navigation old ways with a new team

sears mobile, apps & mweb

01 – High Level

Services

  • UI/UX Design

  • Team Lead & Manager

  • User Research

  • Product Strategy

  • Content Strategy

  • Roadmap & Prioritization Planning

  • Design Systems

  • QA

Deliverables

  • Customer Journey Maps

  • Wireframes

  • Enterprise Design System

  • Roadmaps

  • UX/UI Designs

  • Product/Design Briefs

  • Product launches

Outcomes

Within the first year the mobile team began redefining the UI patterns to become more touch friendly and introduce ADA compliant features, such as, font sizes, colors, screen reader capabilities and more.

2 years later, In 2015 Baymard reviewed 50 mobile sites and ranked sears mobile #3 of 50 overall and #1 of 11 for mass merchants, the competitors being Target, Etsy, J.C. Penney, Walmart, Kohl's, Macy's, Amazon, Costco, Overstock, Rakuten.

02 – Understanding The Problems

An older user base sprinkled with internal issues

 

An older user base

  • finding balance with modern/sleek vs usable

  • simplicity vs game changing ideas (slower more deliberate evolution of the product)

  • dated browsers and devices

Internal Struggles

  • new leadership

  • engineering lead “done i better than perfect”

  • “we’ve never done it this way”

  • sears older system (40 fulfillment methods)

Current Product Roadmap

add-here

No Research

add-here

03 – The Solutions & Outcome

Providing a solid foundation to build upon.

 

Starting small… really small

Patagonia was interested in Atomic Design and how to implement this throughout the organization. I pulled from my experiences while is worked at Sears/Kmart, when I co-developed the enterprise style guide with another art director and lead developer.

Implementing a design system

I consulted on how to setup the pieces of atomic design system: what should be atoms, molecules etc and how to stress test the system. Most importantly stress testing the system, it takes time and people willing to commit a lot of time redoing pages looking for gotchas and shortcomings.

Research led journey

We supported the redesign process by fulfilling all of Patagonia’s research needs. In the end we ran over 17 tests covering the entire shopping flow. We ran card sorting, moderated and unmoderated tests each generating pages of insights that helped the success of the this project. If you visit Patagonia today, you can see our influences on almost every page.

Product briefs/design plans

We put together each phase of the roadmap and prepared the product briefs or design plans within these phases. This plan contained the how this tied to the clients goals, the main problem, the hypothesis to guide the designer, business justification, what pieces in the atomic library would be “net new”, associated research and validation plans.