Bloomingdale’s

The Brief

Bloomingdale's aimed to elevate their mobile app experience to meet evolving customer expectations for interactive and personalized shopping. The project's primary goal was to refresh the app with new features that cater to in-store shopping, registry, wishlist, and loyalty programs, thereby enhancing user engagement and increasing daily and monthly app usage.

Design Approach

We aimed to introduce innovative features that would significantly enhance in-store navigation, product discovery, and personalized shopping experiences. In parallel, our goal was to elevate Bloomingdale's brand by refining the app's user interface, incorporating subtle yet playful design elements that enrich the overall user experience. This initiative was meticulously designed to not only expand our user base but also to foster a deep sense of loyalty among their customers, ensuring they enjoy a seamless and enriched shopping journey that stands out in the retail landscape.

LOOK & FEEL

Bloomingdale's embodies a special fusion of personalization and playful fashion, striking a balance between aspirational and accessible. With this core identity in mind, we embarked on developing a design direction that would redefine the app's look and feel. Our vision was to create an interface that exudes simplicity and elegance, punctuated with subtle pops of color and imaginative design elements. This approach not only reflects the vibrant and inviting atmosphere of Bloomingdale's stores but also enhances the user's journey, making it more intuitive and engaging. By integrating these thoughtful design nuances, we aim to offer an app experience that resonates deeply with our users, making fashion discovery and shopping an extension of the fun and approachable ethos Bloomingdale's is known for.

HOMEPAGE

A mobile app presents an ideal platform for brands to forge personal connections with their customers, and the homepage is pivotal in delivering content tailored specifically to them. Previously, the homepage featured merely a swipeable promotional banner, offering no personal touch. To address this, we devised a homepage design that not only attracts customers to the mobile app but also encourages repeated visits through more personalized interaction and inspiration. Key features of this revamped homepage include seamless access to Loyallist Rewards details, captivating catalogs, and content designed to inspire, alongside personalized product and brand recommendations. These recommendations are smartly curated based on the user's past purchases and browsing habits, ensuring that each visit feels uniquely personal and directly relevant to their preferences and interests.

PRODUCT DETAILS PAGE

To boost 'add to bag' and checkout conversion rates, we enhanced the product detail page experience for both single and bundle products. This revamp includes an increase in image size for better visual clarity, a restructured and aesthetically improved hierarchy of product information for easier navigation, and the integration of fit tools to assist customers in making informed choices. Additionally, we've introduced features enabling customers to write reviews directly on the product page, enriching the community's shopping experience. We also made stock availability transparent, ensuring customers have immediate knowledge of an item's status.

ACCOUNT & LOYALLIST

While enhancing the shopping experience was a primary focus, we equally prioritized giving customers effortless access to their account details. To achieve this, we reenvisioned an engaging and intuitive new account section. This redesigned space introduces an at-a-glance dashboard, offering streamlined navigation through highly interactive features such as past orders, saved credit cards, and Loyallist program details. This not only simplifies account management but also enriches the user experience by making it more personalized and interactive.

WISHLIST

We enhanced the wishlist feature by introducing the ability for users to create multiple wishlists for improved organization. Additionally, wishlists can now be shared and made searchable, increasing their utility and social aspect. We also implemented a filtering system, allowing users to quickly find specific products within their wishlists.

REGISTRY

Recognizing The Registry as one of Bloomingdale's flagship initiatives, we have introduced an advanced native registry experience. This innovation enables customers to effortlessly manage their own registries, while also providing a streamlined process for guests to shop from registries directly within the app. This enhancement not only simplifies the registry management process but also enriches the shopping experience for both registrants and their guests. By integrating these features, we aim to make the process of creating, sharing, and shopping registries more intuitive and enjoyable, further solidifying The Registry as a cornerstone of Bloomingdale's customer experience.

CHECKOUT

In our effort to enhance the checkout experience, we pinpointed several key areas for improvement. To address these, we introduced a range of features designed to streamline the process and enrich customer interaction. These new additions include the convenience of selecting 'pick up in-store' options, seamlessly integrating offers & promotions for easy access, and allowing for editable items directly within the cart for increased flexibility. Furthermore, we expanded payment options to include popular methods like PayPal and Apple Pay, catering to a broader spectrum of customer preferences. Additionally, we integrated features specific to Bloomingdale's, such as Loyallist rewards and B Wallet, to provide a more personalized and rewarding checkout experience.

DESIGN SYSTEM

We developed a detailed style library that encompasses all the key components, patterns, interactions, and behaviors integral to the Bloomingdale's iOS app's design system. This meticulously assembled library forms the backbone of the app's user experience, ensuring a uniform and intuitive interface across all touchpoints. It acts as a critical resource for guiding future design and development, ensuring consistency and continuity in the app's evolution.

Conclusion

The refresh of Bloomingdale's app represents a significant step forward in offering a personalized, engaging, and frictionless shopping experience. As a UI Designer, my role was pivotal in translating strategic objectives into a compelling visual and interactive design, directly contributing to the app's success and positive reception among users.

RESULTS

• Achieved a significant increase in daily and monthly app usage, indicating a positive reception to the new features and improved user experience.

• Enhanced in-app engagement metrics, including time spent in the app and interaction rates with the new features, demonstrating successful user adoption.

• Received positive feedback from users on the intuitive design and personalization aspects of the app, contributing to higher satisfaction and loyalty rates.

AWARDS

2019 W3 Awards Silver - Mobile Apps/Sites-Shopping
2019 W3 Awards Silver - Mobile Features-Best User Interface