UI/UX

Loblaw Digital : Redesign

2022

Redesign of the Shoppers Drug Mart app to simplify UX and address pain points identified during User Testing.

Client

Loblaw Digital

MY ROLE

Project Manager, UI designer, UX designer, UX researcher

PROJECT Timeline

1 month

POSITION & COMPANY

Student project - George Brown College

PROJECT LINK

Improve customer retention, customer lifetime and Increase brand loyalty.

Imagine you're a new user, a new immigrant even, trying to get familiar with the online prescription system in a city where a pharmacy is more than just a place where medicines are sold. You turn to the Shoppers Drug Mart app for a convenient solution, and even though the experience is satisfactory, you are not anchored to the app anymore. That was the challenge Loblaw Digital had come to our Interactive Media Management cohort at George Brown College with. Our group of 4 students has taken a deep dive into the app's usage and overall experience, and on conducted primary research and user testing to identify pain points and areas for improvement, we proposed a solution. With a feedback loop enabling or process and overall output, we successfully presented the high fidelity prototype to the client.

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INSIGHTS

Onboarding challenge: First-time users face friction due to the lack of an intuitive onboarding flow, requiring them to spend time acclimating to the app’s interface.
Differentiation through accessibility: Enhancing accessibility features (e.g., assistive technologies) could position the app as a leader in inclusivity within the competitive landscape, as features like voice overs did not work well across ALL devices.
Emotion vs. intent mismatch: There’s a potential gap between users' stated emotional responses and their ability to achieve their goals within the app, necessitating deeper behavioral analysis and usability testing. (Based on user testing results)

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DIRECTION

Streamlined navigation: Users express a need for reduced cognitive load and a more seamless information architecture to support faster task completion and an overall simplified experience.
Personalized content strategy: For users leveraging the app for health-related goals, implementing content filtering and dynamic user segmentation will ensure they are only exposed to relevant health-specific information.
Conversational AI for shortcuts and 24/7 support: Integrating conversational AI to provide contextual quick actions can streamline task completion and improve user efficiency.