Nite Ize App Case Study
Client
Nite Ize
Role:
User experience, art direction, design systems, user testing
Year:
2023-2024
The challenge
73% of Nite Ize’s website visitors engage via a mobile phone, but there is a concerningly low conversion rate among new customers visiting the website.
The solution
App features focused mainly on enhancing engagement, retention, and loyalty. App features include enablement of push notifications to keep users informed about new products, Gear Hacks, and other promotions; implementation of an in-app bonus point incentivization program; and promotion of dedicated Gear Genius support to answer all product-related questions.
I researched and implemented a user-centric and functional design, conducted competitor research, and created surveys. I then proceeded to defining the solution, creating a roadmap, establishing architecture and designing the product.
The research
I delved into the preferences, behaviors, and needs of the target audience by conducting surveys and competitor analysis. The survey questions were directed at users accessing the website on mobile. The intention was to gain insight into functionality pain points and to illuminate any features that we could introduce exclusive to a mobile app. Some of the survey questions included the following:
Overall Satisfaction:
On a scale from 1 to 10, how satisfied are you with the overall design of our product?
User Interface (UI):
How would you rate the clarity and intuitiveness of the website?
Are there specific elements of the website that you find particularly user-friendly or challenging?
Navigation:
How easy is it for you to find what you're looking for in the website?
Are there any improvements you would suggest for the navigation flow?
Visual Design:
Do you find the visual design of the product appealing?
Are there any specific design elements that you think could be improved?
Functionality:
How satisfied are you with the overall functionality of the product?
Are there any features or functionalities you wish were different or added?
Personalization:
Do you feel that the product caters to your individual preferences and needs?
Would you appreciate more personalized features or content?
Future Expectations:
What improvements or new features would you like to see in future updates?
Are there any emerging trends in design or functionality that you would like us to consider?
Insights gleamed from this research highlighted 2 key needs: 1) Improved accessibility and convenience and 2) Enhanced user engagement.
To further interpret the data, I then progressed to developing a journey map to identify any points of friction and resolve them.
Experience design
Navigation
The navigation system takes into considering the entire consumer journey, from opening the app to finding the right product. As an example, the large catalog of products are organized into parent categories and subcategories to make the search process easier, and the checkout funnel is concise.
In-app Messaging
One of the unique features of interacting with the app is in-app messaging. The three types of messaging are onboarding, user surveys, and sharing rewards and promos.
Design System and Component Library
The design system was constructed using the atomic design methodology, enabling me to systematically organize each component.
