UX Design Case Study 2023
Optimizing Deal Discoverability for an Enhanced Customer Shopping Experience
Client / Walgreens
My role / Senior UX & Visual Designer
Implementation Date / November 2023
Project Overview
Walgreens faced challenges in communicating deal value, reflected in customer feedback and low usage rates. We developed a solution to enhance deal discovery and usage both in-store and online, aiming to create a seamless, engaging experience that boosts customer loyalty and repeat business.
Current State: Deals Discovery
The current Walgreens deals discovery experience is disorganized, requiring over four clicks to navigate between scattered deal categories like weekly deals, coupons, and clearance. The disjointed visual design further complicates the user experience.
Discovery Phase / Research
Through our qualitative & quantitative research, we discovered the following 6 issues regarding the myWalgreens deals experience:
Competitive Analysis
Our Targeted Customers
Development Phase / Lo-Fidelity Concepting
We developed eight low-fidelity concepts to address pain points identified in our discovery phase. Each concept was tested with customers to evaluate their effectiveness. After stakeholder discussions and testing, we selected a few successful flows to move forward with.
1. Simplifying value discovery with a dedicated space for personalized deals.
2. Adding personalized shopping opportunities within the Weekly Advertisement
3. Helping customers maximize their myWalgreens cash through gamifying rewards.
4. Motivating customers to discover and redeem coupons through a clip–and–buy experience.
Development Phase / A/B Testing
For our first round of user testing, we conducted A/B testing using the above lo-fi flow against the current deals experience.
What did we learn from our A/B testing?
Delivery Phase / Final Concepts
After testing our initial concepts, we created the final versions of the personalized dashboard and weekly ad, coupons were shop–able as well as clip–able throughout the PLP/PDP experiences, and we introduced an in-store virtual assistant to help discover deals.
Thank you!
Please contact me for greater depth in this project.
