bloomingdale’s e-commerce redesign
bridging digital and physical experience to bring in more customers
What I did
User behavior research and analysis
Develop data-driven redesign
Overview
The goal was to revamp and redesign the e-commerce app platform for Bloomingdale’s – one of major department store brands in United States. For more than 150 years, Bloomingdale’s has been serving as an influential retail institution. The Bloomingdale’s app would not just be a replacement for physical retail shopping but an extension to the whole shopping experience of Bloomingdale’s that add to their initiative of “Not just a store, but a destination”.
Simple, easy, sleek app for the customers to shop from so that they are not overwhelmed by the options. Customers can easily purchase with Apple Pay, Google Pay, or stored credit cards.
Existing Design Model
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Home Page
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Shop Categories
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Shop Categories Cont.
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Account
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Shop Women
3 Big Insights
01. Bringing the in-store experience online and bringing the online experience in-store
02. Branding the design frameworks
03. Basing design through research and analysis
01. Bringing the in-store experience online and bringing the online experience in-store
The existing app has a “Scan & Send” feature already built in to the app. This feature allows the customers to scan items to check availability while shopping in-store and the customers can have them shipped right to their door if they don’t see the exact size or color they want in-store. It is an unique feature that is not often seen in e-commerce platforms and could be really beneficial to both the customers and the store. However, the feature is not very well promoted to the customers. It would be beneficial to highlight the feature to bridge the customer’s digital and physical shopping experience.
02. Branding the design frameworks
Existing App Analysis
Bloomingdale’s has such a strong brand identity and the app should reflect the identity Bloomingdale’s has built since the 1800’s. The iconic Bloomingdale’s bag has been such a big part of the store’s image and I thought it would be best if that icon is carried into the app design as well. The app’s framework design should reflect and match the overall Bloomingdale’s brand look. This allows the customers to grasp the brand that they are shopping in and also help the customers feel like they are a Bloomingdale’s shopper.
03. Basing design through research and analysis
In order to create a successful e-commerce mobile platform, I thought it’s important to understand the competitors and analyze what are the elements the competitors are doing well and where improvements could be made. Building a persona of the customers to understand the needs of a customer was also beneficial in determining a more user-friendly navigation. These analysis helped to identify possible pain points and streamline the app for the customers.
Ultimately, the goal was to create a user-friendly e-commerce app that is convenient and not overwhelming. Simple and concise for easy but curated shopping
