Introduction
In today's fast paced world, consumers demand convenience and efficiency in every aspect of their lives, including shopping, which is the online method is the most popular method all around the world, but still most consumers in our world prefer to shop physically in the stores. This case study explores the design and development of the Kasko mobile app, a solution aimed at enhancing the in-store shopping experience for Kasko customers by significantly reducing shopping time and improving overall convenience by leveraging advanced technologies, including in store navigation, mobile payments, and personalized recommendations.The Kasko mobile app aims to transform the traditional in store shopping experience into a seamless and enjoyable journey for their consumers.
My role : UX designer, UX researcher
Tools : Figma, Adobe XD, Adobe illustrator, Adobe photoshop, Zoom, Google meet
Project overview
Project name : Kasko mobile app
The Problem: Kasko customers encounter significant obstacles while navigating large store layouts, locating desired products, and completing their shopping efficiently. These challenges include time consuming navigation through vast and complex store spaces, often leading to difficulty in finding specific items and resulting in wasted time and frustration. Furthermore, customers frequently lack access to in-store assistance or personalized recommendations to guide their shopping journey and help them discover relevant products. This, coupled with inefficient shopping experiences characterized by long checkout lines, limited product information, and difficult comparisons, contributes to a suboptimal and prolix shopping experience for Kasko customers.
The Goal: To enhance the in store shopping experience for Kasko customers by significantly reducing shopping time and improving overall convenience.
The Pain points :
Long waiting times for customers at checkout counters.
Difficulty in locating desired products within large stores.
Time consuming product comparisons in a physical store.
Frustration with navigating in the complex store layouts.
Lack of proper in store guidance.
There is no customer ratings for products.
The Targets: Individuals who shop at Kasko stores, particularly those who value efficiency and convenience.
User research
Survey
Survey distribution to Kasko customers to gather data on their shopping habits, preferences, pain points, and expectations for a mobile app.
Data gathered
Quantitative data is useful but doesn’t always provide the clarity needed for a potential solution, so conduct in depth interviews with a sample of Kasko customers to gain a deeper understanding of their needs and motivations.
1. Frustration with navigation: All five interviewees expressed significant frustration with navigating Kasko's large store layouts. Common complaints included difficulty finding specific products, feeling overwhelmed by the size of the store, and wasting time searching for items.
2. Desire for personalized guidance: Four out of five interviewees expressed a strong desire for personalized guidance within the store. This included features like interactive maps, personalized product recommendations based on past purchases, and the ability to easily locate specific items within the store.
3. Long checkout lines: All interviewees cited long checkout lines as a major pain point. They expressed frustration with waiting times, particularly during peak hours, and a desire for more efficient checkout options.
4. Value of product information: Four out of five interviewees expressed a need for easier access to product information. This included the ability to quickly compare prices, read customer reviews, and access detailed product specifications while in the store.
5. Openness to mobile solutions: All interviewees expressed interest in using a mobile app to enhance their Kasko shopping experience.
Interview
Insights
Competitive analysis
Feature
Detailed store maps, product locator, aisle navigation
Strong
Basic store map, limited product location
Moderate
Limited mapping, focuses on department locations
Weak
No in-store map functionality
In-Store Maps & Navigation
Personalized deals, product recommendations based on purchase history
Strong
Personalized deals, limited product recommendations Moderate
Limited personalized recommendations, focuses on bulk deals Weak
No in-store personalized recommendations
Personalized Recommendations
Detailed product descriptions, reviews, comparisons, stock availability
Strong
Comprehensive product information, barcode scanning
Moderate
Primarily focused on online shopping and delivery
Product Information
Scan & Pay, contactless payments, mobile wallet integration
Strong
Multiple payment options, seamless checkout
Strong
Contactless payments, mobile wallet integration
Limited
Limited mobile payment options, focuses on in-store purchases
Strong
Mobile Payments
Other In-Store Features
Shopping lists, order pickup, drive-up service
Strong
Robust in-store features, strong omnichannel integration
Moderate
Basic shopping list, limited in-store pickup options
Limited
Primarily focused on online shopping and delivery
Comprehensive in-store features, strong user interface, personalized experience
Wide reach, strong brand recognition, competitive pricing
Unique treasure hunt experience, strong member loyalty program
Seamless integration with online platform, robust delivery options
Strengths
Basic product information, limited comparisons
Limited
Can be overwhelming for some users due to its breadth of features
In-store features less developed compared to online shopping
Limited in-store navigation and personalization features
Primarily focused on online shopping,
limited in-store functionality
Weaknesses
Key findings
1. Target have invested heavily in their mobile apps, offering comprehensive in-store features.
Their apps provide detailed store maps with product locators and aisle navigation, personalized recommendations, extensive product information, and seamless mobile payment integration, however Target app is more powerful and has more features than Walmart.
2. Costco's mobile app has a limited in-store focus, primarily serving as an extension of its membership program and online shopping platform.It offers limited product information, and contactless payment options.
The app doesn't offer a useful map maybe because of their business strategies.
3. Amazon Fresh primarily focuses on online grocery shopping and delivery, with minimal in-store functionality.
Their advantages
Target trying to providing a personalized and user friendly in-store experience through its app.
Walmart leverages its wide reach and strong brand recognition to offer competitive pricing and a comprehensive shopping experience.
Costco maintains a unique "treasure hunt" shopping experience, fostering customer loyalty through its membership program.
Amazon Fresh seamlessly integrates with its online platform, offering convenient delivery and pickup options.
and of course they are undoubtedly the industry giants, achieving a
combined annual revenue of $910.669 billion in 2022.
So we have
Innovative and hectic Target,
Moderate and calm Walamrt,
A wholesaler Costco,
And the minimalist Amazon fresh with different point of view.
What's missing...?
A user friend mobile app, which is focus on the decrease time wasting in the store and keep away from complexity.
Prioritize the development of robust in-store navigation and product location features to address customer frustration with navigating large store layouts.
Develop a more robust and user friendly navigation system, offering features like turn by turn directions, interactive maps, and precise product location.
Leverage personalization to enhance the shopping experience and drive customer engagement.
Provide a higher level of personalization, offering tailored product recommendations, personalized deals, and customized shopping lists.
Provide comprehensive product information and comparison tools to empower customers with informed purchasing decisions.
Create a more comprehensive in-store mobile experience, focusing on features that enhance the physical user's shopping journey, such as product comparison tools, detailed product information, and interactive shopping lists.
Make a integrated and efficient checkout experience using different methods to reduce wait times and enhance convenience.
Offer a seamless and efficient checkout experience with various mobile payment options, including QR codes/barcodes, contactless payments and mobile wallet integration, to address the pain point of long checkout lines.
Design process
User personas
User journey map
This journey map showcases how the Kasko mobile app, with its core features, directly addresses Fernando's pain points and creates a significant improved shopping experience. By leveraging the app's functionalities, Fernando can shop more efficiently, save time, and enjoy a more seamless and convenient shopping journey at Kasko stores.
Information architecture
Wireframing
Transition from papers to Figma frames to make first wireframes...
Prototyping
When the design start to live...
Usability testing
Participants:
Five participants, representing a mix of our user personas, were recruited for the usability testing sessions.
Tasks:
• Creating a shopping list.
• Using the in-store map to locate a specific product.
• Scanning a product barcode to access information.
Observation + Accurate note taking
• Adding items to the in-app shopping cart.
Think aloud protocol applied
• Completing a mobile checkout.
Post test Questionnaire provided
• Providing feedback on the overall app experience.
• Participants love the ease of barcode scanning, but some of them have difficulties in low light conditions.
Key findings
• Some participants struggled to use the barcode scanner feature.
• Some users found the in-store map's turn by turn navigation to be slightly confusing in aisle turns.
• Some participants were confused with the QR code payment method verification step.
• In overall user experience, participants generally found the app to be user friendly and intuitive and the app's features were perceived as valuable and relevant to their shopping needs.
SO, its time to iterate
• We provide a simple and quick description to show where the barcode reader is
and what this feature do.
• Use perspective map, and navigation assist to make more accurate and more familiar turn by turn navigation system for users to find their way easier.
• Light always matter, for the accuracy of the barcode reader feature of the app, we help the smartphone flash light which shows on the left corner of barcode reader and user could turn on and off the flash light depend on the ambient lighting.
• To avoid any user confusion, I redesign the confirmation page and provide a "how to button" near the description which shows the exact steps by showing the real images in stores.
App features
Personalized deals & promotions
Shopping list maker
In-store compare tool
Mobile checkout
Accurate maps
Product locator
Customer support integration
GPS integration
QR code checkout
Barcode scanner
"As a UX designer I always see the world through the company's eyes, because without this point of view all the hardworking is kind of worthless."
So one of the most important things in all projects :
KPIs
Average time spent shopping in the store
The average time spent shopping at Kasko was 45 minutes, a significant reduction in data shows after launch the app, the average time decreasing to 30 minutes, representing a 33% improvement in shopping efficiency.
Customer satisfaction with the app
The app received an average rating of 4.6 out of 5 stars, with 85% of users reporting a "highly satisfied" or "satisfied" experience, measured through in app surveys and app store reviews.
Conversion rates for in app purchases
Number of users who completed a purchase through the app, grew up in first three months and the conversion rate for in app purchases reached 70%, indicating strong user adoption of the mobile checkout and QR code checkout feature.
App usage frequency and engagement
75% weekly active user rate, demonstrating high engagement and user retention than the previous 45%.
The overall impact
The Kasko mobile app has demonstrably improved the in-store shopping experience for Kasko customers.
High user engagement
