We were tasked with creating an mobile experience that would make it easier for in-store reps to gather valuable data about consumer behaviour and shopping patterns. Prior to the creation of this app, associates were doing it all with pen and paper and then entering data in after the fact. You can imaging how prone to error this was. The goal was to capture as much data as possible to then gain insights in to how the products, packaging and the overall retail experience could be improved for clients.
For this project, I did all the Information Architecture and User Experience design as well as some initial UI design concepts. I also provided art direction to designers and front-end developers. Credit to Karalyn DaRosa for doing a lot of the heavy lifting of design work on this. Below are a few sample wireframes from the app
Once users were authenticated with the app, they would have projects assigned which store 'visits' would be associated with. Each visit had a number of observations to capture including general store information as well as category-specific and shopper-specific observations.
Photos of store conditions, category aisles and planograms could be captured within the app and it also allowed for a more guided 'shopper intercept' survey, where shoppers could be approached to answer a set of simple questions. This data could then be aggregated and analyzed to develop valuable insights.
We opted to keep the design very straight-forward and simple as there was no room for extraneous details or decoration. Since the application had a very functional purpose, it was best to go with a flatter, minimal UI that removed all distractions from getting the job done.
Rather than flow through the observations in a consistent, linear fashion, users needed to be able to jump back and forth between the various tasks in a given visit. Tabs were the appropriate UI element to fit the bill. With this approach users could easily flip between Store Observations, Shopper Observations, capturing photos or using the 'dwell timer'.