Mobile App Navigation Enhancements
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Mobile App Customers
Navigate the app with confidence and ease
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Mobile App, Technology, Analytics, and Compliance teams
Provide seamless navigation so users can manage their credit account and shop
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Perform audits & share opportunities
Document current/future navigation
Create mockups & prototypes
Present to stakeholders & gather feedback
Work with developers to test and deploy
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Content Analysis
Tree Test
User Feedback
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Confluence - Documentation/Research
Jira - Dev Collaboration
Lyssna - User Testing
Overflow.io - User Flows
Figma - Wireframes
Mobile App Navigation Enhancements
Challenge: The Fingerhut Mobile App provides a convenient and intuitive user experience that enables customers to build their credit through online shopping. Currently, the app navigates customers through native and webview pages to manage their account and shop. However, the native and webview navigations are different and should be examined to see if an opportunity exists to enhance them.
Hypothesis: Providing customers easier access to all aspects of their account will increase account engagement as well as providing the business with a scalable modern design.
Metric Goal: 5% reduction in account related CS calls and increased visits to key pages.
Meaningful Engagement
A stakeholder shared a document that listed components of the business and their projected outcomes. I noticed a theme that many of the goals were to ‘access something’ or ‘understand this benefit’.
With this information, I took a broad look at how our current navigation carries people through the app and site.
Quick Research and Quick Feedback
I documented our current mobile app navigation alongside that of the website. I noted UI challenges and discrepancies between the navigations and presented the findings to my team for their insight.
My next step was to run a tree test with Lyssna to see if our current site navigation was intuitive.
Early Design
I presented my findings to the mobile app team and they agreed that the app navigation would benefit from a redesign. Using the feedback from my team and research, I created some early wireframes to review with them.
Once I had these questions answered, I created wireframes and user flows to showcase and get feedback on this new pattern.
Scoping and Scaling
I took the wireframes, user flow, and documentation to review with stakeholders. They provided the necessary feedback and insight to get these updates prioritized and launched.
From here, I worked with the BA and PO to get stories created, so developers could begin to build the new navigation experience. Once built, I worked with the QA to verify all the updates and confirm the experience was ready for Fingerhut’s customers.
View flow in Overflow
““Customers need to intuitively understand the benefits of the app.”
-Mobile App Stakeholder”
Impact
Since launching the new navigation, we have seen a 21% increase in visits to customer’s credit score and a 34% increase to the rewards page. These two pages provide crucial value to Fingerhut’s customers, as well as drive growth within the business.
And customer service reported a 7% decrease in account related calls which made this initiative a success all around.
Navigation Prototype
Scale Away!
With the revamped navigation and button card pattern, I started to lay out several ways to build upon this new experience and provide customers with better access to the resources and benefits of being a Fingerhut customer.
Future iterations in context of the page