THE CHALLENGE
Checkout 51 is a mobile app that offers cashback rewards to users who make purchases on a variety of products. Users can browse offers, select products they want to buy, and then upload a photo of their receipt to receive cashback.
One of the main problems Checkout 51 faced is that the app's design was outdated and didn't align with the brand's identity. This made it difficult for users to navigate the app and find the offers they're looking for, resulting in a poor user experience. The app also lacked modern features that users expect, which puts it at a disadvantage compared to other cashback apps.
As the Lead UX Designer of Checkout 51, I led an extensive UX and UI audit of our old mobile app to improve the user experience and create a new brand identity. The app had over 17 million users as of 2021, and we aimed to create a modern and appealing design system that would simplify workflows and improve engagement metrics.
STEP 1: RESEARCH AND ANALYSIS
Our team conducted extensive research and analysis of the app's existing UX and UI design, including usability testing, heuristic evaluation, and competitive analysis. We also conducted surveys and interviews with users and internal SMEs to gather feedback on pain points and areas for improvement. We used this data to create a comprehensive UX and UI audit report, which formed the basis for the redesign. Through this research, we identified the following key issues:
- The app had a cluttered and confusing interface
- Users found it difficult to browse and redeem offers
- The app lacked a modern and visually appealing design system
- There were usability issues, such as slow loading times and confusing navigation
- Users found it difficult to browse and redeem offers
- The app lacked a modern and visually appealing design system
- There were usability issues, such as slow loading times and confusing navigation
We also created several personas based on user interviews that were conducted.
Step 2: Define the New Brand Identity
Based on the audit report, we worked on creating a new brand identity for the app, including new brand colors and typography. We aimed for a modern, clean, and visually appealing design that would attract new users while maintaining the loyalty of existing ones.
Step 3: Develop a New Design System
Next, we created a new design system based on the new brand identity. This included creating a new set of UI components and design patterns that our designers and developers could use to create a consistent look and feel throughout the app.
Step 4: User Flows and Wireframes
With the new brand identity and design system in place, we started to create new user flows and wireframes that would simplify workflows and make the app more user-friendly. Our Junior Designers worked closely with stakeholders to ensure that the new flows would meet business goals while improving the overall user experience.
Step 5: Prototyping and Testing
Once we had the wireframes and user flows in place, we moved on to prototyping and testing. We created interactive prototypes using tools like InVision and conducted user testing to get feedback on the new design. We used this feedback to refine the design and make further improvements.
Step 6: Development and Launch
With the design finalized, we handed off the design files and prototypes to our development team to build the new app. We worked closely with the developers to ensure that the new design was implemented correctly, and all new features were tested thoroughly. Finally, we launched the new app to our users, and the feedback was overwhelmingly positive. We saw an improvement in engagement metrics and had fewer user drop-offs, indicating that the new design was a success.
In conclusion, as the Lead UX Designer, I spearheaded an extensive UX and UI audit of the old Checkout 51 mobile app, created a new brand identity, and a new modern and appealing design system. We created new ways to browse and redeem offers, simplified workflows, and improved engagement metrics. The result was a positive impact for both existing and new users, as well as our retail customers. The app's over 17 million users benefited from this UX overhaul, and we were able to create a better user experience that met both their needs and business goals.
You can download the app here
Check out the Redesigned Offer List prototype here