Overview
Shopkeep is a customer feedback tool that enables retail management teams to monitor employee and store performance. It collects customer feedback through tablet interface surveys, and the data is sent to a back-end tool that can be accessed by store management and support staff. The tool provides individual employee profiles with performance metrics over selected timeframes. However, Shopkeep needs a modern redesign and additional managerial tools to assist small to medium-sized retail chains and boutiques in leveraging customer feedback data.
Challenge
Retail management teams need a more intuitive data collection tool allowing for visualization and categorization of data to elevate specific areas of the customer experience.
Areas of exploration:
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Emphasize important information.
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Make the platform more interactive and engaging.
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Make data visualizations less intimidating.
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Ensure the information feels digestible.
Opportunities
To identify trends in order to create a unique design and first-class user experience, we conducted an analysis of both direct and indirect competitors.
Despite some core differences such as layout or emotion, all competitors displayed clean, simple designs, cool tones, san-seriff fonts and minimal imagery.
Brainstorming sessions utilizing the Mash-Up and Mind Mapping methods were used to identify areas of overlap and establish the design principles to be carried forward.
The Design Principles
Intuitive Data
Accessible for All
Trustworthy
Visual Testing
We created divergent style tiles for user testing. Eight users were tested from various back grounds and demographics having managerial or retail experience. The testing method was unmoderated, remote due to COVID19 protocols and explorative in nature.
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Insights
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Users lean toward the more vibrant colors but still the crave the familiarity of traditional designs
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Tiles that closely resembled competitors designs were considered “too boring”.
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Overuse of bold and bright colors could be perceived as illegitimate or “untrustworthy”.
…I need something straightforward because I don’t have time to learn something while working on the floor.
Test Participant 2
Refine the Design
Using the same method, additional testing was conducted on a smaller group of convergent style tiles to confirm previous findings. Ten users were tested with back grounds ranging from customer service to frequent shoppers.
Insights
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Users were still more engaged by vibrant colors
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It is critical to find the balance between boring and untrustworthy
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The UI was comfortable but not engaging
Final Design
The final design, was crafted by members of the team to meet that careful balance of bright and engaging, with the traditional UI that users felt comfortable with.
Design System
To assure the continuity of the new design in future updates and materials, as well as for handoff to developers, we created a design system.
Resolution
The team achieved harmony between differentiating from successful but ofttimes predictable, bland designs and providing that familiar and trusted impression users desired.