Quick UX wins for myShopi, the n°1 promotions & shopping list platform

Independent user experience review of the smartphone app, tablet app and website for BD myShopi

"We appreciated the pragmatic suggestions that were made by Human Interface Group. That showed us how solving a number of quick wins can make an immediate impact. The framework and guidelines fitted well with our goals on strengthening myShopi as the #1 aggregated platform for saving time and money. We also liked the interactive deliverable sessions that were presented in a clear and concise way."

Toon Coppens, Digital Strategy & Innovation Manager

  • The challenge

    Optimize the shopping experience 

  • The result

    Quick wins to strengthen myShopi as the #1 platform

  • 2015

  • Project based

 

Approach

  • Design principles
  • Consumer touch points
  • UX review
  • Observations and recommendations
  • myShopi is the number 1 promotions and shopping list platform in Belgium, bringing together information from major supermarkets and stores, and offering exclusive cashback coupons and promotions. With its innovative digital marketing concept, myShopi allows users to digitize their shopping lists and loyalty cards, and enjoy a tailor-made shopping experience.

    myShopi is meant for people who want to customize – and optimize – their shopping experience and especially save time and money. So during our review, we had to always keep in mind the user’s best interests and focus our recommendations on ensuring an efficient and easy user experience.

    myShopi app

    We noted a number of hurdles that might hinder a smooth user experience, confuse the user or even cause users to give up, such as:

    • Inconsistencies, e.g. inconsistent use of buttons and icons, inconsistency between the mobile application and the website.
    • Lack of structure, e.g. unstructured menus, confusing lists.
    • Poor flow of information, e.g. confusion on how things work.

    Observations

    We started our review based on well-founded usability principles, because UX design is above all a matter of psychology. We selected three of the most relevant usability principles for myShopi and translated them into easy to grasp design principles:

    1. Put the user in control, e.g. provide a lot of choices and optional settings, and indicate progress (because people are motivated by progress, mastery and control).
    2. Communicate clearly and consistently, e.g. use consistent imagery and predictable patterns (because people scan screens based on past experience and expectations).
    3. Don’t make the user think or guess too much, e.g. use clear terms and icons and offer only relevant information progressively, in bite-sized chunks (because memory takes up a lot of mental resources).

    Recommendations

    myShopi offers a lot of different functionalities and concepts, all under one roof. With the options of making shopping lists, sorting through promotional leaflets, using cashbacks, managing loyalty cards, etc., one could wonder if this is too much for one app. So we had to consider the question of the Swiss knife: to bundle or not to bundle the functionality in one or more apps?

    We recommended for the various myShopi concepts to remain combined in one app, because they are complementary and combining them can add value to the services. However, the question should remain on the table as myShopi evolves and grows. Different apps may need to be used in the future, if they serve different needs.

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"We appreciated the pragmatic suggestions that were made by Human Interface Group. That showed us how solving a number of quick wins can make an immediate impact. The framework and guidelines fitted well with our goals on strengthening myShopi as the #1 aggregated platform for saving time and money. We also liked the interactive deliverable sessions that were presented in a clear and concise way."

Toon Coppens, Digital Strategy & Innovation Manager

  • The challenge

    Optimize the shopping experience 

  • The result

    Quick wins to strengthen myShopi as the #1 platform

  • 2015

  • Project based

 

Approach

  • Design principles
  • Consumer touch points
  • UX review
  • Observations and recommendations

Approach

  • Design principles
  • Consumer touch points
  • UX review
  • Observations and recommendations

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