PROJECT
Saks App
ROLE
Product Design
UX/UI
Research
Branding
BUSINESS
Financial
Pensions
Investment
COMPANY
Saks Global
WEBSITE
saks.global
The Saks Global app was facing serious challenges that hampered user experience and overall satisfaction. Moreover, there was a pressing need to better align the app with the company’s strategic goals.
I was tasked with leading the redesign, with a focus on improving usability, enhancing satisfaction, and ensuring the app supported the broader business objectives.
CHALLENGES
The current interface was not effectively guiding users through the app, resulting in lower satisfaction rates.
Its design was not fully supporting the company's strategic objectives, leading to challenges with customer engagement and retention.
A lack of a unified design system resulted in an inconsistent and fragmented user experience.
APPROACH
To address these challenges, I began by conducting extensive research to understand the issues users were facing. This involved analyzing usage data and performing usability tests to pinpoint key pain points. The insights gathered provided clear direction for the redesign, focusing on simplifying user flows and improving navigation.
Based on the research, I developed a comprehensive strategy to overhaul the app’s design. This included creating wireframes, mockups, and interactive prototypes, all of which were rigorously tested with users to ensure the solutions effectively met their needs. I also established a cohesive design system that reflected the company’s branding, ensuring consistency and a polished appearance across the app.
Throughout the project, I collaborated closely with development teams and key stakeholders to ensure flawless execution of the redesign. Regular communication and detailed documentation were crucial to keeping everyone aligned with the project’s objectives and progress.
RESULTS
The redesign resulted in a 25% increase in user satisfaction, driven by the more intuitive and user-friendly interface. Furthermore, the app became more aligned with the company’s strategic goals, leading to improved customer retention and increased engagement.
KEY TAKEAWAYS
This project highlighted the critical importance of a user-centered design approach, backed by thorough research and data analysis. It also emphasized the value of strong collaboration across teams to achieve a successful product redesign. The experience gained from this project has significantly shaped my approach to future design challenges.
CONCLUSION
The Saks Global app redesign serves as a prime example of how thoughtful, user-centered design can transform an application, delivering substantial improvements in both user satisfaction and business performance. This project reinforced the importance of aligning design efforts with business objectives, ensuring the end product not only meets user needs but also drives the company forward.
Bruno Rocha
email@brunorocha.com
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