APPtimization: improving the PUMA app experience
Examples of UX enhancements which were made to the shopping app design and features based on users' feedback and data signals.
TL;DR
I worked together with business, user research, design and engineering to identify and shape improvements across the end-to-end customer journey. Among many other enhancements the following changes - product stories, improved account design, smarter search suggestions and sizing context - helped increase product discovery and app signup rates, and reduce returns.
Explore the case
Impact
Result highlights
Product stories
Inspired by social platforms, Stories showcase products in a full-screen, immersive experience. They made product discovery more visual and engaging, and allow users to seamlessly access associated product collections.
A/B Test results
Account redesign
User feedback and usability testing exposed weak hierarchy and friction in the account area. The redesign simplified the account navigation, clarified entry points and created a stronger foundation for recommendations and other account features like personalization or membership and loyalty.
A/B Test results
Search overhaul
The search panel was modernized and extended with smart suggestions and search history. The new experience reduced the effort required to formulate a query and helped customers reach relevant products faster.
A/B Test results
On-model sizing
Model measurements and the worn size gave customers more context on fit and appearance across different body types and heights—supporting a more confident purchase decision before an item reached the basket.
A/B Test results
Digital receipts
In-store customers had no easy way to access or reference their purchase history digitally, creating friction for returns, expense tracking and support. Digital receipts automatically connected store purchases to an account when a loyalty ID or linked email was used at checkout.
Outcome
A previously disconnected store journey became part of the customer’s digital account—making purchases easier to find and support easier to access.
