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KIDCITY RETAILERS APP

B2B | E-Commerce

Increased 5X Conversion On App Install & New Subscribers

Project Overview

Kidcity is a B2B app, designed to connect kidswear retailers with manufacturers. As the app had been launched with an outdated design and unsatisfactory user experience, my task was to redesign it.

BEFORE REDESIGN

My Role

Lead UX & UI Designer

Team

1 UX UI Designer 

4 Developers

1 Project Manager

Timeline

Over 6 Months Research + Design + Testing + Iteration

Challenges

The key challenges with Kidcity's existing app included outdated visuals, a complicated invoicing system in the cart, and a lack of direct communication options. The time constraint to redesign over 50 pages in a month and the budgetary restrictions, given Kidcity is a startup, added another layer of complexity to these challenges.

Time Constraints

Budget Restrictions

Cluttered Design

Research

To tackle these challenges, I started with interviewing stakeholders to understand the business perspective. Simultaneously, I conducted user interviews to gain insights into the retailers' experience with the app. These interviews were immensely helpful in understanding the pain points of the users and the expectations of the stakeholders.

USER PERSONA

Based on the collected data, I created user personas representing our primary users - kidswear retailers. This persona aided us in understanding our users' needs, experiences, behaviors, and goals.

JOURNEY MAP

Next, I mapped the user journey detailing the process a retailer would take when using Kidcity, highlighting the points of frustration in the original design and how they were addressed in the redesigned version.

DESIGN IMPLEMENTATION

I then redesigned the Kidcity app, focusing on creating a simplified and accessible design. I added features like a Custom Stepper Cart, a custom filter component, Sticky Contact Button and a city-based product catalog. Each of these additions aimed to improve user experience.

FILTER

Redesigned the filter section

BEFORE

AFTER

DESIGN PROCESS

design process

STEP 1

Research

Brand & User research to understand audience & business needs and goals.

design process

STEP 2

Define the Problem

Define problem and create user-centered solutions

design process

STEP 3

UI & Prototype

Develop UI & prototype for testing and feedback

design process

STEP 4

User Testing

Conduct user testing and gather feedback

design process

STEP 5

Iteration

Refine prototype and iterate for improvement

design process

STEP 6

Launch and Evaluation

Launch and continuously evaluate product success

CITY BASED CATALOGUE

Added a city based catalogue

Conclusion

In conclusion, the Kidcity redesign project was an enriching experience that allowed me to utilize my skills to solve real user problems and contribute significantly to Kidcity's success

Learnings

Throughout this project, I understood the importance of balancing both user and business needs in a B2B application. I also recognized the value of minimal design, particularly for an audience not necessarily tech-savvy.