Buy Link

The Buy Link App is a practical UX/UI solution developed at Anthropologie (URBN) to transform how store employees share product links with customers. Designed through hands-on research, interviews, and iterative testing, the app streamlines a previously clunky process into a fast, intuitive experience. With preliminary management approval and potential for future implementation, the Buy Link App stands out as an innovative tool enhancing both employee workflow and customer satisfaction.

Role

UX/UI design , researcher

Duration

The duration for this project was 2 month

Tool

Adobe UX, Miro, Adobe Photoshop

Problame

Addressing the intricacies of sharing purchase links with customers emerged as a consistent challenge at Anthropologie within the URBN company. Employees encountered obstacles due to the complex nature of the process and time limitations. In light of this, I initiated conversations with colleagues and involved end-users to gain a comprehensive understanding of the issue. The objective was to formulate an effective solution that streamlines the process and improves accessibility. This investigative phase set the groundwork for the creation of the Buy Link App.

What I did

Problem Solving:

Analyzed survey results to identify and address key problems.
Implemented solutions to streamline the process of sending purchase links.

Enhancing Functionality:

Iteratively improved the app's functionality based on user feedback and identified pain points.
Ensured the final product provided a more efficient and user-friendly experience for employees.

Research and Discovery:

Conducted in-depth discussions with colleagues to understand the challenges in sending purchase links.
Utilized surveys to gather insights into pain points and areas for improvement.

Redesigning the App:

Applied design thinking principles to overhaul the app's interface and functionality.
Incorporated user feedback and identified solutions to enhance user experience.

Prototyping and Validation:

Developed a new prototype based on the redesigned app.
Conducted a second survey to validate changes and refine the app's features.

Research

To craft a solution tailored to our target market, I initiated the process by engaging with colleagues at the Anthropologie store in Dallas, gathering valuable insights through surveys. This foundational step allowed us to comprehend the unique needs and preferences of our user base.

In response to the gathered feedback, the strategy evolved into designing a service page and a streamlined interface, akin to a "time wallet," creating a user-centric solution. The primary objective was to foster a sense of community by encouraging mutual assistance and time exchange, ultimately aiming to enhance users' lives through the concept of a supportive community. The app's design prioritized simplicity, ensuring accessibility across a diverse age range within our potential user base.

Ideation

Ideation is the creative process of generating and refining ideas for a project. It involves brainstorming and exploring various possibilities to address specific challenges or goals. In UX design, ideation is crucial for generating concepts that enhance the user experience.

Interview process

In the development of the Buy Link app, the interview process was a crucial step in understanding the needs and challenges of potential users, particularly the Anthropologie store employees. The interviews were conducted with a focus on gathering insights into the current process of sending purchase links to customers, identifying pain points, and exploring opportunities for improvement. By engaging with coworkers at the Anthropologie store in Dallas, I aimed to gain firsthand perspectives on the complexities and time constraints they faced in their daily tasks.

The interview results played a pivotal role in shaping the design and functionality of the app. Through these conversations, I gained valuable insights into the preferences, challenges, and expectations of the users. This user-centric approach ensured that the app was tailored to address the specific needs of the Anthropologie store employees, enhancing efficiency and providing a user-friendly solution to the identified pain points.

User Persona

Introducing Judy, a seasoned 54-year-old stylist at Anthropologie, where her love for fashion takes center stage. With a wealth of experience, Judy's focus is on elevating sales through the app, exploring new trends, and simplifying her daily routine. Her objectives include quick access to product information, delivering personalized recommendations, and staying abreast of real-time inventory updates.

High Fidelity Wireframe

To craft a functional prototype, I initiated the process by developing mid-fidelity wireframes using Figma. I concentrated on designing key screens crucial for user interaction. These wireframes laid out the user flow and app layout. Through iterative testing and feedback, I enhanced the wireframes, ensuring the app's intuitiveness. This process paved the way for the final high-fidelity prototype, a marked improvement over the initial drafts.

Interaction

For the Buy Link app, the interaction design prioritized a user-friendly and intuitive experience, facilitating easy navigation and understanding of the app's functionality.

This involved maintaining a clear and consistent design language and incorporating color and iconography to visually distinguish between various features.

Continuous refinement was achieved through user testing and feedback, leading to improved usability. Features like contextual help menus and clear calls to action were implemented.

The outcome is a visually appealing and user-friendly app, ensuring a positive experience and boosting the likelihood of sustained engagement and adoption of the Buy Link concept.

UI Kit

In crafting the UI kit for the Buy Link app, I carefully selected and implemented simple design elements such as icons, buttons, typography, and a limited color palette. The emphasis on simplicity serves the app's purpose, ensuring a quick and user-friendly experience, which is crucial for its intended fast and easy use. The color scheme revolves around three main colors, with yellow taking prominence to align with Anthropologie's branding. The font selection, featuring three distinct styles, further contributes to the app's clarity and ease of use. By incorporating these design elements, the UI kit establishes a consistent and visually appealing interface, enhancing the overall user experience.

Learning

User Interaction Insight:

Gained practical experience through real user interviews, uncovering genuine challenges faced in the working environment.

Design Philosophy Shift:

Embraced the principle that simplicity often outweighs intricate aesthetics in app development.
Prioritized functionality and user-friendliness to elevate the overall user experience.

Buy Link App Focus:

Applied newfound insights to design the Buy Link app, emphasizing simplicity for swift and straightforward use.
Ensured the app's design facilitated quick user guidance.

Adaptable Design Approach:

Recognized the need for designs that transcend age categories and usage timeframes
Adopted a versatile, inclusive approach to design, acknowledging the diverse needs of potential users.

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