Slice Consumer App | Miafengdesign

Slice Technologies, Inc.

Slice purchase tracking app

Work with

Designers

Engineering team

My Role

UX design

UI design

Prototyping

As one of three designers for a consumer e-commerce purchase tracking app Slice, I worked closely with other designers to achieve the following three goals for the consumer product:

design a modern and friendly visual product style across iOS and Android platforms that appeal best to our target users
identify and create more user-friendly flows based on Google Analytics data
design a new price drop alert feature within our existing app — when a price drop for past online purchases was detected, the app notified users to help them get reimbursed for the price difference with one tap

As a result of implementing these changes, Slice grew the user panel from 4M to 5.9M since the launch of new designs.

Challenges

Slice Technologies developed the popular Slice package tracker iOS app, which kept track of all physical package orders shipped to the consumer based on online purchases made after the consumer linked their email with the service. While Slice had been providing the service over six years to 4M users as of April 2016, we experienced a hard time with meeting the needs of our B2B side of the business in the following ways:

acquire more users in the consumer panel
increase user stickiness and slow churn

Solutions

To coincide with the launch of the Android app, the team decided to make the following improvements to the overall UX to gain additional users and decrease user churn:

Apply a new visual identity and updated UI across the new Android app, the existing iOS app and website, which should excite our primary target users
Improve the existing user flows to create a better experience

We believe that deploying a new feature, which potentially is able to send out CTA push notifications, could increase the existing user stickiness.

Roll out the price drop feature — when there's a price drop for the previous purchases, the app should notify the users and help them get the compensation price difference back with one tap, in three months

Design methods

Data

Analytics

User

Review

A / B

Testing

Persona

Usability

Testing

Update visual identity and UI

Identify the specific visual style, which is widely acclaimed by the target persona.

By collecting app reviews and doing quick components A / B testings, we realized that our target users — 20s to 40s females were excited about a friendly and modern visual design. Thus, we created a visual identity inspired by the latest iOS and Google material design, which impressed our users with a friendly teal, fun illustrations, and a modern card-based flat design. The updated intuitive UI also gave a clear visual hierarchy to the users, and help them go through our app easily even for non-tech users.

Improve the existing user experience

Based on the data analytics, figure out the user flow, which needs to be improved.

By tracking and analyzing user activities with funnels on Google Analytics, we defined and improved a couple of non-perfect user flows, which includes simplifying the onboarding process and limiting the numbers of CTA buttons. After I realized there was a conversion drop during the on-boarding process, we reviewed the interfaces and agreed that it might be a result of a misleading UI design. Thus we revised the design and fixed the high churn rate.

Design the new price drop feature

Generate the first rough design with the existing UX patterns, and get ready for the prototype test.

By going through team critics with both designers and stakeholders, we defined our first rough design of the new price drop feature with wireframe sketches, flows, lo-fi mocks, and polished the design with quick usability tests in design critic sections.

Prototyping

the new feature

I set up one lo-fi clickable prototype using Invision and one revised hi-fi prototype with peers and stakeholders to collect usability insights.

Designing

new feature MVP

After rolling out a prototype, a beta version was launched to find bugs and collect further feedback so that the product could be improved before the official launch.

Pixel-perfect consistency

By working with the other two designers, I managed the updated branding and UI elements with a well-designed style guide, an InVision library, and a Zeplin project.

Impact & result

The price drop was officially launched with great feedback from the press. The feature became so popular and even turned to a stand-alone app later.
With the help of the updated visual identity, improved user flows and the newly launched price drop feature, Slice made a significantly grew user panel from 4M to 5.9M.