Sherri Hill APP
Sherri Hill – the luxurious prom dress design company wants to create a mobile app that enhance its current product experience and incorporate loyalty program to better connect the digital and physical world.
As lead UX designer, I mainly in charge of primary & secondary research, persona creation, user journey exploration and concept mockups. As a result, new loyalty programs have been successfully approved and partially designed into the app.
UX Research
Primary Research
Sherri Hill team joined our design team in a two-day workshop. We tried to learn about the current Sherri Hill brand, from operations, customer relationship, future goals and visions.
Secondary Research
My team presented our analysis on the competitive landscape, technology trends within the fashion industry, and best practices in loyalty programs. In our detailed research documentation, we breakdown consumer loyalty programs into 6 categories:
Personas & User Journey
Creating Personas
During the workshop we discussed eight different personas and prioritized them into primary and secondary personas.
For the primary personas, we focused on building a stronger relationship with them since they are already familiar with the Sherri Hill brand and its products.
The goal is to activate the existing fan and customer, then phase in store employees soon after.
Mapping Out User Journey
Mapping out the customer journey lets Sherri Hill (SH) identify certain areas they would like to see the brand improve in the mobile environment.
My team has identified the most relevant parts of the journey are the beginning, when potential customers learn about the brand through social channels, and in the store, just before the purchase. When the customer is in the store is when we want to connect both with the customer and the store employees.
