Led a comprehensive design audit that resulted in significant improvements to user experience, increasing usability, engagement, and overall satisfaction for a fashion app.
The goals of the design audit were centered around both improving user experience and aligning the product with the business objectives of the fashion industry. After discussions with the stakeholders, we decided on the following three primary goals for the audit exercise to ensure a quick turnaround time for both - review and implementation of the recomendations.
I conducted user interviews and created detailed personas, addressing the lack of user study and challenging assumptions made by the original design team. This research-driven approach allowed me to assess the application from the users' perspective, uncovering key design flaws and areas for improvement
For each section, we began by identifying our specific user groups. To deeply understand their needs, we conducted user interviews, uncovering insights that helped us shape a clear and concise user need statement. This user-centered approach became the foundation for creating detailed user flows and journey maps, ensuring that every interaction and experience was designed to meet their expectations.
The purpose of this user journey map was to illustrate how designing an application without a deep understanding of user needs can lead to flawed decisions that negatively impact the user experience. In this case, the original design team made assumptions about user behavior, leading to gaps in usability, navigation, and overall satisfaction.
This user journey map was unique in that it included not only what currently happens during a user's interaction with the app, but also what could potentially happen if certain improvements were implemented. By mapping out Sophia's journey — from discovering the app to making a purchase and sharing her experience — we were able to identify critical pain points and opportunities to enhance the user experience.
Additionally, this map served as a template for the design team, enabling them to create similar journey maps for other personas. This ensured that every role and user segment was thoroughly understood, allowing for better-informed design decisions that aligned with the users' needs and the app’s business goals.
As part of my design audit, I delivered a comprehensive review document that highlighted key issues across visual design, branding, aesthetics, and user experience. Each issue was carefully evaluated and categorized by high, medium, or low impact, enabling the team to prioritize their work based on the severity and potential impact on the user experience.
In addition to documenting the issues, I provided clear, actionable recommendations for each problem. These recommendations were thoroughly explained to stakeholders to ensure there was no room for misinterpretation or confusion regarding their importance. I worked closely with the team, guiding them through each point and addressing any questions to guarantee a full understanding of how each recommendation would influence the app's overall design and functionality.
Only once I was confident that the team and stakeholders fully grasped the implications and next steps did I complete my involvement in the project. This ensured a smooth handoff and empowered the team to move forward confidently with the recommended improvements.