bloomingdale’s / e-commerce
The iconic luxury department store offers seamless shopping experience with a mobile app that tracks users’ location at the store, assisting to find products they’re looking for.
Role : UX/UI Lead, Art direction
Maintain and update Design System.
Worked on Buy Online Pickup in-Store initiative, bWallet integration, Registry redesign, shopping bag update (new codebase), my account / wishlist redesign
Overview: The celebrated reward program, Loyallist is a major part of brand’s marketing promotions and customer engagement. When customers reach 5000 points, they receive $25 reward card. When user logs in to account page, dashboard displays summary of available points and reward card amount.
Design Assessment: Existing dashboard (shown above) was static text and numbers and information about pending and available points are displayed without hierarchy. The bar graph with 1,000, 2,000 … 5,000 was taking too much space with 3D dog graphic. Also, desktop and mobile view was inconsistent.
Design Solution: To make it easy for users to read at glance and understand points, main goal was to simplify the content. The most important piece of information is the reward card amount and how many points are left to get next reward card, so we made those elements most prominent. After exploring number of design options and testing, reviews by business stakeholders, final design was the ring animation with the Loyallist dog symbol.
Registry Redesign:
Site and mobile app enhancement updating UI and user account dashboard.