After conducting a series of interviews and in-depth research, the profile redesign for the Bemol app focused on addressing key issues related to navigation and information access. Three months after implementation, we achieved significant results, with a considerable increase in the usage of key features. For example, the 'My Account' feature saw a more than 126% increase in user interaction, the 'Bonus History' grew by 126%, and the 'Store Credit' feature usage jumped by 153%. Additionally, the 'Loan' section experienced a remarkable 170% increase, clearly demonstrating the positive impact of the redesign.
We conducted internal and customer research aiming to develop a new proposal that meets the needs and expectations of the target audience. Additionally, we analyzed the current usage of data and identified the main points of improvement, taking into consideration both customers and stakeholders.
Key improvement points identified:
Enhance the visualization of the most used functionalities, such as Purchase Tracking, Installment Payments, and Purchase History Viewing.
Highlight essential business functionalities such as Bonus Points, Loan Options, and E-commerce Tools.
6 Interviewees - Bemol Employees: Management, QA, Developer, Logistics
Coordinator, Trade Marketing Coordinator, and Department Support Manager.
Duration: 15 minutes
Environment: Online
The interview aimed to evaluate the current profile. Therefore, we asked the
interviewees:
What is your opinion about the current Profile?
What do people use or consult the most?
What could be improved?
Share stories.
Bonus history: "The bonus history should be more prominent and informative."
Purchase tracking: "We should have better and faster order tracking."
Changing personal data: "Users struggle to change their personal data."
Bemol cred plan: "We should have a centralized system for Bemol's cred plan; it's of utmost importance for both the company and the customer."
6 Bemol Employee Interviewees:
Management, QA (Quality Assurance), Developer, Logistics Coordinator, Trade Marketing Coordinator, and Department Support Manager.
Duration: 35 minutes
Objective: Identify the hierarchy of information within the Bemol app profile.
The interview along with the card sorting exercise generated a group of important and correlated information for stakeholders:
Bemol credit: Participants have a mental model of grouping credit limit and installments in the same UI space.
Gamification: There is a need to bring closer the Medal and Bonus groups (not necessarily in the same group).
My personal data: Encompasses all information. However, 2 participants segmented it into 3 distinct areas. These 2 participants replicated usage behavior seen in other e-commerce platforms.
During the card sorting process, we asked participants about possible comprehension difficulties or suggestions for the presented terms, and we identified:
Redundancies in bonus nomenclature (Bonus Points, Bemol Bonus)
Confusion in purchase history (My orders)
Lack of connection between the current bonus points and the statement
Some individuals are uncomfortable with the term "crediário," although there is currently a marketing strategy to establish the term, aiming to differentiate it from the Bemol account
Difficulty understanding the purpose of the wishlist (Favorites)
Purchase History ≠ My orders Tracking
The benchmarking stage was conducted based on the e-commerce applications mentioned by the interviewees. This phase is of utmost importance as it enables a comparative analysis between the product under development and direct competitors, identifying both strengths to be maintained and improvement opportunities. By analyzing the practices adopted by other market players, we can extract valuable insights that guide decision-making in the design and development process, aiming to ensure an exceptional and competitive user experience.
The usability test was structured around a brief interview, addressing the e- commerce applications commonly used by the user, as well as their initial impressions when viewing the main profile screen. Additionally, it included activities related to installment plans, bonus points, credit vouchers, statement inquiries, personal account management, updating personal data, reviewing past purchases, viewing transaction details, making installment payments, viewing recently visited items, option for loan application, and navigation through items marked as favorites. At the end of the test, a Wrap-up session was conducted to gather feedback on what participants liked most, what they liked least, and their overall opinion.
After three months of implementing the redesigned profile section, the results speak for themselves. We observed a significant increase in user engagement across all key features, validating the effectiveness of the new design and its alignment with user needs. The redesign resulted in:
These results underscore the impact of focusing on user needs, optimizing both the user experience and business outcomes. The redesign not only enhanced the overall usability but also ensured that the platform's core features became more accessible and intuitive for users.
