LA Showroom Mobile App Design – Product Designer | Principal | Staff

PLEASE WAIT WHILE IT LOADS

Live Prototype

A Closer Look

Although 70% of the traffic was coming through mobile, LA Showroom had never invested in optimizing the mobile site or time into building the app. Ownership of LA Showroom was changing and they didn't want to invest the time into new development in the last years of the previous owner.

Addressing the Problems

73% of the buyers were dropping off on the Review Cart Page on the mobile site - while mapping our user journey, we discovered that we needed to revisit some fundamental business logics.

Reinventing the Wheel

We wanted to keep all the working features the same from the web app. We wanted to test-launch a few new features on the mobile app and observe it's behavior so that it can transfer over to other platforms.

DISCOVERY

Who are our users?

Based on Aug 2020-Aug 2021

Total Number of Users: 2,269,335

Audience

73% of the users are women

Age Group

80% between 25-45 years old

Location

CA, FL, TX (highest at 18% each)

Mobile Usage: 61.83%

1,546,968 Users

Desktop: 29.86%

36,273 Users

Tablet: 1.61%

36,273 Users

User Frustrations

Design Principles

What do I want to accomplish?

Usability

Connected Experience

Ensure that all, if not then most required contents and functions are visible or within one-click reach.

Design

Transparency

Transparency builds trust. Clarify visually whenever possible to avoid ambiguity and confustion.

Control

Personalize

Empower the user by letting them control what they want to see and use first. Put them in control.

Exploration

User Journey

LA Showroom buyer’s frustrations began with some of the oldest and most fundamental services we provide to our customers. We had to first evaluate, clean and reinvent how we catered to our online users – i.e. adding a Customer Support team dedicated to chatting services. Once that was established, we wanted our users to experience these changes within close range – take away frustration/anxiety of nested contents and bring usability to the surface. Our key strategy was to encourage our buyers to easily reach out to us and we would walk them through their transaction process.

Exploration

Userflow

Take Photos, Zoom and Crop

Filter and Search

Search and Shop from Results

Available CS Members

Chat

Call

Share Screen

Feedback

Toggle View to See by Style or Cart

Add Centralized Payment to All Carts

Confirmation

Exploration

Sketches

Exploration

Wireframes

EXPLORATION

User Testing

Checkout Pages

Skipping Steps

The shopping cart is the most time-consuming and draining part of this entire experience. It took me almost 30 minutes checking 85 items in my cart and I STILL found an error!

Search

Too many results

There are so many options appearing when I search, I feel like I could write in what I want to search and get the same number of results. Can we narrow them down at all?

Support

Unreachable Support

I called and was not able to get a hold of any staff, so after 5 minutes I hung up, and will try to call later, or contact them on social media in hopes for a more immediate response.”