were developed and presented to industry experts and fellow classmates.

  1. There is a more clear emphasis placed on flyer start and end date. A disclaimer has also been added indicating that some items are subject to in store availability. This may help to ease the disappointment if customers do not receive the item in their order.

  2. Individual cards for each item make selection easier while also creating more accessibility for something like a screen reader.

  3. There is a clear indication of the end of the sale. This will provide more information for users as they will now know when a sale price will end.

  4. Improved pricing hierarchy makes for more accessibility while emphasizing information that is important to users.

Based on the information gained from preliminary research and the proposed wireframes, we can offer the following hypotheses:

  1. By streamlining the in app flyer we may be able improve the usability of the digital flyer and thereby increase sales in the next 6 months.

  2. By making the digital flyer more accessible we may be able to ease user frustrations and thereby reduce ordering drop off rates significantly in the next 3 months.