In 2012, BNEX launched a fully customizable white-label app to increase shopper engagement with retailers.
Although the product had been efficient in the past, the scenario was different by 2022: user behavior had changed, the market had matured, and app usage had dropped.
To identify friction points, I conducted a usability test. In a simple mission ('create a list with panettone and wine'), only 2 out of 5 people completed it, and only 1 did so correctly.
The most critical problems were: The diagnosis was clear: the experience was not keeping up with the current market, and improvements were needed for both the shopper and the retailers who customized the app.
🚫 Accessibility issues caused by excessive customization (colors, gradients, menus).
🚫 Long, confusing forms with questionable mandatory fields, especially in light of LGPD (General Data Protection Law).
🚫 Complex flows that complicated simple tasks.
🚫 Poorly distributed features, many hidden in the hamburger menu.
🚫 Too many unnecessary decisions for the retailer during customization.
⭐ Created wireframes with a reorganized feed, mapping out customization areas and defining boundaries between branding and user experience.
⭐ Developed an interactive prototype in Figma featuring a feed carousel, simplified navigation, accessibility adjustments, and new priorities.
⭐ Structured a validation plan via A/B testing comparing the current app vs. the prototype, measuring task completion time and success rate.
Although the study focused on solution conception, the expected and targeted outcomes were:
A much more fluid shopper experience, reducing clicks for essential actions.
Greater visibility of core features in the feed and bottom navigation.
Lower cognitive load for retailers when configuring the app.
Improved accessibility, reducing errors and inconsistencies.
Smarter forms compliant with LGPD (General Data Protection Law).
A clear baseline for A/B testing, ensuring data-driven decisions.
Additionally, the prototype delivered a much more modern and updated product vision, bringing the app back to competing with market standards expected in 2022.