The story started in 2019 when we decided to level up all ABOUT YOU’s shop applications, including our App, Desktop, and Mobile Web versions. The goal of the new version was to rethink all parts of the shop. We wanted to craft a whole new experience, in which every aspect is easier, faster, and more intuitive for our customers. Since ABOUT YOU is also rapidly growing and we are entering new markets regularly, we wanted to upgrade our design system to be more flexible.
This was going to be a huge project with many different departments being involved, many ideas and many user testings. We started off by gathering all types of user feedback, which we receive continuously through different channels. After collecting and clustering everything, we proceeded to interview our customers about their struggles and desires.
One of the primary challenges during this project was to create a crowdfunding platform, which was targeting a digital and mainly mobile-oriented generation, who are used to screen-based multitasking.
While working on this product and speaking to potential users, it was discovered that users in our target group easily lose track and motivation in registration processes in general, no matter what they are registering for. Secondly, they have no ambitions to download an app to set up or to support a campaign, therefore we decided to focus on a mobile website solely.