Consumer WebApp Redesign
Destini Product Locator
Redesigned a solution with various product selection layouts allowing consumers to choose and locate their favorite products in locations nearby and online. For brick and mortar locations, a coupon add-on and filtration add-on between Groceries, Cafe’s, Bars, and Restaurants was added.
About the Client
Destini Locators, LLC is a consumer webapp company that describe themselves as the gold standard in retail & ecomm product locators who shorten the path to purchase & increased sales.
Destini Locators, LLCSpins Ventures (parent company)product Kickoff
The kickoff meeting with Destini’s Product Management and Engineering Lead included a detailed list of the current engines possibilities and engineering restrictions, including their third party vendors (such as a esri's mapping system). The Product Manager made it very clear the redesign needed to unify and account for different consumer personas.
INHOUSE User Interviews
My first task was to learn more about the product locator through user research. I conducted interviews with Destini’s clients who were upgrading from a LITE service to a PRO Locator experience, and obtained valuable information on the current use of the tool, its strengths and how to improve it. Having spoken with their clients, it was time to interview my coworkers, after all, we are all comsumers. My coworkers were asked to search for their favorite product on the brand’s website using different devices. After the quick test, they recognized the technical power of the Locator in providing immediate results, but most said navigation and filtering for their favorite product was difficult, and expressed displeasure in the locators user interface which stuck out like a sore thumb compared to the brand’s agency designed website.
Consumer Personas
Using insights derived from the user interviews, I went on to create personas for each of the consumer types. These personas were critical in driving design decisions, such as having different layouts for selecting products or skipping that stage all together, instead serving up the locations content immediately on landing.
Competitive
They are looking for your competitive advantages. They don't waste time and need to be convinced your company can solve their problem quickly.
Spontaneous
The spontaneous persona is looking for confirmation that you can get them what they need quickly. They enjoy movement and simplicity.
Humanistic
They make slow and emotional buying decisions because they value and seek relationships from the company they are buying from.
Methodical
This persona makes slow, logical decisions when buying and is usually the most difficult to convert. They want documentation of truth and enjoy the details.
wire-frames
Using the architecture as a base for the work, high fidelity wireframes were created to conceptualize various screens, and ensure that the layout supported different amounts of information to meet the needs of our personas.
User INterface (ui)
The approach to the user interface combined each persona with areas of improvement as defined during user interviews. I reorganized the data UPC and Locations data provided by the product’s brand to reduce the navigation so that content would be easy to find and paired that with clear user actions.
Designed for Modularity
In order to achieve the flexibility required by the needs of many brand sizes and user personas, I chose to leverage a modular grid layout.
Grids can be customized, resized and rearranged within the build of the product to suit the users’ needs, dynamically showing/hiding boxes and/or actions to meet customer needs.
Creating Clear User Actions
One of my main focus was to create clear user actions, and subsequent actions. For example, common actions were made available in the side navigation, buttons and actions were clearly labeled and positioned with prominence, and sorting mechanisms were applied; all of this according to the actions available for each user type.Grids can be customized, resized and rearranged within the build of the product to suit the users’ needs, dynamically showing/hiding boxes and/or actions to meet customer needs.
user interface (Ui) Development
Being that usage differs between clients, and further differs between user types, the user interface development is clean, modular and universal. Below are some of my favorite white labeled clients, each a little different than the other.
